Three Shopper Behaviours To Consider When Using PPC

The way people interact with brands online changes throughout each month and it is important to pinpoint your customer’s behaviours regularly to plan ahead with your PPC campaigns.

In our recent blog, we looked at preparing for Q4 when using pay-per-click but you can also analyse a number of other behaviours that will help you get the most out of your advertising budget. We will look at three of those behaviours below:

Pay Day Spending

This might seem like a ‘no brainer’ but many companies neglect the fact that a lot of people get paid at the end of each month, leading to a surge of online shoppers over the final weekend of the month.

Targeting shoppers with cash in their pocket is smart business and you can almost guarantee you’ll be capturing high quality traffic with the intent of making a purchase. Some of your competition might be already wise to this, so it is a good idea to think about this each month.

Note: You can actually set some Automated Rules within your Google Ads dashboard which can increase the bids during this time, which saves a bit of time in future months but you’ll want to keep tabs on this.

New Parents Browsing During Their Child’s Sleep Times

Again, to some, this might seem like a simple idea but many parents lack time when they have new or young children and will use their time differently to those without children when looking for products or services online.

A common time for parents to do their browsing and buying is during the evening hours once their children are tucked up in bed.  This is an opportunity to tap into a less crowded marketplace as many brands will spend majority of their budget during 9 am to 5 pm.

Not only could there potentially be less competition but parents are looking to use their time efficiently and will make buying decisions quite quickly. Adding bid adjustments and ensuring your budget isn’t exhausted before the evening will help you capture the traffic later in the day.

Voice Search

Initially voice search was limited to smartphones but over the past few years, smart speakers are on the rise. In fact, over 10% of UK households already own a smart speaker (i.e. Amazon Echo) with the numbers expected to continue rising. The way people search with their voice is different to how they type because it feels as if we’re communicating with a human, rather than an electronic device.

In 2017, nearly half of smart speaker owners made a purchase using their device and, again, this is a figure likely to rise. There aren’t pages when people use voice search, there is just one result so you need to consider if you’re capturing this traffic.

Voice search queries are typically longer (over 5 or 6 words) and are conversational, so include terms like ‘how’, ‘what’, ‘when’, ‘where’ and ‘why?’. With this, you can filter through your searches within your Google Ads account to see if your campaigns are set-up to service these people.

As you gather more data, it is important to continue populating your Negative Keyword list to remove any irrelevant voice searches, and reduce ad spend wastage.

Understanding the behaviour of your customer base is crucial in order to develop your paid search strategy, and you should spend time analysing the data made readily available to you in your Google Ads and Google Analytics accounts.

 

If you’re looking for help with improving your pay-per-click campaigns, contact one of our experts today to see how we can improve how you spend your ad budget.