Keyword Research Services

Understanding Intent Is Your Path To Conversions

Keyword Research Reduces Ad Costs and Increases Sales

Keyword Research for marketing campaignsThe words you use make all the difference. With digital marketing the right keywords saves money and drives additional sales. Identifying the keywords and keyword phrases used by your target prospects and connecting them within the correct stage of your customer’s conversion journey can transform a lack-luster digital marketing campaign into a winning new sales generation pipeline.

Digital marketing is all about creating well defined sales goal conversion funnels from interested, to engaged to ready to buy prospects.  By understanding the INTENT behind the keywords you’re targeting, and culling keyword data from existing campaigns allows you to connect them logically to ads and content that moves them to the next step in the conversion journey. This means your PPC ads target the right intent and are connected to the appropriate landing page that answers the specific questions they have. Your SEO attracts qualified traffic and delivers them to the appropriate page. Your website content is optimized to answer the visitor’s needs directly and starting them on a path towards converting into a customer.

Pro tip: it is common for companies to be spending all their ad budget on one area of keyword intent which is connected to the wrong content and they don’t even know it because they have never mapped customer intent to it’s related marketing campaign.

Keyword Strategy Funnel for Refined Targeting and Optimal Cost Performance

Keyword Intent remarketing

At the top of your sales funnel we target generic keywords to introduce your service(s) and products to an interested but broad audience. In many cases this is a generic product, service or destination question, EG: Rental Cars. Often initial searches are very generic and by targeting these terms you generate a great deal of awareness about your offering, however conversions are low as more research is needed.

More specific keyword phrases give us a better understanding of the searcher’s intent so we are able connect that visitor with the exact answer, service or product they were seeking. We call these “Mid Funnel” Keywords.
EG: Luxury Rental Cars In San Diego, tells us the class of service, the type of service and location the prospect desires to have answered.

Long detailed keyword phrases indicate the visitor knows exactly what they want and if they are presented with a perfect match to their query they are highly likely to convert. These keyword searches are called “bottom funnel” terms and are generally lower in traffic volume but convert into a sale at a far higher rate. EG: Luxury Rental Car Agencies San Diego That Accept AMEX.

As you can see from the simple example above, each keyword search connects to the specific stage the prospect is going through which calls for a very different ad, landing page, content and offer in order to convert them. By developing focused keyword sets based upon your visitor’s exact intent and matching them to your ads and landing pages to deliver the exact answer they are seeking increases the effectiveness of all marketing campaigns. When you have a well aligned intent driven marketing model you focus your money and time only on quality traffic, your sales team fields only qualified prospects and your entire operation benefits.

Call us and we’ll review your business goals and create a free keyword strategy summary for your review. You’ll be excited to see how we can attract and engage the RIGHT customers.


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