How to master search
for Top-of-Funnel
(TOF) objectives
Sophie Fell
Head of Paid Media
Liberty Marketing Group
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Who am I?
Head of Paid Media at Liberty
Marketing Group.
Nearly a decade of digital
marketing experience.
Over £150M/$200M
managed in paid ads.
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Marketing 101: The funnel
Awareness
Consideration
Conv
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Imagine a future where...
Awareness
Consideration
Conv
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Where do people find answers
to their questions online?
Consideration
Conv
Search Engines
61%
AI Chatbots
30%
Social Media
7%
Source: NP Digital 2024
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“Google help me!”
Consideration
Conv
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Competitor searches
Consideration
Conv
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A conversion-oriented process
Harder to prove ROI/ROAS
Not as cost-effective at scale
No outbound discovery
Last-click attribution
Why don’t we use PPC for
top-of-funnel?
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A wealth of targeting options
Product & lifestyle imagery
A much wider range of
multimedia
Use of hashtags and topics
Interactive, share-worthy
content
Why does social do a good
job for TOF?
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So, why am I here?
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(Quick) pop quiz
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Keywords!
P.S. Generic is not a bad word
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Keyword planning tools
Autocomplete
Customer reviews
Finding the right questions
to address with our ads
Third-party tools
Colleague insights
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How can I get more done at work?
How should I automate my
monthly reports?
Where can I buy custom
product packaging?
Where can I learn how to
delegate?
What’s the best accounting
tool for small businesses?
B2B suggestions
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What are the best natural solutions for
back pain?
How much pocket money
should I give a 10 year old?
What can I give a 5 year old for
a cough?
Which trainers are best for running
on a treadmill?
Which is the best nail salon
near me?
B2C suggestions
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How do we effectively answer these
questions using PPC?
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Create a seperate campaign (10% or
so of your total budget).
With a focus on viewability
over engagement or
conversions, use Target
Impression Share bidding.
Use granular, closely-themed ad
groups.
Campaign best practises
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Directly offer a solution or answer in
headlines
Pin headlines into placements
where possible
Use Dynamic Keyword Insertion
Ad best practises
Make sure all combinations of
ads provide a clear and
coherent response to
potential questions
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Add business name and logo
Utilise reviews and social proof in
your content
Add relevant images and other
assets at the ad group level
Use price and promo assets
Use sitelinks, callouts and
structured snippets
Ad asset best practices
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It should look like this...
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Focus on viewability
over engagement
and conversion
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Review your key metrics
Check your max bids for TIS
bidding
Review search term reports
Check your IS achieved vs.
target set
Keep your ad groups
closely themed and
relevant
How do we optimise this?
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1.
Find the most relevant questions,
problems and queries that your
product or service can address
2.
Use granular ad groups and
consider pinning headlines to
create a clear response
3.
Use ad assets and extensions to
add more content and context to
your ads from the get-go
4.
Don’t set it and forget it - continue
to optimise with Impression Share
in mind
Remember...