Build Your Perfect Marketing Funnel With PPC Ads
So you’ve built out a perfect marketing funnel, packed with an opt-in page, a sales page, and even some upsell pages all certain to convert. But there’s one thing missing. How do you get anyone to see these page? In other words, how are you bringing people to discover your offer in the first place? What are you doing to get them on your site? And how do you know that they’re going to be interested in what you’re selling?
This is where PPC comes in. PPC is of course ‘Pay Per Click’ advertising and the two biggest networks are Google AdWords (which lets you place ads based on searches and around the context of page content) and Facebook Ads (which lets you target people by the demographic and behavioral data collected by Facebook and their partners).
But simply using PPC is not enough, if you’re going to be successful then you need to use PPC correctly and this will mean thinking about it in a highly systematic and logical way.
How to Build the Perfect PPC Campaign
A good PPC campaign starts with the right targeting. This means knowing exactly who your target demographic is and where they’re likely to be/what they’re likely to be looking for. It stands to reason that if you’re selling to someone who is interested in your product or service, you’ll be likely to sell more.
But just as important is thinking about your cost per click (CPC). This is the maximum bid you are willing to spend when someone clicks on your ad. The more you pay, the more your ad will be seen in competitive searches. Conversely though, your objective is, of course, to keep this overhead as low as possible compared to your cost per conversion or acquisition, so that you can maximize your profit margin.
Knowing The Value Of A Client
To do that, you need to calculate exactly how much each customer is going to be worth to you. This means calculating your ‘Customer Lifetime Value’ (CLV). That means identifying not only how much your visitors are worth to you in the short term but also how much they are worth to you in the long term — how many times does the average visitor spend money with you just once? And how many times do they progress to invest more money with you by either purchasing a program or an ongoing service, or, perhaps, upgrading to the next stage in your product funnel and buy a more expensive item from you? You need to calculate this, such that you have an average for the overall spend of each customer. This is how much you can afford to spend.
Better yet though, you’re now going to watch those visitors that you’re paying for and see how likely they are to buy from you once, twice or more. That’s because the CLV will be more or less for each customer dependent on how they got to your site. Goal tracking will allow you to do this and that way, you will then know how much you can afford to invest in each of your visitors.
Putting It All Together
Setting up a PPC campaign can be a highly effective way of generating the RIGHT traffic to your funnel. But then what?Creating the perfect funnel formula is an important part of marketing in all types of online business. Want to discover a complete formula for yourself? Check out our case study video on how to automate your marketing funnel to get more leads and make more sales like clockwork.
Originally published at baeronmarketing.com.