What I'm about to say is blasphemy for search marketers:
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| Earmuffs! |
It's not always about the immediate conversion from paid search.
Unfortunately, in the land of highest-conversion-rates-win, there is often little room for wasteful clicks that don't prove themselves as results generators - but how well do you know the path to conversion for your paid search visitors from start to finish?
Case in point: if conversion rates always had the last say wouldn't we really only care about branded keywords since they are (usually) the ones with highest conversion rates?
Of course, we know that paid search campaigns must target more than just brand keywords, but you get the point. The inherent uncertainty in a paid search program is understanding the value for all those keywords that don't immediately convert. If we revisit the idea of audience segmentation, we ascertain that different audiences search and act differently because they have different needs.
Despite all of the talk there is still a lack of long-term attribution modeling for search, meaning it is nearly impossible to measure which keywords are "initiators" vs. "closers" without spending thousands of dollars on a tool or product (such as Clearsaleing).
However, there are ways to measure key indicators for keywords which may shed some light on their hidden value. Let's take a look at the "low-value" searching audiences that are considering your product and how you might be able to leverage them throughout the buying process.
Potential "Low-Value" Keywords...and How to Leverage Them:
Initiators
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| Initiators - On your marks! |
Audience type: The Initiators use keywords that introduce the searcher to your product or service, way at the beginning of their consideration cycle. In fact, they might not even want the product at this time. Perhaps their friend mentioned it over dinner the other night, and they just want to check it out quickly. Or maybe it's something that they know they will want down the road, but not now.
Keyword characteristics: Normally head terms, broad in nature, often in the form of a question (e.g. "what is [product]?").
Audience value: To use a cliche, "first impressions are important". Though these keywords are unlikely to convert they are important as the first impression for a potential customer who doesn't know about the product or service you provide. Targeting these keywords can help position your brand as a thought leader, and also increases the sheer number of brand impressions throughout their buying process.
Measuring success: Success for the initiators can't often be measured via website sales or hard leads. Rather, this audience must be led in the right direction and must feel comfortable that you have given them the background information they are looking for.
- Direct these searchers to general information about your product or service and measure engagement.
- Drive users to your blog (...you do have a blog, right?) where they can browse the information for what they need. Measure engagement here, including where they spend the most time. You can use this information later to build a new page or downloadable content specifically for this audience.
- Videos, informational downloads (brochures, guides, etc.) can also be effective ways to disseminate this type of information. Measure activity with these materials (e.g. video plays, pdf downloads).
Information Seekers
Audience type: Information seekers are the next step down from Initiators. They have the background information, but require more details to keep moving.
Keyword characteristics: Keywords used by this audience are similar to Initiators in that they are often broad in nature, using head terms, but they are also more specific regarding what they are looking to answer. As such, they head terms may often be qualified or specified. For example, let's say someone is looking to purchase a new bike. An initiator may search for "good bikes", while an Information Seeker may search for "good road bikes". The small distinction is clearly that the Information Seeker has done his homework and decided that he wants a road bike, not a mountain bike. Because of this, keywords for this audience may lean towards phrase match, may be slightly longer, and will again often come in the form of a question. Remember, Information Seekers have still not decided to buy, but they are well on their way.
Audience value: Again, it is unlikely that these searchers are going to buy immediately following a click. However, they are certainly more interested than the Initiators and thus should be regarded as serious prospects. This time is crucial in the process because it is often when a user makes the (possibly subliminal) decision on which brands "make the cut". Users may narrow their choices down to a select few here, so it is important to wedge your brand in there with strong, official language, awards, distinctions and credibility-builders.
Measuring success: Since these users normally have some background information, but are not in the buying mindset yet, it is important to provide the required details while also helping to move them towards a conversion.
- Again, drive users to information, but this time the most important goal is to ensure that the content you drive them to is specific to their query. Whereas the Initiators simply required any and all background on the product or service, Information Seekers need content that is directly related to their search (e.g. send the "road bikes" searcher to your road bikes page...duh).
- Not to get repetitive, but downloadable information can be powerful for these users as it both helps to disseminate information and keeps your brand in the position of the thought-leader. Any information here should be more specific to the search (again with the road bikes), and it may be prudent at this juncture to ask for email or other information from the user, as they will be more willing to provide it, which brings us to the next measure of success...
- Build a relationship with these users by offering ways to follow up or keep in touch. Ensure that they have the option to sign up for emails (and, for god's sake, tell them what information they'll be getting! Sorry, pet peeve), promote your Facebook and Twitter accounts. The key here is to make them comfortable with your relationship as the expert, not the salesperson.
- While a hard lead or sale may not be the right path for this audience, now may be the time to offer up the option to request more information, which is nearly as valuable as a lead itself. If your product has a longer or detailed buying process, having this option, whether it be a form or just an email address, opens the door to direct contact. At that point, it's up to your sales team to close the deal. (Bonus tip: If you can find a way to measure from click to sale via your CRM, you've just hit gold! Though this isn't easy, it could pay huge dividends by tying some loose strings back to paid search. Try using a tagged follow up email conversion page or specific contact phone number to measure this.)
Shoppers
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| How do you turn a Shopper into a Buyer? |
Audience type: Shoppers have made the decision to purchase, they just don't know what brand to purchase yet. Hopefully you have positioned yourself in the first couple of steps of the process and they have included you as a "Finalist", now you just have to convince them to buy!
Keyword characteristics: Searches conducted by this audience are normally qualified by a few specific keywords, including "reviews/ratings" and "prices/rates/cost/quote". Other keywords will be specific to product types (including your competitors' brands, which is your call) and may be better suited for phrase and exact match.
Audience value: Clearly, Shoppers are a step away from buying so the value is apparent. While you will likely get a decent number of conversions from them, it is can also be a deceptive group due to the number of keywords that feel like they should be converting, but aren't. So what are they looking for? Often, shoppers are just looking to narrow the contestant pool down to a winner, but may not be willing to buy right then and there. Maybe they need to think it over, run it by someone, or wait for a paycheck. Regardless, your paid search program's job here is to make the choice easy.
Measurements of success: Shoppers that don't buy are still shoppers (that is, until they buy). Aside from a purchase or direct lead, success is determined by whether or not you are able to convince them to buy from you.
- Case studies, reviews and awards are important persuasive tools for the shopping audience. If they are looking for content that helps them decide who is "best", make sure that content is readily available on your site. User-generated content is a plus, as are reputable awards and distinctions. Measure pageviews and downloads for this particular content and make sure to ask for information in order to follow up.
- If your product or service is a bigger purchase, requesting a quote is a great method of closing the gap between Shopper and buyer.
- Sales, deals and special pricing can help move Shoppers to buyers as well. Make sure pricing is clear and any special pricing is highlighted. For a success measurement, sort your content to make relative sales and prices grouped together, this way you can measure the clicks to those pages. Downloadable coupons, sale information, or pricing should be measured as well.
Not all keywords are created equal. Even though there are many keywords that won't convert out of the gate, it doesn't mean they aren't valuable to your program. Taking the myopic approach of "those that convert most are the only ones that matter" can be damaging as you are likely missing searchers at the beginning of the buying cycle.
From the outset of your paid search program, the most important thing is to understand the entire process that your customers will take from consideration to purchase, and to respond to each step along the way with targeted keywords and objectives.
Phil Decoteau is the Founder and President of Deco Dig, an Inbound Marketing Services Company based in Connecticut. Learn more at www.deco-dig.com.
