Focus more on audiences targeting and less on keywords targeting.
Try to understand what consumers are doing and what they are looking for, what information, content, product or services they really need, especially when they navigate your website and then design your strategy according to your findings.
Try to match your content to the users’ searches to be as relevant as possible.
If you understand the users’ Search Intent, you can influence them by delivering your desired message.
At the early stages of shopping and searching, consumers don’t necessarily know brands, nor have a particular brand preference.
It is therefore very important that your brand is present and useful at every touch point to reach the right audience, at the right moment, and with the right message to build brand and product awareness.
Brands need to be relevant, helpful and personal. This promotes engagement.
Make your brand more searched for than the popular searched keywords in your industry.
Answers right away
The linear funnel awareness, consideration, purchase is changing, consumers want an answer immediately to what they are looking for.
80% of online search is informational, and 20% are navigational or transactional.
Educate consumers when they are searching for your products and services, and offer them a solution.
Advice and assistance
Offer consumers help and advice, instead of trying to immediately sell your products and services.
Consumers are using Google as a discovery engine. Give them the answers they are looking for, and as quickly as possible.
Brands that can do this will succeed in the long term.
Re-evaluate your sales funnel.
Customers’ journeys to sales are all different, and no longer necessarily linear from awareness to consideration to purchase.
Customer journeys may not fit into the traditional funnels you have relied on before.
Try to understand and get to know your customer’s intents so that you can tailor your messages and offers accordingly.
Consumers are now searching using natural language which means you must select the right keywords to advertise.
Searches for ‘near me’, ‘what’, ‘when’, ‘how’, ‘why’, ‘who’ and ‘where’ are becoming more common.
Instead of starting with a keyword research tool, look at the search results page.
Search results pages are the best source of information to understand keywords intent of search. Anticipate consumers’ needs to decide your targeting and strategy.
Go beyond those traditional searched keywords and consider more conversational phrases and keywords consumers may have used to find your business.
Optimise your campaigns for searchers’ needs, intent and queries, and not necessarily for ranking.
A negative experience can badly affect a business.
Consumers recommend and review all the time.
Find out if your customers have had any negative experience with your products, services or your support, and try to resolve it. But most of all, engage with your customers, whether they are satisfied or dissatisfied.
PAA (People Also Ask)
PAA are sets of questions in relation to the original search query. PAA is getting very popular and appearing more and more on searches queries.
PAA boxes are dynamic. If you click on any one of the questions, more details are appearing and further questions are added to the bottom of the list.
The PAA (People also ask) section is very useful to gauge market interest, and a great resource to create your content.
Analyse what consumers are asking for and create your content to fit their searches and queries.
Watch it on YouTube (Larger version)
Repeat your message clearly and as often as possible.
This is the best way to quickly move consumers from awareness to action.
Optimise your pages for search Intent instead of search queries.
Optimising for keywords only may lead to keyword cannibalisation – this is when a website targets (unintentionally or intentionally) the same keywords in multiple pages or blog posts.
Google may find it too difficult to understand which pages to rank for your targeted keywords, and as result, there’s a risk that none of your pages will rank.
Optimise for different channels as users now search social, images, video, local, etc.
Use YouTube for direct response, and not only for brand awareness.
With TrueView for action, you can optimise videos for specific user actions, and according to Google, TrueView for action campaigns help drive leads and conversions by adding prominent CTAs (calls to action) and headline text overlays to your video ads. https://support.google.com/google-ads/answer/7671017?hl=en-GB
Reach users who have clicked your ads with YouTube’s custom intent audiences as these already know and have shown some interest in your brand.
Analyse your best search converting keywords, and add these to your YouTube campaigns to find the relevant audiences.
Extract from my Book ‘Making Google Ads Work’.