Implementing a Full Funnel PPC Marketing Strategy

Good Morning and Welcome to your Thursday EM Chronicles Newsletter! Today's highlight is to look into ways to implement a full-funnel PPC Marketing Strategy! Considering conventional PPC advertising to be the "hard sell" of the advertising industry, this Newsletter aims to help businesses to target those prospective clients who are just starting their purchasing process.

You may take a more scalable and sustainable approach to PPC by changing your emphasis from just pursuing conversions to nurturing users throughout their whole experience. Hence, the implementation of a full-funnel PPC marketing plan is crucial!

However, are you aware of how to use this tactic on your accounts? Well, we've got you covered! 

Awareness Stage 

Campaigns aimed at consumers in the awareness stage - when they haven't yet purchased your product or recognized a need for solution - are known as Top-Of-The-Funnel (TOFU) campaigns. The purpose of awareness campaigns is precisely to raise consumer awareness of your brand so that, when competitors eventually enter the market, you will already be ahead of them thanks to your well-known brand. Insurance firms are a prime illustration of this. Although insurance is not something that most people require, it certainly helps to have the Geico gecko at the forefront of your mind when they do.

What can you do in this stage?

• Choose relevant keywords that fit the needs of your target audience and the products or services offered by your brand. To create a list of these terms with a respectable search volume, use Google's Keyword Planner or any other keyword research tool.
• Create advertising that successfully conveys the value of your brand while also being visually appealing. Use movies to present your company and emphasize the salient characteristics of your offerings.
• Design your landing page in a way that messaging and images on your landing pages complement the advertising. 

Consideration Stage 

Campaigns that target consumers at the consideration stage - when they have formally joined the market for a product - are known as Middle-Of-The-Funnel, or MOFU campaigns. They still haven't discovered a product or answer that meets their needs. The goal of consideration campaigns is to arm consumers with the knowledge they need to make an informed decision. This could include a variety of information, such as details on the good or service or sales information that could persuade the buyer to make the ultimate purchase.

What can you do in this stage?

• Determine the keywords that reflect the user's interest in your products or services.
• Pay attention to writing advertisements that highlight the benefits of your brand while also giving the consumer useful information.
• Emphasize social proof - reviews, endorsements, case studies, and the like - that supports your company and its offerings. 

Conversion Stage 

Campaigns that target customers at the Bottom-Of-The Funnel (BOFU) stage, when they have decided what they want and are prepared to buy. Remember, the goal of conversion efforts is to get users to convert right away. Make sure your conversion campaigns are operating as efficiently as possible since if users don't convert, the remainder of the funnel is useless.

What can you do in this stage?

• Determine which terms are related to purchases or transactions.
• Pay close attention to any ongoing specials you may be conducting, as well as ad text that makes use of obvious, purchase-oriented CTAs. This is a perfect place for "Buy Now" or "Request a Quote" CTAs.
• You want to make sure that there is no barrier on your conversion campaign landing pages that stops users from converting.

Test, test, test! PPC marketing is not a set-it-and-forget-it tactic. It is imperative for marketers to continuously do A/B testing in order to optimize their effectiveness!

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