What are the best SEM practices for reaching customers at different stages of the sales funnel?

Finally, as customers reach the decision-making phase at the bottom of the funnel, SEM strategies should focus on maximizing conversions. Implementing ad extensions that provide additional information and compelling calls-to-action can further drive click-through rates. Additionally, leveraging product listings ads in search results or showcasing positive customer reviews can boost credibility and encourage purchase decisions.

One classic mistake is to not ascertain the movement of your customer. They may not necessarily walk through all the stages and in order to adhere to the process, you may end up impacting brand health or worse conversion probability. It is important to allocate user sensitivity as soon as it enters the funnel. I haven't seen any platforms do this as of now. But this can be done manually if your numbers are manageable.

When a potential customer is in the awareness stage, they're akin to explorers on a new frontier, seeking clarity. How can SEM help? ? Broad Keywords: Use terms like "how to", "what is", and "best practices" to match their inquisitive nature. ? Engaging Ads: Your ad should be a beacon of guidance, offering value and addressing initial queries. ? Resourceful Landing Pages: Lead them to a treasure trove of information - be it blog posts, videos, or guides. Remember, this stage is about nurturing curiosity, not pushing for a sale. Be the mentor they seek, laying the foundation for trust and future engagement!

Users quit the most during this stage as most conversations around transaction and ads and offering takes place. If you can instil realization of value, and negotiating to respect, your conversions can be through the roof.

Your potential customer has moved from broad exploration to focused evaluation. The challenge? Becoming the clear front-runner. ?? Targeted Keywords: Embrace "comparison", "review", and "benefits" to align with their scrutinizing searches. ? Distinctive Ads: Be the voice amidst the noise. Underscore your unmatched value and solutions. ?? Landing Pages that Convert: Lure with tantalizing offers - from insightful webinars to impactful case studies. It's the make-or-break phase. Be compelling, be memorable, and pave the way for their next step: commitment.

Your potential customer, now well-informed and motivated, stands ready to dive in. Your mission? Be their perfect landing spot. ?? Narrow Keywords: Utilize "buy", "sign up", and "coupon" to resonate with their purchasing intent. ? Ads that Compel Action: Infuse a sense of scarcity and a nudge of urgency. ??? Landing Pages that Deliver: From product showcases to simplified checkouts, ease their path to 'yes'. It's where deliberation meets determination. Craft a journey so compelling that their decision is but inevitable.

Utilise remarketing across all channels such as display, social and youtube to re-engage users who have previously interacted with your brand. Incentivise conversions by offering promotions or highlighting your USP's in your ads to persuade potential customers to make a purchase.

Acquiring a customer is a milestone; retaining one is a continuous journey. So, how do you ensure they're always choosing YOU? ?? Retention Keywords: Emphasize "login", "support", and "upgrade" to address your current customers' needs. ?? Ads That Resonate: Offer them exclusive deals, rewards, and tokens of appreciation. Make them feel valued. ?? Landing Pages that Engage: Whether it's an account dashboard, feedback portal, or a loyalty program page, enrich their post-purchase journey. Here's the truth: Retention is the true testament to your brand's excellence.

Want to see more from your SEM campaigns? Here's how to polish for peak performance: 1?? Keyword Goldmine: Dive into research and analysis. The right keywords are your golden ticket. 2?? Ad-venturous Testing: Play with ad variations & formats. Find what clicks! 3?? Landing Page Perfection: Ensure congruence between ads and landing pages. A seamless journey captivates. 4?? Metrics Mastery: Track impressions, clicks, conversions, CPC, and ROAS. Know where you shine, and where to refine. Level up your SEM game. Make every cent and every click count!

Again! Optimizations can reduce your costs and increase your conversions. But it is more important to look at the entire value pack of your customer to ascertain your cost per incremental conversion and if your business needs to prioritize that over campaign optimization.

In SEM, tailoring strategies for different sales funnel stages is vital. Top of Funnel (Awareness): Use broad keywords to generate brand awareness. Content-rich ads and compelling visuals engage users. Middle of Funnel (Consideration): Employ targeted keywords related to products or solutions. Showcase unique selling points and use remarketing to re-engage interested users. Bottom of Funnel (Conversion): Use specific, high-intent keywords. Craft compelling CTAs emphasizing urgency or exclusivity. Leverage ad extensions for additional information. Regularly analyze data to refine targeting and maximize ROI.