ryze connects motivated customers with relevant brands. But how do we do it? Through analysis, know-how and decades of experience, we identify high-intent buyers to successfully convert clicks into sales.
Google processes over 8.5 billion searches every day – a mind-boggling statistic seeing as it’s more than the population of the world. However, not all of these searches are sales opportunities.
ryze has made targeting high-intent users an art form. Over the last decade we’ve crunched the data, analyzed the keywords and digested user behavior to create a buyer-intent strategy that converts searches into sales. What does this mean for our clients? It means we’re one of the most effective spam-filters on the planet, and can direct high-intent, cash-ready customers straight to our partners. Our targeted adverts aren’t pushy, but they are persuasive. We match customers with companies based on their needs, which we understand better than anyone thanks to our data and digital analysis experts.
High Intent vs. Low Intent users
To harness the potential of those 8.5 billion searches to benefit our partners, we first identify the users that intend to spend. We’ve spent the last decade analyzing billions of search-terms to understand who’s ready to purchase and who’s just window shopping. High-intent keywords (also known as transactional queries) are 4 – 10 times more likely to convert into sales than low-intent keywords (informational queries).
A transactional query connects action with purchase and usually includes words like “review,” “best” and “compare.” These phrases reveal the user’s finalizing the decision-making process and will soon be ready to buy. These high-intent queries are likely to end in a purchase decision.
On the flip-side, informational queries such as “capital city of Australia” or “marketing strategy” suggest the searcher isn’t planning to purchase anything. They may well move into transactional queries after these initial searches, but these low-intent queries rarely convert into sales.
Demand Science recently published a holistic report on how to differentiate high intent and low intent buyers. They concluded that targeting buyers who are actively searching for solutions to a problem is key – and to do this, you have to craft a strategy around buyer intent keywords. Comparison sites like ours will bring you high intent traffic while filtering out low quality searches. It’ll save you time, man-power and bring customers to your doorstep.
We love high-intent users because they do the work for us. They tell us what’s missing in their lives by typing it into Google, and it’s our job to deliver it to them. ryze operates within a wide range of industries, which makes our role particularly satisfying. It means we can fulfill the needs of hundreds of customers while generating cash for our clients. It feels good to make everyone happy.
How to judge buyer intent
Calculating buyer intent isn’t straightforward, and most companies have at least one person dedicated to doing it (unless you work with a third party). First you need to identify and analyze the following user characteristics, which come under three categories:
- Timing, how recently the user engaged or searched for a relevant piece of content.
- Frequency, how often they search for a term and how regularly they engage with content.
- Engagement, and how much time a user spends digesting content relevant to your brand.
Analyzing, comparing and understanding these three user behaviors is the foundation of a successful buyer-intent strategy, and will help you identify your ideal buyer and the precise moment to send them targeted adverts.
Mobile vs. Desktop
Buyer intent isn’t just defined by Google searches. Other factors significantly impact user intent, such as whether they’re searching via mobile or desktop. We understand that people tend to research on their mobiles and purchase on their desktop, which is important intel for our clients. Google ranks half of all web pages on the mobile version of their website, so your company sales will significantly increase if you know how to convert users from mobile as well as desktop.
ryze factors in all this and more when targeting customers for our clients. Our focus has always been on high quality traffic rather than high quantity, and this applies to every industry and every partner we work with. We target the customer at the most crucial point in their search journey, ensuring our clients never miss out on a sale and the customer gets exactly what they need, when they need it – so everyone’s a winner.
Lilach Herbst is the PPC Team Leader at ryze and an experienced digital and performance marketing strategist. To find out more about how ryze connects customers with brands, follow our user’s journey.