The first step is making sure you are capturing the right users. On average, each mobile user produces 2617 touches per day. So, how do we make those touch points relevant to our business?
For the first time in history, more users accessed the web from mobile devices than they did desktops in October. According to StatCounter, mobile and tablet devices accounted for 51.3% of internet usage worldwide. So, now is the time to convert those mobile touch points into new customers.
We want to identify those touch points and how we, as marketers, can capture them. This will move us away from just search and instead focus our attention on the placement of ads.
Sometimes we overlook the simplest of tasks, such as thinking about the customer. We want to take a step back and map out the journey of a typical consumer. Think about what they are searching, when, on what device and how often. We can then start to think about using ad scheduling to capture potential new customers.
GOOGLE ANALYTICS AUDIENCE
Can you think outside the box and think about how the consumer might view you and your brand? You have an infinite number of ways to see who your customers are via Google Analytics’ audience page.
Audience reports are sometimes underused, but they give us a great insight into who is interacting with your business. We can see their gender, interests, geographical location, times they visit your site, devices they use and a whole host of other demographics. This will allow us to build several profiles of our customers, segment them and to better map their touch journey.
THE RIGHT AD AT THE RIGHT TIME ON THE RIGHT DEVICE
Now we know more about our customers, we can start to target the right ads to the right people, on the right devices at the right times. This will give us a greater click-through rate (CTR) and conversion rate.
You want to know which of your keywords are being searched when and on what devices. This will help you maximise your keywords coverage. For example, holidays to Greece will show more traffic in June through to August than in any other time of year.
As we now know more about our customers touch journey, we know when they are more likely to see our ads and what device they will be using. We can then use ad scheduling to gain more impressions as to make the greatest of impact on the right customer at the right time.
LONG-TAIL KEYWORDS
What questions are consumers asking about your business? As marketers we are always thinking of innovative ways to interact with new customers, which is why long-tail keywords are sometimes overseen.
They may be a little unusual and hard to get right, but if you get it right they can be very effective and help you stand out from your competitors.
For example, if someone is searching “what is Greece famous for?” and you’re a tourist attraction, you can tailor your ads to capture that person with activities, tours etc.
This also opens the remarketing avenue to either get that customer to purchase a tour/activity or drive them back to your site if they didn’t visit at first.
Beyond Clicks have improved our clients’ sales and leads by 20% when they switched to us. Get in touch with us to see how we can improve your sales and leads.