Advertising on search engines. The Aida Method (ii) Working Example

Scenario live in Barcelona. You get up in the morning and you see that makes a beautiful day. You say, "I will have breakfast on the couch while reading the newspaper and enjoy more sunlight?. While doing so, accidentally spilled coffee on the pristine white fabric cover that covers the same. Immediately you feel your wife's gaze digging into your temple and you remember why it usually take breakfast on the table. Then, after you remember sleeves are machine washable and that "it does not come out? except with special treatment, you stop by the cleaners in your neighborhood before going to work. You carry the case and find that this tissue will need special treatment and dry cleaning is not guaranteed. They say, "no serious Dry cleaning will guarantee, you must seek a special foam to dry cleaning?. Your mood is not the same as when you wake up.

ATTENTION When you get to the office and then to answer urgent emails, do a search on your favorite search engine to read "dry clean foam? (Includes the words "please? The end, but then delete). In the section of these ads are sponsored links:

What do you think is best for you ad here?

Madrid's certainly not because you're in Barcelona. The 2nd. ad seems more appropriate for the level of information you have. Although nothing prevents the short supply them to click on all ads to further expand the knowledge of the subject. But at this stage of investigation (Attention), will be more relevant a message inviting you to learn more about the product category to meet the exploration, one that directly encourage the purchase of a product / service. So the 1st. is not adequate. Not ready to buy anything.

Now, suppose you click on the second announcement. On the landing page you learn that there are several products that appear to be appropriate for the case, given the type of stain, the tissue composition of the sheath off the couch and the color of it. But better yet, find out which type of product is defined as "Active Foam?. And while exhibiting some brands and prices, you look but do not stop them too much. You know a little more than what it is, and you can make a more detailed search on what you need.

INTEREST Back to work for that pay you. After an intense morning take lunch with your classmates and a chance to tell the story of the couch. Asked if anyone knows a solution. Three of them will make comments. The first says that the time you bought a product to remove a stain these important, had failed to make it disappear but I doubted that I did well. The second advised you with great certainty that you should buy a good active foam, said it had achieved by taking a terrible stain the upholstery of your car. She also said she could not remember the brand but they have paid about 40 € for the product. And the third will recommend a hotel near the office with a good quality / price if the situation with your wife worse. Incorporating feedback as you and your colleagues before returning to work, again using your favorite search engine, but this time, enter the following keywords: "information active foam? - Here the search term denoting some interest -

¿Given these ads, would you? What attracts you most?

Suppose you click on that of eBei because it draws attention and includes the words in your search. Well, it turns you land on a page that has nothing to do but because it has a box of "Search?, Type" active foam? and expect results. Surprise! The first result is a penis enlargement kit, 2nd. the 4th. results are identical from one generation mobile. Still down but nothing relevant ... ahhh! That kit again!

Finally, you click the button to go back, and back to the browser. Choose the second ad and voila, a page devoted to explaining the active ingredient in the foam, its major applications, buying tips and use, etc.. In addition, you realize that it is the same online store they had visited a few hours before, but different page. Clicking the button "recommended products? and, now, you are exactly on the same page in the morning. Your choices will have become clear:

A) MagicCleaner Active = € 52.90 B) Foam Higienin Active = € 39.90

Desire may then and since you have an idea closer to the available supply, want to know more about each. We will follow the case of "active foam higienin?, And imagine that you perform a new search with those words. Sponsored Results yielded by the search are:

These words seem to indicate Desire. They are more specific and include the brand. Here the answer is obvious. Assuming that previous results had not clicked on the ad Higienin.es may be time to find out more. The message is not exactly offer relevant but Higienin is the brand you want and you saw the advertisement before. So you click on it and land on a page that shows a product photo, a brief detail of it, a red circle with a "15% Off? in and buy the option. In fact, the price takes a *. Seeing more detail you find that the discount is applied to the release of 100 cl. (Family size) and the price of 50 cl. is 38 €. Well. At least you know that the price is somewhat lower than the previous one seen in the other site.

Still not ready to buy, then come back to the search engine and click on the ad that is because you want to know what others think about product users. This option reduces the perceived risk of buying something that does not work then (for more discount available). The message of this new ad aims to bring the client get to the stage I wish the Action, through the understanding of the filters to buy such products.

Assuming the user comments were very positive and after passing through the phase of Conviction (AIDC), is entered in the last stage of the AIDA sequence (or AIDC, as we saw).

These ACTION convinced that the product Higienin is a good solution to your problem. Meditate on the subject: "take no action would be to return home without solution?. Next, open the browser and enter the following words: "active foam higienin offer? What stage puts us that search term? Action! - Show me the Money - The ads are are:

Yes. The 1st. Now in its context, but "All Clean? has shown you better understand your needs at all times, and although you know that the price is slightly higher, would receive an instructional video to help solve your problem. After all, the product per se is not everything if you can not use it. What if you apply it wrong as happened to your co-worker? Clicking on the 2nd. ad and land on the page that shows the product, the price of 39.90 €, indicates a 24 hour delivery and 15 days to return it if not in use.

What would you do? Probably you make that purchase. Much of the problem would be solved. Prudent action taken. And some tension released (at least until that night). Then check your email and before you leave home, find one of all cleaning, thanking the purchase, confirmándote that delivery will be done in your home in the next 24 hours and attached a link through which you can access all the instructional video Sometimes you want. Someone has advanced a little and look for your satisfaction! (Aidas).

Conclusions: According to the theoretical framework (Part 1), we could contextualize the buying process as "Sinuous?. Not necessarily the 4 phases of AIDA will be crossed by the same person using a search engine. And may not follow the sequence of strict and orderly manner. However, the use of the model as a methodology for organizing campaigns and ads composition is still very valid and above all, effective. Do not forget: Not every visitor is ready to buy all the time. Alternative: Consider at least the most significant stages in Search, Attention and Desire.

Final Note: It is useful to use other complementary theories and studies on user behavior to define the keywords and ads that best suit the stages, depending on the target and product / svs. For those interested, you can read the proposal Eisemberg Brian developed to identify the nature of your prospects. And / or pseudo-psychological theory for segmenting users of search engines developed by Rand Fishkin.



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