Post by huangshi715 on Feb 15, 2024 7:13:25 GMT
If you want to create PPC campaigns that convert, you need to understand how prospects think and what they’re searching for. Bidding on the right keywords will result in more clicks, but it also sets the stage for other important elements of your campaign: a persuasive ad and a high-converting landing page. If you don’t pay attention to user intent – their stage in the buying cycle and what they’re searching for – you could wind up with catchall ad and landing page experiences that speak to no one. Here are three ways ignoring user intent could be costing you PPC campaign dollars – and what to do instead. 1. You’re not thinking of keywords in relation to user intent When creating a campaign, we tend to focus on generic keywords first and then get more specific as we learn more about our prospects.
The problem with this is that generic keywords rarely show a prospects’s intent. And without understanding user intent, you can’t structure an ad or landing page experience that will speak to a potential Japan Email List customer’s needs. When Andrew Witherow of Razorlight Media was optimizing the PPC account of one of his clients, he did some research into what exactly someone was searching for when they typed “wedding San Diego” into Google. He found that the majority of people searching for that term were looking for a list of wedding venues in that area.
Understanding the intent of prospects searching for that keyword equipped Andrew with the information he needed to create a new ad: razorlight-ppc-example A new PPC ad that reflected user intent (right) received 300% more clicks than the original (left). Image source. This new ad led to a 300% increase in click-through rate – and it cut the costs of his client’s PPC campaign by 54%. Don’t understand the intent of your prospects? You could be wasting #PPC dollars. CLICK TO TWEET Finding keywords that address user intent How can you begin to find keywords that address user intent? A great way to start is to use the keyword planner in Adwords.
The problem with this is that generic keywords rarely show a prospects’s intent. And without understanding user intent, you can’t structure an ad or landing page experience that will speak to a potential Japan Email List customer’s needs. When Andrew Witherow of Razorlight Media was optimizing the PPC account of one of his clients, he did some research into what exactly someone was searching for when they typed “wedding San Diego” into Google. He found that the majority of people searching for that term were looking for a list of wedding venues in that area.
Understanding the intent of prospects searching for that keyword equipped Andrew with the information he needed to create a new ad: razorlight-ppc-example A new PPC ad that reflected user intent (right) received 300% more clicks than the original (left). Image source. This new ad led to a 300% increase in click-through rate – and it cut the costs of his client’s PPC campaign by 54%. Don’t understand the intent of your prospects? You could be wasting #PPC dollars. CLICK TO TWEET Finding keywords that address user intent How can you begin to find keywords that address user intent? A great way to start is to use the keyword planner in Adwords.