Micro-Moments are the small moments that lead the user to purchase: here’s how to intercept them with Google Ads, increasing the popularity of your brand.
Searches on mobile devices are growing dizzying and forcing companies to intercept Micro-Moments (or micro-moments) to push the user to take action.
What are Micro-Moments? These are those moments in which a user feels a need and takes the smartphone to satisfy it: it can be the need to get information, to learn, to buy a product, or to subscribe to a service. The moments that precede the completion of action are defined precisely as “Micro-Moments.”
How To Intercept Micro-Moments
Google divides Micro-Moments into four different types:
- I want to know
- I want to go
- I want to do
- I want to buy
According to Google, the micro-moments are all attributable to one of these four categories:
- I Want To Know Moments: the user is looking for valuable and relevant information which can inspire future purchases. At this stage, it is therefore important not to aim for the sale, but it will be more effective in stimulating curiosity.
- I Want To Go Moments: the user is looking for a nearby retailer because he would like to receive a consultation before purchasing the chosen product.
- I Want To Do Moments: they can manifest themselves indiscriminately before and after buying a product and include all those situations where the user wants to find out how to do something.
- I Want To Buy Moments: the user has already decided what to buy and needs help deciding which dealer to contact and to choose the best purchase method.
The Long-Tail Keywords
The first rule to intercept the Micro-Moments is to use the long-tail keywords. The starting point is your product. Suppose we want to sell a shampoo for colored hair. You will have to put yourself in the user’s shoes to guess how he will search for that product on the web: best shampoo for colored hair, which shampoo to buy for colored hair. These long-tail keywords will be the basis of your Google AdWords ads.
Therefore, the goal is to build text ads starting from the long-tail keywords. Ads that respond to a need to intercept the Micro-Moments. An example, considering the long tail keyword “best shampoo for colored hair,” could be: “If you have dyed your hair, nourish it and preserve the color. Discover the best shampoo for colored hair. “Such an ad is likely to have a higher click-through rate.
Micro-Moments take place on mobile devices, so it is in a mobile key that you have to think. So make sure your website and your ad landing pages are optimized.
“Close To Me.”
If you have a local business, don’t underestimate the power of the “near me” keyword. Users often use it when looking for something to do nearby (typically going to a restaurant). Include it in your ads if you operate locally.
The Importance Of Intercepting Micro-Moments
Therefore, the key is to be found and help to intercept the Micro-Moments. AdWords ads must be immediate and refer to a website or landing page with clear and well-written texts and intuitive navigation.
The goal of marketing today is to accept that a business is not the center of the world for people but instead must capture the user through online product-related searches. This is an objective that can be achieved by intercepting the Micro-Moments.
To intercept the micro-moments, Google ads are typically used, generally textual but also display. However, no matter what the means: the goal is to capture the user’s attention by intercepting a need from her di lei, and thus inviting him to take action.