Capturing Customers with Intent Marketing

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A long time ago, in a galaxy far away, companies used to be relegated to mass marketing advertising with little to no insight into who was seeing their ads. Sure, they might have an idea about where their customs may live, but there was no way to target ads to only people that were interested in their product or service at a given time.

The business had to rely on an antiquated audience measurement system called the Nielson Ratings (and still do) to ‘guess’ where, when, and how to place their billboards, TV commercials, and print ads. Unfortunately, a lot of money was (and still is) spent using these inexact sciences.

Luckily there are now better solutions for companies to reach their target customers. Digital advertising platforms and networks allow an advertiser to target their customer base using hundreds of different parameters. Location, language, behavioral tracking, device (mobile, tablet, desktop), and time can all be used in conjunction with each other to reach more potential customers online.

One of the most known and most used online advertising platforms, Google AdWords, is an excellent example of how beneficial it can be to find and target customers based on their online behavior. The way Google AdWords works is it allows the advertiser to ‘bid’ for keywords that they think their potential customers are searching for.

If the advertiser wins the auction, their advertisement is displayed to that searcher above the organic search results. Below is an example:

A user searches “best steakhouse in Orlando,” and these advertisements are displayed in the search results.

As you can see, it is mighty to serve ads to people already looking for your product or service. Is everyone searching for “best steakhouse in Orlando” looking to go to a steakhouse that day? Maybe not, but there is a reason that they are searching for it, and your brand will be noticed in the search results.

This is undoubtedly a more cost-efficient and scalable solution than renting a billboard on the interstate, hoping that one out of every 5,000 people who pass it is looking for what your selling.

Now, most digital media platforms are relatively technical. They often take an experienced professional Google Ads Management Company to target effectively, but the opportunities are truly endless when used correctly.

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