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.
What is a Sales Funnel?
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.
What is the PPC Funnel?
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.
So, What is PPC Marketing Anyway?
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.
Let’s Talk About the Conversion Funnel
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.
Top-of-Funnel Keywords
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:
- Heel pain when running
- Shoes to get rid of foot pain
- Cushion running shoes
Top-of-Funnel Campaign Types
There are several different types of targeting you can integrate into your PPC campaign to reach your desired audience effectively:
- Contextual Targeting. Google evaluates each site within its Display Network to determine the overall theme. Then it matches your top-of-funnel keywords to sites with the same topic. Contextual targeting can be combined with other filters, such as language, location, and browsing history, to target a more precise audience.
- Managed Placements. With managed placements, you have more control over where your ads are displayed. Instead of Google choosing where to show your ads based on keywords, you can name the specific sites, videos, and apps where you want your ad to appear. While it is more time-consuming to set up, it is an excellent way to target websites that you know your ideal customer visits. With managed placements, you also get the option to designate unique bids for each website, meaning you can reserve higher bids for the sites with a proven ROI but still show ads on other sites for a lower rate.
Bottom-of-Funnel Keywords
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:
- Discount
- Coupon
- Promo code
- Best price
- Where to buy
- Geo-location terms (if they want to purchase the product in person)
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.
Work with a PPC Digital Marketing Agency
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.
