How to Improve Your AdWords Campaign Drastically with a Traditional Marketing Theory

Amid the radical changes in the marketing space, certain consumer behaviours and marketing theories remain the same. Consumers are still buying products to solve problems, whether it’s an iPhone to help them stay connected with friends or a Toyota Camry to lessen commuting time. This goal-oriented mindset has been practiced by consumers for centuries and it is why traditional marketing theories remain useful for marketers today. One marketing concept in particular amongst all the theories is the buying cycle. This concept illustrates how consumers go from becoming aware of their problems, to eventually buying a product that solves their issues. The cycle is as follows:
 
  • Awareness: The customer becomes aware of their needs or problems.
  • Search: The customer searches for potential solutions.
  • Evaluate: The customer evaluates the different solutions.
  • Decide: The customer decides on a solution.
  • Evangelize: The customer becomes an active user.
Take a customer waiting at the checkout counter for an example. He’s probably just standing there in line waiting to be helped but then he sees a chocolate bar which makes him hungry. He becomes interested in the bar and starts reading its nutritional facts. Then he compares it with other brands. Finally, he purchases it to satisfy his hunger.
 
The same process happens online. By matching up Google AdWords with this purchasing process, digital marketers can effectively push consumers through the buying cycle. Here’s how:
 
  1. Awareness.

    In the earliest stage of the funnel, your goal is to let your consumers know that your product exists. To promote your product, you can use high-volume, low-converting terms such as “shoes,” “computers,” and “smartphones.”

  2. Search.

    In the second stage, you want your consumers to start thinking about your product and how it’ll make their lives easier, as this is when consumers start searching for products. To entice your consumers, highlight your product’s benefits using captivating headlines. The headlines should use common terminologies, calls-to-action, and emotional appeal. Additionally, use description lines to showcase the features, and benefits of your product. This will give your consumers a better understanding of how your product will help them.

  3. Evaluate.

    In the third stage, you want to show detailed product specifications and features as this is when consumers want to compare different products. For instance, a searcher looking for a new pair of runners would start learning about different brands and assessing their differences. To encourage consumers to look at our product, you want your ads to include your brand name and product type such as “Nike runners” and “Adidas runner shoes weight.” 

  4. Decide.

    In the fourth stage, your consumers have decided on exactly what they’re going to buy but haven’t figured out where to purchase the product. To get consumers to buy the product from you, try displaying specific product part numbers or company names such as “Nike Free Flyknit+ 615805-713” to capture their attention.

  5. Evangelize.

    In the fifth and final stage, your want to retain your consumers and turn them into active users. To do so, try using retargeting ads to promote discounted products to existing customers. Examples of your ads would be “Buy one pair of Nike runners and get second 50% off!”

By segmenting and advertising to consumers based on their buying stages, you’ll be able to target them with compelling ads. This will enable you to push your prospects across the buying cycle and turn them into lifetime customers.
 
This concept is based on the Smartt P.A.C.E digital marketing framework. To learn more about how P.A.C.E can work for your marketing team, please visit our Training page.