Why your PPC strategy needs a full-funnel approach

To scale your PPC efforts and attain a broader viewers successfully, you want a technique encompassing each stage of the shopper journey, from model discovery to taking motion.

That is the place the idea of a full-funnel PPC strategy comes into play.

This text will clarify the significance of full-funnel PPC advertising and marketing and supply an answer for efficient reporting with Looker Studio.

Uncover how this technique can impression your small business and streamline your advertising and marketing efforts for long-term development. 

What’s a full-funnel PPC technique?

A full-funnel PPC technique entails taking a look at all levels in your gross sales cycle and focusing on customers through PPC earlier than they know your model title or might know what answer or product they’re searching for.

It helps you goal prospects at a number of touchpoints from the Consciousness stage all the best way to the underside of the funnel or Motion stage.

Potential new prospects on the Consciousness stage will study your model whereas searching for solutions to their questions.

In lots of circumstances, paid search advertisers are likely to get too targeted on bottom-funnel lead acquisition, whether or not for lead generation or ecommerce. 

Nevertheless, understanding the significance of a full-funnel technique can considerably profit your small business. 

Dig deeper: How to use always-on marketing in paid search

The significance of a full-funnel technique in PPC

Investing in a full-funnel technique is effectively well worth the effort. Let’s take into account Portent’s personal information from a full-funnel strategy carried out for a B2B answer focusing on mid-sized firms. 

These campaigns, which embraced a full-funnel technique, outperformed the earlier campaigns that solely focused bottom-funnel calls to motion in buying new customers and producing leads.

This information underscores the benefits of a full-funnel strategy in reaching a broader viewers and driving outcomes.

PPC campaigns by funnel levels

Now that we see the impression, what campaigns fall beneath every stage?

Typically, for top-of-funnel consciousness campaigns, one of the best marketing campaign varieties are:

For middle-of-funnel campaigns, we frequently classify:

• Non-branded Search campaigns.
• Show and Video and Demand Gen campaigns.
• Remarketing.

For bottom-of-funnel or motion campaigns, we might take into account:

• Excessive-intent key phrase Search campaigns.
• Model Search campaigns.
• Performance Max.
• Remarketing campaigns.

Difficulties reporting with Google Adverts information

One of many greatest challenges when convincing your boss or shopper to spend money on a full-funnel technique is offering the info to trace efficiency as soon as the campaigns are reside.

For Consciousness or top-of-funnel campaigns, you wish to consider their efficiency on: 

• Impressions.
• View-through charge.

For the Curiosity or Want stage, you wish to have a look at engaged periods or different engagement metrics resembling:

• Engagement charge.
• Time spent on web page.
• Clicks on sure web page components.

Lastly, for the Motion part of the account, it would be best to observe your main conversions, resembling:

The query is, how does all of this get reported and visualized? 

The highest and center funnel KPIs are solely obtainable in Analytics, whereas the KPIs of the funnel’s Motion part are metrics you’d observe in Google Adverts.

The reply is to make use of Looker Studio to create full-funnel studies.

Full-funnel PPC reporting with Looker Studio

When utilizing Looker Studio, you have to information the customer by way of your full-funnel technique with visuals illustrating what your funnel appears to be like like.

By breaking down the levels in every slide, you may direct the reader to give attention to the suitable metrics for that stage fairly than solely concentrating on the bottom-of-funnel motion conversions, resembling purchases or type fills.

For instance, in your report, you can begin on the prime of the funnel, together with metrics related to that stage.

It is advisable to incorporate price information for varied marketing campaign varieties (e.g., Show, Video, Demand Gen) month over month (MOM). This strategy permits for a extra targeted and clear presentation of information.

One other concept to enhance this slide for a shopper is to incorporate a desk with the breakdown of top-of-funnel campaigns. We additionally advocate offering photos or movies on the slide so the person understands which advertisements are Consciousness.

The advantage of this technique is breaking out the levels in every slide means that you can direct the reader to give attention to the suitable metrics for that stage and never focus solely on the bottom-of-funnel motion conversions resembling purchases or type fills.

I like to recommend having a separate slide for every funnel stage fairly than combining all full-funnel metrics right into a single slide.

The mixture of information will be overwhelming and should confuse the customer about which metrics are crucial.

By presenting every stage individually, you may present a transparent and concise view of the efficiency at every funnel degree.

Dig deeper: 5 things your Google Looker Studio PPC Dashboard must have

Full-funnel reporting simplified

Upon getting created your full-funnel report utilizing Looker Studio, you may analyze the impression of your funding in top-of-funnel campaigns in your general main conversion actions. This evaluation will be achieved quarterly or over longer time frames. 

Whereas it is essential to notice that the advantages of top-of-funnel campaigns might take longer to materialize in comparison with bottom-of-funnel methods, educating your boss or client on the significance of a full-funnel strategy can result in bigger year-over-year development.

A full-funnel technique is a helpful strategy for focusing on prospects at varied levels of the shopper journey. To successfully report on the efficiency of such campaigns, Looker Studio is usually a highly effective instrument, offering the required information visualization and reporting capabilities.

By breaking down the metrics and guiding the reader by way of every stage of the funnel, you may make sure that your reporting is obvious, targeted, and insightful.

Over time, the info collected from top-of-funnel campaigns can present helpful insights into their impression in your general enterprise objectives.