Dial-up the Power of m-Commerce

Search engines continue to hold sway over consumers’ buying journey as search engines continue to be the preferred mode for information enablement, product/service discovery, and comparison shopping, leading to eventual purchase. Given this, advertisers continue to build considerable exposure to and invest in pay per click marketing – Google AdWords and Bing being the market leaders in the space. In order to tap into consumer intent, advertisers will have to work towards matching keywords in their pay per click accounts with consumer search queries. Search engines accord a lot of importance to relevance as relevance impacts user experience on search. Therefore, the more relevant and closely matched your keywords are to your consumers’ search queries, the more relevant your keyword will be thereby positively impacting your keyword’s Quality Score (QS). Besides QS, there are other mechanisms to maximize keyword reach and performance.

 Targeting by Intent 

The path to purchase broadly involves the following four aspects:  Attention, Interest, Desire, and Action (AIDA). As an advertiser, your objective should be to focus on “Attention” and “Interest” oriented keywords if your advertising objective is brand building. If your objective is demand generation or direct response, then you should focus on “Desire” and “Action” oriented keywords. Action oriented keywords, also referred to as “lower funnel” keywords reflect transaction intent. For instance, “buy flowers,” “subscribe to magazine,” “Order pizza,” etc. Keywords such as “compare products” suggest consumer evaluation of the product/service. From a demand generation perspective, these are valuable terms to be tapped into as well. On the other hand, keywords such as “How to,” “What is,” etc are higher funnel keywords that represent “Attention” and “Interest” in the AIDA framework referred to above. Therefore, depending on your advertising objective, it is important to choose keywords that fall into one of the four buckets illustrated. 

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