Putting On Your Consumer Thinking Cap – Google Adwords Style

A great way to create some online awareness for your brand is to run a Google Adwords campaign. Let’s face it. Everyone turns to Google in a pinch. Need to know how to get rid of pimples fast? Google it. Want to find some easy recipes to make with chicken stock? Google it. And since Google provides answers AND has great brand loyalty, what better place to start an online marketing campaign than with Google Adwords?

Successful Adwords Campaigns

The key to creating a successful Google Adwords campaign is to choose the most relevant keywords that will allow you to reach qualified consumers. As marketers, the hardest part about this is to take off your marketing top hat and put on your consumer thinking cap. They key to this is to separate the two and adopt an outside consumer perspective. Chances are you (as the marketer) know every little nuance about your product, what color it comes in, how it is made, the “correct” name for it, etc. But the average consumer isn’t going to know all of those things! Rather, the consumer is looking for a basic product or service that meets their needs. Once you’ve realized that you and your consumer think differently, you can then start to dig into the consumer mind and find searchable keywords for your brand.

Digging into the consumer mind

Step one: uncover the consumer motivation. What is the consumer searching for? What is the reason behind their search? Do they need an answer, product, service? What kind of problem or question do they have? How and why would the consumer try to find you online? Let’s take an acne product, for instance. Maybe your female consumer has a date tomorrow and needs a quick solution to the zit on her chin. Her search query: “quick acne treatments.” Maybe your male consumer is ready to go off to college but doesn’t want his pimples to be his first impression. His search query: “daily skin care regimen.” Imagining these problem/solution scenarios will help you start a list of search keywords to use.

Step two: consider any keywords with product/service associations. Again, for an acne product, include typical keywords such as “acne products,” but also keywords like “benzoyl peroxide” or “dermatologist skin care tips.” Cast a wide (yet specific) net! This will help you capture a number of qualified audiences.

Step three: include jargon and slang. Don’t forget about terms that a consumer may use in daily life: zits, pimples, blemishes, spots, you get the idea.

Choosing strong keywords is the most important part of any online ad campaign. It’ll get your brand, product, or service in front of the right audiences, which is exactly what you are looking to do.

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