Refocus your PPC strategy on the different phases of the funnel

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improve PPC campaigns
You've probably read one of our last posts where we talked in depth about the concept of the sales funnel . However, it's one thing to understand the theory and another to put it into practice. In this case, we want to give you some tips so that you can review your current SEM strategy and refocus on the different phases of the sales funnel:

Brand name keywords. Users with high purchasing potential for a very low CPC . Although many brands ignore this strategy because they think that users can already enter through organic means, the truth is that it usually gives very good results. Potential customers who already know you have a higher percentage of possibilities of buying than those you have to win over. Using personalized solutions with banners and pop-ups welcoming them again can improve the effectiveness of the same in specific landing pages.
Narrow your focus to keywords with high purchase intent . Instead paraguay consumer email list​ of starting at the broadest phase of the funnel, do it the other way around. At the lower end, costs are higher, but it's also true that the chances of a sale are much higher. Generally, we talk about long-tail keywords that have higher competition. Focus on them and do so with a landing page (or several) that is well focused on sales. If possible, create segmentations and create different versions of the landing page for them. Depending on your bidding strategy, if you use manual bidding or automatic bidding with Smart Bidding , this part may not be as important, letting this tool use its own algorithm to find your audience with purchase intent.
Implement keywords from the middle phase of the funnel now . When the previous strategy of the two previous steps starts to yield results, you will have time to start working with those users who are in the middle phase of the funnel. Remember that they have not yet decided and it is not best to attack them with a persuasive message to buy now. Focus your content on the situation they are in and you will see how soon they can begin to move on to the next phase of the funnel.
With a good ROI, you can target your target in a more general way . Assuming that everything has gone as planned, you can continue with the previous strategies and, due to the good ROI, you can set aside a part of the investment to start working on campaigns aimed at the first phase of the funnel. You already know that in this case you will have to start slowly, since these are users who are just beginning to show interest.
With these tips, you can probably get a general idea of ​​how to refocus your PPC strategy in the face of this new normal. However, if you still have doubts, we can help you achieve your business goals with tailored digital marketing strategies. Contact us without obligation.