In the Google Adwords 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’.
Now its time to take a step back…
Let’s take a look at the broader world of Marketing. Marketing is full of models, principles and matrixes 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 a acronym. So what does it stand for?
The AIDA model stands for Awareness, Interest, Desire and Action. They are 4 vital elements within the decision making process when making a purchase.
It’s time to step back into the Google Adwords world.
We know advertising with Google Adwords 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 Adwords tips and tools that allows you to do exactly that.
One of my favourite Google Adwords tools to build awareness is through Sitelinks Extensions. Sitelinks Extensions is a fantastic tool for eCommerce businesses to ensure your ad gains more visibility than your competitors in the Google Search Results.
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 is to offer value within your adtext. 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 an 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?
There is a solution.
Google Adwords 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 increases the interest and desire for your visitors to make an 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 Adwords we will recommend you set up conversion tracking to allow you to track the conversions generated from Google Adwords.