Is your Google Ads AdWords strategy and collateral material aligned with I-Want-To Moments?

As we look at overall marketing we need to make sure that we are purpose driven – and part of that purpose is to achieve a connection with the right people, at the right time, in the right place and provide the right information!  This helps establish engagement which were we strive for activation!  The saying is 2 wrongs don’t make a right, but I would suggest that 4 rights can help lead to activation.

‘2 wrongs don’t make a right, but 4 rights can help lead to activation!’

So we want to connect with the Right customers, at the Right time, in the Right place with the Right information. Our customer who are mobile users are searching the internet using either their keypads or asking Siri for help will normally follow one of a few identified I-Want-To pathways to achieve their desire during  ‘micro-moments‘ which are defined as when consumers act….

Let’s look at I-Want-To moments that start us on the connection process it’s a road map of the users vision or desire their I-Want-To:

  • I want to learn… or I want to know
  • I want to do…
  • I want to find…
  • I want to buy…
  • I want to do… or   ‘how to’ moments

Each of these moments or ‘micro-moments’, as they are referred to in Google AdWords training materials and they are significant. How you create the content for you ads, Main Content for your landing pages, your offers, your timing, demographic targeting, location/proximity should be planned and prepared for based upon activating customers during these micro-moments.

You don’t have to be all things to all people, and you shouldn’t expend advertising budgets for them all, but you should try to be the best at the ones you choose! Make sure you understand why you chose them, what you want to happen and prepare the right resources to achieve your goals – what micro-moment are you going to choose to meet your consumer on their buying journey.

We used to refer potential consumers as innovators, early adopters, early majority, late adopters (late majority) or Laggards  – these terms are still valid but everything has been accelerated in the purchase process. The following definitions come from http://www.businessdirectory.comClassification of consumers on the basis of their degree of readiness to try a new product. … Starting with those with the highest readiness to try, they are: 

  • Innovators: venturesome people and risk takers who are the very first users; comprising about 2.5 percent of the target market 
  • Early adopters: prestige oriented opinion leaders, about 13.5 percent of the target market,
  • Early majority: the leading segment of the mass market, about 34 percent of the target market
  • Late majority: followers of the early majority, also about 36 percent of the target market 
  • Laggards: conservative, price conscious segment, about 14 percent of the target market 

So my question to you as a leader in your organization – what micro-moments do you expect your potential consumers to align with? who are you targeting based upon your product lifecycle?

Q: If you build your buyer personas, and overlay your marketing resources with the right mirco-moments can you increase your likelihood of activating them and/or engaging them?

Q: Where do we drop the ball in the micro-moments? Wrong customer? Wrong place? Bad E-A-T on your landing pages? what else?

Thanks again, you questions and feedback are welcomed –

What is a ‘Spinach helpful tip’? Have you ever walked around with sPopeye Spinachomething in your teeth, and no one tells you. A real friend takes you to the side and tells you. It may be embarrassing at first but not as bad as finding out at the end of the day when it is too late to do anything about it. Especially if you are trying to create a positive brand image and lead your organization to success!

Best regards,

Chris A. Marshall

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Happy Valentines day to everyone!

Happy Valentines Day to everyone – a wish for each and everyone to do something special for yourself today to celebrate and become a better-version-of-yourself

  • Do something physically (walk, exercise, stretch, yoga…etc.)
  • Do something emotionally
  • Do something intellectually
  • Do  something spiritually

Do theses for yourself to help you become a better-version-of-yourself! Happy Valentines Day!

 

Chris Marshall

https://www.timeanddate.com/holidays/us/valentine-day

valentines-day-india

Happy Valentines Day to everyone – a wish for each and everyone to do something special for yourself today to celebrate and become a better-version-of-yourself

  • Do something physically (walk, exercise, stretch, yoga…etc.)
  • Do something emotionally
  • Do something intellectually
  • Do  something spiritually

Do theses for yourself to help you become a better-version-of-yourself! Happy Valentines Day!

 

Chris Marshall

 

Do you understand the importance of a ‘High E-A-T Score’ for your site!

What is a ‘Spinach helpful tip’? – When a friend tells you what you don’t know – especially when you don’t know it!

We talk about the importance of organic and paid searches, so does your team understand how search engine algorithms score your site, specifically your pages where your paid ads take them?  The definition of a successful hunt (we all talk about sales people as hunter gathers) starts with preparation, the search for game and success is ultimately getting to EAT a meal at the end.  

This is no different in theory for a user who is searching the web for their ultimate prize –  So what determines if your pages allow users eat at your site?  It’s important to make sure that your site has a high  E-A-T score and that is based upon reviews of your pages E-A-T:

  • Expertise
  • Authoritativeness
  • Trustworthiness

Here is a article What are E-A-T Factors and How Can You Improve on Them? a great article and video presented by Lola Michels offering insight and definition around EAT

‘We are what we eat right’, and your pages E-A-T score will determine if you eat as a company.  We throw around the term SEO, SEO optimization and Search Engines all of the time, so let’s take a step back and look at the main content of our pages and make sure that when someone arrives the content  the site has been created to meet these guidelines.  So we also need to understand how they are rating our sites to meet our customers needs and what they are asking our sites for. 

Here’s another great article with 5 things you can do right now to improve your rating:

5 Things You Can Do Right Now to Improve Your Google E-A-T Rating

Here’s where the proverbial rubber meets the road as we begin to align what we do with what our customers need and value. As an organization have we sit down and categorized our customers based upon their potential value. How do you make sure that your customer value you?

Q: Does your organization understand what it will take to optimize your current E-A-T rating?

As we go through the process please provide your insights and thoughts so we have a more robust dialogue and don’t walk around with spinach in our teeth.

Let us know what you think? I wanted to gather your thoughts and insights regarding what does it take to have a seat at the table in your market?

Q:  A question came in regarding the real importance of  E-A-T and what were some simple steps you could do to improve it?

A: Thanks for you question – as you look at Main Content on your web pages  and your web site with E-A-T focused lens remember that there are companies that are performing evaluations and ratings of sites based upon E-A-T parameters that were shared and published by Google in 2018.

So one quick tip that is important around Trustworthiness is the security of your site and SSL is a ranking signal by Google  – For instance, we have created resources to help webmasters prevent and fix security breaches on their sites.  We want to go even further. At Google I/O a few months ago, we called for “HTTPS everywhere” on the web. ”    and  further in this article from Googlewe’re starting to use HTTPS as a ranking signal” – from the Google Webmaster central blog

Thanks again, you questions and feedback are welcomed –

What is a ‘Spinach helpful tip’? Have you ever walked around with sPopeye Spinachomething in your teeth, and no one tells you. A real friend takes you to the side and tells you. It may be embarrassing at first but not as bad as finding out at the end of the day when it is too late to do anything about it. Especially if you are trying to create a positive brand image and lead your organization to success!

Best regards,

Chris A. Marshall