While a sales funnel can do wonders for your digital marketing strategy, it’s all for nothing unless you can send quality leads to it.
Sales Funnel complete…check!
And now that you’ve finally finished setting up your sales funnel and it’s now ready for customers…you’re essentially open for business, but have you given much thought into exactly where you’re going to get the leads?
Simply put…you need to not only bring new leads to your sales funnel, but leads which are 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 on searches) and Facebook Ads (which lets you target people by the details they have given Facebook).
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 For Your Sales Funnel
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 selling. It stands to reason that if you’re selling to someone who is interested in your product, you will move more units!
But just as important is to think 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, so that you can maximize your profit margin.
And to do that, you need to calculate exactly how much each customer is going to be worth to you. This means calculating your CLV or ‘Customer Lifetime Value’. 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 buy once from you? And how many times do they progress to the next stage in your sales 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.