As a digital marketer, you know how critical it is to nail your pay-per-click ads. There’s a lot to consider, from targeting the right audience and getting the perfect message across to ensuring that your budget fits the campaign you’re running. There’s no one-size-fits-all formula to ensure that it’ll work.
One of the best ways of getting your PPC ad to perform is aligning it with the buyer’s journey. Since the marketing funnel now has multiple entry points, it makes sense to create campaigns that target potential and loyal customers at different stages of their purchase. There are quite a few strategies you can lean on to make this work, focusing on the top, middle, and bottom of the sales funnel.
Top of the Funnel (ToFu)
This stage is all about awareness. You’re nurturing people who are most likely unfamiliar with your brand and at the beginning of their search—time to make attention-grabbing, brand-focused introductions, and copy that will catch a new prospect’s attention.
- Search ads – Researching the perfect keywords and keyword intent of your potential customers, together with smart bidding, can make your website rank for queries in the ToFu stage. Focus on superlatives like “best,” “top,” “cheapest,” etc. The top three positions in Google SERPs get more than 50% of clicks—good news for your business.
- Display ads – Since you want to be seen and let potential customers know that your brand exists, creating bold display ads that communicate your unique selling proposition is essential at this stage.
- Remarketing – Once they’ve shown initial interest in your brand, make sure to use soft retargeting tactics so you can continue to raise awareness about your brand on Google Display Network or social media ads. Conversion rates can rise by as much as 161% from smart remarketing tactics.
Middle of the Funnel (MoFu)
Next, you’re tackling the consideration and preference stage of the journey. The MoFu focuses on the people who are deciding between which products best suit their needs. Comparisons are going on at this point, so you should be pulling out all the stops and show that you’re the better pick.
- Video ads – It’s time to get a bit more aggressive with your tactics as your customers at this stage are choosing between you or another brand or service. Try creating a video ad sequence campaign focused on your best-selling products and run them on the places where you know your audience is (i.e. Facebook).
- Dynamic remarketing – Start remarketing the products that your audience has previously visited so that they can remember that this is part of their top choices for purchase. Present claims that you can back up, such as warranties, quality, etc. to further strengthen your position in the game.
- Search ads – You can still create search ads that are relevant to this stage of the funnel. Focus on MoFu-level intent, like product descriptions, reviews, and comparisons. Use keywords that target this stage of the buyer’s journey to show them that your product is the right one for them!
Bottom of the Funnel (BoFu)
You’re going for conversions and loyalty marketing in this stage. It’s time for you to convince your leads to hit the checkout button and pay for your goods and services. They should be more or less confident that your brand is the best choice out there among the rest.
- Abandon cart reminders – At this point, your potential customer might be thinking of clicking that checkout button from your shop. If they’ve added a specific item in their shopping cart, send them abandoned cart reminders to urge them to complete the purchase gently.
- Search ads – Yes, you can still create search campaigns that are tailored toward people at the BoFu. Once again, focus and bid on keywords with high purchase intent, such as discounts, promotions, payment methods, free delivery, and more. You can add time sensitivity to your offers to create a sense of urgency.
- Google Shopping – Since Google Shopping mainly targets BoFu consumers, you can use this platform to specifically target them with images and promotions that will aid them in making the purchase. Plus, if you’ve been consistently on their radar since the ToFu stage, it’s highly likely that your brand has garnered a high level of trust at this stage, meaning they will be more inclined to purchase from you.
Giving your PPC ads context via the buyer’s journey will allow you to get into the headspace of your prospects and customers, creating a better user experience. Since your ads address the different parts of the marketing funnel, you’ll be able to receive tangible results in terms of leads and sales, as you engage the audience at appropriate times on their journey. That way, they also feel your brand’s presence assisting them no matter where they are in their purchase.