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Google is now a widely utilized tool in sales and marketing. Businesses, especially in e-commerce, use it to reach out to more customers. The search engine has a sizable market share given the number of searches it processes daily.
However, just using Google and its tools like Google Ads is not a sure way to succeed in sales endeavors. No matter how many brands employ Pay Per Click (PPC) marketing and invest money in such efforts, a good Return on Investment (ROI) is not guaranteed.
After all, it is typical customer behavior not to purchase something right after seeing an ad. Thus, Google Ads is better used as an entry point for creating a sales funnel that works, especially in improving conversion rates.
This article provides the information needed in learning how to build a Google Ads sales funnel.
What Is a Google Ads Funnel?
Google Ads funnel is one of the innovative strategies that help businesses improve their campaigns’ reach, attract more clients, and generate profitable conversions. It consists of three stages in any buyer’s journey: top, middle, and bottom of the funnel (known as TOFU, MOFU, AND BOFU, respectively).
The three stages correspond to how a buyer first becomes aware of a product, then considers it for use and purchase, until one finally decides on buying a product or service (also known as conversion). By breaking down the buyer’s journey, the funnel is guided into having a series of campaigns that help buyers be attracted to a product and service while first generating interest.
With the proper promotion and messaging, the funnel is an effective way to ensure that prospects are converted into consumers and sales.
Why a Google Ads Funnel Is the Best PPC Strategy
Using this strategy is one of the best strategies because it is customer-centric and allows businesses to reach out to a broader range of audiences. Google ads, in contrast to Facebook ads, are heavily reliant on keyword searches. Note that keywords alone are not enough (and can be expensive), and Google Ads alone is not a perfect way to market, given that a larger number of potential customers are not reached.
Other issues include not having enough search volume if businesses rely on sole Google search campaigns. Keywords, on the other hand, are highly targeted, resulting in stiff competition and higher ad costs.
Google Ads funnel, on the other hand, captures a lot of users in earlier stages, which only involves lower costs and generates more profitable campaigns, making it the best PPC strategy. The funnel gives a prospect several touchpoints, with multiple ways of introducing a brand.
How to Create a Google Ads Funnel
Businesses can create Google Ads funnels through four main factors: budget-friendly bidding strategies, optimal targeting, proper campaign types, and relevant offers at every stage of a buyer’s journey. It involves a meticulous process of figuring out which ad campaigns to use vis-a-vis a buyer’s journey.
Below are the stages in creating a Google Ads funnel, as well as the audiences involved.
Stage 1: TOFU – Raise Awareness and Attract Cold Audiences
Cold audiences involve potential clients who are total strangers to a business. The idea is to reach them with the knowledge that they most likely are completely unaware of what a business offers.
In this phase, video campaigns work well to get attention. This is why the stage is called an upper-funnel stage – its purpose is to capture interest first.
Companies must remember that this audience is not the type to commit to a purchase. The goal is to gradually gain their trust and generate demand by providing the right educational content.
At the forefront of this funnel’s stage is the highlight of a product or service’s benefits, especially regarding users’ problems that demand solutions and how the product/service can serve as the answer. Expect that the revenue and costs are low, but those good bidding strategies are needed to reach wider audiences.
How to Optimize Google Ads Campaign for Cold Audiences
The appropriate campaign types for the TOFU stage are video campaigns, search campaigns, display campaigns, and discovery ads. These are efficient ways of gaining new traffic, especially when the audience does not search for a particular business.
These campaigns help get the brand out there for new audiences to see. Video ads, for one, are visually appealing; when mixed with the right content, prospects can be engaged.
Google Discovery ads, on the other hand, are primarily seen in various apps based on targeted users’ related interests. They help secure connections with cold audiences, especially since target audiences are identified through habits, interests, life events, and demographics.
How to Strategize Content for Cold Audiences
Given that TOFU is mainly for driving awareness and not sales, the content that businesses should offer includes basic blog posts or guides, a simple video, a free quiz, or a link to a product page. Integrated information should be highlighted as part of the strategy.
Best Google Ads Bidding Strategies for TOFU
The bidding strategies apt for the TOFU stage include Max CPV, Max Conversions, Max Clicks, and Manual CPC. Max Clicks is automated, usually available for display ads.
Max Cost Per View (CPV), on the other hand, is usually paired with TrueView ads. Google has a recommendation function in its setup; businesses can opt to use this.
Stage 2: MOFU – Moving Forward With Warm Audiences
After considering what to do with cold audiences, the next step to move forward in the creation of the Google ad sales funnel is to engage with warm audiences.
Below are the important points to consider regarding the MOFU stage.
Optimal Google Ads Campaign Type for the MOFU Stage
The funnel’s second stage is its middle stage, known as MOFU. This time, a company’s goal is to help audiences consider their product and services.
In this stage, the targeted audience is those already exposed to ads in the TOFU stage. These also include people looking for specific solutions via Google.
A concrete example that differentiates TOFU audiences from MOFU audiences is keyword differences. TOFU keywords could be “how to prepare Keto recipes,” while MOFU keywords can already be “Keto recipes compiled.”
The Perfect Content and Offer for Warm Audiences
The suitable approaches for MOFU audiences include intent-based ads, search ads, and remarketing campaigns. Because businesses already know these prospects’ needs, they must ensure that their keywords are solution-oriented.
Remarketing campaigns are also helpful for MOFU and must target visitors of a company’s website or viewers of videos. Sustain their momentum and convert them by drawing them deeper into your funnel.
Best Google Ads Bidding Strategies for MOFU
Regarding bidding strategies, what works for MOFU are max conversions and enhanced CPC. Enhanced CPC combines Google’s machine learning with manual approaches.
Max Conversions, on the other hand, is automated. It considers your budget and sets bids aligned to help secure targeted conversions.
Stage 3: BOFU – Generate Conversions With Hot Audiences
The last and most important step in the conversion process is dealing with hot audiences. These are very targeted steps that aim to lead clients into making a purchase.
Below are the important points to consider for this critical stage.
Optimal Google Ads Campaign Type for the BOFU Stage
Lastly, the conversion factor involved in the funnel is done in stage 3. In this stage, closing the deal is the goal.
As such, users with specific intent keywords and those with previously recorded interaction with your site or ads are the targets for this stage. How might one reach them? Do it through RLSA ads, remarketing, and search campaigns.
The search terms include particular verbs that denote purchasing, such as “get” or “buy”, almost securing actual revenue – so the goal is to get to these users first. Knowledge of the different types of keywords matters; they are action, competitor, geolocation, branded, and specific service and product keywords.
The Perfect Content and Offer for Hot Audiences
In this stage, highlight features like fast delivery, free shipping, risk-free purchase, and special deals like gifts and discounts. Giving financing options is also a plus, including ways that help users see the urgency in purchasing the product.
These types of offers help convert them from mere onlookers into actual buyers.
Best Google Ads Bidding Strategies for BOFU Stage
The two strategies that work well for this stage are Target ROAs for e-commerce and Target CPA for lead gen. Target CPA is also automated, which works by automatic bid adjustments while considering target cost-per-action.
Conclusion
Given this knowledge, businesses must study Google Ads funnels further, especially when they’re looking to make the most out of their ROI.
With the proper structure of any marketing campaign – one centered on a buyer’s journey – conversion rates would most likely be higher.
Good luck outsmarting your competition and reaching out to audiences never been reached before!
Further reading
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