The importance of tailoring your keywords so that you hit the right audience at the right time can most easily be seen in rebranding efforts.
Old Spice, a manufacturer of male grooming products, is a perfect example. The brand has been around since 1938 and until recent years, mainly appealed to older men. They decided to open up their brand to a wider target audience and chose to do so through rebranding. The campaign was a huge success and sales rose 11% in 2010. To hit this expanded target audience, they would have had to conduct keyword research to see how their new audience was searching for Old Spice. Not only did they need to adjust their creative messaging, they also had to target the younger market by using keywords relating to their broader campaign (e.g. “Isaiah Mustafa”, one of the main actors in the commercial).
There are many different stages in a user journey and as such, your keywords will differ depending on which stage the user is at.
Take one of our education clients for example; the audience varies from those who are researching law as a possibility, to those who have decided on law and need to choose a specific course, to those who are ready to make a decision. In order to build conversions and brand authority across your industry, it is important to use keywords designed to progress your audience to the next stage of the purchase funnel. We use broad keywords such as ‘law courses’ to build awareness amongst potential law students. Course titles are far more specific and we target these towards those who have already decided on law. This often generates a stronger direct response performance. Finally, we combine location, brand and course titles in a single search phrase and use these longtail terms to target those who are at the final stage and therefore most likely to convert.
Keyword Targeting Through Audience Behaviour
Audience targeting through keywords starts with looking at Google Analytics and taking note of how the user navigates your website. For instance, you may notice a low bounce rate and that users tend to navigate to a relevant page after entering the site via a broad keyword. This behaviour determines that the keyword used can progress users to the next stage in the purchase funnel. Our strategy would then involve optimising towards these individual KPIs.
Audience Targeting and Remarketing
Retargeting is another method that can encourage people to move to the next stage of the purchase funnel. If a user is in the “aware” section of the purchase funnel, your next step should be to serve them with an ad designed to drive them on to the next www. Keyword choices tell us a lot about which stage a user is at, and being able to serve different ads based on this increase relevancy and, ultimately, performance.
4Ps isn’t just another SEO agency. To discuss how content and SEO are evolving together in order to keep pace with new developments in user interaction and behaviour, give us a call on +44 (0)207 607 5650 for a no-obligation coffee and chat about data, marketing and customer acquisition across all inbound channels. How could a performance marketing agency like us help your brand to grow?