Every business owner probably has their own idea of how a potential customer becomes a loyal buyer. The stages begin with interest, to research, and finally purchase, and may vary from industry to industry. However, understanding how this factors into writing your ad copy will help to capture these searchers at every stage of the buying cycle.
In order to attract new potential buyers, you have to create the interest for your product or service. This can be done by simply showing your ad in the right place. Using general ad copy that is displayed on contextual networks is a great start. The networks will place your ad on sites that are relevant to your business. This is a great way to first grab someone’s attention.
When a searcher steps into the research phase of the buying cycle, you want to leverage your competitive advantages within the ad copy. Do you offer free shipping? Lower prices? Better service? All of these differences can work to set you apart from the crowd.
Finally, when the searcher becomes the buyer, you want to make sure that you are making the steps as simple as possible. Make sure that your ad copy is closely related to the keywords being searched upon. Drive traffic to specific product pages to help eliminate extra steps for your visitors.
Keep in mind that you have potential customers all over the web who will find you in different stages of the buying cycle. Make sure you are doing your part to target all of them in appropriate ways.