How to work with contextual traffic at different stages of the sales funnel
Posted: Mon Dec 23, 2024 9:26 am
Content
"Hot", "warm", "cold"
Four levels of the funnel depending on the "lead temperature"
How to build effective interaction with each potential client? One way is to build a sales funnel that will divide the audience into segments depending on the needs, tasks and readiness of each user for a deal. Experts in the field of contextual advertising told us how to work with each of these segments correctly.
"Hot", "warm", "cold"
Ilya Golubev, co-owner of the Digital Marketing Agency M-Leads
For different levels of the sales funnel, I recommend working separately:
advertising campaigns,
offers on the site,
sales script and warming up to the next level of the funnel.
Each level of the funnel has its own advertising campaigns. They can be divided into "hot", "warm" and "cold".
"Hot" advertising campaigns contain a mention of your service and transaction (for example, "urgent call of an electrician", "order repair of a one-room apartment in St. Petersburg", etc.). "Warm" - without an explicit mention of the transaction ("private electrician", "renovation of an apartment in a new building") or with a mention of the name of competitors. "Cold" express minimal interest, often relate to related topics and can even contain informational requests ("renovation of a one-room apartment estimate", "how to fix the electrics in the house").
When preparing advertising campaigns, in addition to "hot" ones, we also collect "warm" and "cold" (near-target). We "finish off" with retargeting. Retargeting campaigns can be done at different levels. Accordingly, we recommend leading visitors from retargeting not to the main page, but to special offers (offer pages).
In our experience, in competitive niches, "warm" campaigns can generate a much higher number of applications for a lower cost, since the auction is often unreasonably overheated for the hottest queries. Naturally, part of this audience is not ready for an immediate purchase. This is understandable, since you get the client's contact at an earlier stage of the sales funnel.
"Cold" or near-target campaigns telegram database download should be launched mainly for YAN. In Search, they can lead to a waste of budget. But, as always, everything needs to be tested and the effectiveness of advertising should be assessed using an end-to-end analytics service .
Next, for different types of audiences on the site, we recommend providing the following elements:
short order form for a hot audience,
a detailed order form for different customer pain points for those choosing between contractors,
online consultant , especially if the service is complex and there are many nuances,
introductory product - free or conditionally free, which is given out for a subscription or for a very affordable mini-service. Ideally, if your client pays the first money, even a small one, he will already be with you,
the subscription itself . A chain of messages about you and your benefits or a short video about the company. I advise making the "cold" audience your friends . Even if the user does not make a purchase, there is a high probability that he will recommend your product to others.
How does this work in practice? We often deal with competitive markets, so we have to take various non-standard decisions. For example, we worked with a hoverboard store at the very time when demand for them was at its peak.
Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.
Get a consultation
We collected the most complete semantics, cut off completely non-targeted queries, but left quite a lot of keywords in the "warm" and "cold" campaigns. For example, in the "cold" there were such queries as "Segway site", "Gyro scooter market", "Gyro scooter for 7 years", etc.
This bore fruit, and here the "warm" campaign showed itself to be just right. But 96% of people left without leaving an application. Then we developed retargeting campaigns and new pages with a special offer, designed for mothers (the main audience among hoverboard buyers). This gave an increase in applications by about 15% and a significant decrease in the average cost of an application.
"Hot", "warm", "cold"
Four levels of the funnel depending on the "lead temperature"
How to build effective interaction with each potential client? One way is to build a sales funnel that will divide the audience into segments depending on the needs, tasks and readiness of each user for a deal. Experts in the field of contextual advertising told us how to work with each of these segments correctly.
"Hot", "warm", "cold"
Ilya Golubev, co-owner of the Digital Marketing Agency M-Leads
For different levels of the sales funnel, I recommend working separately:
advertising campaigns,
offers on the site,
sales script and warming up to the next level of the funnel.
Each level of the funnel has its own advertising campaigns. They can be divided into "hot", "warm" and "cold".
"Hot" advertising campaigns contain a mention of your service and transaction (for example, "urgent call of an electrician", "order repair of a one-room apartment in St. Petersburg", etc.). "Warm" - without an explicit mention of the transaction ("private electrician", "renovation of an apartment in a new building") or with a mention of the name of competitors. "Cold" express minimal interest, often relate to related topics and can even contain informational requests ("renovation of a one-room apartment estimate", "how to fix the electrics in the house").
When preparing advertising campaigns, in addition to "hot" ones, we also collect "warm" and "cold" (near-target). We "finish off" with retargeting. Retargeting campaigns can be done at different levels. Accordingly, we recommend leading visitors from retargeting not to the main page, but to special offers (offer pages).
In our experience, in competitive niches, "warm" campaigns can generate a much higher number of applications for a lower cost, since the auction is often unreasonably overheated for the hottest queries. Naturally, part of this audience is not ready for an immediate purchase. This is understandable, since you get the client's contact at an earlier stage of the sales funnel.
"Cold" or near-target campaigns telegram database download should be launched mainly for YAN. In Search, they can lead to a waste of budget. But, as always, everything needs to be tested and the effectiveness of advertising should be assessed using an end-to-end analytics service .
Next, for different types of audiences on the site, we recommend providing the following elements:
short order form for a hot audience,
a detailed order form for different customer pain points for those choosing between contractors,
online consultant , especially if the service is complex and there are many nuances,
introductory product - free or conditionally free, which is given out for a subscription or for a very affordable mini-service. Ideally, if your client pays the first money, even a small one, he will already be with you,
the subscription itself . A chain of messages about you and your benefits or a short video about the company. I advise making the "cold" audience your friends . Even if the user does not make a purchase, there is a high probability that he will recommend your product to others.
How does this work in practice? We often deal with competitive markets, so we have to take various non-standard decisions. For example, we worked with a hoverboard store at the very time when demand for them was at its peak.
Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.
Get a consultation
We collected the most complete semantics, cut off completely non-targeted queries, but left quite a lot of keywords in the "warm" and "cold" campaigns. For example, in the "cold" there were such queries as "Segway site", "Gyro scooter market", "Gyro scooter for 7 years", etc.
This bore fruit, and here the "warm" campaign showed itself to be just right. But 96% of people left without leaving an application. Then we developed retargeting campaigns and new pages with a special offer, designed for mothers (the main audience among hoverboard buyers). This gave an increase in applications by about 15% and a significant decrease in the average cost of an application.