What are the most effective SEM conversion funnel analysis trends?

1 Segment your audience

One of the key trends in SEM conversion funnel analysis is to segment your audience based on their behavior, demographics, interests, and needs. By doing so, you can create more personalized and relevant ads and landing pages that match your audience's intent and stage in the buying journey. For example, you can segment your audience by the keywords they use, the device they browse on, the location they are in, or the actions they take on your website. Then, you can tailor your message, offer, and call-to-action to each segment and test what works best for them.

2 Use heatmaps and recordings

Another trend in SEM conversion funnel analysis is to use heatmaps and recordings to visualize and understand how your visitors interact with your landing pages. Heatmaps are tools that show you where your visitors click, scroll, and move their mouse on your page. Recordings are tools that capture the actual sessions of your visitors and show you how they navigate and behave on your page. By using heatmaps and recordings, you can gain insights into what elements of your page attract or distract your visitors, what questions or objections they have, and what barriers or friction they encounter. You can then use these insights to optimize your page layout, design, copy, and usability.

4 Leverage artificial intelligence

AI is a technology that can revolutionize SEM conversion funnel analysis by analyzing large amounts of data, learning from patterns and trends, and making predictions and recommendations. Leveraging AI can help you find new keywords and audiences that are relevant and profitable for your business. It can also assist in creating and testing variations of your ads and landing pages to find the best-performing ones. Additionally, AI can optimize your bids and budgets to maximize your return on ad spend, as well as generate personalized and dynamic content and offers to your visitors based on their behavior and preferences.

5 Track and measure your performance

It's essential to track and measure your SEM conversion funnel performance to understand how effective your campaigns are, what areas need improvement, and what actions you need to take to achieve your goals. To do this, you can use metrics and tools such as the conversion rate (the percentage of visitors who complete a desired action), cost per conversion (the amount of money spent to acquire one conversion), return on ad spend (the amount of revenue generated for every dollar spent on ads), Google Analytics (a tool that helps analyze website and landing page traffic, behavior, and conversions), Google Ads (a tool that helps create, manage, and optimize campaigns), and Google Tag Manager (a tool that helps add and update tracking codes and pixels on websites and landing pages).

6 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?