Digital Marketing
Behavioural Targeting – Understanding PPC Model by Google [Part 5]
Don’t avoid conversational searches: Analyse conversational phrases as people would type it naturally, a single broad match keyword can contain thousands of them. These searches are often driven by a higher intent.
Know their ‘lifetime value’: Find out how often a customer might re-buy the product. If you are selling sports supplements they are likely to purchase far more frequently than someone searching for houses.
RLSA (Remarketing Lists For Search Ads): Has the user abandoned a basket? Or do they regularly complete purchases? You can tailor ads for different behaviors using the demographic tool in ‘display’.
Put the human first: If you try and optimize purely from a search perspective you can limit your potential audience. Always make the human your priority but don’t neglect the numbers.
Schedule your ads: Ads being ‘always on’ can lead to a lot of waste. Use ad extensions ‘ad schedule’ to see what time of day your ads have been clicked then only pay for those busiest hours.
Visualize the user’s entire journey: Securing the click is only the beginning. Where does the click land them? What are other relevant links on the page? There is a perfect tool for this inside Analytics.
Maximize call-to-action links: If your goal is for visitors to contact you, include multiple buttons for them to do so. Some people prefer clicking graphics, others prefer clicking text. Don’t restrict your audience.
Don’t hide your objective: Being too subtle costs your conversion. If you want the visitor to contact you make it easy and obvious to do so Likewise if you are selling something or promoting specific information.
