Figure 225 Jul 2026From “Pricing is a positioning decision.”

How much of the deliberate searching is about price

Of the searches in each cell that are either price-shaped or comparison-shaped, the share that is price-shaped. The highest is one in six; four of the six are under six per cent. The German volumes sit inside Google’s coarsest rounding band and should be read as small rather than as exact.

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Figure 2How much of the deliberate searching is about price

Source: Author’s analysis of DataForSEO Google Ads search volume, 12-month average to June 2026, pulled 25 July 2026. The denominator is a price- and comparison-shaped term set fixed before the pull and listed in the dataset note, not all searching in the category. Rows in the order the set was specified. The German and English modifier sets are not exact translations, and the German volumes fall in Google’s coarsest reported band.

PNG4:3, 1600 × 1200, with the title, the source line and the attribution set in the image isoglu-2026-pricing-is-positioning-fig02.png

Source and evidence

Each line names a claim related to this exhibit, its source, and how it was checked.

A DFS-WTP-C4 Comparison-shaped searches ≈3% of category volume in the three US categoriesSinan Isoglu (2026), First-party pull, DataForSEO Google Ads Search Volume endpoint
B DFS-WTP-C5 Comparison-shaped share in German categories is higher and noisier: 2.7%, 9.0%, 19.4%Sinan Isoglu (2026), First-party pull, DataForSEO Google Ads Search Volume endpoint
C DFS-WTP-C6 Price-shaped share is higher in all three German categories than in the matching US categoriesSinan Isoglu (2026), First-party pull, DataForSEO Google Ads Search Volume endpoint

Grades: A, verified against the printed page of the primary source · B, primary source, text layer only · C, authoritative secondary · D, reported.

From the essay

Pricing & revenue architecture

Pricing is a positioning decision.

Willingness to pay is not decided at the price page. It is built from what the buyer compares you against: so the set, not the number, is the lever.

25 Jul 2026

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APA 7

Isoglu, S. (2026). How much of the deliberate searching is about price [Figure]. isoglu.com. https://isoglu.com/insights/exhibits/isoglu-2026-pricing-is-positioning-fig02/

BibTeX

@misc{isoglu-2026-pricing-is-positioning-fig02,
  author = {Isoglu, Sinan},
  title = {{How much of the deliberate searching is about price}},
  year = {2026},
  howpublished = {Figure 2, isoglu.com},
  url = {https://isoglu.com/insights/exhibits/isoglu-2026-pricing-is-positioning-fig02/},
  note = {From the essay {Pricing is a positioning decision.}}
}

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<figure>
  <a href="https://isoglu.com/insights/exhibits/isoglu-2026-pricing-is-positioning-fig02/">
    <img src="https://isoglu.com/social/isoglu-2026-pricing-is-positioning-fig02.png" alt="Figure 2: How much of the deliberate searching is about price" width="3200" height="2400">
  </a>
  <figcaption>Figure 2: How much of the deliberate searching is about price. Source: Author’s analysis of DataForSEO Google Ads search volume, 12-month average to June 2026, pulled 25 July 2026. The denominator is a price- and comparison-shaped term set fixed before the pull and listed in the dataset note, not all searching in the category. Rows in the order the set was specified. The German and English modifier sets are not exact translations, and the German volumes fall in Google’s coarsest reported band. <a href="https://isoglu.com/insights/exhibits/isoglu-2026-pricing-is-positioning-fig02/">View exhibit</a>.</figcaption>
</figure>