ReverseAds Blog

Predict Where Your Customer is Going on Their Path to Purchase

March 31, 2021Predict Path to Purchase

A buyer’s purchasing decisions are reflected in their engagement with content online. When a buyer is on the path to purchase, they watch videos, explore review sites, read blogs, and engage on social media. All of this engagement is telling a story, and often this story is not unique. Within considered purchase industries, purchasing trends can be uncovered that link the common steps taken by buyers before finalizing a purchase. These trends are immensely valuable to businesses because they make it possible to predict where your buyers are going and when.

Businesses are all looking for innovative ways to understand the commonalities on their buyer’s path to purchase. This understanding strengthens an appeal to buyers by generating valuable touch points at their most receptive moments. If a business can look at a potential buyer’s profile, understand what stage they are at on their path to purchase, and where they will go next, they also increase the opportunities for conversion.

Keywords as Intent Triggers

Keywords as Intent Triggers

Keywords have the power to connect these dots and help businesses accurately predict where a buyer is heading next. Every webpage can be crawled to locate the highest-intent keywords related to a product or service being considered. These keywords can then be assigned to the specific machine IDs that are engaging with them. As keywords accumulate, a buyer’s profile begins to take shape and connections are made. We call this a “keyword cluster”, and we use this cluster to determine where on the path to purchase a buyer currently exists.

Various keyword combinations demonstrate intent levels, as different keywords are used at different stops on the buyer’s journey. As campaigns run for extended periods of time, millions of users and instances of keyword combinations are analyzed using machine learning. This is ultimately how a predictive roadmap starts to take shape, and how ReverseAds is able to accurately predict where a buyer will go next based on their keyword clusters and trends from similar buyers.

Machine Learning Algorithms

Machine Learning algorithms build models based on sample data in order to make predictions. Within advertising, machine learning is transforming how advertisers approach their campaigns. By using machine learning to pinpoint keywords, assign intent value, and look for trends, it is possible to make accurate predictions on where a buyer will go next. This opens the door to many more opportunities for conversion, as you can capture buyers that haven’t yet reached the middle or bottom of the funnel.
Furthermore, machine learning makes it possible to predict what offer or call to action is most likely to generate engagement. As data is collected around an ad campaign, businesses can deploy dynamic ads that account for previous content engagement.

ReverseAds’ Predictive Keyword Road Mapping

Most advertisers are familiar with Google Search Ads. With Google Ads, you must wait for a person to reach the point of conducting a search using a keyword that your business is targeting. Then, as soon as someone searches using one of your keywords, you have a single opportunity to inspire them with your ad and convince them to click.

ReverseAds has reverse engineered this process. Our Keyword Road Mapping algorithm identifies people that are moving towards a purchase and roadmaps the most likely stops along the way. This makes it possible to predict where a buyer will be and what phase of the buyer’s journey, they will be in. This allows us to capture the other 97% of potential customers that are not in the active buyer phase, compared to the 3% of the market that Google Search Ads target.

If you’d like to learn how to take advantage of developments in predictive advertising, contact us to schedule a time to speak with a ReverseAds Data Intelligence Specialist.

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