There are two major concepts regarding searches that should be properly understood. First, searching can be used for reeling in potential customers or clients regardless of how informed or content they are with regards to their buying decisions. Second, keywords, although critical, are not the only element of searches that should be taken into account, as actual content matters. Therefore, money should be apportioned towards potential customers or clients who are willing to educate themselves and keywords should be used in conjunction with content tailored for particular types of people.
- You can get good results by targeting ads towards people who are more interested (at the moment) I’m learning and exploring their options than in making a final decision.
- While keywords are still important, you can’t ignore the importance of demographic targeting for your campaign.
- Targeting users with high funnel keywords can help you make a good first impression that will pay off later.
“There’s an obvious fact that few people seem to acknowledge: People often search for products and services on Google well before they’re ready to buy them.”