Another way you can use purchase intent in your marketing is by retargeting ad campaigns. You can do this by targeting users who visited your website, but did you opt-in to your offer or make a purchase. Utilizing innovative ad tools like Google Ads and Facebook Ads, you can target these consumers with your ad campaigns. This is an effective method because it reminds them you exist and targets customers who have already shown interest in your product or service. You can take this a step further by catering specific ads based on their engagement and what pages they showed the most interest in. For example, if they spent more time on content pages, like blog posts, you want to target them with more nurturing content. This nurturing content could be a ticket to a free webinar or something similar.
But if they spent quite a bit of time on a product old picture restoration review page, a price page, or a sales page, that tells you they will be more likely to purchase so that you can target them with a product ad. SEO Rich Targeted Content Another effective way to target customers who signal they’re ready to buy is by creating content that’s rich in high intent keywords. By using this method, you ensure that the users you target have high buyer intent. For example, if someone does a Google search for Red High Heels, that sends a signal to Google to show them products to buy. They base this off the data collected of the number of consumers who searched for “red high heels,” and that search resulted in a purchase of said high heels.
This information tells Google that the keyword “red high heels” is a high intent keyword. You can apply this logic to your market and use a keyword research tool to find the most optimal high intent keywords to use for your content. The type of content you put these keywords in is just as important than the keywords themselves. This is why how-tos, tutorials, production comparisons, and product reviews are so popular and highly competitive. If someone is searching the price of a specific kind of product, it’s a clear indicator that they are in the market to buy this product. Below is a more detailed look into how to target customers in this way.