As
you can see, the mind map makes it easy to see all the key points in
your sales funnel so you can take a top-level view of your campaign as
you move on to Step 2.
Step 2. Identify the Intent of Your Keywords
Step
2 is to identify the intent of each of your keywords so you can match
your offer and sales message precisely in your ads, landing page copy,
phone call scripts, email follow-ups, and any other touchpoints in your
sales process.
Keyword
intent is really just the question your prospect is asking when she
types the phrase into Google. For example, when a prospect types in
“dentist in new york,” then she is really asking the question “Which
dentist should I use in New York?” or “Where is the best dentist near
my home in New York?”
In
some cases, keyword intent is fairly obvious. But sometimes, you’ll
need to do some research by studying competitor ads and offers,
reviewing top organic website results, and, if possible, asking or
surveying prospects.
Once
you have identified the intent of each keyword, then make sure your
offer and sales message match. If not, then now is the time to rethink
your offer so you don’t waste money advertising something your prospect
doesn’t want. If you’re confident that your offer matches the intent of
the keywords, then move on to Step 3.
Step 3. Repeat Your Sales Message Throughout Your Sales
Funnel
This
is the step that many advertisers screw up because of Campaign Tunnel
Vision. It’s critical to review every step in the mind map you created
in Step 1 and ensure you have a consistent message from the ad to the
landing page to phone calls, emails, or in-person meetings. Remember,
if your prospect becomes confused or loses trust because your message
changes, then she is simply going to click the back button to check out
your competitors.
For
example, if you’re advertising a “free teeth whitening with your first
dentist visit” in your ads, then make sure your landing page
prominently displays the same offer. By prominently, I mean it should
be the first thing your prospect will see when your page loads up. Your
prospect clicked on your ad because the offer was exactly what she was
looking for, so don’t screw up the sale with inconsistent text and
images. Reiterate the exact same offer and then move on to supporting
sales copy and your call to action.
Recap
If
you haven’t already, then I encourage you to create a mind map of your
entire sales funnel from keyword to closed sale. Then take a look at
the keywords in your account and group them by the intent of the
prospect searching. At this point, you may see a problem with your
existing offer that would never have been solved via traditional Google
Ads optimization techniques.
And
finally, make sure your sales message is repeated consistently
throughout your entire sales funnel. I know this looks like a lot of
work, but it’s well worth the effort and I know you’ll thank me once
you see the improvements in your click-through rates and sales
conversions!
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