How do you use SEM data and insights to improve your customer journey and conversion funnel?

1 Step 1: Define your goals and KPIs

Before you launch any SEM campaign, you need to define your goals and key performance indicators (KPIs) for each stage of your customer journey and funnel. What are you trying to achieve with your SEM efforts? What are the metrics that will help you measure your success? For example, you might have different goals and KPIs for awareness, consideration, decision, and retention stages, such as impressions, clicks, CTR, conversions, CPA, ROAS, retention rate, etc.

2 Step 2: Segment your audience and keywords

Next, you need to segment your audience and keywords based on their intent, behavior, and preferences. You can use tools like Google Analytics, Google Ads, and Google Keyword Planner to analyze your SEM data and insights and identify different segments of your audience and keywords. For example, you might segment your audience by demographics, location, device, interests, etc., and your keywords by search volume, competition, relevance, etc. This will help you create more targeted and personalized SEM campaigns that match your audience's needs and expectations.

3 Step 3: Map your content and offers to your funnel

Once you have segmented your audience and keywords, you need to map your content and offers to your funnel stages. You need to create and deliver relevant and valuable content and offers that align with your audience's intent and stage in the funnel. For example, you might use blog posts, videos, infographics, etc., for awareness stage; ebooks, webinars, case studies, etc., for consideration stage; free trials, demos, discounts, etc., for decision stage; and newsletters, testimonials, referrals, etc., for retention stage.

4 Step 4: Optimize your landing pages and CTAs

Another important step is to optimize your landing pages and calls to action (CTAs) based on your SEM data and insights. You need to ensure that your landing pages and CTAs are relevant, clear, compelling, and consistent with your SEM campaigns. You can use tools like Google Optimize, Unbounce, or Crazy Egg to test and improve your landing pages and CTAs based on factors like headline, copy, design, layout, etc. You can also use tools like Google Tag Manager or Google Analytics to track and measure your landing page and CTA performance.

5 Step 5: Nurture your leads and customers

After you have captured your leads and customers through your SEM campaigns, you need to nurture them through your funnel until they become loyal and repeat buyers. You can use tools like HubSpot, Mailchimp, or ActiveCampaign to create and automate email marketing campaigns that follow up with your leads and customers based on their actions, interests, and preferences. You can also use tools like Google Analytics or Google Ads to retarget your leads and customers with relevant ads based on their behavior and stage in the funnel.

6 Step 6: Analyze and optimize your results

The final step is to analyze and optimize your results based on your SEM data and insights. You need to monitor and evaluate your SEM campaigns regularly and compare them with your goals and KPIs. You can use tools like Google Analytics, Google Ads, or Google Data Studio to create and visualize dashboards and reports that show your SEM performance and ROI. You can also use tools like Google Analytics or Google Ads to identify and fix any issues or gaps in your SEM campaigns, such as low-quality keywords, high bounce rates, low conversion rates, etc.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?