Imagine you are selling smart wearables like watches, trackers, monitors, etc. and the website you have built for them is clean, and attractive with all the data your target consumer needs to see. Now, you choose to run Google PPC advertising to increase organic traffic to the website and target people who want to buy ‘smartwatch’. But isn’t that a broad term? As you placed a high bid on the keyword, you will definitely witness an increase in your web traffic, but sales will be fewer.
What is the exact problem here?
The problem lies in your approach where you intended to get more traffic but took a little less time to figure out the search intent of your customers.
It may also happen that they did not get across the exact product that they were looking for in your website or they were only searching for some health monitoring related tips, which your website could not solve.
Such cases are quite common with nearly every business which fail to consider as many keywords as possible and include the answer of ‘why’ behind their keyword choices.
Search intent is the main goal of the user when he or she types a phrase in the search tab. It is the result that is expected while searching for a brand or a product.
So, what would a person, who is searching about a smart watch, expect? Is the user entirely different from the one who is searching ‘from where to buy smartwatches?’. Yes!
The user asking the latter question wants to find a reliable place for buying smartwatches, while the former user wants to get some knowledge on the types of keywords available in general.
Unless and until a business masters understanding search intent behind people clicking the Google Ads, conversions will remain low.
Dubai Search intent – a crucial key to PPC success
Have a look at the benefits of understanding search intent in your marketing efforts:
Lets you create relatable content
Looking beyond the search intent, look for keywords that your targeted customers generally put into their search bars. Every time a customer looks for the ‘the best smart watches’ or the ‘best calories trackers’, he or she needs relatable or relevant results. Users will always choose to click on the links on Google search ads that seem to be more related and appealing to their queries.
The aim here is not only to sell but also establish your brand as a key industry player who knows how to exactly answer the target consumers’ questions. So, you just cannot create a content without reflecting the thought process of your users.
Blogs, PDFs, eBooks are such contents that quench the thirst of customers’ knowledge on a particular product or services, or even, a brand. As these contents solve the problem, they build the trust around your offerings – the money here is their trust.
Diverts your budget to the ways that fetch you higher ROI
To fetch the best and desired ROI from your Google PPC advertising, you have to understand the most profitable terms that you can bid on. You just don’t merely spend the hard-earned money on a campaign that is beyond your comprehension, isn’t it?
The great example here is FitBit. The company sells fitness trackers with a variety of features in various price ranges. Their keywords list is diverse, some of the examples are:
‘FitBit trackers for beginners’
‘Cheap FitBit watches’
‘FitBit uses’
‘How to use FitBits’
‘FitBit watches in black’
‘FitBit for yoga’
Once the brand understood which keywords fetched the highest conversion rates, it launched Google ads campaign and then placed a high bid on the used keywords.
The results? We all know FitBit as the pioneering fitness wearable company with millions of users worldwide.
Always boosts your page view
When a person is interested in smart watch, he or she searches for the ‘best smart watch’ and comes across a Google Ad which matches his or her search intent. The user will most likely click on the link to check more on that.
When the user lands on your website and find that the content there is relevant to him or her, the user will continue to explore other contents, products and pages.
Google’s algorithm shows relevant ads and content to the based on their search intent. So, once you understand it and create targeted offers, your contents will rank higher, fetching you targeted traffic faster.
Search intent has a lot involved when it comes to the success of your Google Ads campaigns, here’s how:
1. Lets you create a targeted ad copy
Before you craft a compelling Google ad copy, you need to understand why someone would click on your ad in the first place.
Check out this Google ad from Noon
What do you see?
The intention here is to attract the target audience who want to buy smart watches in Dubai. When you look at the ads you will come across the following precise details:
The title: Crisp and to the point – closely matching the general search terms of the audience.
USPs: The website provides contact less shopping experience, payments are secured, offers cash on delivery service, hassle-free returns. What else does a target customer want who is shopping online with the expectation of a seamless surfing, buying and returning experience?
Different options to choose from: When you look carefully in the ad, it mentions brand as well as the word ‘accessories’ which come with the implication that it sells other items that are relevant to the smart watch categories.
Discounted offer: The best part of any ad to lure target consumers, both new and old.
This is example of a winning Google ad copy that has got everything needed and relevant to get the attention of the users because the tone resonates with their demands.
2. Experience reduced bounce rates
When your content marketing aim is to only get traffic, you will get 1000s in a day, but zero conversion. You should always build your efforts around conversion-focused traffic. Target only the people who have the intention to purchase from you.
You just cannot focus on the keyword ‘shoes’ when the target audience is looking for ‘sports shoes’. You have to be more specific.
Understand the search intent because when you know what they need, your customized contents and ads will cater to them, convert them and reduce your bounce rates.
3. Boost your conversion
When you run a Google Ad with a zero idea of the customers’ search intent, you are not bidding on any keyword.
And it’s not only about understanding the search intent but also aligning it with the services or products that you are offering. The very moment you consider these two areas; your sales conversions will be boosted. They may not purchase it on the same day, but they will remember your ad, content, or landing page and come back later.
Here’s the formular to remember:
4. Identify the gaps in opportunity faster
While researching on the customers’ search intent, it will be easy to identify profitable keywords that competitors are currently not bidding on.
Have a look at the following factors to uncover the new opportunities of keyword targeting:
Search volume: Choose a keyword and look at the metrics reflecting the number of people targeting it. If there are lesser people, skip ahead.
Keyword difficulty: There are some search intent terms that can be very difficult to rank when the competition is stiff. You can refrain from using those with high competition.
SERP: There are many crucial SERP features like ads, videos, reviews, maps, etc. Each of these elements influence how you set your landing pages. You should optimize the content around these features.
Current ranking pages: If your competitors’ top-ranking pages contain a certain type of content that you do not have, you should build that as well.
While you study and practice these factors, you will get clear pictures of:
What your competitors are doing that you are not
How you can outrank your competitors by conceptualizing more targeted and relatable contents like Google PPC ads, blogs and landing pages, to fill the gap.
Recognize and Leverage search intent for business growth
Now that you know the importance of search intent for Google PPC advertising campaigns, how would you uncover the search intent for your customers?
Read below:
Types of keyword – high and low
Based on profitability, there are mainly two kinds of search intent keywords. They are either high-profitable or low profitable. High-intent keywords, also known as commercial intent keywords, represent a particular section of audience who intend to purchase or at least inquire about the products.
You can also categorize each and every search intent into navigational, informational or transactional. High intent keywords contain huge purchasing power and hence they are considered often as transactional.
Low intent keywords’ commercial intent is little so do not bid majorly on them. These keywords express the people who are in search of information. These intents are slow when it comes to converting.
How many types of high intent keywords are there?
Commercial or high-intent keywords differ based on the action you want from your customers. There are two kinds in such cases:
Ways to identify search intent categories
There are mainly three categories of search intent and keep reading below to know the differences between them:
1. Informational
A majority of internet users look for information about services or products that are relevant to their needs, both personal or business-wise.
For instance, we can find people searching:
Which is the best digital marketing company?
How to develop good habits?
How do we repair a broken microwave?
When you come to think of it, these searches are information-seeking and not purchase-oriented. These searches generally contain the words
- Guide to
- Ways to
- How to
- Benefits of
- Advantages of
What can you do to target information intent?
Just don’t sell them, simple! Because you would be adding to your ad waste, nothing else. Instead, you give them the info they need and earn their trust to gain from them in the long run. Depending on the niche, offer them value-based contents aligned with search intents that will drive traffic to your website and create opportunities of remarketing in future. Contents like:
- How-to videos
- Informative blog post (like this one)
- Infographics
- A detailed guide on a specific topic
These resources mentioned above are top-of-the-funnel customer acquisition strategies and the aim with them is to attract customers later on.
2. Navigational
Under this search intent, the customer already knows the brand website. So he or she will directly type the name. Navigational search intent defines loyal customers who are already aware of your brand and will make another purchase or seek another service from you.
Navigational search intent keywords are:
- Brand login
- Cost of
- Hours of
- Location of
- Brand name
What can you do to target navigational intent?
Start by identifying the most relevant search terms your customers are using. Since the terms are mostly specific, the audience would be limited as well.
Make sure you own your navigational terms and all the versions like brand name adjustments, typos, spellings, etc.
The contents that you can create in this case to convert the navigational search terms are:
- Webinars
- Landing pages
- Service or product descriptions
- Case studies
3. Transactional
These search intents are created by the users who are certain to purchase a product or a service. They will just search with the keywords, take out their cards and make the payment.
The most common keywords are:
- Order
- Buy
- Purchase now
- Smart watch prices at (your brand name)
A majority of Google ads and SEM marketers target such keywords as they have a high commercial intent. They might be expensive but if you choose them, chances of outranking the competitors will be higher for you.
Transactional search intents do not always lead up to monetary exchange.
So, instead of relying only on attracting transactional searchers through organic traffic, reap big with Google PPC advertising. Of course, organic traffic will be helpful for the long run but when you decide to invest in Google ads services, it will straightforward drive sales and leads towards your business.
Here’s why:
You can create ads in various formats: Google ads enable the marketers to include product image. So, when the user gets to see the picture, he is most likely to make a purchase.
Users clicking on paid ads carry high commercial intent: A majority of user cannot distinguish between non-ad pages and ads but a staggering 64.4% of users who click, have a deep purchasing intention.
Google ads deliver a significant ROI: When prospective customers search and find the product that align with their needs, they will not bother to check other ads or links.
Three things to remember when you target transactional keyword
Here’s how you can claim a larger share of the transactional search intents:
Creating a compelling ad copy: Create an ad that fulfils search intents in concise and short words. You can also couple that with a compelling landing page, with same yet extensive messaging.
Clean design: The landing page or ad copy must not be cluttered. Refrain from putting in more words than needed.
Offer freebies: Offer freebies on top of the core offer so that the customers feel that your deal is a raw deal that they cannot decline.
Proquantic – your trusted Google PPC ads agency in Dubai
Given the intense competition in Dubai’s e-Commerce space, running Google Ads by yourself can be a little risky. As an entrepreneur or a decision-maker from the highest order you want to manage each ad every aspect of your business more conveniently. Running Google Ads can actually hamper that in your busy schedule where you have other things to juggle. Also, Google Ads platform is dynamic as it keeps changings with time. AI already has started to challenge the traditional landscape of searching. Given all these challenges, enterprises like yours are choosing a trusted PPC ads agency, like ours.
Hiring a google ads agency in Dubai might seem expensive initially, but for the long run, it comes with a fair share of benefits. Like:
- A dedicated team of expert digital marketers who analyze market dependencies, Google ad updates and come up with the best strategies of bidding for your business.
- Experts having years of hands-on experience in leveraging Google Ads data manager, looking into SEO scores, spotting campaign that underperform and coming up with ad optimization strategies.
- Team having a great knowledge of budget management, optimization techniques, bidding strategies, ad copywriting and keyword research.
- Team that is locally and culturally aware of Dubai’s diverse cultures and creating strategies that resonate with local audiences.
- A team that will work without making you anxious about the budget.
Dubai Case Study: Drive more sales with Google Ads
We were successful in delivering 5x ROI for a Dubai-based B2B company offering various business-critical services such as managed IT, IT security, cloud computing, data, software and hardware, and security camera installation.
They are operational since 2008.
Our team at Proquantic analyzed their website and figured out the bottlenecks that were hampering their previous sales performances.
Proquantic’s Google Ads services with a customized strategy for them was successful in the following terms:
- 10X return within 2 months of the campaign (exceeding SLA commitment of 5X return)
- Google Ads Investment: 4646 AED
- Return on Investment (ROI): 48,000 AED
- Qualified lead count: 4
Signing off
Launching Google PPC advertising and attracting customers is one thing and influencing them to buy products or services from you is another. You have to understand the ‘why’ factor behind every search term and avoid ad waste. Using the most relevant keywords will potentially drive traffic to your website but after your customers land on the page, would their needs be met? The key here is to leverage different categories of search intent so that the campaign is holistic and aligned with your business goals and customer needs.
