Targeting Your Pay Per Click (PPC) Campaign

The largest amount of Internet users and consumers originate in the G8 countries of the world. While some businesses target markets that are being underserviced such as Asia, Africa and parts of Europe we will focus on keeping your Pay Per Click (PPC) campaign profitable.

There are 6 countries that typically do very well in PPC. They are:

• United States
• Canada
• UK
• Australia
• New Zealand
• South Africa

People in these markets generally fall under these states of mind when buying. They are:

• Buying - This is what you want. These types of customers are ready, willing and able to buy.
• Researching - These types of customers need convincing. They are looking for reasons to buy.
• ‘Window Shopping’ - These types of customers are ‘just looking’ and typically don’t have a clue as to what they want. Very impulsive buyers. Can be lucrative if at the right place and offering the right product.

The ‘buying’ is the best type of potential customer. Because they already ‘want’ to buy, it’s up to you to provide them with the easiest and most desirable means of satisfying that buying want.

In order to satisfy the ‘buying’ you as the seller, need to offer a product or service that targets that want or desire.

The ‘researching’ is the next desirable in terms of selling. The ‘researching’ needs to be convinced that they will benefit. It may take longer to convert this type of buyer, however, once you do, they’ll most likely buy from you again to the tune of 73%.

The ‘window shopping’ is the most dangerous. They don’t know what they want and go from vendor to vendor in hopes that something will catch their attention. As a seller, there’s nothing you can do with this type of buyer, however, you can make every part of your website enticing to this type of buyer.

Because these types of customers buy impulsively, if you are able to sell this way and target this market, you have a great potential to make ‘quick money’, however, you will have problems maintaining the initial cash flow.

Regardless of which action is taken, you need to have visitor traffic to your website and you have to convert a certain percentage to paying customers if your business is to survive.

The different types of buyers as outlined will enable you to capitalise on the types of consumers in the G8 market and will help identify the type of words to use in your PPC campaign.

If you want to get the most out of Pay Per Click Campaigns such as Google Adwords and Yahoo Search Marketing (formerly Overture) then speak to one of Freestart's fully qualified Pay Per Click Advisors on 0844 774 7777.