It is easy to get carried away when you’re researching PPC keywords that all sound good but are you aligning your offers to your keywords not only for general relevance but also for intent. You will improve your conversion rates if you simply line up your keywords and subsequent offers to where your visitor happens to be in the sales process. If you only target customers that are ready to buy you may be missing out on some great opportunities to build a prospect. If you are already participating in content marketing you most likely have some great assets in place that help you assemble an audience up stream.
There may be some overlap in intent keywords but you should have a general sense of what your target audience is searching for at each step of your sales process. Be sure to work those intent keywords into your keyword research and look for opportunities to create campaigns that are very specific to what you want to accomplish. Relevance is always a priority no matter what! If you are promoting a ‘Free eBook ‘you should never send them to a landing page with a ‘Free Trial’ unless that is part of a thank you page designed to offer a next step.
In fact you can create your campaigns by thinking in those terms. Top of funnel, middle, and bottom are very distinct in the activities in which your users participate. When establishing your campaigns it is often helpful to layout a strategy that aligns your efforts. This task should also include an overall methodology to test and track your results. As you build your promotions think of the next steps for each phase and add those offers into the mix. If they download a PDF, offer a Demo or a Free Trial but always keep the forward momentum going.
Top of the funnel is an area that can be more affordable in your PPC campaigns depending upon competition. It is also a great way to begin a relationship with your potential customers. Get in front of them early by proving the right information that will guide them through the buying process and they will continue to come back to you for more information as they get closer to making a decision. This is a great time to promote How to Guides, White Papers and Case Studies designed to educate the audience on your particular expertise. You can always use next step offers to nudge the relationship forward.
Moving down the funnel it is important to continue the relationship showcasing what you have to offer. This will instill a confidence that doesn’t happen right away if you reach them later at the point in which they are ready to buy. Loyalty is a dominate factor in many consumers, it is important to satisfy their need for information at all stages. You can use comparison guides, feature lists and any other content that showcases your product or offer. Again don’t be afraid to get in and start the relationship early and follow up on the next logical step.
The bottom of the funnel will most likely be your primary focus but you may find it comes much easier if you have established the right information path from the beginning. In addition to ad buys it is also important to provide the necessary information for the right stage of the process as many people online now get bits and pieces from multiple sources making the cycle much more confusing.
As you pursue your keyword list research keep in mind what area of the funnel each keyword may apply to and think of ways to work your existing content into promotions. Compare average cost per click, competition, and search volume for keywords that meet the intent criteria and expand your keyword buys to test your theories.