When setting up a Pay-Per-Click (PPC) campaign, the type of keyword you choose is dependent on your goal. You’ll want to use top-of-funnel keywords to create brand awareness and develop a solid remarketing list. On the contrary, if your primary goal is conversions, then bottom-of-funnel keywords — or purchase intent keywords — are what your PPC campaign should target. In most instances, you should develop a separate PPC campaign for each one so you can capture the entire audience, no matter where they are in the buying process.
Before we get into specific examples of each type of keyword you need to target, let’s quickly explain what we mean by top-of-funnel keywords and bottom-of-funnel keywords. Essentially, most consumers go through the same buying phases. This is illustrated by picturing each client entering a funnel. At the top of the funnel, they collect information, educate themselves on your brand, and get intrigued by your product. As they move through the funnel, they’re pursuing ongoing research and education, comparing your offerings to your competitors, and getting closer to committing. They have entered the bottom of the funnel, and it’s time to convert them into paying customers.
In short, the audience funnel is a visual representation of the buyer’s journey. More people are at the top of the funnel because they’re still in the awareness stage. This means they’re just now learning about your brand. Eventually, as people start to move lower into the consumer purchase funnel, there are fewer people you’re talking to. However, they become more qualified leads as they progress to the bottom.
As you’re thinking about your paid media strategy, separating top-of-funnel marketing from the bottom is crucial. There is a difference between upper-funnel vs. lower-funnel marketing, but we’ll talk more specifically about the digital marketing funnel in a moment.
A click funnel (sometimes known as a Google Ads funnel) is a multi-stage process through which customers move as they go from discovering your brand to converting into paying customers — all through PPC platforms, as opposed to traditional marketing channels.
The digital marketing funnel is a powerful PPC strategy that helps you maximize your return on investment (ROI), extend the reach of your campaigns, and attract new customers at a reasonable cost that’s controlled by your own budgetary restrictions.
Great question! PPC is an abbreviation for Pay-Per-Click. It’s a model of digital marketing in which advertisers are charged a fee every time someone chooses to click on their ads. For marketers wondering how to increase conversions, PPC can be a great addition to an overall marketing strategy, as it works faster than organic growth and puts ads directly in front of people who are likely to be interested in those products or services.
Full-funnel marketing involves curating and tailoring marketing messages to people in a particular stage of the buyer’s journey. This method doesn’t solely focus on sales; instead, it considers the 360° buyer’s journey, attempting to nurture relationships and build better brand experiences from top to bottom.
Getting people to enter your conversion funnel is the first step to gaining a new customer, which is why top-of-funnel keywords are so important. When you set up a PPC campaign to bring awareness to your product or service, it’s important to target keywords that signify what someone is searching for or having a problem with that your brand can solve. For example, if someone is beginning the hunt for a new pair of running shoes, the top-of-funnel keywords they might search include:
There are several different types of targeting you can integrate into your PPC campaign to reach your desired audience effectively:
When a consumer reaches the bottom of the sales funnel, they move on to keywords that signify they are almost ready to make a purchase. They are now comparing different brands and looking for the best prices. As such, bottom-of-funnel keywords often include the terms:
When people reach this conversion stage, they’re ready to make a purchase. It’s on you and your content creators to get them over the finish line.
When setting up a PPC campaign, keeping the sales funnel in mind is the key to its success. If you target the correct keywords for your desired audience, your click-through and conversion rates will improve. Contact Zero Gravity Marketing today to help set up a PPC campaign that maximizes the benefits of using both top-of-funnel and bottom-of-funnel keywords.