Do you need to discover clients on-line? So they’re in search of you
Performance marketers who rate conversions based on recent clicks on search engine results pages need to consider two main factors: consumer intent and where those consumers click. (Note: Not only on Google)
Keywords still play a role in determining buying intent
Voice assistants, keyword-free ad options, and the rise of third-party marketplaces may lead performance marketers to think that keywords are less important in 2020. However, keywords reveal a lot about consumer buying intent.
From the SEO firm Yoast's blog post in October to the still-popular 2017 article by Neil Patel on long-tail keywords that converts 36%, organic search pros say the more specific the keywords, the better.
Marieke van de Rakt from Yoast advised first finding keywords for brand missions and then building related phrases from there.
"Long-tail keywords get fewer searches but usually have higher conversion value because they're more specific," she wrote. "They enable you to gradually attract more visitors to your website and to be found by new and motivated target groups."
According to search engine marketing company WordStream, more than 33% of Google searches are longer than four words. This is why performance marketers pay for clicks on phrases like this "transactional search" highlighted by digital agency Louder Online:
- "Buy washing machine"
- "Best stove for under $ 1000"
- "Coffee machines (insert brand)"
- "Buy online (insert product code here)"
However, as with all magic fixes, WordStream warns that performance marketers should stick to a search marketing mix: use long- and short-tail keyword strategies, as well as keywords entered by customers they haven't already done for theirs use paid searches. (However, according to WordStream, "buy" is the clearest keyword for buying intent.)
Amazon is the dominant destination for consumers who are determined to buy
Last year, 49% of Americans started their product search on Amazon.com, "while only 22% started on Google – a difference of 122%," reports the marketing software provider CivicScience. That just seems to have increased. In the midst of the pandemic, Amazon saw third-quarter revenue jump 37% year over year to $ 96.1 billion.
In closed ecosystems like Amazon, the marketplaces create the algorithms – unless they use a third-party search engine like Google. In March 2020, Innovell and PPC Hero concluded in their research that such ecosystems make it easier to measure.
"To be successful on Amazon, a product has to be ranked for relevant keyword searches," the report said. "This rank is determined by the algorithm, a system with three groups of factors: customer experience, revenue maximization and product attractiveness."
The study found that products available to Amazon Prime members were in select companies, resulting in increased sales. These sales increases can occur because Amazon Prime provides a better customer experience, which is part of the Amazon algorithm mentioned above. The better customer experience increases the placement of the product in Amazon's search results for its keywords.
Last-click mapping is still popular
A Google / Ipsos study that mentioned that a customer's buying journey took 73 days and more than 250 touchpoints showed a discrepancy because "85% of consumers will take a product-related action within 24 hours". And performance marketers prefer to know which ad, which keyword purchase, or which link in a sponsored tweet drove the sale.
While Amazon recently rolled out an attribution tool for multichannel marketers to track the touchpoints that lead customers to Amazon.com, one reason Amazon appeals to performance marketers is simply the last click.
Fifty-five percent of the “agile Amazon marketers” surveyed by Innovell and PPC Hero use the last-click model to allocate sales. Researchers believe the teams are working in a silo, as Google search engine marketers once did. But only 14% of paid search generalists believe the last-click model deserves such dedication. This means that Amazon search engine marketing is in the making.