Google Ads funnel is a powerful PPC strategy to maximise your ROI. It will help extend the reach of your campaigns, attract new prospects for a low cost, and make your conversions much more profitable.
The Google Ads funnel is a marketing strategy that uses a sequence of various campaigns that guide prospects through the buyer’s journey. It’s intended to attract strangers, generate interest and demand, warm-up prospects to actively begin searching for your products/services and convert them into paying customers with targeted content and offers.
The Google Ads funnel is divided into three main stages:
Google Ads continues to be the most effective advertising platform for generating leads and sales. It is ideal for direct response marketing where you want to drive people to take action and convert on your offers.
Google’s core campaign type is the search ads that can help you capture the hottest prospects as they google things related to your products/services. What makes these campaigns so effective is the ability to target users with high buying intent based on the keywords they use.
Google Ads funnel can help connect with more prospects that could be interested in your offerings with upper-funnel campaigns. With a good combination of ad messaging and content, you can introduce your brand to completely new audiences and generate demand.
However, people don’t want to buy from strangers, no matter how good your keyword targeting is or how appealing your offer is.
A Google Ads funnel strategy solves this problem by introducing your brand at multiple touchpoints throughout the buyer’s journey. As a result, when a prospect is ready to act and buy, they are more likely to convert on your offers.
Users to target:
The main goal is to get your brand in front of strangers who could become loyal customers.
Cold prospects are unlikely to be looking for your company or products. They might not even be aware that you exist, what you offer or that they even need what you offer.
Make sure your ad messaging and offers are aligned to provide informational and educational content rather than pushing sales or other high-commitment requests.
Concentrate on introducing your brand by educating users about solutions to their problems, emphasising the “life-changing” benefits of your products and/or service.
Google Ads campaign types to help you reach a broad audience raising awareness in the TOFU stage are:
Target audiences for the TOFU stage based on:
Top of the Funnel keyword targeting includes the following:
The best bidding strategies for the TOFU stage:
Two kinds of users to target:
The best performing Google Ads campaign types for the MOFU stage are:
Audiences to use in the MOFU stage of your Google Ads funnel:
Middle of the Funnel keyword targeting includes the following:
Some of the highest-performing bid strategies for the MOFU stage are:
Two kinds of users to target:
The best performing Google Ads campaign types for the BOFU stage are:
Audiences to use in the BOFU stage of your Google Ads funnel:
Bottom of the Funnel keyword targeting includes the following:
Ad copy should have the following:
Automated bidding strategies for your Bottom of the Funnel PPC campaigns:
Classic approaches for Google Ads funnel strategies focus on closing the sale, but we also need to remember that it is important to nurture new customers.
It all comes down to establishing the proper campaign structure in accordance with your typical customer journey. Choose the best targeting, offers, and bidding strategy to match potential customers and guide them through the conversion process.
