Make The Most Out Of Your PPC Money
By Targeting Late Buying Cycle Keywords
What does that mean?
Say the person is looking to buy a vacation online. At the moment they have no idea where they want to go, all they need a vacation and they have a certain amount of money to spend. You can target these people with good ads and articles on choosing a vacation, and even more specifically by having information on a certain country.
Unless a person is an impulse buyer then you will get traffic but very few sales.
The second group is using the middle buying cycle keywords. This means that the people coming through to your site still haven't made a final decision of what they want, but now they are more specific in that they want to go to a certain country. They come looking for more specific information about what the different places are offering, and again you might get an impulse buyer, but again it will be traffic with a few more sales.
Now to be really targeted with your ads you need to spend time on the late buying cycle keywords. The buyer has done all their research and they know that the vacation is in a certain country, in a specific city, staying in a well known brand named hotel. Here they are ready to pay the price for that vacation. They don't want the hassle of looking for people who will try and sell them something different, they want that one site which has all the prices and are able to process their credit cards immediately.
When you aim for the late buying group, you have people who know what they want, and will go to the website that promises to sell them exactly what they want. By creating your ads for the late buying cycle keywords, you have already set yourself up for not only traffic but people who have their credit cards in hand ready to buy.
|