Wednesday, February 14th, 2024
Do you want to offer the right content or the exact product to the right people, at the precise moment they’re ready to buy? Of course you do. However, what you have is poor lackluster performance from Google’s Search Engine, or from the ads you’re spending on their Display Network.
The reason usually isn’t because Google Ads is failing you. It’s rather because you’re not determining how these visitors arrived at your site.
You need to determine if your visitors are from the Search Engines, Social Media, or from Google Adwords if you are using their Display Network.
Although each and every visitor who reaches your site is unique, to convert better, what’s needed is knowing certain generalizations about audience profiles.
You should first be focusing on if they are active or passive visitors who are coming to your site.
Traffic From Search Engines Or The Display Network?
The Search Network is the organic search engine itself, such as from Google, Yahoo or Bing, where active surfers are constantly conducting a variety of specific search queries.
The Display Network is where your online ads are distributed to targeted Web pages. These visitors arrive at your site because they clicked on your ad.
For example: you see the “Ads by Google” listings on a variety of websites all across the internet.
There are no actual search queries that’s involved, so the majority are just passive generic visitors that come to your site based on your ad.
Definition Of Visitors Ready To Convert
When you walk into a “brick and mortar” store for instance at the local mall, with a specific purchase in mind, you go straight to the exact aisle where the product is displayed.
You then grab the product and take it directly to the cashier to pay for it, and then walk out with your new purchase.
You knew exactly what you wanted, what the general price was, as you were specifically proactive in your quest for that particular product.
This kind of interaction can be similar to an online visitor who happens to find your website using the Search Engines, and you have a display ready so they can buy your product.
Those who directly go straight to the search engines, are in an active forward thinking state of mind, know what they want and are at times ready to buy.
They’ve usually already decided they want your product or service, or are aware of its features and benefits, and could be looking for an unbiased review.
This visitor has interest in purchasing the product, and has previously conducted a dedicated specific search on the name or description of the product.
All you need is to make sure your call to action such as “Order Now,” is sitting right in front of them, at the exact right time they’re ready to purchase with credit card in hand.
This is the reason why pay-per-click (PPC) ads when executed properly, can be an extremely powerful method of advertising, to sell the product.
Ready To Buy
These visitors using the Search Engines to find your product and lands on your site, already have committed to purchasing, or are looking for a 3rd party review for confirmation.
So all you need is to just nudge and convince them a bit further, to take that final action to buy.
Because of the visitor’s “ready to buy” state of mind, you can offer a conversion push that’s a little more aggresive.
What doing so needs is a higher level of trust, such as you asking for sensitive contact information or final payment details.
Visitors Who Are Just Browsing
It’s most likely you yourself have at one time strolled down a busy sidewalk, when something in a store display window suddenly catches your attention. So you stop to take a look.
You then decide to diverge away from where you were previously going, and wander into that store to get more information or to get a better look.
You then go home and search for reviews or to get a better price for that product on the Internet, or do some comparison shopping since you are a smart consumer.
Fast Forward To Internet Browsing
This interaction is similar to a web visitor, who happens to stumble on your product or website via Google’s Display Network or a Facebook ad.
The sole goal of using a Display Network advertisement, is to distract the Internet user and capture their attention, as they had no previous idea your product even existed.
This is known as Interruption Marketing.
The ad or product needs to be dynamic enough to stand out and capture the visitor’s attention.
You need to divert them away from the original activity they were previously doing or reading on the Internet, to get interest enough in your ad offer.
Gaining that visitors attention and consideration however, does not always mean you have their full undivided attention or trust, you still need to earn it.
What Is Interruption Marketing
The relationship you have formed with that visitor is still fragile at best, as they had no idea your site or your product existed, yet they’re intrigued.
This is similar to going on a first date with someone you’re potentially attracted to.
You don’t want to be too pushy or to forward, but you want to be engaging enough so that the visitor will at least take interest.
When you are setting up your conversion action details, make sure you are alluring enough but not too overbearing, aggressive or creepy.
A new visitor who wasn’t actively looking for your product or service, and asking them to buy your product up front right now, isn’t the best way to start a new relationship.
So what you need is to use a softer conversion method for your offer.
If you have an e-commerce site, you can ask the visitor to sign up on an optin form to get their email address, by offering them your weekly newsletter, a free catalog or a free ebook.
This way, you will be able to get additional marketing material in front of them at a later email.
Your optin contact form should be as short and sweet as possible, while acquiring the important information that’s needed to possibly sell to this visitor later.
Do not however sacrifice mission critical information, that’s needed for you to follow up successfully.
If you think the size of the visitor’s business is a critical core metric you need when determining the quality of a lead for instance, then you should ask for it.
How And Why Visitors Search
The visitors intention, when they’re specifically searching for your product or service on the Search Engines, and a visitor who happens to stumble on your product or service via “Interruption Marketing,” are significantly different.
The actual conversion action that you would expect visitors to take, should also be appropriate for the channel you’re targeting.
The conversion action strategy you use should as a result embrace these differences.
Again, this is similar to going on a first date. If you are too forward, you may scare away the visitor.
However, if someone specifically searches for your product or service on Google and lands on your site, you can consider this as being on your 3rd date.
Getting To The 3rd Date
• A visitor who suddenly learns about your brand, product or service and had no idea you previously existed is the first date
• If the visitor conducts an exact search query on a search engine to find your product, doing so can be considered the second date
• Finding and then arriving at your site is the third date
By the 3rd date, the visitor should be aware, comfortable and relaxed enough at this point about your product and may even be ready to buy.
At this stage, your conversion action can be more proactive. It can be more direct, such as offering them a discount or bonuses if they buy today.