Find out how the user intent of search phrases can indicate where a buyer is in the conversion funnel and how pay per click can support users with appropriate messages at each phase.
- [Instructor] In digital marketing, we are fixated on user intent. Now with PPC we want to understand user intent so that we know at which phase of the buying funnel the user is and how we can guide them further along with the right marketing messages. I'd like to share with you an analogy of how PPC maps to the sales funnel and the various phases at which we can influence the user. We will use the example of a luxury travel agent. Starting with the awareness phase, this is the point where to potential customer first becomes aware of their need for a service or about your company if you just told them about your service.
Here, the search user will, perhaps, search on Bing for a phrase like "Luxury hotels with sea view" and it may trigger an ad that says, luxury penthouse rooms in the Bahamas with free access to the world's best aquarium. The user might also be browsing an online magazine about luxury travel experiences, at which point a similar display ad with pictures of the Bahamas and a luxury suite grabs their attention. And now, they move through to the interest phase and at this point the user might be reading comparison reviews about the specific hotel that they became aware of when they search for the Bahamas, perhaps on other websites, in which case you can target them with a further ad where you remind them that the hotel won an award for the best service and location.
Or that might be on your website, downloading the information booklet, in which case you'd like to add the user to your remarketing list which is something that you're going to learn about on the remarketing course that we teach here on the platform. At this point the user's details will also be captured in your database for personalized offers based on their searches. The next phase is what we call the desire phase, this is where they are looking at prices or they're even trying to find some negative reviews to try and dissuade themselves before they meet the point of no return and make that purchase.
So at this point you may guide them along by displaying some review snippets, ratings, or even a video where you're remarketing an ad that shows the customer what they would miss out on if they didn't book. You can also show a time critical offer at this point that's going to expire soon. If they continue searching, at this point, you'll probably notice something more specific in the keywords, for example, "Bahamas luxury hotels" and this will move them through to the action phase where they are ready to buy.
So this could be when they are at the shopping cart, ready to pay online, or when they phone through, or chat with your sales department. During this phase it can happen that customers abandon their cart due to distraction and in this case, you will also use remarketing with a time-specific offer or even further incentives to make sure that the customer can convert. In case of a continuation in search the search phrase, at this point in time, will become very specific, for example, it will include the hotel name and something along the lines of late deals or the hotel name and something along the line of a price match.
The post-transaction phase is often not fully understood by digital marketers. Here, we can use PPC to reduce the buyers remorse and we can display affirmative messages confirming that the customer made the right choice, indeed. And we can even combine those messages with an upsell of additional services that are popular with customers. As you become familiar with the customer journey along the buying funnel, for your particular business, you can customize the PPC campaign to guide and support the customer in the right direction.
This will ultimately increase your market share and your conversion rate. It is important to also understand the journey so that you can save money and not advertise things to the customer after they already converted and this is where an advanced knowledge of PPC analytics will certainly count in your favor.
- Understanding the difference between search and display advertising
- Mapping PPC marketing to the sales funnel
- Using marketing agencies and campaign specialists
- Creating a Bing Ads account
- Creating a Google AdWords account
- Granting access to third-party users
- Setting up a campaign in Bing Ads and Google AdWords
- Setting keyword match types
- Copywriting for PPC ads
- Improving the quality score of your ads across different networks
- Using goals and conversion tracking
- Handling typical problems in PPC advertising