We have thought about PPC only as the go-to strategy to capture users with high buying intent for a long time. However, only using PPC to target only high buying intent means that you are likely missing out on a bigger pool of potential customers who may not know that they need you (yet).
The consumer isn’t always aware of the exact solution they are seeking. They are aware of the problem they are trying to solve or of the features they are interested in and they start their search journey from there.
On top of that, Google has been improving many of its products, audiences and features around the discovery theme, becoming quite smart at attracting qualified traffic at the top of the funnel.
Prabhakar Raghavan, Google’s SVP mentioned :
In a world where we have less time and more options, it’s crucial for brands to anticipate what consumers need to stand out. People turn to Google to communicate, find answers and stay entertained.
The Marketing Funnel
Let's refresh the memory of those focused on the bottom of the funnel for too long. The funnel is a marketing strategy that aims to deliver tailored messages and tactics to each customer journey stage. The idea is to attract strangers, generate interest and demand, and convert them.
To keep it very simple, we will cover the three main stages. Your retention team should cover the loyalty stage after the purchase, but this is another blog post.
Awareness (TOFU): At the top of the funnel, the goal is to make potential customers aware of the product or service being offered. Customers are in research mode.
Consideration (MOFU): At the middle of the funnel, potential customers are actively considering whether to make a purchase. They have shown interest in a few brands.
Purchase (BOFU): The final stage of the funnel is the actual purchase. This is where potential customers become customers.
How to align PPC Campaigns to the Marketing Funnel Stages?
PPC offers a versatile selection of tools and features to target different stages of this marketing funnel effectively. To do so, it is key to:
Use the right campaign tool
Define and optimise your audiences
Target the right message at each stage
Ensure efficient distribution of your budget
Stage 1: Awareness (TOFU)
At this stage, PPC can help generate brand and product awareness. The user is just starting to realise they may have a problem, and their searches will be focused on learning more about the issue. We should focus on introducing our brand and educating the user about our product as a solution to their problem. Blog posts, quizzes, and informative product landing pages are great content for this.
Keep in mind that this stage won’t directly bring much revenue, so aim for tactics that bring users at a lower cost.
Display and video campaigns can help to build your brand and product awareness, while Discovery and Search campaigns help you to answer the users' problems.
Stage 2: Consideration (MOFU)
Now that you have the users' attention, you want to turn them into leads by offering them more specific information about a relevant product or service.
These users are already aware of the solution and searching for it. Your goal is to convince them that your product or service is the best.
Search and remarketing campaigns can help you here by offering those USPs that resonate with your user - a free download, free trial, reviews, and case studies are some options you can use at this stage.
Stage 3: Conversion
The bottom of the Funnel is at the core of Google advertising, and this is the action stage when potential customers have already made up their minds and are ready to convert. By creating highly targeted ads that speak directly to your audience's needs and pain points, you can entice them to take action and complete a specific goal.
Overall, PPC is a versatile tool throughout the marketing funnel to attract, engage, and convert potential customers. It can be the perfect tool to complement and enhance other marketing efforts, such as influencer campaigns or PR. By carefully targeting your audience and optimising your campaigns over time, you can drive more traffic, generate leads, and increase sales for your business.
If you want to hear more tips about how to rock your PPC campaigns and keep updated with the latest news in the industry, follow PPC Live UK and ensure you get your ticket to our next event on the 30th of March. We hope to see you there!