How can you use PPC to target users at different stages of the sales funnel?

Don't assume that your potential customer will always move to the "next stage" in the funnel, as the funnel is less linear in today's connected world, and more messy! Read about #Google messy middle research, that users go back and forth between stages and keep exploring. So always be present and always give them a reason - not a push - to the final stage of the final, while also keeping couple of sentences in your copy to smoothly transit them to the next stage, but don't shy away from letting them know that they can just go and convert/buy/subscripe, etc..

Top of Funnel (TOFU): Create awareness through broad keywords, compelling ad copy, and informative content. Use display and video ads to attract and educate potential customers. Middle of Funnel (MOFU): Focus on specific keywords and demographics to capture users showing interest. Employ remarketing and email sign-up campaigns to nurture leads. Bottom of Funnel (BOFU): Use precise keywords and ad extensions, like pricing and reviews, to attract ready-to-convert prospects. Implement retargeting ads and promotions to encourage immediate action. By tailoring your PPC campaigns to each stage, you can effectively guide prospects through the sales funnel and drive conversions.

In PPC for targeting user engagement across the sales funnel build awareness display ads with broad keywords which are informational. Then start using using specific keywords in consideration stage and use the remarketing technique. When it comes to conversion use high intent keywords, conduct A/B testing, dynamic keywords etc. Regularly monitor the campaign whether it's performing according to your objective.

PPC Strategy for Sales Funnel Stages: Awareness: Display ads for brand introduction. Interest & Consideration: Engaging search and video ads. Highlight features and benefits. Intent & Evaluation: Targeted search ads with specific keywords. Include testimonials and reviews. Conversion: Transactional search ads with promotions. Remarketing for non-converters. Post-Purchase & Loyalty: Email list targeting for loyalty ads. Showcase exclusive offers and related products. Keyword Tailoring: Match keywords to user intent. Ad Alignment: Tailor messaging to funnel position. Landing Page Optimization: Align with user expectations. Remarketing: Re-engage based on user interactions.

PPC budget should be based on the business goals, even its traffic, consideration, or conversion which leads us to consider which audiences we are intended to serve our ad sets. Then you can forecast the optimal reach and frequency to get the best PPC rate per funnel stage.

A few things grab a customer’s attention. An instant solution to a problem they know they are facing or something that can help them save time and money. The third one on this list is a solution to a problem they didn’t know they were facing. While they may like to go for it, if it hasn’t bothered them to date, only the customers ready to spend money will listen to you. Keeping this in mind, create ad copy, ad extensions, and SEO-friendly content for your website and social media pages. But do not stuff them with keywords and hashtags. Make it easy to read and crisp. Let your readers know in a few words how you can make their lives better.

Display ads are a great tool for awareness. If the customer can't find what they're want, then it's a way for what they want to find them. Also, pair your display ad with a landing page that's informative but also to the point. Of course, the design can be as engaging as you want but make sure the information is high-level and clear enough to know they are in the right place.

Awareness Stage At the awareness stage, users are just starting to research their problem or need. They are not yet ready to buy, but they are interested in learning more. *Broad match keywords *Display ads *Social media ads Interest Stage At the interest stage, users have narrowed down their choices and are starting to compare different products or services. They are still not ready to buy, but they are more likely to convert than users in the awareness stage. *Phrase match keywords *Remarketing ads Desire Stage At the desire stage, users have decided that they want to buy a product or service, but they are still not sure where to buy it from. *Exact match keywords Action Stage *Product listing ads *Retargeting

Some ways to target users at the awareness stage: - Search Ads: Use search ads with brand keywords. - Display Ads: Place ads on relevant websites. - Social Media Ads: Showcase brand on social platforms. - Engaging Content: Create compelling content on website and social media. - Email Campaigns: Share updates and valuable content via email. - Partnerships: Collaborate with influencers or businesses. - Events: Sponsor or participate in industry events. - Remarketing: Gentle reminders for those who visited but didn't act. - Branded Hashtags: Promote unique hashtags for user engagement. - Free Trials: Offer samples or trials to attract and introduce users.