How to Understand Search Theory in 2022
/Google Ads Thread/
/Google Ads Thread/
stop analyzing keywords and the search results
start thinking about how Google is used in everyday life
what did you come up with?
here are the BIG 3
> to answer questions
> to be informed
> to be entertained
start thinking about how Google is used in everyday life
what did you come up with?
here are the BIG 3
> to answer questions
> to be informed
> to be entertained
at the simplest level
query > ad that can help the searcher > relevant landing page > conversion
or another way...
Search query = individual thoughts
so what does this mean for the modern marketer?
query > ad that can help the searcher > relevant landing page > conversion
or another way...
Search query = individual thoughts
so what does this mean for the modern marketer?
Your campaigns & ads MUST be relevant to whatever problem/question your potential customer might have
that's why creating a funnel of intent in your account structure is so crucial
don't believe me?
let's use @bgtheory's breakdown of all the different categories of a search
that's why creating a funnel of intent in your account structure is so crucial
don't believe me?
let's use @bgtheory's breakdown of all the different categories of a search
1. The Actual Question
2. A Short Version of Question
3. The Answer to the Question
4. Description of the Problem
5. Symptom of the Problem
6. Description of the Cause
7. Product Parts
8. Brand Names
===
this is why there is no "1 best campaign"
so how do you structure?
2. A Short Version of Question
3. The Answer to the Question
4. Description of the Problem
5. Symptom of the Problem
6. Description of the Cause
7. Product Parts
8. Brand Names
===
this is why there is no "1 best campaign"
so how do you structure?
Top - Introduce Brand to New Customers
Middle - Present Product/Offer (their need/want)
Bottom - Easy Opportunities for Conversions
Lost Opportunities - People That Almost Converted (get them back)
Future Opportunities - Offers & Angles To Existing Customers
Middle - Present Product/Offer (their need/want)
Bottom - Easy Opportunities for Conversions
Lost Opportunities - People That Almost Converted (get them back)
Future Opportunities - Offers & Angles To Existing Customers
you must be there to answer any and all questions for your potential customer throughout the sales cycle
plan your account strategy accordingly
===
remember
answer your prospects questions --> make a lot of money
plan your account strategy accordingly
===
remember
answer your prospects questions --> make a lot of money
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