Basic PPC strategy tells us that we should always be focused on keywords with “commercial intent” over keywords that have “informational intent”. The former is a searcher that is ready to buy, while the latter is someone just fishing for information (non buyer).
For example “best diet plan” is someone looking for information on diets (informational intent) while “keto diet cookbook” is someone looking to make a purchase (commercial intent). So the theory is we need to focus only on people that are ready to buy or we’re just going to be wasting a lot of our ad spend.
In general focusing your campaign on “commercial intent” keywords is the way to go, but often this is not a reality, especially in a couple of common scenarios like below:
Commercial Keyword CPC Is Too High
The obvious first scenario where a commercial intent keyword would not work is if the cost per click you had to pay was too high and the math didn’t make sense. If you’re selling a product that has a lot of competition, this could very often be the case.
Commercial Keyword Volume Too Low
The second scenario where commercial intent keywords don’t really work is when the keyword volume is very low. Obviously if you’re bidding on a keyword that doesn’t have much search volume, you won’t be able to make very many sales.
For example if I created an affiliate marketing course, the keyword “affiliate marketing course” in the US only gets on average 590 searches a month.
Using Informational Keywords To Profit
So lets continue with the affiliate marketing course example, a way that we could go about increasing sales would be to target informational keywords and then “warm the user up”. Obviously people in the informational keyword search stage are not ready to buy, but we can take them through a process that eventually gets them there.
*Note the below is just a hypothetical example just meant for illustrative purposes.
Anyway so we know that “affiliate marketing course” only gets 590 searches a month, but we can see in our Google Ads Keyword Planner that “affiliate marketing” gets 74,000 searches a month.
Now if we bid on “affiliate marketing”, we can’t just send these users to a sales page for our course. That will 99% of the time be a disaster. These people are not ready to buy anything, so we shouldn’t try to sell them anything at this point.
However what we could do is create a landing page that has some basic information about affiliate marketing with the goal of getting them to opt-in to a email newsletter from us.
The way we would do this would be to offer them something in exchange (lead magnet) for their email address. So in this example maybe an e-book with some affiliate marketing tips, or since you have a course maybe the first section of the course as a preview.
Once they opt-in to our mailing list we would begin to “warm them up” with an automated “welcome sequence”. If you’re not familiar with a welcome sequence/series, it’s basically just a series of automated emails we send out to get the prospect familiar with who we are and also give them some value.
Most email marketing platforms (Aweber, MailChimp etc) will have a way you can set up automated emails like this.
So a sample “Welcome Series” for our affiliate marketing course would be like below:
So basically Day 1 we just introduce ourselves.
From Days 2-5 we send “value emails” where we don’t sell anything, but just offer helpful affiliate marketing tips and try to build a relationship with the prospect.
On Day 7 we do our first sales pitch using examples of success stories from people who have taken our course.
On Day 8 we do a sales pitch in the form of a “FAQ Email” where we answer some common questions and try to ease any objections they may have about purchasing.
Finally on Day 9 we offer a “limited time offer” discount coupon or some sort of offer that expires to try to push them over the edge.
If at this point they have still not bought anything, the email gets dumped into the “general email list” or another “non-buyer” list that you can pitch them stuff later.
In the above example I recommend sending one email a day for 9 days straight. That may seem excessive, but people are more likely to open emails from you when they first opt-in. Also the first 5 days are “value emails”, so they are getting freebies so you shouldn’t feel like you’re spamming them.
So the above example is just one way that you can “warm up” informational keyword searchers into eventual buyers. Over the course of 9 days they are getting to know who you are and what you’re about, and if you do a good job, you’ll turn some of these people into buyers.
Some Final Thoughts
So the above example is the basic strategy, however of course this is a multi-variable equation. The above only works if the “numbers are right”.
Are you getting leads (people opting in to our list) at a cheap enough price?
Our you converting enough of them into sales?
What is the cost you are paying per click?
What is the lifetime value of each of the leads you acquire?
The answers to the above questions are going to determine whether this strategy works or not.
So I hope I got you thinking about how you could use informational keywords in your Google Ads (or Bing Ads) campaigns. When done right, it’s an incredibly profitable strategy!