Hot marketing, col marketing : What makes Adwords so relevant ?

One rule to remember when dealing with Internet users and advertisers is to target effectively. Not all visitors have the same needs, and not all have the same knowledge of your brand or products. Based on this idea, industry experts have defined two marketing types: "hot" and "cold" marketing. Basically, your goal is always to heat up the visitors and get them to the final stage of purchase as quickly as possible. In this article, learn about the most relevant ways to turn your leads into customers.

May 31, 2023

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Understanding concepts of hot and cold marketing

Digital marketing must be able to adapt to every stage of the Internet user’s buying cycle. The main objective is always to increase sales, but the way to achieve that is not the same depending on the buying cycle stage of your target. Therefore, we refer to them as Cold Marketing and Hot Marketing.

Cold marketing: Let’s get to know each other

Your website visitor does not know you yet. He has no intention of receiving your content but luckily, he could become a potential prospect if by any chance your product meets one of his needs. In this type of marketing, there is no trust built with the user yet.

One of the best examples of Cold Marketing is display. This advertising type can be displayed on computers, tablets, or cell phones, using different formats: banners at the top of a page, wrappers that frame a whole page of content, or even right-hand columns.

Cold Marketing more generally refers to all advertising systems where the user has not expressed an interest or need for the product offered.

Hot marketing: All we need is trust

During the customer acquisition process, some advertising channels allow access to users who have expressed a need to get your product. All that remains is to convince them.

We can also talk about Hot Marketing when the user has already consumed on your site and has left an opening to capture him again. In any case, these are prospects who are already interested in what you will offer them.

Search Engine Ads

Keyword targeting is an advertising technique that allows advertisers to purchase one or more keywords, for which their website will be matched with associated searches. This service is common to all search engines. Indeed, they are paid through these ads. As a company, you have the opportunity to promote your products or services on any search result through this channel.

Remember that the word AdWords is a Google trademark, but it includes all keyword targeting ad systems.

Spotlight on AdWords

With AdWords, an ad is always positioned on a targeted query. As you can see, when a user performs a search, he is considered as a hot prospect since he has expressed his intention by performing this search. There is nothing random when he clicks on the ad positioned in the results.

Based on this idea, brands must position themselves on relevant queries, allowing them to provide the solution to the user’s concern. This will give you the chance to get immediate results. However, these results are temporary because the traffic generated is immediate, but as soon as you stop displaying ads, the traffic will disappear. Consider integrating a customer loyalty policy in order to keep your prospects together with these advertising campaigns.

In addition, it provides an effective way to make people forget about the competition. According to a study by Advanced Web Ranking on SEO CTR, the click-through rate of the first place on the search page drops by 45% when 4 sponsored links are present on the search results. It should be noted, however, that this process remains extremely expensive. We also note a decline in its effectiveness reflected by this concept increasingly known and a loss of user trust in the ads.

Also keep in mind that the distribution space is limited to the targeted search engine. Google AdWords is typically used, since it is the most popular search engine. But other solutions exist, allowing to display ads on several search engines at the same time. Such is the case with the sponsored links publication to publishers’ sites.