In the Google Ads world, we sometimes concentrate too much on keywords, bids and ad copy. Sometimes we need to take a step back and think about ‘the customer’, ‘the searcher’ and ultimately the individual we want to make ‘the purchase’, so let’s take a step back and look at the broader world of Marketing.
Marketing is full of models, principles and matrices and one that I absolutely love is the AIDA model. AIDA is a Marketing principle that follows the cognitive process we go through when making a purchase. At this point, you’ve probably guessed that AIDA is an acronym. So what does it stand for?
The AIDA model stands for Awareness, Interest, Desire and Action.
They are the 4 vital elements within the decision-making process when making a purchase. With this it’s time to step back into the Google Ads world and address these elements.
We know advertising with Google Ads can be competitive, so the first challenge is to build awareness of your brand and products. The ultimate aim is to ensure your ad stands out from the crowd.
There are many fantastic Google Ads tips and tools that allows you to do exactly that. One of my favourite Google Ads tools to build awareness is through Sitelinks Extensions. Sitelinks Extensions are a fantastic tool for eCommerce businesses to ensure your ad gains more visibility than your competitors in the SERP. Using Sitelinks Extensions will ensure your ad appears above the search results instead of along the sidebar.
As an eCommerce business, you can also use Sitelinks Extensions to build awareness of your various product ranges, new collections or even to promote a sale.
Now that the Awareness is built, we need to ensure the searcher is interested to click on your ad. The key here is to offer value within your ad text. It is always great to include your Unique Selling Points to entice the searcher to click on your ad. These may include:
- Next Day Delivery
- Discount Codes
- Free Returns
As well as including Unique Selling Points, it’s also important to include a Call to Action in your Ad Text to generate interest to click on your Ad. These may include:
- Buy Now
- Call Us
- Learn More
93% of all traffic leaves your site to never return – scary, right? However, there is a solution…
Google Ads Remarketing Ads is a fantastic tool that allows you to communicate with past visitors through image and text ads. With Remarketing you can reinforce the messages from your website and Ad Text to your past visitors through the Google Display Network.
At Digital Gearbox we have seen fantastic results with Remarketing from eCommerce businesses. Remarketing allows you to reinforce your Unique Selling Points and Call to Action messages that increase the interest and desire for your visitors to take action. This nicely leads me to the last section of the AIDA model.
If the first 3 stages are completed correctly, the customer would have clicked on your Ad and will be on the relevant landing page on your website. All of the messages in your Ads will be in the mind of the customer and they will now desire to purchase from your website.
At this point, it will be vital to ensure that purchasing from your website is simple and easy for your customers. With Google Ads we will recommend you set up conversion tracking to allow you to track the conversions generated from Google Ads.
If you’d like to hear more about how we implement Google Ads for customers or have any other queries, please do not hesitate to get in touch for a no-obligation discussion. We are always happy to help.