Redeeming Customers that Bypassed Your Search Results
You also know the higher you rank for
those search queries, the more you will show up, as searchers typically
aren’t patient enough or don’t have the time to deep dive with search
engine results. Even if you are the best solution out there, if you
don’t show up until page 10, a searcher is more likely to settle for a
“good enough” solution to avoid the work of finding the best solution
(hopefully that’s you).
What happens to target searchers that don’t click your search results?
Next,
I’ll again state the obvious… Even if you rank on the first page of
Google, your best efforts will only attract the minority of searchers to
your site. An extremely good acquisition rate for those searchers might
be in the range of 20-40% (depending on industry), even if you have
listings for all available real estate options in search results (an
organic listing, a PPC ad, a Google Shopping Listing, etc.). So, a
significant portion of your target audience still isn’t giving you a
chance.
If your total keyword search volume for all of the pages
of your site in a given month is, say, 100,000, then the best portion of
searchers you could realistically hope to acquire might be 30,000
(honestly, even less because you’re not going to acquire 30% on all of
your keywords). But even with our inflated example, you still didn’t get
the click on 70,000 searches. So, if only half of them were unique
searchers, you are left with 35,000 potential customers that never gave
you the chance to convert them. What happens to all of those people?
Some of them might convert on a competitor’s site on that very search.
The majority of them will not. Most of them start considering the
information they found or options they discovered.
Are they lost forever?
Now
for the less obvious… You may think those searchers who didn’t reach
your site are lost forever. You had your shot and you either weren’t
ranked high enough or your listing(s) didn’t speak to them in a way that
attracted the click. They went to other sites to find what they were
looking for and that’s it. You lost your chance at the sale or the
chance to build your relationship with them. You are acquiring clicks
in accordance with where you are ranked and that’s it, you’re fine with
it, you’ve accepted it and now you’re moving on to other keywords and
marketing channels.
But wait, that’s simply not true. You don’t
have to settle for that (nor should you). All of those searchers had
their one shot to see how great you are and they missed out. They’re
going to go with your competitor because they never really understood
your uniqueness and the advantages that you offer them. After all,
there were so many choices in the search results to pick from, they
simply did not have time or energy to look at all of them, even if you
were on the first page (or even #1).
How you can give them another chance…
What you might not know is that there’s a way you can give them another chance. It’s called search retargeting.
What is it? Search retargeting is showing display ads to web users who
searched using words that you had hoped would bring them to your site.
Even though you built it, they didn’t come. However, with search
retargeting, you actually can get a second chance at making a good first
impression.
Be watching for more to come about this exciting marketing channel…
Mike Fleming specializes in Analytics and Paid Search for Pole Position Marketing, a leading search engine optimization and marketing firm helping businesses grow since 1998. You can follow Mike on Twitter at @SEMFlem. Mike enjoys playing, writing and recording music along with playing basketball to get his workout in. He resides in Canton, Ohio with a girl who threw a snowball at him one day…then married him.
Mike and the team at Pole Position are available to help clients expand their online presence and grow their businesses. Contact them via their site or by phone at 866-685-3374.
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