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Basically, people searching the internet can be divided into 3 different groups:

* Information Seekers

* Shoppers

* Buyers

Each of them has different wants, needs and intentions and in order to make your PPC campaigns as profitable as possible, you have to address each of these groups differently with your ads and landing pages. So, how do you know to which group a searcher belongs to? You know by the type of keywords they are searching for. Certain keywords (those that are used by Buyers) will convert like crazy and potentially allow you to make a lot of money relatively easy. Other keywords (those that are used by Information Seekers) will convert badly and might make you loose a lot of money if you don’t watch them carefully.

Ok, let’s have a closer look at the groups listed above.

* Information Seekers:

Those are the people who usually don’t have any intention to buy. They might just be surfing around because they are bored. Maybe they want to educate themselves or find out a bit more about a certain topic that was discussed during lunch. Most people (and keywords) are part of the Information Seeker crowd. They usually search for very generic terms like: acne, play piano, marketing… What they want is very basic information. Keywords that are used by Information seekers convert badly (usually less than 1%). If you launch a new campaign, don’t include any of those keywords at the beginning. If later on you want to add any of those keywords, don’t try to sell anything on your landing pages. Instead, offer free, downloadable information in exchange for an email address and try to convert them into buyers using a set of compelling autoresponder messages. Don’t bid too high on those type of keywords. I’d say, go for the spots 3-10, not higher. Also, don’t spend too much time and effort on this group of people, most of them will be very hard to convert into buyers.

* Shoppers:

Shoppers already have a better idea of what they want and they are using more specific search terms. They already did some research and they no longer look for basic information. Shoppers are considering different options and what they want at this stage is more detailed and specific information. Shoppers aren’t quite in buying mode yet, they are comparing various offers, they are checking out the advantages and disadvantages of similar products. This group (and the amount of corresponding keywords) is smaller than the Information Seeker group, however, they are easier to convert into buyers – expect a conversion rate somewhere around 1-3%. As I already mentioned, Shoppers are in comparison mode, so a good idea would be to direct them to a review style landing page, where you list 3-5 similar products.

* Buyers:

They already did their research and they know exactly what they want. They might just be undecided about where to buy or they might be looking for the best offer. This is the group that will make you the most money and they are also relatively easy to convert – the conversion rate for this group is somewhere around 3-5% and can even be as high as 10%. Buyers use very specific keywords. Typical buyer keywords are product names, trademark terms, product specification terms and domain names. With buyer keywords you will usually be most profitable when you go for the top 1 or -2 position. On your landing page, go directly for the sale. State the biggest benefits of the product, maybe throw in your own bonuses to sweeten the deal and present a clear call to action.

So, as you can see, different groups of people use different keywords, they have different intentions and they need to be treated differently. Certain keywords will only cost you money, while others will allow you to make a lot of money – sometimes even relatively easy. Whenever you start a new campaign, I recommend you go only after Buyers at the beginning to test your product. If you can’t convert it with buyer keywords, you probably will have a difficult time to be profitable with this type of product and it might be an idea to try something else.

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