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How To Use Search Ads For The Full Funnel SOPHIE FELL Director of Paid Media Two Trees PPC

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AWARENESS consideration conversion

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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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What is this, actually?

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Viewability Engagement conversion

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Imagine a world where you could appear on top of the SERP as soon as someone has an issue that your product or service can solve

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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/ 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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answerthepublic.com alsoasked.com kwp tools

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competitor ads

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HOW CAN WE EFFECTIVELY ANSWER THESE QUESTIONS USING PPC?

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offer a direct answer or solution in headlines consider dynamic keyword insertion to match user search queries pin headlines to create a coherant response

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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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USE GRANULAR AD GROUPS USE TARGET IMPRESSION SHARE BIDDING TO BID FOR VIEWABILITY

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AWARENESS consideration conversion

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Viewability Engagement conversion

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Drive relevant & quality traffic to your website when users are considering their options

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product name/type searches branded comparisons “best”, “top-rated”, “reviews”, “cheapest”, etc.

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HOW do we effectively address these search terms using ppc?

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address pain-points of buyer personas Encourage interaction & clicks focus on usps, features & benefits headline text: best, top-rated, reviews, etc. encourage clicks and action with ctas

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USE PRICE & PROMO EXTS use reviews in content or review exts. sitelinks, callouts & structured snippets: MAKE SURE THESE ARE CONSIDERATION-FOCUSED (I.E. CASE STUDIES, COMPARISON PAGES, CALCULATORS, WHITEPAPERS SHARING RESULTS ETC.)

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AWARENESS consideration conversion

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Viewability Engagement conversion

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drive conversions from qualified potential leads

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BRAND NAMES PRODUCT NAMES “buy”, “discount”, “promo”, “coupon”, “UPGRADE”

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HOW do we effectively address these search terms using ppc?

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encourage conversion with clear ctas MAKE landing page CLEAR IN DISPLAY PATHS match headline text with search queries: promo code, discount code, ETC. demonstrate urgency: shop now, CALL TODAY, HURRY, SALE ENDS SOON.

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sitelinks, callouts & structured snippets: final usp reminders, highlight how straightforward the process is: “get a quote in 5 minutes”, “free onboarding support”, “free shipping”, “call us 24/7”.

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sUMMARY: VIEWABILITY, ENGAGEMENT, CONVERSION match ad copy to the action you want the user to take define keywords, ad copy, assets, and ctas for each stage of the funnel.

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THANK YOU SOPHIE FELL Director of Paid Media TWOTREESPPC.COM linktr.ee/sophiefell