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People might think PPC is all about having a huge budget to play with, but I’m here to tell you that’s not entirely true.
Yes, your PPC campaigns can be expensive if you haven’t mapped out your ads to the buyer’s journey.
However, when you combine PPC with customer journey mapping, you effectively guide your potential customers through all the phases to make a sale.
It helps you tighten your funnel and prevent leaks along the way, which can translate to more sales and less money spent on ineffective PPC ads.
By the end of this post, you’ll know how to align your PPC campaigns to your customer journey map and which KPIs to look for to measure your success.
A customer journey map is a visualization of every step a prospect takes to complete your business’s desired action.
With PPC campaigns, the action is sales. You want the right person to click through and convert into a paying customer. To have high conversion rates, you need to understand the entire journey a customer goes through before clicking the “Add to Cart” button.
By combining customer journey mapping with your PPC campaigns, you can identify the actions, motivations, pain points, and areas of friction for each prospect and use that to figure out what messages would make them convert.
Before we jump into why you should combine PPC campaigns and customer journey mapping, let’s take a couple of steps back.
What exactly are PPC ads, and how can they help your business? Pay-per-click (aka PPC) ads are an online advertising model. Advertisers bid on specific keywords and only pay when a user clicks through.
Here are a few of the different types of PPC ads:
Why should you use customer journey mapping for your paid ads?
Well, think of it this way: When someone hops onto Google and starts typing a phrase, they’re somewhere on the customer journey spectrum. They might be right at the beginning, where they’ve identified a problem (the awareness stage), or they could be aware of solutions to their problem and are on the hunt to make a purchase (the decision stage).
By curating PPC campaigns to a prospect’s journey, you can identify key touchpoints with your brand and the goals each person wants to achieve at every stage. With this in your arsenal, you can make sure your ads speak to the buyer’s journey holistically and encourage prospects to make a purchase.
When you take the time to go through this process, it gives you a wealth of information to create stronger PPC campaigns. You’ve created an entire ecosystem to guide the customer through the buying process and make sure they feel safe doing business with you.
To sum it up, combining your PPC ads with customer journey mapping can help you:
It’s tough to see site visitor numbers go up and sales stay the same. However, keep in mind that what those visitors are saying isn’t a hard “no,” but rather a “not right now.”
When you use customer journey mapping with your PPC campaigns, you can learn more about what a person needs to hear from you to eventually get them to say yes. To do that, you need a marketing funnel for each part of the customer journey.
What strategies should you be applying at each stage with your PPC campaigns? Let’s break it down.
The top of the funnel is the stage of awareness. Your future customers are not aware of you yet, and your number one goal is to create brand awareness and educate prospects.
How do you make people aware of your brand with PPC? Here are a few ways:
The key performance for your PPC campaign in the awareness stage is brand recognition. You’re not going to convert a visitor into a customer yet. This campaign is an investment to move the user down the funnel and eventually close the sale.
You want to focus on metrics like:
Once someone enters the middle of the funnel, the person is interested in making a purchase. These buyers are now aware of their problem and are actively looking for a solution. Your PPC ads become more specific as the search for a solution narrows.
The key performance metric for your PPC campaign in the consideration stage is to get people to understand your product and want to buy it. To do this, give them all the information to make an informed decision and move them to the next stage.
BOFU is the decision phase of the customer journey. Your prospect has identified a problem, done the research, and is ready to make an informed purchase. At this stage, your PPC traffic is hot. Users know who you are and are prepared to convert. Your PPC ads will start to get more niche and revolve around high-intent keywords.
Consider the following strategies for BOFU:
The key performance metric for your PPC campaign in the decision stage is conversions. This is when people are ready to buy, and you should focus on revenue metrics like sales and return on ad spend (ROAS).
Now that you know all about customer journey mapping and how to use it in your PPC campaigns, here are some things to keep in mind:
To sum it up, combining your PPC campaigns and the buyer’s journey is all about serving the right message to the right person at the right time.
You want to make sure you’re providing the correct content and information whether someone enters your funnel at the top, middle, or bottom.
Once you’ve created this flow in your PPC campaigns, you’ll see more flow in your business, as well as predictability, results, and less money wasted on a leaky funnel.
What’s your biggest struggle when it comes to mapping out your PPC campaigns with your customer journey?
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