So, you are worried that your PPC campaign is crossing the budget that you initially settled for the campaign. Even after relying upon the best market practices, you have failed to acquire the desired results. The thoughts of acquiring high return on investment seem to have taken a backseat. The conversion rate has dropped or is showing no improvement. Despite all the efforts, you have failed to acquire any knowledge about what your customers are thinking. All those high hopes with which you started the campaign seem to dive in. Some of you might have carefully researched the target audience, evaluated the keywords thoroughly and created appealing ads and landing pages. The expectations after implementing so many efforts are quite high. But still, sometimes the results are not worth mentioning.
The main reason why your PPC campaign fails to deliver the expected return on investment is mostly that you try to bring visitors to your website via PPC in an aggressive way since the beginning. You should not start focusing upon them even when they are not ready to make a purchase. In most cases, the initial searches that a user makes are purely based upon initial information.
The users are actually trying to know who you are and what exactly are you selling them. Some websites tend to take the users directly to the landing page even when you are looking merely for some information. Taking visitors directly to the landing pages would leave an impression that you are concerned only about the marketing part. Users tell you what they are looking for, through their search query. Your task is to. With each search, they express to you “I am ready to buy,” or “I just need more information,” or “I am comparing your product or services against others.” You just need to read between the lines and think about what they are communicating.
A better understanding of this could be deduced by considering a simple example. Suppose, a user is searching for buy a flat TV online and other user is searching for difference between a flat TV and a plasma TV. There is a great difference between the two search queries. But, if you try to sell the flat TV for both the search queries, you are basically wasting your PPC investment. Rather than simply matching the keyword, you will have to consider what the search query is for.
Using Search Queries for Creating Intended Offers
The best way out in this situation is to review the customer’s search queries, understand their intent behind search and then create offers that match best with the user intent. To some extent, you will be able to offer the customers with some real value solutions as per the search query. This will benefit you in a great way as even when you are creating offer, you are actually providing a valuable solution to the consumer in the form of e-book or some guide.
Creating Offers That Match The Customer’s Search Queries
1. Gather Your Search Queries
2. Create Offers Based on the Search Queries
3. Test & Iterate