Paid Search Association 2025 - How to master search for Top-of-Funnel (TOF) objectives

Transcript

1. How to master search for Top-of-Funnel (TOF) objectives Sophie Fell Head of Paid Media Liberty Marketing Group
2. 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.
3. Marketing 101: The funnel Awareness Consideration Conv
4. Imagine a future where... Awareness Consideration Conv
5. Where do people find answers to their questions online? Consideration Conv Search Engines 61% AI Chatbots 30% Social Media 7% Source: NP Digital 2024
6. “Google help me!” Consideration Conv
7. Competitor searches Consideration Conv
8. 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?
9. 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?
10. So, why am I here?
11. (Quick) pop quiz
12. Keywords! P.S. Generic is not a bad word
13. Keyword planning tools Autocomplete Customer reviews Finding the right questions to address with our ads Third-party tools Colleague insights
14. 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
15. 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
16. How do we effectively answer these questions using PPC?
17. 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
18. 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
19. 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
20. It should look like this...
21. Focus on viewability over engagement and conversion
22. 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?
23. 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...
24. libertymarketing.co.uk link.tree/sophiefell Thank you!