Why your PPC technique wants a full-funnel strategy

To scale your PPC efforts and attain a broader viewers successfully, you want a technique encompassing each stage of the shopper journey, from model discovery to taking motion.

That is the place the idea of a full-funnel PPC strategy comes into play.

This text will clarify the significance of full-funnel PPC advertising and supply an answer for efficient reporting with Looker Studio.

Uncover how this technique can impression what you are promoting and streamline your advertising efforts for long-term progress. 

What’s a full-funnel PPC technique?

A full-funnel PPC technique includes taking a look at all phases in your gross sales cycle and concentrating on customers through PPC earlier than they know your model identify or might know what resolution or product they’re in search of.

It helps you goal prospects at a number of touchpoints from the Consciousness stage all the best way to the underside of the funnel or Motion stage.

Potential new clients on the Consciousness stage will study your model whereas searching for solutions to their questions.

In lots of instances, paid search advertisers are inclined to get too centered on bottom-funnel lead acquisition, whether or not for lead technology or ecommerce. 

Nonetheless, understanding the significance of a full-funnel technique can considerably profit what you are promoting. 

Dig deeper: Tips on how to use always-on advertising in paid search

The significance of a full-funnel technique in PPC

Investing in a full-funnel technique is nicely definitely worth the effort. Let’s think about Portent’s personal information from a full-funnel strategy carried out for a B2B resolution concentrating on mid-sized firms. 

These campaigns, which embraced a full-funnel technique, outperformed the earlier campaigns that solely focused bottom-funnel calls to motion in buying new customers and producing leads.

This information underscores some great benefits of a full-funnel strategy in reaching a broader viewers and driving outcomes.

PPC campaigns by funnel phases

Now that we see the impression, what campaigns fall below every stage?

Typically, for top-of-funnel consciousness campaigns, the perfect marketing campaign varieties are:

For middle-of-funnel campaigns, we regularly classify:

• Non-branded Search campaigns.
• Show and Video and Demand Gen campaigns.
• Remarketing.

For bottom-of-funnel or motion campaigns, we might think about:

• Excessive-intent key phrase Search campaigns.
• Model Search campaigns.
• Efficiency Max.
• Remarketing campaigns.

Difficulties reporting with Google Adverts information

One of many largest challenges when convincing your boss or shopper to put money into a full-funnel technique is offering the information to trace efficiency as soon as the campaigns are dwell.

For Consciousness or top-of-funnel campaigns, you need to consider their efficiency on: 

• Impressions.
• View-through charge.

For the Curiosity or Need stage, you need to have a look at engaged periods or different engagement metrics corresponding to:

• Engagement charge.
• Time spent on web page.
• Clicks on sure web page components.

Lastly, for the Motion part of the account, you’ll want to monitor your major conversions, corresponding to:

The query is, how does all of this get reported and visualized? 

The highest and center funnel KPIs are solely obtainable in Analytics, whereas the KPIs of the funnel’s Motion part are metrics you’ll monitor in Google Adverts.

The reply is to make use of Looker Studio to create full-funnel reviews.

Full-funnel PPC reporting with Looker Studio

When utilizing Looker Studio, you should information the customer by means of your full-funnel technique with visuals illustrating what your funnel seems to be like.

By breaking down the phases in every slide, you’ll be able to direct the reader to give attention to the suitable metrics for that stage reasonably than solely concentrating on the bottom-of-funnel motion conversions, corresponding to purchases or kind fills.

For instance, in your report, you can begin on the prime of the funnel, together with metrics related to that stage.

It is advisable to incorporate price information for numerous marketing campaign varieties (e.g., Show, Video, Demand Gen) month over month (MOM). This strategy permits for a extra centered and clear presentation of knowledge.

One other thought to enhance this slide for a shopper is to incorporate a desk with the breakdown of top-of-funnel campaigns. We additionally advocate offering photos or movies on the slide so the consumer understands which adverts are Consciousness.

The good thing about this technique is breaking out the phases in every slide lets you direct the reader to give attention to the suitable metrics for that stage and never focus solely on the bottom-of-funnel motion conversions corresponding to purchases or kind fills.

I like to recommend having a separate slide for every funnel stage reasonably than combining all full-funnel metrics right into a single slide.

The mix of knowledge will be overwhelming and should confuse the customer about which metrics are crucial.

By presenting every stage individually, you’ll be able to present a transparent and concise view of the efficiency at every funnel degree.

Dig deeper: 5 issues your Google Looker Studio PPC Dashboard will need to have

Full-funnel reporting simplified

After getting created your full-funnel report utilizing Looker Studio, you’ll be able to analyze the impression of your funding in top-of-funnel campaigns in your general major conversion actions. This evaluation will be performed quarterly or over longer time frames. 

Whereas it is necessary to notice that the advantages of top-of-funnel campaigns might take longer to materialize in comparison with bottom-of-funnel methods, educating your boss or shopper on the significance of a full-funnel strategy can result in bigger year-over-year progress.

A full-funnel technique is a worthwhile strategy for concentrating on prospects at numerous phases of the shopper journey. To successfully report on the efficiency of such campaigns, Looker Studio could be a highly effective device, offering the mandatory information visualization and reporting capabilities.

By breaking down the metrics and guiding the reader by means of every stage of the funnel, you’ll be able to be certain that your reporting is obvious, centered, and insightful.

Over time, the information collected from top-of-funnel campaigns can present worthwhile insights into their impression in your general enterprise objectives.