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!
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!
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