Back in February, we posted an article looking at how to turn micro-moments into more conversions. Hopefully, that peaked your interest because micro-moments aren’t the future of marketing, they’re the now. Which is why we’re glad to see Google chip in with some new tips of its own on the matter.
More specifically, Google has published some advice on implementing AdWords into a marketing strategy built around micro-moments. So let’s take a look at what the firm that coined the phrase “micro-moments” has to say.
The rise of micro-moments
If you’re yet familiar with micro-moments, you can check out our previous post or head over to Think with Google for more info. To sum up quickly, though, micro-moments are the various interactions between users and brands that take place across multiple devices.
The aim is to make it your brand that’s centre stage when users are active in those key moments.
Consumers check their phones 150 times per day
Research from Google finds people check their phones 150 times every day, whether it be to read a notification, open one of their favourite apps or search in Google. Each one of those represents a different kind of micro-moment and there are countless more that could be used to connect with consumers.
What Google wants to make clear is not all micro-moments are equally important – and you don’t have to win them all. The challenge is to win the right micro-moments and Google pinpoints these five as the ones that count most:
- When people want to learn something
- Do something
- Discover something
- Watch something
- Or buy something
These micro-moments cross various different levels of intent – from casual browsing for content to actively searching for info and fully intending to buy something. The end goal, of course, is to have people buying your products/services. But capturing them at an earlier micro-moment can cement your brand as the one to do business with when the times comes.
Using AdWords to make the most of micro-moments
To help you make the most of micro-moments, Google wants you to build a “360° view of your customers” using the following tools:
- Your data: Email lists, previous purchases, app conversions, etc.
- Google’s data: Intent signals based on Google’s growing pool of data.
- Contextual signals: Contextual and location signals to deliver ads to the right people, in the right places, at the right time.
With these three sources in mind, Google says you can “target your customers on any device, in the right mindset, with the best reach.”
AdWords allows you to cover the entire list of micro-moments Google considers most important. From the searches that trigger your ads, you can also reach users as they check their mobile, watch videos on YouTube, surf other websites or use third-party apps. That’s a lot of coverage.
Use customer match to reach the people you already know
One of the more recent features to hit AdWords was Customer Match, which allows you to target people from your email subscribers list. This means you you can connect with users who have already shown an interest in your brand – whether it’s a casual newsletter subscriber or a loyal customer. The key with Customer Match, though, is that you can group your emails into separate audiences from within AdWords and target them with a more personalised message.
For example, a newsletter subscriber might be interested to know you have a limited time offer, while a return customer might like to know they can get a discount on their next purchase.
Your challenge is to come up with the right message that encourages these different types of user along the buying process. Customer Match gives you the most powerful tool yet for delivering messages that speak directly to users’ individual needs.
You can also combine similar audiences with your Customer Match lists to find new prospects showing a similar intent to those already on your list.
Use in-market targeting to find prospects ready to buy now
Another huge targeting feature to come out of AdWords recently was in-market targeting. This little beauty allows you to hone in on users who are showing signs they’re ready to buy now. With in-market audiences you can tap into Google’s invaluable data to separate users showing interest and those showing real buyer’s intent. The end result is highly-relevant audiences who are more likely to click buy when they see your ads.
If you want to find out how to set up in-market audiences, you can take a look at our article which runs you through the process.
Get the most from AdWords data
As part of the AdWords design overhaul, you’ll be getting quicker access to a wider range of data from the main dashboard. The update will be rolling out slowly over the 12 months or so but it’s already making AdWords look more like the management we like to think it could be.
In the meantime, you’ll have to stick with the current dashboard to manage your campaigns. And, if your AdWords strategy isn’t already centred around micro-moments, then now is the time to give your account the necessary overhaul. Google has added some great tools over the last few years to help you target more specific users and it’s your job to make the most of them.