How to implement a full-funnel PPC marketing strategy

A full-funnel PPC marketing strategy is extremely necessary.

However do you perceive methods to implement this technique in your accounts?

This text will take you step-by-step via the advertising funnel, providing you with tactical suggestions on methods to maintain the advertising funnel in thoughts when constructing your PPC technique and a few suggestions on methods to measure success.

We’ll use the recent tub trade for example. I’ll break up every part into three components: 

• Key phrase analysis.
• Advert creation.
• Touchdown web page optimization.

Consciousness stage

High-of-the-funnel (TOFU) campaigns are centered on customers within the consciousness stage, after they haven’t but entered the marketplace for your product or recognized an issue that wants fixing. 

Consciousness campaigns are supposed to do precisely what they are saying: to make clients conscious of your model in order that after they lastly enter the market, you’ve a leg up on account of model recognition. 

An ideal instance of that is insurance coverage corporations. Individuals don’t want insurance coverage usually, however after they do, it certain helps that the Geico gecko is likely one of the first belongings you consider.

Key phrase analysis

• Determine key phrases which might be informational in nature that align together with your model’s choices and your target market’s curiosity.
• Use Google’s Key phrase Planner or another key phrase analysis device to develop a listing of those key phrases with an honest search quantity.
• A few examples of search queries that fall into the attention section:
  • “Are scorching tubs good for you?”
  • “Are scorching tubs value it?”
  • “How a lot are scorching tubs?”

Advert creation

• Show promoting is an enormous a part of an awareness-based technique, so it’s necessary to craft advertisements which might be each visually compelling and successfully present your model’s worth.
• Video advertisements are one other useful gizmo for elevating consciousness. Use movies to introduce your model and spotlight key options of your merchandise.
• The purpose is to entice customers to study extra, so use attention-grabbing headlines which might be centered on the consumer’s seek for extra info.

Touchdown web page optimization

• Design your touchdown pages in order that they match your advertisements’ messaging and visuals. Inconsistent branding and messaging solely make the consumer’s journey complicated.
• Focus your touchdown pages on offering worthwhile content material that educates the consumer’s a few particular product or your trade as an entire. Related weblog posts are an awesome selection for awareness-based campaigns
• Embrace clear calls to motion (CTAs) to encourage readers to proceed down the acquisition funnel. CTAs like “obtain brochure” or “study extra” are nice right here.

Dig deeper: Guide to PPC top-of-funnel reporting

Consideration stage

Center-of-the-funnel (MOFU) campaigns are centered on customers within the consideration stage, the place they’ve formally entered the marketplace for a product. Nonetheless, they haven’t discovered an answer or product that matches their wants. 

Consideration campaigns are supposed to give clients the data they should make a purchase order. This might be many alternative issues, like details about the services or products or gross sales info that might entice the shopper to lastly buy.

Key phrase analysis

• Determine key phrases associated to your services or products that point out curiosity by the consumer. Customers within the consideration section usually use key phrases like “greatest” or “evaluate” to assist discover the most effective manufacturers and merchandise. 
• Use Google’s Key phrase Planner or another key phrase analysis device to develop a listing of those key phrases with an honest search quantity.
• A few examples of search queries that fall into the attention section:
  • “scorching tub gross sales”
  • “Finest scorching tub manufacturers”
  • “Sizzling tub retailer”
  • “Sizzling tub comparisons”
  • “Jacuzzi scorching tub opinions”

Advert creation

• Concentrate on advert copy that gives worthwhile info to the buyer whereas additionally displaying the worth of your model particularly. For decent tub gross sales, this might embrace “One yr of free service with buy” and details about the recent tubs.
• Create compelling remarketing advertisements that maintain consumer’s after they’ve interacted together with your content material.

Touchdown web page optimization

• Design your touchdown pages in order that they match your advertisements’ messaging and visuals. That is constant throughout all levels of the funnel. (Branding is necessary, people!) 
• Spotlight social proof of your corporation and merchandise, akin to opinions, testimonials, case research, and many others. These construct model credibility and are extremely necessary in constructing belief with new clients.
• Embrace clear CTAs to encourage customers to proceed to the underside of the funnel. CTAs like “Begin your Free Trial” or “Subscribe to Our E-mail Checklist” are good for the consideration stage. 

Conversion stage

Backside-of-the-funnel (BOFU) campaigns deal with customers within the conversion stage, the place they’ve recognized what they need and are able to buy. 

Conversion campaigns are designed to get customers to transform at that second. If customers don’t convert, the remainder of the funnel is pointless, so it’s necessary to make sure your conversion campaigns run as successfully as potential.

Key phrase analysis

• Determine key phrases which might be transaction or purchase-based. These are usually longer-tail key phrases and will embrace the product title, mannequin quantity or phrases like “purchase.”
• Use Google’s Key phrase Planner or another key phrase analysis device to develop a listing of those key phrases with an honest search quantity.
• A few examples of search queries that fall into the attention section:
  • “Purchase Jacuzzi scorching tub”
  • “Jacuzzi J-LX Sensible Tub”
  • “Jacuzzi scorching tub retailer close to me”

Advert creation

• Concentrate on advert copy that makes use of clear, purchase-oriented CTAs, in addition to any promotions you’ve operating presently. “Purchase Now” or “Request a Quote” CTAs are nice right here.
• Dynamic remarketing advertisements that concentrate on individuals who have added objects to cart however haven’t transformed is usually a nice tactic for getting folks to lastly convert.

Touchdown web page optimization

• Your conversion marketing campaign touchdown pages must be as streamlined as potential in order that no friction prevents the consumer from changing. Many conversion-based touchdown pages will even take away the highest navigation from the web page, so the consumer can solely convert or go away the web page.
• Embrace any promotional parts on the touchdown web page, akin to reductions, limited-time affords or free delivery.
• This is applicable to all touchdown pages, however make sure that the web page load instances are quick and that it really works nicely on cell. Nothing feels worse to a consumer than gradual touchdown pages.

Measurement ideas to your full-funnel PPC technique

So, now that we now have our campaigns arrange and optimized for each stage of the funnel, how will we decide whether or not our campaigns are performing nicely? 

Listed here are a number of ideas for measuring progress and success throughout the advertising funnel:

Arrange conversion monitoring

• Be sure that conversion monitoring is ready up all through your website so you may observe consumer’s interactions all through each stage of the funnel. I like to recommend utilizing Google Tag Manager for all conversion monitoring functions.
• Outline and create conversion actions for each stage of the advertising funnel so you may decide success. Listed here are some instance conversions for every stage:
  • Consciousness: Weblog views, brochure/case research downloads.
  • Consideration: E-mail checklist subscriptions, free trial sign-ups.
  • Conversion: Purchases, quote requests.

Analyzing key efficiency metrics

• Frequently monitor your KPIs to see enchancment over time. Metrics like click-through fee and conversion fee may help you identify whether or not your campaigns are reaching a certified viewers or if it is advisable pivot.
• Inside Google Advertisements, take a look at your completely different viewers segments to see when and the place folks work together together with your model probably the most and deal with these high-quality segments.

Take a look at, check, check!

• PPC will not be a set-it-and-forget-it advertising technique. As entrepreneurs, we should always all the time be A/B testing one thing to see if we are able to enhance our efficiency. Whether or not or not it’s advert creating, touchdown pages, or focusing on, there is no such thing as a scarcity of levers to drag to try to enhance your campaigns.
• Optimize your campaigns primarily based on the info you’re seeing so that you simply proceed to enhance advert focusing on and efficiency over time.

Dig deeper: Setting PPC goals: How to tailor KPIs and metrics for each funnel stage