Can high-intent keywords hurt you?

Over the last few months, over 100+ brands came to us for help with their Google Ads.

Many of them were struggling to get profitable with Google Ads.

They couldn’t scale for a simple reason:

Their CPCs and CPAs were too high, making their ads barely break even.

The common theme?

They fell for the high-intent keyword trap.

You see…

One of Google Ads’ biggest strengths is that you can target prospects using high-intent keywords.

You can directly reach people in the buyer journey's final stages.

But it’s a double-edged sword.

High-intent keywords attract a lot of competition

They’re expensive.

When you rely solely on these keywords, your CPCs can skyrocket.

And as CPC rises, your profit margins can shrink fast.

Here’s the thing…

High-intent keywords aren’t the only traffic you should be targeting.

Your potential customers are at various stages of the buyer journey.

Some are ready to buy now.

Some haven’t heard about your brand at all.

You need to reach customers at every stage to get the most out of Google Ads.

How?

By implementing a full-funnel approach:

1. Top of Funnel campaigns: Raise awareness and attract cold audiences

2. Middle of Funnel campaigns: Engage and drive consideration with warm audiences

3. Bottom of Funne campaigns: Generate conversions with hot audiences.

By segmenting your campaigns to target different audiences…

You can tailor your ads to match their specific problems, needs, and intent.

Cold traffic learns about their problem and your brand.

Warm traffic gets introduced about your product.

Hot traffic converts into customers.

With a full-funnel strategy, you can target less competitive keywords with lower CPCs.

And since the prospects are nurtured, your conversion rate and ROAS will go up.

This is precisely what we did for one of our clients.

We helped them scale their ad spend from $541k to $738k by streamlining the campaign structure.

Interestingly, their CPC dropped by 30%, and we cut their CPA in half.

They scaled up while getting significantly more profitable.

This is possible because we followed a simple advertising principle:

Send the right message to the right people.

There’s a lot of noise in the space about what you “must” do with Google Ads.

But the best tactic we’ve found is to focus on your potential customers:

1. Understand what they need and deliver it.

2. Know where they are in their buyer journey and guide them along the way.

Because it’s not the most creative or fancy ads that win.

It’s the most relevant one.

Jackson

Founder and CEO of Echelonn.

P.S.

This is what we do for every brand we work with.

We look for all the possible ways to target and resonate with your potential customers.

That’s how we maximize profit for our clients.

We have a few spots left this month.

The goal is to raise your monthly Google Ads revenue by working together.

We’ll help you scale your brand faster and easier while getting more profitable.

If this sounds interesting to you…

Book a call with us here.