Pay Per Click Ads For Buying Cycle Stages: Part II
The last post covered the awareness and interest stages of the consumer buying cycle. Once the client has moved through these stages, they move into the consideration and purchase stages discussed below.
Consideration/Purchase
The consideration stage occurs when the consumer is considering the purchase of a product or service. Consumers at this stage have done their research and are ready to determine if the purchase is worth it. It is at this time, that your ads should reflect valuable features and advantages that your product offers, using keywords such as “high quality dog collars.”
When consumers are in the purchase stage of the buying cycle, they know the exact product that they are looking for at that time. It is at this stage that keywords should be targeted directly to a specific product or action the consumer is going to take. For example, if a top seller is your 100% cotton dog collar; your keywords would reflect that search. Action keywords can be good performers as well. For instance, a keyword such as “buy cotton dog collars” can help to speed up the conversion process, appealing to those customers ready to buy. The landing page for this ad would take the consumer directly to the product page to make purchasing easy. Including the price in the text ad can be helpful as well, helping to weed out unqualified clicks from those unwilling to pay that price.