Why Google Rules Search Engine World
Different search engines provide access to different audiences and user types e.g. Yahoo! users might be older or Bing users might use a specific type of mobile phone (e.g. Microsoft phones) as the default search engine is set to Bing.
This also varies in different locations, so your territorial targeting could influence which search engines to include in your media mix.
Always start with your consumer and look at there consumer behaviour/purchase decision cycle:
#1 Identify a need or want
The first step in capturing purchasing products or services through search engine is to identify a need. FOr you to target the right audience, you need to know how your users make use of search engine. When consumers have a need , they always have to discover that something is missing. They realised that there is a problem that needed to be solved.
2.Search for solutions
The next step that the prospective customer needs to do is to search for solutions to the problem. A lady might realized that he has hair breakage and that need to be fixed. He might have heard from a friend that he can actually purchase hair relaxer online. She will start searching for solutions online. As a marketer, you have to position yourself so that your website comes on top when people are looking for solutions to there problems.
3.Evaluate Alternatives
At times, when the prospective customer is searching for solutions to his problem, he has many options to choose from. He might need to consider cost and accessibility before he will decide whether to purchase from a particular service provider or not. As a marketer, you have to project your Unique Selling Proposition anytime you are trying to woo prospective customers to purchase your product. This will ensure that you are one of the top choices for your prospective customers.
4. Decide to purchase
It will always get to a stage where the prospective customers will now decide to purchase the products. At this stage, he is always referred to as a Sales Accepted Leads. He has given you a date that he will come and purchase the products or services. You aim at this stage that you convert the prospect to a customer as soon as possible.
5.Purchase
This is the stage at which the prospect decided to give the product a trial for the first time. there must be a brand promise that you promised your buyer that they are going to get from your products or service. With time, the first-timer will compare and contrast the satisfaction he derives from your products or services with what you actually promised in the first place.
6.Post-purchase evaluation
Just like I said earlier, the first time consumer will always have to evaluate the purchase. He must compare pre-purchase expectation and post-purchase expectations for projects. When they now do the comparison, you will now have to decide whether you have derived the level of satisfaction that you have derived. If the expectation is above your expectation, you are likely going to make a repeat purchase.
Search behaviour features in stages 2-6 of the purchase cycle make it a highly effective channel to tie in with naturalized purchase decision making.
PPC began in the early 2000s as search engines became popular and as user habits, technology and business developed online. New features have been added to enrich the advertising formats but ultimately paid search consists of keywords, landing pages, and ad copy, and this has never changed.
Reasons to use paid search include:
- Meet & align with business objectives: bringing active consumers to your site
- Quick access to market: you can appear in the search results after just a few hours
- Mobile position #1: the PPC ad is the first search result users see on a mobile
- Additional advertising features: target specific locations and add ad extensions
- Tracking: link to Google Analytics and monitor spend, and ROI on KPIs
- Easily updated special offers/time-sensitive promotions: changes to copy are almost instant
- Leverage buyer/search intent: consumers are actively looking for your keywords/product
- Compete in marketplace: stay up to speed with your competitors
- Fill gaps in organic optimization: quickly add keywords that don’t rank in the organic channel.
The benefits of using pay-per-click advertising are:
- Relevance: aligning your product to user needs
- Timing: matching need states 24/7 as consumers’ search
- Qualified nature of the visitor: the searcher is actively seeking your chosen keywords
- Control: budgets, ads, spend and keywords can be changed instantly
- Accountability: transparency of metrics, timing and spend can all be measured
- Visibility: Google is the market leader for peoples’ search needs
- Measurability: numerous actions can be measured from clicks to calls & conversions
- Mobile micro-moments: search answers user’s needs instantly on mobile devices
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