By now, you're probably getting the idea that it won't work to keep showing the same ad to a prospect over a 12-18 month buyer journey. Talk about outdated content! To be successful with your digital marketing program, you need to understand your buying journey and Banner Design identify the content available. For example, you might have an informational video, a few white papers, an ebook, and a free trial. Typically, a video is near the top of the funnel, at the Banner Design research stage. Ebooks and white papers are in the middle of the funnel. A free trial is more effective for users who are about to make a purchase decision. Review all of your available content and align it with the stage of the buyer's journey.
It's important to make sure you have landing Banner Design pages and actions that you can measure, even if it's micro-conversions like video views and white paper downloads. These actions may or may not “count” as conversions in your CRM, but they absolutely do count in PPC. Advertising Continue reading below Give yourself something to measure user Banner Design engagement so you can set up remarketing later. Align with the buyer's journey Now is the time to align your keywords to the content and buyer's journey stage. Think about the keywords people might use when first thinking about your product. Searchers will likely use broader keywords in the early Banner Design stages of the process.
For example, let's say you sell accounting software to businesses. Users can search for “accounting software”, “payroll software” or even “accounting solutions”. Middle-of-the-funnel keywords in this example might include “best accounting software,” “accounting Banner Design software reviews,” “how to use accounting software,” and more. Finally, intent-based keywords are at the bottom of the funnel: branded terms, along with the keywords “buy”, “try”, and “demo”. Best practices for PPC still apply here. Be sure to match keywords to content. Identify gaps in your content and work Banner Design with your content team to help fill them with additional resources.