Digital Marketing Service

By Author: Ankita singh
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PPC Mistake #2: Not Accounting for User Intent Differences in Search, Social, and Display Campaigns
Each paid ad campaign should be like a snowflake—one of a kind and unique. Even if you are creating a campaign for the same offer on different channels, it shouldn’t be the same.
This is because search, social, and display audiences don’t behave the same way, and identical ads, even if they promote the same offer, won’t work on all audiences. A user searching on Google has a different intent than a user who’s just looking through their Facebook feed.
When you don’t consider audience variances for different paid channels, you don’t correctly segment audiences for those channels, which adversely affects your ROI.
Here is how you can differentiate between the three types of channel audiences:
1. Search traffic: These prospects are actively looking for solutions to their problems or products they want to buy. They have higher buying intent coupled with high motivation so you can be more aggressive with selling using the relevant keywords they used in their query.
2. Display traffic: ...
... These people are not actively pursuing solutions, they are merely browsing the web, going about their business. They have low buying intent and motivation. This is why soft-sell ads work best for this type of audience.
3. Social traffic: Social media users share characteristics with display audience as they aren’t actively looking for solutions. Softer-selling ads also work well for them.
Let’s look at Tableau’s search and display ads as an example. First, the search ad that promotes the free trial of the service: