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The #1 mistake people make with PPC (adwords)

by writeaway
5 replies
They forget to DETECT the INTENT behind each keyword in their campaign

There are 4 major types of user intent as far as keywords are concerned:

Know

Like

Trust

Buy

Keep this in mind.

The key is to get CHEAP 'know' stage clicks and PUSH them using content or your list to the TRUST/BUY stage

Otherwise, you'll join the ranks of those complaining to no end on about bad PPC ROI
#adwords #make #mistake #people #ppc
  • Profile picture of the author solarwarrior
    Originally Posted by writeaway View Post

    They forget to DETECT the INTENT behind each keyword in their campaign

    There are 4 major types of user intent as far as keywords are concerned:

    Know

    Like

    Trust

    Buy

    Keep this in mind.

    The key is to get CHEAP 'know' stage clicks and PUSH them using content or your list to the TRUST/BUY stage

    Otherwise, you'll join the ranks of those complaining to no end on about bad PPC ROI
    The reason why no one is going for cheap "know" stage is because it takes a lot of effort to convince them to buy your offer.

    Hence, everyone is going for "buy" stage where there is not much work to convince them to buy.
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    • Profile picture of the author writeaway
      Originally Posted by solarwarrior View Post

      The reason why no one is going for cheap "know" stage is because it takes a lot of effort to convince them to buy your offer.

      Hence, everyone is going for "buy" stage where there is not much work to convince them to buy.
      Sure but it is WAY MORE EXPENSIVE to recruit at the buy stage. 'Buy' keywords cost an arm and a leg for most niches.

      So.... Buy cheap 'know' stage keywords, direct the traffic to KNOW stage CONTENT. Use the content to upsell them to a list which then works to SHEPHERD people through the K-L-T-B process.
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      • Profile picture of the author solarwarrior
        Originally Posted by writeaway View Post

        Sure but it is WAY MORE EXPENSIVE to recruit at the buy stage. 'Buy' keywords cost an arm and a leg for most niches.

        So.... Buy cheap 'know' stage keywords, direct the traffic to KNOW stage CONTENT. Use the content to upsell them to a list which then works to SHEPHERD people through the K-L-T-B process.
        As our badboy_Nick has stated, you can use brand and product names to convert where people are ready to buy since anyone looking for a brand like "Apple"(buy stage) is more likely to buy than someone looking for "what phone should I buy"(know stage).

        It is way more EXPENSIVE only if you go for OBVIOUS "buy keywords"

        The key here is to go for "buy keywords" that is NOT OBVIOUS.
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  • Profile picture of the author badboy_Nick
    Great tip mate.

    That's the reason why I tend to bid on brands and product names as they all converts very well at a reasonable cost per click

    Nick
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  • Profile picture of the author ChrisBa
    Good tip, the other big mistake is either direct linking or poor quality landing page
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