the YaghiLabs Way to Target keyword INTENT (case study inside)
Sent Monday, June 18, 2012
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Boy what a day!
Lol i’ve been depressed .. I’d forgotten to add Conversion Tracking on some new landing pages and spent 6 hours of the “Ad Day” with no tracking.
I know it’s nerdy to have a “lady day” over bloody traffic tracking.
Especially that I’m usually chipper when the whole world is crashing around me.
But I’m like that robot in Short Circuit … a FEIND for data: “Input…input…input!”
Lucky for you, I saved this TARGETING tip from a few days ago, when Ewan and I were working on a client campaign.
Targeting is one of the LEAST understood topics of traffic generation…and yet the most important. So I’m going to explain it here with some examples.
Most of the people who call themselves “traffic people” think it’s this OMG SO LITERAL constraining thing. Like if you target this search keyword:
“BUY CHEAP TRAFFIC”
Your ad’s headline HAS to say “Buy Cheap Traffic” to get “targeted clicks” that convert to leads.
But this is CHILDISH.
“Surely, though, jimmy jim jam, if someone runs a search “buy cheap traffic” and sees my ad saying exactly what they wrote into the search, they’re gonna click it right? Cause it’s related and everything. Click-thru-rate quality score, mumbo jumbo gibberish.”
if your lame ad was the ONLY ad there.
And if it was the only one with that headline.
But every dumbass and his grandma targeting that keyword is also using your genius headline in their ad.
And let’s not forget that someone who writes “buy cheap traffic” into the search, they want an ANSWER.
This is not an answer.
You’re just ECHOING back to them their question.
There’s a better way.
First, let me remind you –
People are NOT searching for the exact string you target in your keyword list. Surprise!
In rare cases they are…but what you put in your keywords tab is just an approximation you tell the search network so it can pinpoint your desired audience.
That’s why Google ditched the original implementation of their Exact Match type. It became a more restrictive broad match.
Meaning, let’s not take our target keywords so damn literally, ok?
Keywords represent a searcher’s INTENT.
And that’s how we should interpret the keywords we target.
Now if someone did put all three words “buy cheap traffic” into their search, they must have done it for a reason…and that reason is to restrict the results a certain way.
Ok so, let’s study each word in the search string: “Buy Cheap Traffic”
Ask yourself, Why did they specify “Buy” in their search?
– they believe by buying traffic, they will get better quality than finding it free
– they believe it is FASTER to buy traffic than to generate it
– they believe it is less headache to buy than do SEO or PPC
…Just some potential motivations for adding this one word to their search.
Ask yourself, Why did they specify that they want traffic they can buy “cheap”?
– they believe buying traffic could be expensive
– they don’t have a big budget to spend on marketing
– they’re broke
– they want LOTS of traffic so they need it to cost less if they wanna buy so much
– they don’t make enough money back from traffic at their site
– they aren’t confident they’ll make money back from traffic they buy
– maybe they don’t make ANY money from the traffic, like it’s a blog or a hobby site
I’m sure you can think of more reasons someone would add “cheap” in their search.
Why are they looking for “traffic” in the first place?
– their website is empty
– no one is reading their blog/ watching their videos / buying their stuff
– they’re not making sales
– there’s no one to sell their stuff to
Also, let’s not forget that “Traffic” is an industry jargon keyword.
If the search specifies traffic, then it indicates searchers are somewhat experienced to know that getting website exposure needs TRAFFIC.
If they were TOTAL newbies, they might be looking for “hits”, “visitors”, “readers”, or ways to “promote” or “advertise”. But here, they seem to know a technical website term: “traffic”
So armed with all this knowledge of INTENT and MOTIVATION from 3 simple words you could be targeting…now you can write an ad that does a LOT more than echo back their question.
You can seem to read their mind, by hitting any of the above hot buttons.
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Now if someone runs a search for “buy cheap traffic” and you show up with an ad like above, they’ll think, “OMG yes! These dudes know what I’m going through.”
And they click and buy your crazy gimmicks.
We study every single keyword we add to our client’s Done-For-You Traffic campaigns…all 100,000 keywords we include, in the same way I just explained.
Because intent is much more important than targeting.
If you like to give your traffic campaigns THE YAGHILABS INTENT treatment…then get us to build a traffic campaign for you here:
Until next time,