The Hierarchy of Consumers in Google Ads

Yousaf Yunes discusses the different levels of consumers in Google Ads, emphasizing the importance of targeting tier one consumers who are loyal and likely to make purchases. He categorizes consumers into gold, silver, and bronze levels, explaining their behaviors and how to convert them into loyal customers. Yunes also highlights the pitfalls of focusing on click-based strategies rather than conversion-based approaches, urging marketers to prioritize genuine consumer engagement over mere clicks.

 

The official YouTube video on this particular episode can be found here

 

takeaways

• Only 1-5% of Google Ads traffic consists of gold consumers.
• Gold consumers are highly loyal and buy regardless of offers.
• Silver consumers are brand evangelists who engage with the brand.
• Bronze consumers are price-sensitive and often window shop.
• Compelling offers can convert bronze consumers to silver or gold.
• Clickers do not add to cart; they only click.
• Conversion-based strategies are essential for acquiring consumers.
• MaxClicks often leads to acquiring clickers, not consumers.
• Building connections is crucial for agency success.
• Engagement through email marketing can enhance consumer loyalty.

 

Sound Bites

• "They buy no matter what."
• "They're loyal to your competitors."
• "Clickers are the worst."

Chapters

00:00 Understanding Consumer Levels in Google Ads

02:43 The Importance of Conversion-Based Traffic

05:33 Building Connections Over Transactions