Are you struggling to convert users through your paid marketing activities? You might need to revisit your paid marketing strategy to ensure that your campaigns resonate with users at every stage of the buyer journey (if applicable to your business).
From generating brand awareness with Google’s Demand Gen to ensuring that you’re directing users to a relevant and engaging landing page that will convert, there are many ways that your paid advertising actions can engage users. Continue reading to discover how to capture attention, ignite interest, spark desire and drive action to maximise your campaign’s effectiveness.
To fully understand consumer behaviour in paid advertising, we first need to explain the building blocks of consumer behaviour – the AIDA model. The AIDA model is a consumer behaviour model that outlines the stages that a consumer goes through when purchasing a product or service. The model consists of awareness, interest, desire and action.
Now that we’ve touched on what the AIDA consumer behaviour model is, let’s take a look at how it can be implemented into your paid advertising.
To reach a high volume of new users who may be in the market for what you have to offer, consider the following strategies:
We have recently implemented a successful Demand Gen campaign (via YouTube Ads) for a business in the horticulture and garden planting industry. This campaign has seen a significant number of video views and clicks at a low cost per click (CPC), highlighting the positive impact that Demand Gen campaigns can have on brand awareness.
The key to generating interest through paid channels is by building trust, authority and relationships with users. After all, users aren’t going to consider purchasing from a business that they don’t trust. To garner interest in your brand, consider the following strategies:
The desire stage of the consumer journey is much easier to encourage users to make a purchase as they’re actively looking for something in particular. Consider the following strategies to reach users in the desire stage:
The image that we’ve added below shows one of our clients ads that used a combination of promotions and discounted pricing imagery, along with a time-limited offer to encourage potential customers to move to the next stage of the funnel. This campaign saw a 15% uplift compared to non-promotional advertising.
The final stage of the consumer journey is the most effective at converting users into customers. Now that the user knows why they should take an action from your business, the only thing that is stopping them is checkout issues. When targeting users in the action stage, consider the following strategies:
There are a number of different key performance indicators (KPIs) that you can track to measure the effectiveness of your paid advertising strategies. Here are the key metrics that we recommend you track for each stage of the customer journey:
Although paid advertising is a fantastic way to ensure your ads are seen at the most effective points in the buyer journey, it’s important to consider the following challenges that may arise:
Related: Cookieless retargeting strategies that you need to know.
Understanding consumer behaviour is fundamental for the success of any marketing campaign. At Proof3, our team of paid specialists are on hand to ensure that your paid campaigns are meeting each stage of the buyer journey (if relevant for your business), making data-driven suggestions and changes to improve your paid marketing performance. If you’d like to learn more about how we can help, drop us a line.
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