Are You Targeting BUYERS or BROWSERS?

CPApromoter · 03-31-2011, 06:21 PM

Hey Gang,

Over the past month or so, I have fielded tons of questions from people struggling to get their PPC campaigns to become profitable.

Now most of us here have read countless tips about your ad copies- What types of images to use, what colors to use, so on and so forth... We've also read tips on keyword research and keyword research tools. These tips WILL GET YOU CLICKS... But clicks without conversions is money lost.

Now if you are getting CLICKS, and your CTR is good, this only means you have created an ad copy that encourages people to click and have targeted keywords that get traffic. This is half the battle, good job! However, if you are not receiving conversions or opt-ins from these clicks, you are just burning your money.

This is where a lot of marketers get very frustrated and start swimming in the excuse pool, like blaming the offer for the lack of conversions. At this point, most people are either reexamining their keywords, looking for an alternate offer, or scrutinizing their landing page.

SO HERE IS MY TIP FOR THOSE STRUGGLING WITH PPC CONVERSIONS:
Create A Sense Of Urgency!
When you are Paying for traffic, you are trying to be a salesman, not an information resource. You want your clicks from people who are looking to BUY your product, not read articles about it. Target BUYERS not BROWSERS.

How to do this? Put yourself in the shoes of your visitor, and what they typed into the search engine. Did you type in words that indicate that you want to learn about something or are ready to buy something?
Think about the difference between someone searching for Lose 10 Pounds, versus Lose 10 Pounds In A Month. The person who searched for lose 10 pounds may end up reading page after page for ideas on how to lose the 10 pounds... The person who typed in lose 10 pounds in a month, has EXPRESSED A SENSE OF URGENCY- They have already indicated that they want to take action now. That is the difference between a buyer and a browser.

Now take a look at your campaign. Add BUYING words to your keyword phrases, AND, make sure your content matches that SENSE OF URGENCY.

SUMMARY- Telling isn't selling. Don't be an information hub, be a sales hub, by targeting people who have expressed a readiness to buy.

THANKS!

ibarigroup · 03-31-2011, 07:41 PM

Wow, you must've been reading my mind... i just had a couple of campaigns
on pof and fb that got pretty good CTR .3 + but the conversion was awful.

Since i was directlinking to a dating offer should I adjust adcopy or
throw a landing page to create that sense of urgency?

I'll try both and look forward to conversions going up up up

CPApromoter · 03-31-2011, 07:46 PM

First thing that comes to mind is trying to add urgency to your ad-headlines... For example, I might make something like "Meet Asian Women" to "Meet Asian Women Tonight".

That's one way to get the impulse levels up and add some urgency.

I myself would definitely test a landing page with intent to create a sense of urgency and test that against the direct link.

Remember, you need clicks from people ready to take action, not just anyone that's willing to click.

Kenster · 03-31-2011, 09:55 PM

This is absolutely true

So many new PPCers try and find more general keywords and then focus on turning those browsers into buyers. That simply doesn't work for an expensive traffic source like PPC. You really need to approach it by finding buying keywords first and then reassure the buyer that its a good decision as your sales funnel/copy/however else you are getting them to the offer.

People all the time say, I put so much money into this keyword and I just can't make it profitable. I'm like dude, it's probably not a profitable keyword. Just because your keyword is related to your offer doesn't mean it will convert first of all, and second of all, if it's not a buying keyword, then the people may be interested but not in the right mindset to press the trigger...which is the difference between a positive and negative margin with PPC

Nice post! Good stuff

CPApromoter · 04-01-2011, 06:48 AM

Thanks Kenster,

So someone has asked me about the search volume drastically dropping when modifying their keywords to include buying words...

Yes, this will happen. But why is it a problem? Do you really want to pay for clicks from people not ready to buy? The way you overcome this is by adding more and more variations of your keywords as Buying Keywords.

williamrs · 04-03-2011, 09:02 AM

Yes, I think it's correct, when you're trying to sell something you must target buyers, not people who are just looking for information.

However, one of the reasons why the CPA model is great is because we do not need to sell something every time. Of course, at end, a sale needs to occur for the advertiser to make money, but it's a long and more complex process, which can turn targeted traffic into hungry buyers. With some offers, the affiliates can make money just by offering something for free to a specific audience, which doesn't need to be necessarily looking for something to buy.

For example, I have run several campaigns for dating sites on FB and many of them performed very well, but my audience wasn't looking for something to buy most of the times, they were just singles and interested in finding someone, but that was not necessarily a problem that they were willing to spend money to solve.

So I think that what some people don't know how to do is match their traffic with the right offers or use the right process to get people to complete the offers. Anyway, it's not very different than what the OP said, I just think that "buyers" wouldn't be necessarily buyers (people looking to buy something), but simply an audience that might be interested in the offer(s) being promoted.

For me, when it comes to CPA the secret is to target the right audience, promote the right offer and use the right process. When we do it, then we get conversions and also deliver targeted leads to the advertiser, making it a win win game. So my definition of "buyers", in this case, would be just "the right audience", not necessarily someone willing to pull their credit card and make a payment.

William

03-31-2011, 06:21 PM	#1
CPApromoter $ Paper Chaser $ War Room Member Join Date: Oct 2010 Location: Pittsburgh, PA Posts: 292 Thanks: 123 Thanked 55 Times in 38 Posts Social Networking Contact Info	Are You Targeting BUYERS or BROWSERS? Hey Gang, Over the past month or so, I have fielded tons of questions from people struggling to get their PPC campaigns to become profitable. Now most of us here have read countless tips about your ad copies- What types of images to use, what colors to use, so on and so forth... We've also read tips on keyword research and keyword research tools. These tips WILL GET YOU CLICKS... But clicks without conversions is money lost. Now if you are getting CLICKS, and your CTR is good, this only means you have created an ad copy that encourages people to click and have targeted keywords that get traffic. This is half the battle, good job! However, if you are not receiving conversions or opt-ins from these clicks, you are just burning your money. This is where a lot of marketers get very frustrated and start swimming in the excuse pool, like blaming the offer for the lack of conversions. At this point, most people are either reexamining their keywords, looking for an alternate offer, or scrutinizing their landing page. SO HERE IS MY TIP FOR THOSE STRUGGLING WITH PPC CONVERSIONS: Create A Sense Of Urgency! When you are Paying for traffic, you are trying to be a salesman, not an information resource. You want your clicks from people who are looking to BUY your product, not read articles about it. Target BUYERS not BROWSERS. How to do this? Put yourself in the shoes of your visitor, and what they typed into the search engine. Did you type in words that indicate that you want to learn about something or are ready to buy something? Think about the difference between someone searching for Lose 10 Pounds, versus Lose 10 Pounds In A Month. The person who searched for lose 10 pounds may end up reading page after page for ideas on how to lose the 10 pounds... The person who typed in lose 10 pounds in a month, has EXPRESSED A SENSE OF URGENCY- They have already indicated that they want to take action now. That is the difference between a buyer and a browser. Now take a look at your campaign. Add BUYING words to your keyword phrases, AND, make sure your content matches that SENSE OF URGENCY. SUMMARY- Telling isn't selling. Don't be an information hub, be a sales hub, by targeting people who have expressed a readiness to buy. THANKS!
	[WSO ALERT] Kill Facebook! Amazing Fan Page Templates + Resale Rights = Ultimate Biz-In-A-Box! [WSO ALERT] Swipe My Campaigns! Get Over 60 Premium CPA Landing Pages - [CLOSED]

03-31-2011, 07:41 PM	#2
ibarigroup Active Warrior War Room Member Join Date: May 2010 Location: Charlotte, NC; USA Posts: 38 Thanks: 15 Thanked 4 Times in 3 Posts Social Networking Contact Info	Re: Are You Targeting BUYERS or BROWSERS? Wow, you must've been reading my mind... i just had a couple of campaigns on pof and fb that got pretty good CTR .3 + but the conversion was awful. Since i was directlinking to a dating offer should I adjust adcopy or throw a landing page to create that sense of urgency? I'll try both and look forward to conversions going up up up

03-31-2011, 07:46 PM	#3
CPApromoter $ Paper Chaser $ War Room Member Join Date: Oct 2010 Location: Pittsburgh, PA Posts: 292 Thanks: 123 Thanked 55 Times in 38 Posts Social Networking Contact Info	Re: Are You Targeting BUYERS or BROWSERS? First thing that comes to mind is trying to add urgency to your ad-headlines... For example, I might make something like "Meet Asian Women" to "Meet Asian Women Tonight". That's one way to get the impulse levels up and add some urgency. I myself would definitely test a landing page with intent to create a sense of urgency and test that against the direct link. Remember, you need clicks from people ready to take action, not just anyone that's willing to click.
	[WSO ALERT] Kill Facebook! Amazing Fan Page Templates + Resale Rights = Ultimate Biz-In-A-Box! [WSO ALERT] Swipe My Campaigns! Get Over 60 Premium CPA Landing Pages - [CLOSED]

03-31-2011, 09:55 PM	#4
Kenster Krazy Kenster War Room Member Join Date: Jan 2009 Posts: 5,111 Blog Entries: 11 Thanks: 672 Thanked 2,009 Times in 885 Posts	Re: Are You Targeting BUYERS or BROWSERS? This is absolutely true So many new PPCers try and find more general keywords and then focus on turning those browsers into buyers. That simply doesn't work for an expensive traffic source like PPC. You really need to approach it by finding buying keywords first and then reassure the buyer that its a good decision as your sales funnel/copy/however else you are getting them to the offer. People all the time say, I put so much money into this keyword and I just can't make it profitable. I'm like dude, it's probably not a profitable keyword. Just because your keyword is related to your offer doesn't mean it will convert first of all, and second of all, if it's not a buying keyword, then the people may be interested but not in the right mindset to press the trigger...which is the difference between a positive and negative margin with PPC Nice post! Good stuff
	Six Figure Alliance Training/Coaching Course... Kenster's Six Figure Mission Blog \| Kenster's Six Figure Alliance \| WarriorJV - WSO Launches

04-01-2011, 06:48 AM	#5
CPApromoter $ Paper Chaser $ War Room Member Join Date: Oct 2010 Location: Pittsburgh, PA Posts: 292 Thanks: 123 Thanked 55 Times in 38 Posts Social Networking Contact Info	Re: Are You Targeting BUYERS or BROWSERS? Thanks Kenster, So someone has asked me about the search volume drastically dropping when modifying their keywords to include buying words... Yes, this will happen. But why is it a problem? Do you really want to pay for clicks from people not ready to buy? The way you overcome this is by adding more and more variations of your keywords as Buying Keywords.
	[WSO ALERT] Kill Facebook! Amazing Fan Page Templates + Resale Rights = Ultimate Biz-In-A-Box! [WSO ALERT] Swipe My Campaigns! Get Over 60 Premium CPA Landing Pages - [CLOSED]

04-03-2011, 09:02 AM	#6
williamrs Senior Warrior Member War Room Member Join Date: Aug 2009 Location: Brazil Posts: 3,496 Thanks: 174 Thanked 1,159 Times in 614 Posts	Re: Are You Targeting BUYERS or BROWSERS? Yes, I think it's correct, when you're trying to sell something you must target buyers, not people who are just looking for information. However, one of the reasons why the CPA model is great is because we do not need to sell something every time. Of course, at end, a sale needs to occur for the advertiser to make money, but it's a long and more complex process, which can turn targeted traffic into hungry buyers. With some offers, the affiliates can make money just by offering something for free to a specific audience, which doesn't need to be necessarily looking for something to buy. For example, I have run several campaigns for dating sites on FB and many of them performed very well, but my audience wasn't looking for something to buy most of the times, they were just singles and interested in finding someone, but that was not necessarily a problem that they were willing to spend money to solve. So I think that what some people don't know how to do is match their traffic with the right offers or use the right process to get people to complete the offers. Anyway, it's not very different than what the OP said, I just think that "buyers" wouldn't be necessarily buyers (people looking to buy something), but simply an audience that might be interested in the offer(s) being promoted. For me, when it comes to CPA the secret is to target the right audience, promote the right offer and use the right process. When we do it, then we get conversions and also deliver targeted leads to the advertiser, making it a win win game. So my definition of "buyers", in this case, would be just "the right audience", not necessarily someone willing to pull their credit card and make a payment. William
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