Find your Prospective Customer in the Buying Funnel (Part II)
Last week, on Part I of this three part blog post, I went over the principles of a buying funnel applied to online marketing. In this Part II I’ll approach the matter on how to build your Google Display Campaigns (GND) around those ideas.
The campaigns in the GDN are divided into two. The first are simple and generic campaigns that aim to target searches from the beginning of awareness stage and all the way down to the end of funnel. The second are the remarketing campaigns. The whole idea behind the GDN campaigns is that you are targeting future potential customers all over the Internet at all possible times, even when those customers are not looking for your products specifically.
When creating generic campaigns, you are able to target your potential customers in various kinds of placements. In last week’s example, we were selling digital cameras. In such case, you may want to consider placing your ad on some travel websites. What ever the wording you end up choosing for the actual ad, the idea behind it is: “Planning to go on a holiday this summer? Capture memories with your new digital camera!” This is just one example of ad text you can use to promote your message. Colorful banners will look nice, increase the performance on the overall account and ensure you are reaching potential customers even if they are not yet aware of your brand.
In the remarketing campaigns, you are targeting potential customers that have previously visited your site. Basically, until the customer deletes their cookies the ad will follow the customer all over the internet on all sites that are part of the Google Display Network.
The ads for remarketing campaigns will be written especially for those targeted customers. These customers have already visited your site and have a good idea of the products or services you have to offer. What they need is a small reminder and perhaps an incentive to revisit your website and make a purchase. You can try offering them a coupon or promotion code. When you offer specific visitors a coupon, it will follow them around the GDN. Remember to always exclude the remarketing audience from the rest of the other GDN campaigns you are running.
If you have any questions or comments, leave a message below and I’ll be happy to get back to you. Good luck!
Stay tuned for the last part of the post next week – Buying Funnel insights applied to creation of keywords and ad creative!