Not all buyers or potential buyers come to the search field with the same level of business intent. So how do you optimize your Shopping campaigns for users at different stages of the buying journey?
Implementing different bids for different user intents can help you get the most out of your paid Shopping campaigns. By combining multiple Shopping campaigns with strategically placed negative keyword lists, you can separate out the best, average, and worst traffic to dramatically increase sales without compromising profitability.
Introduction to the buyer's journey: different levels of intent
It can take minutes, hours, days, or even months, but every cell phone number list customer follows a set path to purchase. It starts with the awareness of a product and ends with their purchase.
Most people will abandon the buying process for one of two reasons: either they don't end up buying the product, or, unfortunately for many advertisers, they buy the product from a competitor. In terms of paid online advertising, generally the higher your bid, the more viewable your ad will be. You're probably more willing to bid more for potential customers who are further along in the buying process because they're more likely to make a purchase.
If a potential customer is ten times more likely to buy a product than another customer, you can justify spending ten times more advertising for them because you can get the same overall return on investment.
To get the most out of paid advertising, potential customers at all stages of the buying journey must be taken into account. This will increase your chances of getting the highest volume of customers, sales, and profits.
Even potential customers in the awareness phase will still have some value because they can discover a product on a website and come back to buy it later. They may even buy the product in the same session, going through all the steps of the path in one go, but the chances of this happening are lower than if they started further.