KEYWORD PLANNING: The Buyer Funnel [78]

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78. Keyword Planning: Understanding the Buyer Funnel

Drilling into specific buyer psyches and what those search terms categories by their psyche, and where they fall within the buyer's funnel. 

The type of Query or Buyer's Psyche doesn't necessarily relate to a Buyer Funnel's stage every single time. You have to be able to assess everything on a query by query basis. 

  • We are looking to create Thematically Related Keyword Groups
  • Bid more aggressively on better keywords more-so in the shop & interest stage.
  • Those search terms will generate traffic with a higher CR, lower CPA lower CPC.



  • Where does each one land?
    • "office chairs with lumbar support" 
      • Interest (or maybe shop) they're most likely not looking for more information, it sounds from the query they're looking for a specific product or service. 
    • "how can I fix my back problems from sitting all day?"
      • Interest - clearly aware of they have a back problem and how they have that problem, and they're expression an emotional interest for fixing that problem. 
    • "my back hurts at work"
      • Awareness - very generic, we don't know if they're looking to buy a chair, or a mattress, or find a doctor, or even looking for a solution, or even willing to pay for a solution. Maybe he's looking for a blog post, or a youtube video, or info for a class project.
        • With a limited budget you don't want to bid on this at all. 
    • "my back hurts because I sit for too long in an uncomfortable desk chair"
      • Awareness (bordering interest) - They are know they sit all day and have a problem w their desk chair so they know the cause. 
      • More valuable for Poppin than my back hurts at work bc he's actually using the word desk chair so he has some awareness.
    • "Poppin max mid back task chair"
      • Shop - We don't even know what problem this guy is trying to solve. We have commercial intent. We can capitalize on keywords that have a huge amount of commercial intent. This is where we want to bid the most aggressively. It has the highest chance of conversions, and bc our competitors will be bidding aggressively. 
    • "online desk chairs" "websites that sell office chairs"
      • Shop - 80% of your account should be here. In the Shop buyer funnel. 
        • Websites - Might be leaning more into interest bc they're looking for websites. They want to browse multiple websites. Still in interest stage and developing stage to buy. 

It's hard to predict w 100% accuracy the stage of the buyer funnel they are in. You'll peg to the best of your ability what query represents what stage of the buyer's funnel. 

And then as a result, what can I predict my conversion rate, my bid to be, how aggressive do I want to be?

Profitable & Highly Organized 
Make the most of your time. 
You really want to make that shop buyer stage is where you spend the bulk of your time, and have the highest impression stage. 
The other 20% peripheral shouldn't be the primary target of your timing. 



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