John Dennis

Pitching Commercial Intent to Offline Businesses

When doing keyword research, there are some tools that make life much, much easier. One of these tools is Microsoft’s free Commercial Intent Tool - which, in a nutshell, is a way to detect customer intent to acquire information or to purchase products from you (or your clients) based on their search queries or recently visited websites.

Not only do I talk about this tool with students and readers, but also with offline clients of mine when consulting with them, for credibility’s sake. Here’s a example: While some clients have insisted on using PPC without even knowing a thing about it, the majority are either just a bit curious, or downright want nothing to do with it. Although you won’t find yourself approaching too many business owners with the idea of PPC, it is a way to establish extra credibility with the ones who ask about how it works and want to know more. There are some that actually do inquire about that “yellow highlighted area at the top of Google.”

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