Few advertisers have realised the importance of Search in product purchase cycle...It is quite obvious and no points for guessing that searches for product would be low when they are new...but does that mean that Search cannot support Product? A question that is difficult for many marketers to understand! There are various features launched by Google/other Search engines that could help to increase their presence at a much lower cost. Search can be extremely powerful for low budget advertisers -:
Lets put AIDA model in Search for New Product Purchase cycle -:
1. Attention
Start with Content Network and Placement Targeting on Search - The way content works is that it matches the ad content with the content on the website and if both matches then it shows the ad...So, it is targeted to those audience that may be potentially looking for your product. For example - you are selling flowers and Gifts or Choclates...Google has a vast list of sites in its content network which it sells at much cheaper cost per click. If it has a website whose content matches with flowers/gifts/choclates, your ad appears and those who may be interested in your product will click on the ad. The best part is that you are not paying anything unless people click on the ad. So, the impressions or exposure that you get through the ad everytime it appears is absolutely free!
On the contrary, one can do placement targeting In Placement targeting, one can select a list of sites that they think are most relevant for their ads and then ad appears on only those sites. The pricing model for both Content and Placement is slightly different. In Content network, you set a daily budget cap whereas in Placement, one can set a daily budget cap but at the same time one can change bid manually on specific sites in order to beat competitors to get more impressions.
2. Interest
In order to generate interest, start investing in generic KWs. That means people searching for Keywords like Flower shop, nearest chocolate shop etc. These keywords may be slightly expensive than content network but it will help you in reaching consumers who are looking for a similar product that you are offering. Its just that they are not looking for You! And here's an opportunity to show up and tell them that you also offer same product and they should explore more...this will drive consideration for your product which is extremely important stage for any new product/brand.
3. Desire
In previous two communications, you have made your audience aware that your product exists and they should consider them buying. And what is it that will push them one more step. And that would be Google Remarketing. The way Gooogle Remarketing works - The person landing on your site gets cookied and is identified as someone who could be potentially interested in buying your product. Now next time when he/she is surfing sites on Google, Google identifies them as a cookied user of your site and push them a targeted ad. So, in this ad, you can push promotional deals or exciting offers which may motivate them to buy your product online/offline.
Another addition to this action would be Google Interest Category Marketing. This is further down filter down to more qualified traffic. Google Interest category is that one can advertise only on sites that are related to your category. So, Google has bifurcated all the sites into various categories and one can choose the categories from the list and ads will appear only on those selected sites.
4. Action
This is the most significant stage as in this we are motivating people to buy. This can be done in two way - first is to get the consumers land on the most relevant page for purchase for example a deals page or a promotion page or any page that shows the upcoming promotions...And that can be done again through Google. If consumer has already visited your site it will be cookied...next time we he searches for same product then they will be identified as cookied user and they will land on the deals page or transactional page. And second way could be use Google Remarketing to show ongoing/upcoming deals and drive the traffic to transaction page.
All the tactics above have been tested and proven successful in the past.
Would be great to hear from you!
Lets put AIDA model in Search for New Product Purchase cycle -:
1. Attention
Start with Content Network and Placement Targeting on Search - The way content works is that it matches the ad content with the content on the website and if both matches then it shows the ad...So, it is targeted to those audience that may be potentially looking for your product. For example - you are selling flowers and Gifts or Choclates...Google has a vast list of sites in its content network which it sells at much cheaper cost per click. If it has a website whose content matches with flowers/gifts/choclates, your ad appears and those who may be interested in your product will click on the ad. The best part is that you are not paying anything unless people click on the ad. So, the impressions or exposure that you get through the ad everytime it appears is absolutely free!
On the contrary, one can do placement targeting In Placement targeting, one can select a list of sites that they think are most relevant for their ads and then ad appears on only those sites. The pricing model for both Content and Placement is slightly different. In Content network, you set a daily budget cap whereas in Placement, one can set a daily budget cap but at the same time one can change bid manually on specific sites in order to beat competitors to get more impressions.
2. Interest
In order to generate interest, start investing in generic KWs. That means people searching for Keywords like Flower shop, nearest chocolate shop etc. These keywords may be slightly expensive than content network but it will help you in reaching consumers who are looking for a similar product that you are offering. Its just that they are not looking for You! And here's an opportunity to show up and tell them that you also offer same product and they should explore more...this will drive consideration for your product which is extremely important stage for any new product/brand.
3. Desire
In previous two communications, you have made your audience aware that your product exists and they should consider them buying. And what is it that will push them one more step. And that would be Google Remarketing. The way Gooogle Remarketing works - The person landing on your site gets cookied and is identified as someone who could be potentially interested in buying your product. Now next time when he/she is surfing sites on Google, Google identifies them as a cookied user of your site and push them a targeted ad. So, in this ad, you can push promotional deals or exciting offers which may motivate them to buy your product online/offline.
Another addition to this action would be Google Interest Category Marketing. This is further down filter down to more qualified traffic. Google Interest category is that one can advertise only on sites that are related to your category. So, Google has bifurcated all the sites into various categories and one can choose the categories from the list and ads will appear only on those selected sites.
4. Action
This is the most significant stage as in this we are motivating people to buy. This can be done in two way - first is to get the consumers land on the most relevant page for purchase for example a deals page or a promotion page or any page that shows the upcoming promotions...And that can be done again through Google. If consumer has already visited your site it will be cookied...next time we he searches for same product then they will be identified as cookied user and they will land on the deals page or transactional page. And second way could be use Google Remarketing to show ongoing/upcoming deals and drive the traffic to transaction page.
All the tactics above have been tested and proven successful in the past.
Would be great to hear from you!
