To maximize your PPC efforts and effectively reach a large audience, you need a strategy that covers every stage of the customer journey, from brand discovery to action.
This is where the idea of ​​a comprehensive PPC approach comes into play.
This article explains the importance of comprehensive PPC marketing and provides solutions for effective reporting with Loker Studio.
Learn how this strategy can impact your business and optimize your marketing efforts for long-term growth.
What is a Full-Funnel PPC Strategy?
A comprehensive PPC strategy involves looking at every stage of the sales cycle and targeting users through PPC before they know your brand or what solution or product they want.
This helps you address multiple touchpoints from the awareness stage to the funnel or action stage.
At the awareness level, new customers find your brand when they are looking for answers to their questions.
In many cases, paid search advertisers focus on both lead generation and finding low-budget eCommerce prospects.
However, understanding the importance of a holistic funnel strategy can be beneficial to your business.
Deeper: How to Leverage Continuous Marketing in Paid Search
The importance of a full-funnel strategy in PPC
It’s worth investing in a full-funnel strategy. Let's look at Portent's data from a full-funnel approach applied to a B2B solution for medium-sized companies.
These campaigns, which adopted a comprehensive strategy, outperformed previous campaigns that focused grassroots calls solely on acquiring new users and generating leads.
This information highlights the benefits of a full-funnel approach to reaching large audiences and driving results
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PPC campaigns at the funnel level
Which campaigns fall into each category based on their impact?
In general, the best campaign types for high-level awareness campaigns are:
We spend a lot of time on middle funnel campaigns:
- Anonymous search campaigns.
- Display, video and interest seed campaigns.
- Remarketing
For downtempo or action campaigns we look at the following:
- Great keyword research campaigns.
- Branded search campaigns.
- Maximum efficiency.
- Remarketing campaigns.
Google Ads data reporting issue
One of the biggest challenges you'll face when convincing your boss or client to invest in a comprehensive strategy is providing data to track the campaign's performance after launch.
For awareness campaigns or high-profile campaigns, you want to evaluate their performance:
- Press
- Audiovisual value.
For interest or level of interest, you may want to take a look at sessions attended or other engagement metrics such as:
- Participation rate.
- Time spent on the site.
- Click on specific parts of the page.
Finally, in the Promotions section of your account, you'll want to track your top conversions, such as:
The question is, how is all this reported and displayed?
Top and middle funnel KPIs are only available in Analytics, while action funnel KPIs are the metrics you track in Google Ads.
The answer is to create a comprehensive funnel report using Looker Studio.
Comprehensive PPC funnel reporting with Locker Studio
If you use Looker Studio, you should walk the viewer through your entire funnel strategy with images that show what your funnel looks like.
By breaking down the steps on each slide, you can help your readers focus on the right metrics for that step, rather than just focusing on lower-funnel steps like making a purchase or filling out a form.
For example, you can start your report at the top of the funnel with metrics related to that level.
It's a good idea to enter cost data for multiple campaigns (e.g. display, video, interest generation) on a monthly (MOM) basis. This approach allows for a more focused and clear representation of the data.
Another idea to improve this slider for a client is to add a table with a list of top funnel campaigns. We encourage you to submit photos or video On a slide, users can consciously understand the ad.
The benefit of this strategy is breaking down the steps on each slide, allowing the reader to focus on the actual metrics for that action and not just the conversions like making a purchase or filling out a form for lower-level actions.
I recommend creating a separate slide for each funnel stage rather than grouping all funnel metrics into one slide.
Integrating the data is difficult and can confuse audiences about which metrics are most important.
By presenting each stage separately, you can provide a clear, detailed overview of performance at each stage of the funnel.
Deeper: Your Google Looker Studio PPC dashboard should have 5 sections.
Simple general coverage of the fungus
After you create a full funnel report with Luker Studio, you can analyze how your investment in top funnel campaigns impacts your high conversion rates. This review can occur quarterly or at longer intervals.
While it's important to remember that it takes longer to see the benefits of top-of-funnel marketing than top-of-the-funnel strategies, educate your boss or client about the importance of a full funnel approach. . - Annual growth
A full-funnel strategy is a useful approach to reach potential customers at different stages of the customer journey. For effective campaign performance reporting, Looker Studio can be a powerful tool by providing the necessary data visualization and reporting capabilities.
By breaking down the metrics and walking the reader through each stage of the funnel, you can ensure your report is clear, focused, and transparent.
Over time, the data collected from Premium campaigns can provide valuable insights into their impact on your overall business goals.
The opinions expressed in this article are those of the guest author and not necessarily those of Search Engine Land. Our staff authors are listed here.
