16/10/2024
๐๐๐๐ซ๐๐ฌ๐ฌ๐ข๐ง๐ ๐๐๐๐ก ๐๐ญ๐๐ ๐ ๐จ๐ ๐๐จ๐ฎ๐ซ ๐๐๐จ๐ฆ๐ฆ๐๐ซ๐๐ ๐
๐ฎ๐ง๐ง๐๐ฅ
๐๐จ๐ฉ ๐จ๐ ๐
๐ฎ๐ง๐ง๐๐ฅ โ ๐๐ฐ๐๐ซ๐๐ง๐๐ฌ๐ฌ ๐๐๐๐ญ๐ข๐๐ฌ
Key Campaign Types:
Video
Display
Demand Gen
At the top of the funnel, youโre priming the pump by introducing new audiences to your brand story and value propositions. Google offers campaign types with visually engaging ads like images and videos to connect with users while they browse websites or watch YouTube videos. Broad audience targeting allows you to cast a wider net to draw more potential customers into your funnel.
Targeting:
Detailed demographic targeting to align with your typical or intended customer type
Affinity audiences with relevant interests
Creative/Messaging Focus:
In the prospecting stage of the sales funnel, focus on endearing your brand's products to users by telling a compelling brand story or highlighting the unique selling points you offer. At this stage, youโre looking to capture attention, so youโll want to prioritize eye-catching visuals.
๐๐ข๐๐๐ฅ๐ ๐จ๐ ๐
๐ฎ๐ง๐ง๐๐ฅ โ ๐๐จ๐ง๐ฌ๐ข๐๐๐ซ๐๐ญ๐ข๐จ๐ง ๐๐๐๐ญ๐ข๐๐ฌ
Key Campaign Types:
Search
Shopping (Performance Max)
Video
Mid-funnel strategies aim to keep your brand in mind while users research your product. Search and Shopping are the most intent-focused mediums on Google Ads and can be directed more specifically by using Googleโs in-market and custom intent audiences to target a more qualified audience who is more likely to consider purchasing from you. At this stage, those same audiences can also be targeted again through Video campaigns to provide more depth and a stronger CTA than they may see at the prospecting stage.
Targeting:
In-market audiences
Custom intent audiences
Similar audiences
Website visitors (excluding converters)
Creative/Messaging Tips:
When speaking to middle-of-funnel shoppers, eCommerce brands should address major pain points, further emphasize product benefits, and use clear CTAs to compel audiences to either direct them towards a purchase or to dive in a little deeper by learning more about your brand and its offerings.
๐๐จ๐ญ๐ญ๐จ๐ฆ ๐จ๐ ๐
๐ฎ๐ง๐ง๐๐ฅ โ ๐๐จ๐ง๐ฏ๐๐ซ๐ฌ๐ข๐จ๐ง ๐๐๐๐ญ๐ข๐๐ฌ
Key Campaign Types:
Search
Shopping (PMax)
Video (remarketing)
At the bottom of the funnel, Search, and Shopping ads are crucial for driving purchases. Remarketing campaigns can also help re-engage those who've shown interest but haven't converted
Targeting:
Remarketing lists for search ads (RLSA)
Customer match lists
Dynamic remarketing
Website visitors (excluding past converters)
Creative/Messaging Tips:
Since this is โgo-timeโ for conversions, itโs the best place to use your most attractive promotions and discounts. Messaging should still highlight value propositions but should be paired with a sense of urgencyโoften in combination with a great offer.
