When it comes to pay-per-click (PPC) advertising, many organisations make the same mistake: Every keyword they use drives prospects to their homepage, as they believe that their homepage is the best and broadest destination to drop prospects. This single mistake costs companies thousands each year in lost sales and increased PPC fees.
In order to choose and use the correct keywords in the right time in your pay-per-click (PPC) campaigns, you should be clear about your customers' intent at each stage in the buying cycle along with their search. Consider, as it were, how people search. Typically they'll focus on a very basic key phrase and view the results in a search engine. Unsatisfied with the results, they add another term onto their search string. Still unsatisfied, they add another search term'and then another'and then another'until they get the final results they want.
This procedure for adding keywords to some generic initial key word until 'valuable' or 'relevant' search engine results appear is called a 'keyword tail.' For example, for instance, if John Smith of Dayton, Ohio has a broken television around the Friday prior to big game. His TV is just too big to adjust to in his car, anf the husband is freaking out! John turns to the net to find a possible solution to this problem. He starts by performing a search using the keyword 'television.' However, this does not give him results that address his pain. So he incrementally adds keywords that will get him closer to easing his pain and solving his problem. Here's what his keyword tail might ultimately look like: Television + Repair + Sony + Dayton OH + On Site Repair. If the ad that John Smith clicks on immediately takes him to a relevant page that gives the information he is seeking, then which is the repair shop that's likely to get John's business.
Unfortunately, the road to purchase doesn't usually come about quite so quickly. The various buying stages typically occur over time, as an alternative to in one sitting. John Smith's situation simply illustrates how searchers add terms in the iterative process until they get what they're looking for.
On the trail or purchase, periodically broad, informational terms are appropriate. Someone might type in the generic term 'mountain bikes' because they really want general details about mountain bikes'brands, features, prices, and comparisons. And if they're using term and staying on that page, then you definitely want to provide what they're getting. But folks don't type in 'mountain bikes' when they're ready to purchase one. Rather, they type in the much longer keyword with plenty of specifics added.
The Three Buying Cycles
The various measures in the buying cycle prompt different varieties of consumer searches. During the data phase, the search query usually involves one- or two-word generic information terms. The shopping cycle usually involves two- to three-word generic terms. And during the buying phase, consumers are more likely to use four-word or longer keywords with less generic terms including brand names and detailed specifications.
The answer to PPC success is knowing how your prospects shop during each phase. Therefore, you'll want to think such as your prospects and customize the outcome you give them determined by their keyphrases. Simply having every searcher land on your own homepage can be a formula for disaster. Here are some details to take into account for each phase.
' The Information Phase
During this stage, customers don't know what they really want yet. They are only aware of a pain, a difficulty, a need, or a desire that they are trying to solve or meet. It is akin to customers driving round the outside of a mall, not sure what stores some may visit.
Your broadest terms'the most 'generic' keywords'are your informational keywords. These include the shortest search terms, usually only one or two words. What you supply the searcher at the one-word keyword search ought to be different than once they type inside a longer keyword string. Always keep in mind the searcher's pain, desire, and intent, that happen to be revealed by their keyword phrases. When the customer types 'television' to the search box, he or she is in the knowledge and research gathering stage. That customer is not prepared to buy. Therefore, getting your prospect go to your homepage for general information could be appropriate with this phase.
As a general rule, the greater the price-point of an item, the longer the info stage. A customer seeking a $2 widget in most cases move through information-gathering rather quickly, whereas someone researching $2,000 televisions will have a lot longer information-gathering stage.
' The Shopping Phase
Once customers have moved past the research stage, they begin shopping'looking at and comparing features, sizes, colors, brandnames, price-points, and retailers. In the world of online purchasing, this is similar to someone walking around the mall and going to the various stores. This phase happens when customers put more words onto their keyphrases, including 'Sony Silver Flat Panel' and 'Sony Plasma 37 Inch.' They add more modifiers onto their root search phrase and more specific keywords to acheive more detailed results. Longer plus more specific search strings indicate the customer is in hardcore shopping mode.
At now, instead of drop someone off for your homepage for general information, you need to deliver prospects straight away to the specific information they're looking for. So if you sell televisions, as well as the prospect types in 'Sony Plasma 37 Inch Television,' you need them to land on the page which includes that specific product. Only you know how long this phase generally lasts in your own business and what the most important information to deliver only at that point is.
' The Purchasing Phase
Purchasing keywords would be the longest and most specific searches of all, indicating that the prospect is able to make a buying decision. Your customer is on the cash register and opening his or her wallet. While there is not one term that can absolutely tell you they are ready to buy, a number of assumptions you can create based around the length and specificity from the keyword phrase. Therefore, as of this point be sure to bring people directly to your shopping cart application page.
Note your longer, more specific, highly-targeted keyword phrases may have a lower search volume than more general terms. That should not result in your undue concern, however, his or her conversion rate is going to be higher. In other words, the targeted purchasing keywords will generate front of clients who understand specifically what they need and who are prepared to buy. When customers type keywords like 'Television 32 Inch Sony Flat Screen Plasma Denver Colorado,' these are done shopping. They have decided on what they're planning on buying and in what geographical area. If you go to the extra effort of managing a long-string, highly-specific keyword within your campaign such as what the prospect would typically type in this phase, you might be right there when the person's credit card is coming out.
Your Path to Profits
You might be wondering why you can't simply run PPC campaigns with purchasing terms only to acquire in front of customers if they're ready to buy. The answer is that sometimes you must start building trust, authority, and name recognition with prospects before they'll purchase from you. Even if you offer something totally unique or phenomenal, prospects won't consider a real contender unless you build their bond with them.
Remember, the greatest goal is made for your company to be found easily under every keyword or keyword that is relevant to your business'and at every stage in your customers' route to Read This purchase. That's the way you get business from the Internet. So focus on your customer's path to purchase, provide them with a great consumer experience by keyword, and you may win in PPC advertising.

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