Segmenting by Funnel Stage: PPC Strategy That Converts

A sales funnel usually comprises of five stages:

1. Awareness – the initial stage where your potential customers become aware of the products or services you offer through your various marketing efforts
2. Interest – potential customers now develop an interest in your product or service, gathering more information, exploring features, benefits and more to determine how it meets their needs
3. Consideration – the consideration stage is when your potential customers compares different options, weighing the pros and cons with in-depth research, prices, and reviews
4. Purchasing – this is the stage your potential customer makes their purchasing decision, completing the transaction 
5. Retention – after the purchase, this stage is focused on retaining the customer, improving loyalty to encourage repeat business.

Important Parts of a Full-Funnel PPC Strategy

In order to effectively implement a full-funnel PPC strategy, there are a number of important parts that you need to pay close attention to:

Keyword Research

Keyword research is the foundation of a successful PPC campaign. Identify relevant search terms that your potential customers use through the different stages of their purchasing journey. Start with brand awareness keywords and move to specific and high intent keywords.

Tailored Messages

Creating tailored ad messaging is important to ensure your potential customers receive information that is relevant, resonating with them at each stage of the funnel, enhancing the effectiveness of your PPC strategy. This starts with introducing your brand and generating interest to highlighting key benefits, encouraging potential customers to explore further.

Audience Segmentation

Use audience targeting features provided by your chosen PPC provider to segment specific interests, behaviours, and demographics aligned to each of the funnel stages, ensuring the right message reaches the right person at the right time.

Multichannel Advertising

Advertising on a number of channels, such as search, social media, and display networks, helps you capture potential customers through various touch points, boosting visibility and engagement.

Landing Page Optimisation

Your landing pages should be optimised for each stage of the purchasing funnel, ensuring they align with intent and your messaging. Well-designed landing pages improve conversions, providing users with a seamless purchasing experience. 

Regular Monitoring and Adjusting

Your PPC campaigns should be tracked on a regular basis, analysing performance data, user behaviour and conversion metrics to identify what areas can be improved, helping you maximise your return on investment, while ensuring your adverts remain effective.

KPI Analysis

Ensure you regularly analyse your key performance indicators (KPIs) such as conversion rates, click through rates, and cost per acquisition, along with return on ad spend. This helps to understand how effective your campaigns are at each stage of the funnel.

Benefits of Segmenting by Funnel Stage in Your PPC Campaigns

When you focus on each stage of the purchasing funnel for your PPC campaign, you can enjoy numerous benefits, including:

• Improved brand awareness
• Targeted lead generation
• Improved conversion rates
• Increased customer retention
• Measurable results
• Competitive edge

Conclusion

Segmenting by funnel stage is an effective PPC strategy that improves conversion rates, essential when improving reach, engagement and conversions. It focuses on each stage of the sales funnel, using targeted advertising across multiple platforms, helping you get your message in front of the right audience at the right time. Do you need help segmenting your audience by funnel stage for your PPC strategy? Contact Genie Crawl now to find out how.