In my last post, I provided an overview of how to better guide your customers through their purchase journey and shared optimization tips to help you better engage the same customers with Bing Ads along the way. To review, there are five phases in the consumer purchase journey:
- Awareness: Becoming interested in a product.
- Research: Researching the product to learn more.
- Confirmation: Deciding whether to purchase the product.
- Shopping: Comparing offers or evaluating competing products.
- Purchase: Making a decision and purchasing the product.
Today, I would like to look at how you can generate more campaign optimization insights by providing your customer’s with context on their purchase journey. By definition, context means the interrelated conditions in which something exists or occurs. In search advertising, context means Where and When the searches take place via Whatkeywords and devices. As consumers have different needs in different phases of their purchase journey, the context of their searches could be different.
Below is a real example of my colleague’s recent purchase of a golf vacation. After he read several articles describing Oregon as a trendy destination for golfing, he became interested in taking a golf trip to Oregon and started his consumer purchase journey:
Insights & Tips
- Insight: As the consumer moves through the purchase journey, search terms tend to get longer and more specific.
o Tip: Adopt broad match or broad match modifier to stay within your customers’ search journey while using the Search Query Report to grow your keyword list.
- Insight: Searchers have a specific intent in each stage of the journey and they demand more details as they go. In the early stages the intent is more informational to discover a topic. In the final stages the intent is more transactional to complete a task.
o Tip: Prominently present the right information on landing pages geared towards each purchase phase to reduce bounce rate. This is much more effective than providing all of the information on a general page, which forces the searcher to look for specific content.
- Insight: Searchers may use different devices throughout their purchase journey.
o Tip: Adopt responsive web design to provide a consistent landing page user experiences for different devices. A study conducted by Compuware found 34% consumers would likely visit your competitor’s website after having a bad user experience on yours.
o Tip: Use the Bing Ads’ Advanced Targeting Options to guide customers in different phases of their purchase journey to the right landing pages with relevant information and desired user experiences.
By providing relevant content and good user experiences, you will become a good companion during your customer’s purchase journey. You will become a trustworthy friend to your customers and they will come to you directly if similar needs occur.
Accordingly a study conducted by Compete, 90% of converting consumers began their purchase journey directly on a vendor’s website. So while it might take a while for you to master audience context to optimize your campaigns, your efforts will go a very long way towards improving conversions. Bing Ads will provide feedback on how you’re doing via Quality Score in every step of the way.
To us, You are Bing Ads.