Understanding where to place new paid search orders – new-to-file vs. returned customers – can help your understanding of how certain areas can assist in customer retention and also drive up new clients to your site. Furthermore, you can gain insight into how people react wen clicking on certain ads, and even how aspects like brand recognition can influence actions on SERPs.
The Brand Difference
By analyzing keyword segmentation, you will notice variances in the amount of orders being placed by new customers in regards to non-bran vs. brand. Often, for brand names, someone who is searching a particular brand will have bought from this brand before or is at least familiar with them, compared to someone who entered a random search query that bought them to the band in question through search.
As technology and the internet expand, it also gives customers more options as to how they can purchase their orders. Often mobile devices are higher in regards as to what is know as ‘showrooming’ – when a customer is looking at a certain product in-store, while they view the same product online from their mobile device for further information details, or better pricing.
In cases like these, it is often new customers who will be searching, as opposed to loyal repeat customers and clients.
New versus existing customers paid search data can shed light on how potential users assess SERP ad choices. Existing customers have a higher chance of placing an order on an ad that is positioned lower.
There is a higher percentage of chance a user will convert though your ad if he/she is already an existing customer with your brand, as opposed to a new one. Conversely, ads with a higher position help potential new customers over to you side by being visible and grabbing their attention and trust immediately.
In theory, companies/advertisers could actually reduce bidding efforts within groups that already know or trust their product or brand, while still getting clicks and high CTR (click-through-rate).