It’s widely known that using keywords effectively to reach your target audience is key to PPC success. However, the definition of an “ideal user” can be nuanced. While you might associate “ideal users” with sales-qualified leads (SQLs) ready to buy, the reality is more complex. Successful paid search analysts understand that the “ideal user” varies across campaigns. Top-performing campaigns are tailored to specific stages of the customer journey, ensuring they resonate with users at each touchpoint.

Instead of solely concentrating on high-value keywords and converting SQLs, consider broadening your optimization approach. Thriving in 2017 requires working smarter, not harder. Develop campaigns that cater to both early-stage buyers and SQLs, and leverage tools like Answer the Public to target different search contexts within each campaign. Here’s how.

1. Engaging Early-Stage Buyers with Relevant Queries

What differentiates an SQL searching for “construction management software” from an early-stage buyer using the same search term? The answer lies in their underlying questions and desired outcomes.

Put yourself in your potential customers’ shoes. Analyze the actual search queries they use to find you.

Uncovering User Intent with Answer the Public

Answer the Public is an invaluable tool for in-depth keyword research. It presents keywords as questions, revealing your prospects’ needs.

Explore its visual diagrams or lists to identify questions asked by buyers at different stages. For instance, early-stage users might ask:

• What is construction management software?
• Why use construction management software?

In contrast, SQLs, further down the funnel, might inquire:

• Where to buy construction management software?
• Construction management software for subcontractors
• Which construction software is most compatible with…?

Once you differentiate these queries, create campaigns with ad groups tailored to early-stage keywords. This involves crafting landing page content that directly addresses their questions, highlighting introductory benefits, and encouraging low-commitment conversions.

For even more targeted keyword strategies, combine tools like SEMRush, Moz, Answer the Public, and LongTail Pro to understand search context, intent, ranking, and page priority. (Directive’s Action Item Episode 1 offers insights on maximizing keyword research with these tools.)

But for now, let’s focus on early-stage buyers. We’ve identified their search queries; now, let’s explore what Google suggests to them.

2. Decoding Search Context with “the Wildcard”

“The Wildcard” helps determine Google’s suggested searches. Simply type an underscore ( _ ) before or after your target keyword in the search bar.

As shown above, the wildcard reveals the top three suggestions Google provides for that keyword. This is valuable because tools like Moz Keyword Explorer often show “no search volume” for these variations. However, the wildcard demonstrates actual search volume for these modified terms.

Capitalize on this by building targeted ad groups around these variations. This broadens your top-of-funnel reach and attracts more early-stage buyers, expanding your potential customer base. (Converting them requires additional effort, but that’s a topic for another discussion.)

3. Crafting SKAGs Based on User Queries

As KlientBoost CEO Jonathan Dane aptly states: “You don’t have to be an AdWords enthusiast to grasp the benefit of segmenting your AdWords account for better management and performance.” He highlighted this in his post “19 Reasons Why Single Keyword Ad Groups Always Win.”

The rationale is clear: granular control over focused campaigns enhances their effectiveness. Instead of grouping loosely related keywords in one ad group with dynamic keyword insertion, opt for Single Keyword Ad Groups (SKAGs). This allows precise alignment between keywords and search intent across your ad, extensions, landing page, and call to action.

Implementing SKAGs with Product/Service Keywords

Imagine an early-stage user searches and encounters your ad. This ad, part of a dynamic keyword insertion campaign for “construction management software,” also includes the related term “construction management services.”

Because they searched for the latter, the ad displays copy for your “services” instead of the software you’re promoting. Due to dynamic text insertion, “software” in your headline is replaced with “services,” leaving the user unaware of your actual product. Not the intended outcome, right?

Now, envision the same scenario with a SKAG ad. A user searches “construction management services,” triggering these unique campaign elements:

• SKAG built around “construction management services”
• Ad specifically targeting the “construction management services” context
• Ad copy subtly connecting “services” to “software”
• Landing page aligning your various “software services”
• Single conversion goal (ideally a low-commitment action) to entice return visits with a clearer understanding of your “software”

SKAGs also allow repeating those keywords in your headline, link, and description, with bolding for emphasis. DKIs only address keyword usage in the headline.

While SKAGs require more effort, the payoff is evident. Increased control translates to more effective targeting.

4. Boosting CTR with Benefit-Driven Ads

For even greater ad success, prioritize benefits over branding. As with most optimizations, tailor this to the buyer stage targeted in each SKAG campaign.

Omit your brand name from headlines to create space for compelling calls to action. For instance, at Directive Consulting, we removed our brand name from ads and used parentheses to highlight the value proposition.

Adjust these parenthetical “sneak peeks” based on user lead level. For early-stage buyers seeking information:

• (Check Out Our Reviews!)
• (Case Studies to Prove it!)
• (Trusted Throughout the Industry)

For conversion-ready users engaging with SQL-focused ads:

• (Cheapest Prices Around!)
• (Comparison Pricing Models)
• (Shave 2 Hours off Implementation!)

5. Utilizing Sitelink Extensions and Mini Landing Pages

Speaking of optimizing SERP space, sitelink extensions offer a significant opportunity.

Sitelink extensions efficiently showcase multiple service/product pages within a single SERP result. This eliminates the need for extensive SEO to rank each page individually, maximizing your existing presence.

However, each page within the sitelink extension must have at least 80% unique content, making it challenging to list similar product pages.

Enhancing Sitelink Extensions with Targeted Approaches

This is where Answer the Public and the Wildcard shine. By identifying fringe search queries related to your services, you can populate sitelink extensions of top-performing service pages with other high-performing content.

For example, Answer the Public reveals that users searching for “construction management” are also interested in “software for builders,” “software for general contractors,” “managing subcontractors,” and more.

Address these queries directly in your site extensions to capture early-stage buyers interested in related offerings. Essentially, these sitelinks become a hub for early-stage buyers to explore your most relevant pages – a centralized resource for information-seeking users.

Beyond providing valuable links, sitelinks offer data. Track click-through rates to identify top-performing pages and adjust your primary CTA accordingly.

Build each sitelink around targeted SKAGs and incorporate dynamic text replacement to precisely target user subgroups. In essence, supercharge your supercharging!

6. Implementing Low-Friction CTAs

Finally, align your CTAs with the user’s position in the conversion path.

Early-stage searchers are easily deterred by lengthy forms requesting excessive information. Instead, offer low-friction, “cooler” forms that provide value without intimidating users with extensive contact requests.

Emphasize free downloads with minimal fields to boost click-through and submission rates. Moreover, offering free content encourages return visits and may even prompt low-level leads to enter your pipeline, ready for nurturing.

The golden rule for optimization remains consistent: prioritize deeper, more targeted approaches. Soon enough, you’ll be hitting the bullseye every time.