5. Target People Who Aren’t Ready To Buy Yet
It sounds counterintuitive, right? Why would you want to go after the people who aren’t ready to buy yet?
According to John Leo Weber, the VP of Marketing at ProjectManager.com, it all boils down to different interpretations of the value Google Adwords provides.
“Most advertisers bid on high buyer-intent keywords because they see Adwords as a conversion engine,” says Weber. “Instead, advertisers should treat Adwords as a traffic engine. You can bid on lower buyer-intent keywords to bring traffic to your site, and put people into funnels to be targeted in other ways.”
In this mindset, a non-conversion on the first visit is an opportunity, not a loss. As long as you have marketing funnels in place to capture and nurture your leads, you can get potential customers for a faction of the cost, and then use those other marketing channels to convert them down the line. In other words: remarketing with a twist.
When you have high commercial-intent keywords going for $50+ per click, this top-of-the-funnel tactic starts to seem pretty appealing.