The AIDA funnel in pay-per-click advertising

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Let's take a closer look at the AIDA funnel. The function of a funnel is to receive a medium—in our case, potential customers or interested parties—through a large opening, and then separate interested parties from actual potential customers in the subsequent process. Of course, the image of a funnel isn't entirely accurate here, because in the truest sense, we have a funnel with various filtering levels. But since it's an established model, we'll stick with it.

In short: At the funnel's large opening, we find all the members of a target group within a market or market segment. At the funnel's exit, we find the members of this target group who remain as customers and make purchases at the belgium phone number data end of a conversion process. Now it's about understanding each individual stage of the AIDA process—awareness, interest, desire, and action—and using different campaign approaches to address each one.

Ultimately, it's about accompanying the customer on their journey through the funnel. Put yourself in your customers' shoes. When was the last time you bought a product or service right off the bat, without any prior knowledge? Of course, that doesn't happen all the time. Often, a certain need must first be present and the conscious recognition that we need something. Only then are we even ready to take the next step and actually buy something.

I always like to use the example of a first date between a man and a woman. If the question "Will you marry me?" is asked at this point, the answer is most likely "no." And the same applies to potential customers: First, a relationship must be built.


Would you answer his question with “yes” on your first date?

What's more, we usually need some more information before we take action. Therefore, it makes absolutely no sense to launch a pay-per-click campaign focused on an immediate sale right at the beginning or even midway through the process. If the focus is already on the price or an immediate purchase, many prospects will drop out right away because they feel like they haven't been properly reassured and aren't being understood.

It makes much more sense to…