aidakeywords.com

Let us explore the relationship between AIDA buying cycle keywords and landing page sequences.

The diagram at right (click to make larger) illustrates how landing sequences might change, depending on the AIDA stage of the targeted prospect. To give a concrete example, imagine our Caribbean vacationer.

If we target her at the Attention stage, our keywords target "Caribbean beach resorts". The title is "Eco-Friendly Beach Resort" to introduce the new concept. If she has Interest, she clicks the ad.

Designing for Interest, we might offer segmentation buckets allowing her to identify as a single, couple or family. Our first presentation provides information about eco-friendliness with photos that fit her bucket. We will want to make sure we highlight a search term (like "eco-tents" or some other branding) so that she can find us again quickly.

We are offering more than one option for family vacations, depending on the ages of the children. We therefore provide an offer splitter to further narrow the pitch ("Got toddlers? Yes / No") and then move to a presentation that matches her precise Interest.

Perhaps we offer eco-tents and our competitors offer yurts. Since our buyer is gathering information, it would be helpful to provide a comparison chart to highlight our differences.

If we target our buyer at the Decision stage, then the keywords she entered reflect our niche ("eco-friendly") and her bucket ("family") plus our other words. She clicks because she is ready to decide. To assure her that she is in the right place, our "reinforcing pass through" highlights the benefits of eco-friendly family beach resorts, and then provide a reservation form.

To target our buyer with keywords and ad text at the Action stage, we can go to our specific product (eco-tents, not yurts) and the locations where we offer it (St. John). We know our ad will show up on top, because our competitors do not offer eco-tents.

If our prospect has entered these terms, she knows what she wants, and we need not slow her down. We move directly to the desired action, in this case the reservation form.

PPC at the Action stage allows us to differentiate our ad more. We might add "One week, $1200" in the ad text if we know our prospect has done
her comparison shopping and will be compelled by the rate. It will make the ad stand out against the pack as well.