Thread: Buyer Keywords

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Originally Posted by Val Thomas
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Thanks for the great info everyone!

I was just looking at the lists given by Stev and Bruce and I noticed that many of them I have used myself when doing a search.

I need to start paying more attention to my own search terms.
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Hi Val
I am one of those people who cant follow his own advice, sad isnt it!

Cheers............bruce.............
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Good advice here about identifying buyer keywords.

An interesting strategy is to have a really strong autoresponder series which enables you to take browsers and convert them into buyers.

Heres how it works -

1) Buying keywords are far more expensive in adwords (for obvious reasons)
2) Buying keywords are generally long tail and have less volume
3) Browsing keywords are cheaper and have more volume BUT don't convert well

So what are we to do?

Well how about if we took people who were browsing and offered to educate them in the field they were searching for - if we do this subtly and provide them with really useful content we can slowly move them up the buying ladder from browser to buyer. A good example is the scenario of singular keywords vs plurals. Often someone entering the singular version of a keyword is one step further down the ladder than one entering the plural (e.g. someone searching for unicycle is probably looking to do some research into what unicycles are, how hard they are to ride etc - someone searching for unicycles has probably already done this research and is now a little further up the buying ladder - he may be looking for some reviews, some trusted advice on the best models etc). By capturing searchers at this early stage we can take them through the buying ladder with a well crafted email series and eventually get them to buy from us once they are at the top of the ladder and in buying mode.

This gives us cheaper leads and also has the extra benefit of intercepting people at the browsing stage and effectively taking them off the market so that they don't even feel compelled to keep browsing our competitors offers.

This does take some skill however and is perhaps viewed as a more advanced method rather than one for newbies.

Hope this has added to the discussion re buyer keywords and added something a little different to the mix.

I have a couple of questions.

1. If you create an ad campaign. Should each different type of buying keyword (e.g. buy, purchase, order, etc. followed by your keyword) have a separate campaign?

2. Should there be different landing pages on your website optimized for each different buying keyword?

Thanks!

>>> Mike

Very helpful. Thanks.

Thanks for the thread. It has very useful info.