Acquiring and converting new leads is an important aspect of any full-funnel marketing strategy. However, it can be both difficult and costly if you don’t take the right approach. This stage of the marketing funnel, also known as “top of funnel,” refers to efforts that focus on building awareness for a new product or in a new market. It is unique from the rest of the funnel because it includes potential customers that don’t already know about your brand or haven’t yet engaged with your business. This means that you’ll need to take a tactical approach, creating comprehensive brand awareness campaigns that include in-depth audience analysis, data collection, and strategic paid advertisements.
Below, we’ll discuss three effective Pay-Per-Click (PPC) advertising strategies that will help you bring in new leads that you can then nurture into loyal customers.
Display advertising involves text-based, image, or video advertisements that are run across a variety of networks, including the Google Display Network (GDN). These ads encourage users to click through to a specific landing page or take an action like making a purchase. They are often used for retargeting campaigns, where they are served to users who have already visited a brand’s website; however, display ads are excellent options for top of funnel efforts, too, due to their low cost and high visibility. In fact, Google’s display network reaches 90 percent of all internet users, making it a powerful tool for expanding your reach. Plus, these advertisements offer more flexibility than traditional search ads (which have shorter character limits), allowing you to fully describe and capture your brand.
social media is one of the most effective ways to build brand engagement, as it allows you to connect with customers and foster genuine relationships. Specifically, your social media profiles enable you to show the “human” side of your brand, and when used properly, can generate a significant amount of brand loyalty.
One great way to use paid social media in your top of funnel campaigns is to boost your organic social posts. Not only is this cost-effective and efficient (because you won’t need to create new content), but it’s also great for building engagement. Consumers love opportunities to interact with brands, so be sure to spend some time responding to comments on your boosted posts.
When it comes to executing successful top of funnel campaigns on social media, the key is to choose the right platform for your ideal audience. For example, 78 percent of adults age 30 to 49 are active on Facebook, while only 40 percent use Instagram. So, if your business primarily caters to this age group, Facebook would be the better choice. Spending money on a platform that your target audience doesn’t typically use would be a huge waste of your advertising dollars.
Like display advertising, video ads are useful for boosting your brand’s reach. They allow you to communicate information about your brand in an engaging, easy-to-digest format. Video advertising can take many forms, from youtube ads to television ads, streaming video ads, in-banner video ads, and more. Television and streaming video ads are great for blanket awareness campaigns, but they tend to come at a higher cost, with some networks charging hundreds of thousands of dollars for just 30 seconds of national airtime.
Luckily, there’s a more budget-friendly solution: YouTube ads, which cost pennies per view. YouTube also offers three different ad categories (TruView ads, non-skippable video ads, and bumper ads), so you can choose the format that best fits your campaign.
Top of funnel advertising isn’t as simple as running an ad and hoping that anyone and everyone will see it. Rather, it takes careful consideration, enticing ad copy and creative assets, and strategic placement to ensure you are attracting high-quality leads that are likely to convert.
Ready to start building brand awareness with top of funnel PPC campaigns? Zero Gravity Marketing is here to help. Our paid media team can employ a variety of top of funnel tactics to develop strategic campaigns that yield real results.
For more information about our PPC services, or to speak to one of our paid media specialists, contact us today!