When consumers pull up a search engine, they’re starting a conversation. They spit their thought directly into the search bar, and they expect to be listened to. If you don’t understand the language they speak, or aren’t around to hear it spoken, you’ll miss the opportunity to open up a dialogue and in turn to take a newfound loyalty to the checkout. You might be thinking, isn’t that like asking us to read user’s minds? Finding a search pattern is similar to that, but paid search campaigns make it possible to do without requiring ESP or superpowers. How? While understanding the customer journey can feel complicated, there are a few places to get started to make sure your campaigns are taking search patterns into account.
People not bots
When you’re pulling in keyword research, keep the human behind the search in mind. Think not only through the different terms you use to describe your brand’s products and services, how someone in the various stages of the conversion funnel may be seeking you out. On top of the obvious classifications, consider if they might be looking “near me” or for a review, a discount, or even a competitor.
Speaking of classifications, structure your campaigns based on where your audience’s patterns meet your goals. Take all of that great base research and make sure your campaigns factor in attributes like user location, device, and campaign theme. As you drill down within those campaigns, get even more specific in ad set structure, breaking ad sets into more narrow detail as data dictates successful areas.
Optimize based on behavior
How will you know where to find the patterns and segmenting hot spots? Data. Go deeper into user behavior both in your campaign and in analytics and find the paths and outliers. Start with basics like search phrases that can be added as negatives, or built into their own ad set to get a tighter control on success. Work your way into the most efficient times of day with dayparting, guide the geography, and dive into different devices. Get creative and consider custom scripts that take your brand into account – like a script that makes your ice cream ads more visible when the temperature breaks 80 degrees.
Finding patterns in paid search is as simple or as complicated as you make it. Start small and with solid research, but don’t be afraid to get your hands (and your tests) dirty with data. Stay on the lookout for outliers on a daily basis, and regularly scale back to look for bigger picture opportunities. The more you familiarize yourself with search behaviors in your campaign, the more opportunities will light up along your, and your consumers’ path to conversion.
Want to get a better understanding of how your customers are searching? Contact us to find out how to make sure their search leads to you.