How to use Google Ads in Full Funnel Marketing

Funnel marketing is a strategy used by businesses to guide potential customers through the various stages of the buying process. The idea is to move people from awareness of a product or service, to eventually taking action to make a purchase.

There are typically four levels of the marketing funnel:

  1. The top of the funnel (Awareness stage) where potential customers first become aware of your product or service. This is often achieved through marketing tactics like advertising, social media, and content marketing.
  2. The middle of the funnel (Consideration stage) is where potential customers start to evaluate their options and consider whether your product or service. This is where you want to provide them with additional information, such as product demonstrations, case studies, and customer reviews, to help them make an informed decision.
  3. The bottom of the funnel (Decision  stage) is where potential customers are deciding to make a purchase. This is where you want to provide them with clear and compelling calls to action. Such items include special offers or discounts, to encourage them to take the next step and make a purchase.
  4. The final stage of the funnel is the "action" stage, where the customer actually makes a purchase. This is where you want to make the buying process as smooth and easy as possible. Provide excellent customer service to ensure that the customer has a positive experience.

Overall, the goal of funnel marketing is to move potential customers through these stages and ultimately convert them into paying customers. By providing them with information and support at each stage of the process, you increase the chances of making a successful sale.

Full Marketing Funnel Illustration

How to use Google Ads in full funnel marketing:

Google Ads is a powerful tool that allows businesses to create and run advertising campaigns across Google's various platforms. Google Ads includes search, display, and video, shopping & app campaigns. One way to use Google Ads to target the different stages of the funnel is to create separate ad campaigns for each stage. However, make sure to use different targeting options to reach potential customers at each stage that fits the sentiment. See 'How to use keywords and audience targeting for full funnel marketing" below.

Top of Funnel (TOF)

For example, at the top of the funnel, you might create an ad campaign focused on awareness-building tactics. These campaigns can be display ads or video ads that introduce potential customers to your product or service. You can use targeting options like keyword targeting, demographic targeting, and interests to reach people who are likely to be interested in your product or service.

Middle of Funnel (MOF)

At the middle of the funnel, where potential customers are considering their options, you might create an ad campaign focused on providing them with additional information. This could include ads with product demonstrations, case studies, or customer reviews. You can use targeting options like retargeting, which allows you to show ads to people who have visited your website in the past, or custom intent targeting, which allows you to reach people who are actively searching for keywords related to your product or service.

Bottom of Funnel (BOF)

At the bottom of the funnel, potential customers are ready to make a purchase. You can create an ad campaign focused on providing them with clear and compelling calls to action (CTAs), such as special offers or discounts. You can use targeting options like location targeting, to reach people who are physically close to your store, or device targeting, to reach people who are using a specific type of device (such as a smartphone).

How to use keywords and audience targeting for full funnel marketing:

Keywords are words or phrases that people enter into search engines when they are looking for something online. In the context of marketing funnel, there are different keywords and audiences that you can use at each stage of the funnel to reach potential customers.

At the top of the funnel, or the awareness stage, you might use broad, general keywords that are related to your product or service, but not too specific. For example, if you sell running shoes, you might use keywords like "running gear" or "athletic apparel" to reach people who are interested in running or fitness in general. You can also use audience targeting options, such as interests or demographics, to reach people who are likely to be interested in your product or service.

At the middle of the funnel, or the consideration stage, you can use more specific keywords that are related to your product or service, to reach people who are actively searching for information about your product or service. For example, if you sell running shoes, you might use keywords like "best running shoes" or "running shoe reviews" to reach people who are looking for information about different running shoe brands. You can also use audience targeting options like retargeting, to show ads to people who have visited your website in the past, or custom intent targeting, to reach people who are actively searching for keywords related to your product or service.

At the bottom of the funnel, or the decision stage, you can use keywords that are focused on encouraging people to take action and make a purchase. For example, if you sell running shoes, you might use keywords like "buy running shoes" or "running shoe sale" to reach people who are ready to make a purchase. You can also use audience targeting options like location targeting, to reach people who are physically close to your store, or device targeting, to reach people who are using a specific type of device (such as a smartphone).

 

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Full Funnel Marketing Conclusion

In conclusion, funnel marketing is a strategy used by businesses to guide potential customers through the various stages of the buying process, from awareness of a product or service, to interest in learning more, to a desire to make a purchase, and finally to action, where the customer actually makes a purchase. Google Ads is a powerful tool that allows businesses to create and run advertising campaigns across Google's various platforms, and can be used to target each stage of the funnel. By creating tailored ad campaigns for each stage of the funnel, and using different keywords and audience targeting options, businesses can increase the chances of reaching the right people, and guiding them through the buying process. Overall, funnel marketing and Google Ads can be powerful tools for businesses looking to increase sales and convert more potential customers into paying customers.

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