How can you effectively retarget users who abandon your SEM funnel?

1 Identify your funnel stages

The first step is to understand your SEM funnel and how users move through it. A funnel is a series of steps that lead users from awareness to consideration to conversion. Depending on your business model and goals, your funnel might have different stages and names, but the basic idea is the same. You want to map out your funnel and identify the key actions and metrics that indicate users' progress and intent. For example, you might use landing page views, email sign-ups, product page views, add-to-cart events, and purchases as your funnel stages.

3 Choose your retargeting platforms

The third step is to choose your retargeting platforms and channels that match your audience's preferences and behavior, and that allow you to reach them effectively and efficiently. Google Ads, for instance, can be used to retarget users who searched for your keywords or visited your website. Facebook Ads can be used to retarget users who interacted with your social media posts or videos, while email marketing can be used to retarget users who signed up for your email list or abandoned their cart. SMS marketing is another option for retargeting users who opted in for text messages or provided their phone number. It's important to ensure that the platforms and channels you choose integrate well with your SEM campaigns and attribution models.

4 Customize your retargeting messages

The fourth step is to customize your retargeting messages and offers. You need to tailor your message and offer to the segment, funnel stage, and behavior of users who abandon your SEM funnel. This is important because they have different motivations and objections. Test and optimize your message and offer to maximize click-through and conversion rates. For example, you might remind users who visited your landing page but didn't sign up for your email list about the benefits of your offer, educate users who signed up for your email list but didn't visit your product page about the features of your product, entice users who visited your product page but didn't add anything to their cart with social proof and urgency, or incentivize users who added something to their cart but didn't complete their purchase with discounts and free shipping. Retargeting lost prospects can be a great way to increase conversions and ROI if done properly. By following these four steps, you can create effective retargeting campaigns that bring back your prospects and turn them into loyal customers.