In “How to Increase Click-throughs on Organic Search Listings,” I addressed the importance of compelling messages in organic snippets. In this article, I will dig deeper. I will explore how to attract motivated visitors, those with an intention to purchase.
Qualified vs. Motivated
Traditional search engine optimization would call for writing meta descriptions and titles once, and not change them. The messaging is generally generic and informational.
Consider the example of portable sports nets, such as tennis nets and ping-pong nets. Someone searching for “portable net system” is presumably a potential buyer. But, what sellers of “portal net systems” promise in the search results is what motivates that buyer to click. This is a missed opportunity for many ecommerce sites.
The message in search snippets affects not just the click rate, but also the conversion rate — the percentage of visitors that purchase products.
For example, the search result above contains three advertisers competing for the same prospects. Each advertiser has a different approach.
Amazon is targeting Prime members looking for fast, free, and reliable shipping. BestDeals.today is focusing on bargain hunters. And Goruck is trying to attract buyers looking for customization options and quality over price.
Each advertiser emphasis its strengths and focuses on its most relevant buyers.
Finding the right incentive and target audience for each product is tricky. Fortunately, Google Ads and Google Analytics can help.
Using Google Analytics
Analyzing Google Ads data in Google Analytics can help understand organic search messaging. It’s not as fast as identifying the search queries and corresponding ads in Google Ads. But for this article, I’ll focus only on organic search and rely on Google Analytics for paid search data.
Say we want to attract new customers that would place large orders. To do this, we will research recent large orders generated from paid search campaigns. We will check who is placing them, and what keyword they are using to find us, and what ad copy drove them in.
We will use this data to adjust the messaging in our organic search snippets to attract larger, motivated buyers.
As a final step, we will also make sure the corresponding pages are properly indexed and showing in organic search. It is possible for landing pages to get paid traffic, but not show up in organic search listings.
Step 1. Create a marketing segment in Google Analytics to isolate new paid search visitors.
Click image to enlarge.
Step 2. Under Conversions > Ecommerce > Sales Performance, we can find the largest orders by Transaction ID. In the Sales Performance tab, we can add a secondary dimension to obtain the…