Are Buyers Or Window Shoppers Clicking on Your Pay-Per-Click Ads?

buyers

When you are buying pay-per-click advertising, bidding on keywords that indicate buyer-intent is essential to reach people who are ready to buy rather than people who are still in research-mode. You know who your niche target customer is and you already have a list of keywords that people search on when they’re looking for products or services like yours. You’ve searched to see what ads your competitors are running. As you sit down and prepare to write that first ad, take another look at your list of keywords. Are you keeping your customer in mind? Do you want to pay for a click if someone is simply searching for information? How do you write copy for your PPC ads that targets the person who is ready to buy?

Recognize Searches Based on Buyer-Intent
We’ve all heard about the sales funnel where potential customers start the buying process by seeking out information and gradually work their way down to the point where they’re ready to buy. You know the drill. You’ve decided to buy a new TV clickfunnels discount 55 off. You start your search process looking for “flat screen” or “plasma”. After reading the pros and cons, you decide on flat screen TV and then start searching on specific brands. By the time you’ve read the reviews and narrowed down your choices. You’re ready to buy. So, you start searching on “buy 42 inch Sony flat screen tv”. The keyword that indicates buyer intent in this example is “buy”. Other keywords that can signify buyer intent include shop, order, purchase and sale.

Bid on Keywords Targeted to People Who Are Ready to Buy
One of the PPC advertising campaigns that I ran was for a product that targeted a very specific niche target market – virtual tour photographers. When I initially did my keyword research, I found that thousands of people were searching on terms like “rotating camera mount” and “stitching software”. So, the first ad copy that I wrote included those terms and I bid on those keywords.

I did get a good number of clicks on my ads. When I analyzed the traffic using Google Analytics, I quickly discovered that my “bounce-rate” (the percentage of people who immediately left my site after clicking on my ad) was very close to 100%. Naturally, I immediately paused my ads and took a better look at what was happening.

Most of the people who were clicking on those early ads weren’t ready to buy. They were looking for information. Several people who went to my website (and didn’t immediately bail) did call me for more information. I learned that most of them had no idea what a virtual tour was. These people were so early in the research process that I had virtually no chance of selling to them.

Adjust Your PPC Ads to Achieve the Results You’re Looking For
I researched keywords again and started looking for keywords that would be used by someone who already knew what virtual tour photography involved and was ready to make an investment in the specialized equipment and software that they needed. People who had already educated themselves on this type of photography knew that they needed a “pano head” and “PTGui” software.

After creating new ads with fresh copy and bidding on my new keywords, my 100% bounce rate dropped to 50% and less. My mistake had been that I initially was targeting my PPC ads to people in research-mode and ignoring buyer-intent.

Lesson learned – pay very close attention to the keywords that you bid on. Fortunately, I knew enough to track my results and I carefully monitored my ads. As soon as I realized that the terms that I was bidding on were targeting window-shoppers and not customers, I changed them.

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Little Red Riding Hood and the Sales Funnel

Funnel

Did you are aware the earnings funnel continues to be since medieval times, also that Little Red Riding Hood was taken with a product sales funnel? A precautionary tale around that which you really want to know about promotion by… and that which you wish in order to avoid like the plague (sure they had that in those days, too).

Body: So you believe you know what a sales funnel is and the way it operates? Continue reading this re telling of a old precautionary narrative and you may enlarge your definition that a little.

After Little Red Riding Hood set out into the forests on this hot spring day in roughly 1321 or-so, very little didn’t understand that she had been to strike not only the Big Bad Wolf, however, also a revenue funnel therefore irresistible she would fall to it like a kitty to get a saucer of milk.

Tiny Red’s intention was just to attract a few warm currant buns for her beloved older granny, however shortly once she put her foot onto the course in to the woods that afternoon, she found herself walking straight into the mouth of a gross sales funnel.

It all began when she fulfilled with the Big Bad Wolf over the course. He did not possess any difficulty obtaining her focus, as he was, of course, that a exact big wolf.

He began by placing her on her lovely red hood – you see, the first irresistible element of the product sales funnel, and also yet one which we frequently get wrong, is all about coming to the potential by using their preferred subject – by themselves.

“What a lovely red hood you have on,” claimed the Big Bad Wolf. “Why thank youpersonally,” explained Little Red, so responding with interest and start her very first measure in to the slick mountain of Wolfie’s steep and irresistible product sales funnel clickfunnels $19.

The Wolf intensified small Red’s curiosity by asking her more about himself:”And where might you’re going this nice spring afternoon, my pretty?” And, as you might expect, tiny Red stepped just a small farther to his earnings funnel by replying him with information he would utilize:”Why, to my dear Granny’s property, to attract these hot currant buns.”

The wolf sniffed appreciatively in the basket, also proceeded to execute a tad bit more”researching the market” on minor Red (they did not have agencies to do this type of thing in the past ). “Those are delightful smelling buns. And in which might expensive Granny live?” To that, naturally, very little Red replied with the desired advice, thus stepping further to the sales funnel by encouraging future communication together with the wolf.

The Wolf, today using the advice he had to get Little Red again, bowed, bidding her a good afternoon, a set any fears she’d to rest by evaporating up the street along with giving her a little space (which she sensed himself needing at this time – that the sole sign she might possess a brain concealing beneath that adorable reddish hood). However, clearly, his earnings funnel wasn’t only starting.

After she reached expensive Granny’s household, small Red walked right into the final arrangement of the funnel when she saw everything appeared to be someone very familiar for her, and proceeded to strike a dialog.

You may discover how this area of the story goes, however that which you may not know is how of course it follows the exact pattern of a excellent sales funnel, so therefore that I will recount it to you personally with a little gross sales funnel comment on the side.

To start with, observe that the Wolf didn’t state, as so on as small Red walked through the doorway,”Hey, woman, why not you encounter from the bed and grow into my big older mouth? It is extremely fine in there…” as lots of unfortunate sales people might, thinking they can instantly request the prospect of a sale once they contact them again.

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