Find your Prospective Customer in the Buying Funnel (Part III)
Last week, on Part II of this three part blog post, we reviewed how to build your Google Display Campaigns (GND) taking into account the principles of a buying funnel.
In this last part, we’ll go over how the buying funnel affects the creation of keywords and ad creative, depending on which stage of the funnel your campaigns are focused on.
The complexity of a keyword is usually related to its place in the buying funnel. General one-word search terms will target customers that are in the early research phases. When you get to long-tail keywords (made up of 3 and 4 keyword strings) you will be targeting customers who have a pretty good idea of what they want and are prepared to buy.
Generic keywords often have thousands upon thousands of monthly average searches, maybe even millions! These high-volume keywords often called short-tail are usually extremely general and fit campaigns that target the top of the buying funnel.
Imagine you have an online shop for digital cameras. You did some keyword research and found that there are about 2.5m searches for the word “digital cameras” (that is awesome!).
One of the products that you offer on your site is the ‘Canon EOS D50’; you used the keyword tool to check the average monthly searches for that word and found that it only had 1000 searches per month (globally). This keyword is considered to be a long-tail keyword. It has less volume, contains at least three words in it and it’s more targeted. This keyword will be used for campaigns that target the bottom of the buying funnel.
If you optimize your campaigns according to these ideas, your ad text will be relevant for each phase of the funnel. The ads towards the top of the funnel will be completely different than ads towards the bottom of the funnel and the call to action will be changed accordingly.
All the way at the bottom of the funnel in a specific product campaigns, your ads may look like this:
In above example, the search was incredibly specific. When the search is so exact we can assume that the person who searched has a pretty good idea of the desired product and is ready to commit to a purchase. The call to action is than adjusted and gives the customer a sense of urgency to make a purchase today.
When the searches are less specific, at the higher stage of the funnel your ad will look similar to this:
Or, for even higher up the funnel:
These examples are meant to show that at these points in the funnel the searcher might not be certain of what product he is looking for, however the customer can still obtain some sort of value from visiting your site (you have the largest selections of digital cameras online). Once he’d made a visit to your site he might already be willing to make a purchase.
Keep in mind that although the ad text is important, there is always more you can do.
It should be obvious that you want your ads to show up when your potential client searches for them. Keep in mind that high ad positions might be less significant for the research phase as you thought. Use lower bids for general keywords. You will want to use higher bids for customers in the “buying mode”. These are customers that are searching for exact keywords such as “Canon EOS D50”, this is the time to bid higher in order to make sure that these customers click through at the right time!
These techniques will come in handy when taking into account your ROI reporting. At times, general keywords may get the buyers in the early stages of the funnel. Do your homework and carry out the right decisions for your campaigns.
If you have any questions or comments please feel free to leave them below and start a conversation.