When buying traffic, it is important to be as efficient as possible. This does not just mean buying clicks at low cost. Buying the right clicks should be just as integral part of your strategy. When thinking about the right clicks, we often rely exclusively on relevancy as our main barometer. Relevancy is of course extremely important thanks to the all-encompassing Quality Score on which many of our successes and failures lie. Relevancy is not the end-all be-all for a highly efficient search campaign, in fact it is only the first half of the equation. Once we have identified an area brimming with relevancy, we must now understand the the importance of capturing searcher intent locked within that keyword.
There are two main types of intent associated with searchers: Transactional and Informational. The difference between the two may be slight but the consequences of improperly identifying a searcher’s intent are substantial.
Think of informational searchers as researchers. They want to find out everything they can about you and your competitors prior to making a decision on which product or service best fits their needs (if any). These searchers often include terms such as “reviews” or “comparisons” within their query. In general, the higher the price point and the longer the sales cycle, the more likely a potential customer is to perform informational searches before turning into a customer. It is important to offer up informational content to the informational searcher. Informational offers include whitepapers, eBooks and product reviews. Give them several options to obtain relevant information once they reach your site. This is your chance to cement yourself as the industry leader in their eyes.
The transactional searcher has likely already completed the research phase of the buyer’s funnel. They know all about all the players in the space and are looking to buy. Give them the option to speak directly to a sales rep or buy now on your website (discounts also tend to work well here). Since you know (based on keyword intent) that they are ripe to buy, be aggressive and tell them why they need to buy from you (and specifically why they need to buy from you today!).
Now that you understand the difference between informational and transactional searchers, experiment with your own products. Go onto Google and start searching informational keywords and examine the ads that come up. Do any of the ads perfectly capture your intent and provide offers that meet your informational needs? Do your ads? Do your competitor’s ads?