Rethinking the marketing funnel: Top of funnel paid search advertising

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Rethinking the marketing funnel: Top of funnel paid search advertising Sophie Fell TWO TREES PPC @sophiefellppc /sophiefellx speakerdeck.com/sophiefell

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AWARENESS consideration conversion #BRIGHTONSEO @sophiefellppc

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What is this, actually? #BRIGHTONSEO @sophiefellppc

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AKA: Google help me #BRIGHTONSEO @sophiefellppc

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#BRIGHTONSEO @sophiefellppc how do people search for questions online? 2020 DATA Source: Neil PATEL DIGITAL Search Engines 98% Social Media 1% Search Engines 61% AI Chatbots 30% Social Media 7% Other 2% 2024

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DATA Source: https://lunio.ai/statistics/google-search-statistics/ #BRIGHTONSEO @sophiefellppc Not Questions 92% Questions 8%

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“dogs eats grass and vomits?” “THIS IS HOW YOU CAN HELP THE DOG” image cred: boris beceric

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AWARENESS consideration conversion GOOGLE HELP ME #BRIGHTONSEO @sophiefellppc

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#BRIGHTONSEO @sophiefellppc competitor ads

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WHY hasn’t ppc successfully driven awareness before? #BRIGHTONSEO @sophiefellppc

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... it doesn’t work. #BRIGHTONSEO @sophiefellppc

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*insert more thoughtful answer here* #BRIGHTONSEO @sophiefellppc

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#BRIGHTONSEO @sophiefellppc conversion-oriented no discovery process - we have to wait money in ≠ money out doesn’t generate quick reach at scale lack of attribution

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why is social & video so good at driving awareness? #BRIGHTONSEO @sophiefellppc

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#BRIGHTONSEO @sophiefellppc a wealth of targeting options discoverable via hashtags, topics, trends product in use & lifestyle imagery product information & detail interactive content formats

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DIVERSIFICATION IS CRITICAL #BRIGHTONSEO @sophiefellppc

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*quick disclaimer* #BRIGHTONSEO @sophiefellppc

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why? regulation changes & laws PRIVACY SETTINGS & PREFERENCES product changes & evolutions ALGORITHM PREFERENCES #BRIGHTONSEO @sophiefellppc

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the ideal tof strategy for search ads #BRIGHTONSEO @sophiefellppc

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BUT FIRST... A POP QUIZ #BRIGHTONSEO @sophiefellppc

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remember: generic does not (necessarily) mean: vAGUE BROAD or broad match LACK OF intent long tail #BRIGHTONSEO @sophiefellppc

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how do we find the right questions to address with our ads? #BRIGHTONSEO @sophiefellppc

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which problems can you solve & what questions you can answer with your product or service? #BRIGHTONSEO @sophiefellppc

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#BRIGHTONSEO @sophiefellppc

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#BRIGHTONSEO @sophiefellppc when where which why how what can are

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#BRIGHTONSEO @sophiefellppc answerthepublic.com alsoasked.com

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#BRIGHTONSEO @sophiefellppc “the team helped me to...” “with [x], i could [y]...” “i no longer struggle with...” “this made [x] easier...”

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#BRIGHTONSEO @sophiefellppc

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#BRIGHTONSEO @sophiefellppc

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#BRIGHTONSEO @sophiefellppc

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#BRIGHTONSEO @sophiefellppc how can i get more done at work? where can i learn delegation skills online? how to automate monthly reporting how to automate payroll where can i buy custom product packaging?

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#BRIGHTONSEO @sophiefellppc what are the best natural solutions for back pain? how much pocket money should i give my 10 year old? which trainers are best for treadmill runs? what can i give my 5 year old for a cough? where’s the best nail salon in [area]?

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HOW CAN WE EFFECTIVELY ANSWER THESE QUESTIONS USING PPC? #BRIGHTONSEO @sophiefellppc

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#BRIGHTONSEO @sophiefellppc granular (closely themed) ad groups create a seperate campaign use a seperate budget (5-10% of total) use target impression share bidding

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#BRIGHTONSEO @sophiefellppc offer a direct answer or solution in headlines consider dynamic keyword insertion pin headlines to create a coherant response

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#BRIGHTONSEO @sophiefellppc use business names & logos add relevant images to the ad group level use reviews in content or review exts. add price & promo assets sitelinks, callouts & structured snippets will offer additional content and context

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#BRIGHTONSEO @sophiefellppc

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how should we measure this stuff? #BRIGHTONSEO @sophiefellppc

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VIEWABILITY OVER engagement & CONVERSION #BRIGHTONSEO @sophiefellppc

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impressions search impression share (sis) search impression share lost (budget) sEARCH IMPRESSION SHARE LOST (RANK) #BRIGHTONSEO @sophiefellppc

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#BRIGHTONSEO @sophiefellppc google ads reporting

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your next steps #BRIGHTONSEO @sophiefellppc

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research relevant search terms & queries Create closely themed ad groups craft ad copy to demonstrate solutions & answer questions define your measurement kpis & set expectations create your new tof campaign

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optimisations review key metrics such as impressions & SIS review impression share achieved vs target CHeck target is max bids review search term reports keep your ad groups closely themed

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THANK YOU SOPHIE FELL Director of Paid Media TWOTREESPPC.COM TALK TO US [email protected] linktr.ee/sophiefell