How to Make Sure Buyers, Not Window Shoppers are Searching for Your PPC Ads
When you are buying pay-per-click advertising, bidding on keywords that indicate buyer-intent is essential to reach people who are ready to buy rather than people who are still in research-mode. You know who your niche target customer is and you already have a list of keywords that people search on when they’re looking for products or services like yours. You’ve searched to see what ads your competitors are running. As you sit down and prepare to write that first ad, take another look at your list of keywords. Are you keeping your customer in mind? Do you want to pay for a click if someone is simply searching for information? How do you write copy for your PPC ads that targets the person who is ready to buy?
Recognize Searches Based on Buyer-Intent
We’ve all heard about the sales funnel where potential customers start the buying process by seeking out information and gradually work their way down to the point where they’re ready to buy. You know the drill. You’ve decided to buy a new Television. You start your search process looking for “flat screen” or “plasma”. After reading the pros and cons, you decide on flat screen TV and then start searching on specific brands. By the time you’ve read the reviews and narrowed down your choices. You’re ready to buy. So, you start searching on “buy 42” Sony flat screen tv”. The keyword that indicates buyer intent in this example is “buy”. Other keywords that can signify buyer intent include shop, order, purchase and sale.
Bid on Keywords Targeted to People Who Are Ready to Buy
Your PPC advertising campaign should be targeted for a very specific niche target market. When you initially do your keyword research, you may find that thousands of people are searching for similar terms as well.
Make sure that the ad copy you write includes these terms and bid on those keywords accordingly.
If you get a good number of clicks on your ads analyze your traffic using Google Analytics. Are they making a purchase or leaving your site right away? If the latter is true, paused your ads and take a better look at what is happening.
Most likely if the people clicking on your ads arrive at your site and then leave right away they’re not ready to buy. Your ad intrigued them enough to click on it which is good, but they’re still looking for information or were unclear about what the intent of your ad actually was.
Adjust Your PPC Ads to Achieve the Results You’re Looking For
Research your keywords again and start looking for keywords that would be used by a consumer who is ready to make a purchase in your product or service rather than people who are in research-mode and ignoring buyer-intent.
Lesson learned – pay very close attention to the keywords that you bid on. Tracking your results in PPC can help you realize immediately that the terms you may be bidding on are targeting window-shoppers and not real customers.
So what are your experiences with pay-per-click advertising? What lessons have you learned? How do you include your keywords while still writing copy that packs a punch?
Contact the experts at Bullseye PPC to set up your next successful ad campaign!