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.)
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