DEVELOPMENT AND OPTIMIZATION OF A SALES FUNNEL USING TARGETED AND CONTEXTUAL ADVERTISING TOOLS

Abstract

Objective. The purpose of this study is to form a holistic, theoretically sound and at the same time practically applicable methodological approach to the design and subsequent improvement (optimization) of the sales funnel. The conceptual basis of the proposed approach is the complex, integrative use of two highly effective Internet marketing tools — targeted and contextual advertising. The relevance and necessity of developing such a methodology are due to the rapid digital transformation of the modern economic landscape, which leads to significant changes in the structure of consumer behavior, the nature of purchase decisions and channels of interaction with brands. Materials and Methods. The methodological framework of the study is based on the synthesis of systemic and marketing approaches, methods of comparative and structural-functional analysis, as well as web analytics and digital marketing tools. The theoretical basis is formed by the concepts of the sales funnel, omnichannel marketing, digital advertising, and conversion management. The empirical base consists of data on the practice of using advertising tools in the small and medium-sized business segment, as well as analytical materials from leading digital advertising platforms for the period 2023–2025. Results. The results of the study demonstrate that the integration of targeted and contextual advertising into a unified sales funnel significantly increases the efficiency of attracting and converting potential customers. It has been established that the optimal combination of tools is determined by the characteristics of the target audience, the features of the product offering, and the consumer decision life cycle. A step-by-step model for optimizing the sales funnel has been developed, which allows for the systematic elimination of «bottlenecks» at each stage of the user journey. Conclusion. The conclusion contains practical recommendations for building a digital advertising strategy focused on maximizing conversion at each stage of the funnel, as well as for implementing an analytics and A/B testing system as a tool for continuous improvement of marketing communications.