The Market Research Commandments II

Target Keywords With Commercial Intent Or Flop

The second major thing for us to pay attention to when exploring our marketing research is to target keywords  which have commercial value. We can call this “Commercial Intent” or a Want Market. Once again this idea of a  perfect prospect is defined by their need for a solution or an irrational desire to purchase something. (some people would call these types of people fanatics)

The major thing we are trying to determine here is what types of keyword searches are being used by buyers.  Who is a buyer in our market based on the psychology of the keywords they are typing in the search engines?  This might sound very daunting to think: “OK, wow now I need to figure out what the heck someone is thinking  when they type a specific word into Google?”

The answer to the psychological question is NO this is much simpler than that. All you need to do is determine  from common sense after researching your market keywords which ones would indicate a buying impulse from people  and which do not. Now let me admit firstly that there will be keywords which don’t seem to be a buying prospect,  but end up being buyers. This occurs in every market I have ever seen.

Your goal at the outset is not to find every single converting keyword under the sun, but only the ones which  would more obviously convert into sales. This can be done by using one tool in aiding us to see the possible potential of a keyword for becoming a sale. We will use Market Samurai to help us find the more obvious keywords  we are wanting, but also just to lay a groundwork which can be built upon.

When using market samurai we will need to look at several main data columns to indicate if the words we are  looking at have sales potential or not. These data columns are:

• AWCPC – Adwords Cost Per Click
• AWCTR – Adwords Click Through Rate
• OCI – Online Commercial Intent

AWCPC will show us what the number one positioned advertiser can expect to pay per click when a person who  typed in our keyword clicks on the number one spot Adwords ad. This is crucial because it tells us if advertisers are spending money on our keyword. If there is a lot being paid for the top position we can guess  that the keyword has value or the potential to create sales.

AWCTR will show us what percentage of people clicked on the number one ranked Adwords ad as a percentage of total traffic for our keyword. It is also another fairly good sign if the top advertiser is getting a high CTR  that this keyword has many interested people. This is not a straight away sign of buyers but of interest for sure.  You must now look at the ad that is ranked number one to get an idea why people are clicking on it. You will check  to see if the ad is well written to just get a lot of clicks or if it appears the clicks are coming due to a buying  interest. Not a clear indicator of buying but it certainly shows us how active people are in the market.

OCI will give you an idea based on BING’s data if people are likely to buy based on your keyword. It is not always  accurate but once again can be a helpful indicator if a word is obviously a converting keyword.

Keep in mind to check these statistics Market Samurai yields against the actual sources of the data or the tools  they come from just to be sure the software is accurate. Watch the following video to see how I use these pieces  of data to gain an idea if my market keywords have sales potential or not. You won’t always have a clear indication  when using this data if you have winning keywords or not, but more often than not you will.

Keep in mind to use  common sense as well to decide if there is money to be made with these keywords by using a different approach to  the market than other advertisers may be using.

Here is my incentive for you to buy Market Samurai from Logiscape. Anyone who purchases Market Samurai through me may email or post a comment on the blog asking any market research question relating to the tool and how to best use it to improve your business. That’s right ask me anything at all and I will respond with my best information and even help you with your marketing idea within reason.

Market Research Commandments Can Make Sense

Author: Scott Holden – TrafficEraBlog