welcome back let’s talk about how to target the best buyers and to do this this is just an overarching strategy that you’re gonna want to keep in mind whenever you want to be more precise and more careful with your advertising dollar like if you’re on a smaller budget or if you just want to if you just don’t really want to mess around with you know spending a lot of money in the niche to figure out other angles and to expand your campaign if you just want to focus start right out with focusing on the people that are most likely to be buying then you need to learn about a concept called buyer intent and to do that we can use the a ID a funnel this is a very broad concept that you know understanding how this works in marketing will just make you a better marketer make you better at selling things and just help you understand things like keywords and trends and search engines much better it’ll help you write better copy it’ll help you you know write better ads write better landing pages write better emails it just it kind of filters into every single thing that you do as a marketer so it’s really important to understand this and to think about it so let’s talk about it real quick if you haven’t heard of it it’s the AI da funnel that’s at the top of the funnel we have awareness so basically this is the process that we all go through when we’re thinking about something or you know moving in a certain direction or in our case looking to buy a product so the first level is awareness this might be like awareness of a problem existing in the first place you know how to buy a house or something like that I’ll show you some some different examples here but that’s just it’s just being aware of the the thing or the problem it’s not necessarily even being interested in a product yet it’s just being aware that there there is a problem or there is a desire now the next is interest that’s actually when we start to you know pursue that desire or pursue a solution to that problem and we actually start to take some action we start to do some research we start to collect different data points and so we’re going to speak to each of these levels differently in all of our marketing but we can also just kind of focus on one part of the funnel if we want to just start out with just targeting buyers more consistently so the next the next level in the a ID a funnel is desire so that’s when somebody or you we actually decide that we want something we have discovered a product or something or a solution or you know something that that speaks to the the desire that we’re aware of and we’re interested in now so that’s where we usually start to look for actual products that’s where we start to look for other people’s opinions of the products comparing different products etc and then the last stage is action that’s where we actually decide ok I’m fed up with this problem I’m gonna find a solution or you know I just can’t help myself anymore I really desire this and I just need to get this product so you can look at some examples here of keywords right so obviously keywords are fundamental to every single thing that we do with Bing and even if you use Adwords and even if you use you know Facebook hashtags hashtags are basically just the new version of keywords so everything on the Internet is still run by keywords so let’s look at some keywords and the awareness part of the funnel why is my dog peeing all over right so this is or dog misbehaving so this is maybe somebody who doesn’t really know in this particular thing we’re talking about dog training right so they don’t even know that dog training is really a solution they don’t know that it’s relevant to what they might want with their dog they don’t really know anything about it they’re not looking for dog training yet they’re what they’re looking for is they’re just becoming aware that there’s a problem right so their dog is peeing all over they don’t know what that means they really don’t even necessarily know that you know what the possible solutions are so they’re just exploring the problem itself these people are the least likely to be in a buying mode like obviously of certain percentage of them right away as soon as they see that there’s a problem they want a solution that’s just the way some people operate or at least with this particular problem some people are in that mode right away so that’s why you know big advertising campaigns they can run two people in the awareness stage and then you know people are ready to buy or most likely what happens is that a sales process a sales funnel moves people down the funnel so it could be a page with with copywriting on it and that that page is designed the copy is designed to work to speak to someone anywhere in this funnel and drive them to the action part of the funnel so if you look at us any part of any successful sales piece a letter you know sales letter a sales video sales letter a good YouTube ad you know any Bing or AdWords ad they’re looking to speak to someone in one of these parts of the funnel and then move them to the action through some process right so the next part is interest so a keyword in the interest phase might be how to train my dog or how dog training works maybe in the awareness phase they did some research and they found out you know what this is actually really common to have your dog you know misbehaving or you know peeing all over whatever and this the solution is training it needs to be trained whether you do it or you pay somebody or you read a book about or you watch YouTube videos about it or whatever they at this point with the interest they’ve they’ve realized through research that training is the way to go and training is the way that they’re probably going to solve their problem with their dog right and then at the next stage as another layer deep deeper in interest and in knowledge and at this point the person knows that they need training and they’re trying to look for the best way to get training for their dog so then they might type in something like dog training DVD reviews and I put this in brackets because this is an example of an exact match phrase which I’m going to talk about in the next video but that means that by the time somebody types this into a search engine they’re really close to taking action on getting a solution to their problem they’re very close they’ve already been through the research phase they’re already aware that they have a problem there they already are interested in the solution of dog training and they’ve now gotten to the point where they’re at least researching the different options for which thing they might purchase to help them with this problem so they might type an exact match phrase like dog training DVD reviews which is very very close to taking action or I put the other one in quotes because it’s phrase match again we’ll talk about that more in a second but this is and all the other the four up here are there’s no quotes and no brackets so these are broad match keywords again we’ll cover him in the next video but so in the desire phase we have best dog training product now if you’re selling dog training stuff whether you’re an affiliate or it’s your own product then these are gonna be where you’re gonna want to spend most of your time and budget if you want to start right out with people who are most likely to buy you can see at the top of the funnel you’re gonna have to do a lot more work to convince that person you know what the dog misbehaving they don’t know that they need training yet if you say dog misbehaving and then your ad says buy it you know by a dog training DVD they haven’t made that connection yet so either you’re gonna have to show them that connection through a piece of sales copy or a video or training or you know email follow-up or something some some way to walk them through that process or they’re just not going to be interested just yet they’re gonna have to go out and do more research but but if you start with the bottom part of the funnel then and and the way that you’re gonna do that is through choosing certain keywords so I’m going to talk about that more in a second so at the bottom here we have okay this person has decided that training is the way to help with their problems with their dog they’ve decided that they want to figure out how to do training and they’ve decided that they want to do it by themselves so they might search something different if they weren’t interested in doing it themselves maybe in the desire phase they typed in the phrase match best dog training product and they actually found a dog trainer in their area and they decided you know what I just want to pay somebody else to do it and so that’s one option but this person has decided no I want to get a DVD and learn how to train my dog by myself or you know by dog training program so that uses something that’s called a buyer and tank keyword which is Buy and so here’s some more examples of buyer intent keywords now this just kind of follows psychology this is how we talk and think if we are typing these keywords like these are just some examples there’s a whole long list of them I’ll put a link to it below this video and there’s there’s just plenty out there but you can kind of start thinking like what might somebody what do you type in when you’re about ready to actually take action on something review is a very common one right so if you’re if you’re doing affiliate marketing and you’re promoting a specific product by the time somebody look is looking for a review they’ve already been walked all the way down that funnel some other advertiser paid for them to go through the awareness or maybe they were already in the awareness phase because they already knew that they wanted to lose weight right but then they got into the interest phase because they’re like you know getting really serious or maybe it’s January when everybody gets interested in in losing weight but for whatever reason that they got into the interest phase and then they saw an email from somebody and it stoked their desire and they decided you know what I’m really gonna get this this product I think and then in that in the action phase they’re gonna in the desire to action phase are gonna look for reviews of the product to make sure it’s the good fit for them best is another one you know somebody who searches for best hunting knife they’re very oh they’re already very interested in to seeing a hunting knife they’re not just you know out there saying they’re not at the phase where they’re like you know how to cut down a tree in the woods or whatever they’ve already gone that would be the awareness phase where they’re just they have just a problem that they need it they don’t even know what the solution is or might or might be they’re already in the phase where they’re like they they know they want a hunting knife they just need to know which one and again those are the the keywords that are going to be most likely to lead to a purchase the fastest so if you want to just focus on buyers in the beginning which is a good idea when you’re you know being careful with your budget basically then this is the best place to start top ten is another one that’s means that people are like already comparing they’re comparing products they’re ready to make a decision they just need a little more research into exactly which product is gonna solve the problem for them or if they’re searching for a specific brand name or if they’re searching for a specific product now this is very relevant in keyword in affiliate marketing as well if they’re searching for you know Ted’s Woodworking right the woodworking products on Clickbank that everybody knows then they’ve already been exposed to Ted’s work.we word working and this might be what they might combine two of these and say Ted’s Woodworking review and then it’s like a specific product and a review so they’re like very ready they’re very likely to be purchasing this product soon because they’re considering it very heavily so then your the job of your ad would be to convince them that just push them over a little bit over the edge instead of starting at the top of the funnel and trying to work them all the way down to why they need that product you can kind of you can bid on whichever part of the funnel you choose so you can just only bid on people who are almost ready to make a purchase and that will make it easier to make a purchase now there is a catch to this so we’ll talk about that just a little bit more in a second but here so we have cheap affordable comparison these are just more examples of buyer intent keywords again I’ll put a link below this video to a whole long to them from backlinko calm and these are going to be really good in in combination with certain types of keywords that we’ll cover in the next video so the AI da funnel the goal is to start with them people most likely to buy or sign up then add in more people who are still interested but less likely to buy and how do we do that well I call it the reverse funnel method so the reverse a ID a funnel starts with the action phase so we start with buyer intent keywords and we build ad groups around by our intent keywords first using specific keyword types covered in the next video and then work your way out so instead of you know starting at the broadest thing dog training or not even dog training but like problems with your dog you know instead of bidding on that as a broad match we’re gonna start with dog training DVD which is you know right down at the the action phase now so here here again we have the same examples just keep in mind you know if you want to you know have the best chance to start out with just people who are already ready to buy so you’re gonna have the most the highest conversion rate probably the highest click-through rate but you’re gonna have the lowest volume so that’s the catch of this strategy is that there are fewer people out there searching for dog trainer DVD much fewer people then there are people at the top of the funnel searching for you know dog problems right and the other catch is other people in every niche are are if they know what they’re doing with paid search marketing on Adwords or Bing then they are also bidding on these exact match keywords so the bids are gonna be much higher so you might have to pay you know $1.00 per click if it’s a popular product plus review as an exact match phrase you might have to pay $1 $2 per click but that click is very very likely to convert so it’s kind of a different game it’s a different strategy if you’re building out ad groups I think it’s a good idea to mix some of these you know top of funnel and bottom funnel things as well but you need to understand the reverse funnel method so that you can always give yourself the best possible chance to start with conversions and buyers and winners first and then build your way out so again we have the dog training DVD as an exact match buy dog training program as exact match dog training DVD reviews best dog training product how to train my dog why’s my dog peeing all over so again the best way to target people in the action phase is using exact match or phrase match same with desire in interest it’s more like phrase match and broad match and awareness its phrase match and broad match as well that’ll make more sense after you watch the next video and again I want to mention that this strategy is not always necessary it’s another tool in your tool belt that you can use for you know the situations that call for it if you are on a low budget and you want to be the most careful with your budget then this is a good strategy but you’re probably gonna have to do something like if you’re doing affiliate marketing and you only want to target people who are already ready to buy a specific product that’s fine but number one your clicks are going to be pretty expensive and competitive and two you’re gonna have to do that for a lot of products to be able to consistently make sales you can’t just pick one product and only bid on the tiniest teeny you know little keyword for that product and expect it to just be you know cranking out sales for the most part but keep this strategy in mind the reverse funnel and you know any time you want to be careful with your budget then you can revert back to this strategy and build your way out from here now my personal strategy the way that I was kind of taught AdWords and being as well is kind of not this strategy so I if you have more of a budget and you want to figure out the niche much faster then I start at the top of the funnel with broad matches and I work my way down but I just see so many people who want to start with the smallest amount of budget first and the most likely to convert first and so I just want to tell you about the strategy to show you how to do it but generally speaking I kind of do more of a broad I cast a wide net and then funnel you know work my way down from there but it’s up to you it’s up to you which strategy want you want to use I’m usually working for clients I have bigger budgets so I have that that freedom if I’m doing it on my own then I am much more likely to look for a strategy like this where I can start with the most likely to convert and then work out so it’s up to you but generally the wider net strategy is going to caught it’s gonna have a bigger budget but it can be just as effective and can work pretty fast as well so the next video is how to manipulate the keyword system to cut right to these buyers