How to: Maximise Your Paid Media Across the Funnel
July 2024
Did you know it takes around eight touchpoints to make a sale? In today’s digital landscape, it’s never been more crucial to build a paid media strategy that engages customers across the funnel.
For the next instalment in our How To series, our Performance team’s director for growth, Kit Bienias, shares his expert tips on how you can maximise your paid media campaigns in five easy steps. So, over to Kit...
Step 1: Deep Dive into Audience Dynamics
Understanding your target audience is key. Use thorough data analysis, first-party data, CRM insights, and advanced AI tools to uncover nuanced behaviours and preferences. This deep dive will enable you to tailor your campaigns more effectively.
Step 2: Tailor Messages for Each Funnel Stage
Develop personalised content and creative assets that resonate with audiences at different stages of their journey. Craft messages that address specific pain points, aspirations, and concerns relevant to each stage of the funnel.
Step 3: Implement Multi-Channel Campaigns
Deploy a mix of paid media channels, including search ads, social media advertising, display ads, and video campaigns. Maintain consistency in messaging while adapting the format and placement to fit each platform and audience context.
Step 4: Test, Test, Test - and Learn
Monitor campaign performance using analytics tools regularly. Analyse key metrics such as click-through rates, conversion rates, and cost per acquisition to refine your strategies. Conduct A/B testing to identify the most effective ad variations.
Step 5: Nurture Those Leads
Employ remarketing strategies to re-engage users who have shown interest but haven’t converted. Tailor follow-up communications based on their previous interactions to encourage further engagement and eventual conversion.
A bolder full-funnel paid media strategy? Sounds like a job for us. By following these five easy steps, you can take your performance campaigns to the next level.
Want to learn more about maximising your paid media campaigns? Get in touch with our experts today.
