September 8

Follow the Funnel: A Guide to Successful Campaign Structures PART II

Welcome back to Rocket55’s Follow the Funnel guide for PPC campaign structures! Missed part one? Get caught up here.


Now that we are all on the same page, let’s jump right back into things as we move our way down to the bottom of the funnel.


Bottom Funnel Strategy

The bottom of the sales funnel (decision and action) is where most search marketers start their strategy. Our audience’s conclusion of its “Adventure Down the Sales Funnel” allows us to be much more transparent in our strategy and focus on driving our biggest money-making conversion (in this instance, selling tickets to the live show).


While our other ads made mention of selling tickets, we did not explicitly target search terms around the actual purchasing of tickets. At the bottom of the funnel, we know the exact intent of the searcher and can target the most clear-cut keywords related to our show, like:


  • Buy tickets to Search Engine Sally and the Adventure Down the Sales Funnel
  • See Search Engine Sally live
  • Search Engine Sally live show near me
  • Search Engine Sally play

While you might assume the ads would be very straightforward for this campaign, we can use creative ideas to help us stand out. For instance, we could add some urgency to entice the searcher to take action immediately. Additionally, now would be a good opportunity to upsell customers with an exciting offer they may not even know is an option. An ad here could look like this:


Engagement, Loyalty and Brand Evangelism


Whether we care to admit it or not, every product we’ve ever bought, every experience we’ve ever had with a company, and every website we’ve ever visited plays an important role in our purchasing behaviors. As alluded to at the beginning of this article, we are delicate creatures who require constant exposure to the brands we purchase from to feel comfortable with our decisions.


By reaching potential customers at every stage of the funnel, we are subtly reinforcing our brand as one that deserves their consideration. When we make an effort to reach out to customers at each point in their purchase journey, our visibility generates consistent engagement and creates trust. There is a reason companies spend millions of dollars plastering their brand all over sports stadiums. Relentless brand exposure works! Lucky for us, we don’t need millions of dollars or a stadium. We can use cost-effective online marketing to achieve the same result.


Not only is this exposure meaningful to our immediate goals, but it also builds the foundation for a long-term strategy that delivers loyal users and brand evangelizers. As long as the online experience leading to the conversion is user-friendly and the actual product is as advertised, there is a reasonable expectation that these customers will think of us the next time they are in the market for our products or services.


We can also subtly influence our loyal customers to help us spread our brand’s awareness by using the following tactics:


  • Encourage them to participate and invite others to upcoming events
  • Ask them to share brand news on social media
  • Give them referral incentives for directing friends and family members to our products and services

Chances are the initial sale gave us the customer’s email address, so we can easily add them to our CRM database to stay in contact long after the initial engagement.


No Matter Your Goal, Let the Sales Funnel Guide You

Now that you have an understanding of how the sales funnel can impact your PPC strategy, give it a try on your own campaigns. Here is how you can get started:


  1. Start at the top – Ask yourself, “If they aren’t buying from me or using my services, what would they be doing instead?” Identify these alternative options and build them out in as much detail as possible. You will use this information to inform your structure and determine your keywords at this stage of the funnel.
  2. Move to the middle – Imagine that they have decided they want the service or product you offer but are still researching who they should go to for it. Build out keywords that are related to what you are selling, but don’t be hyper-specific. Determine your unique selling proposition and make sure it’s featured in your ad copy.
  3. End at the bottom – At this stage the buyer has decided to give you their business. Take a moment to describe your service or product out loud and then target these keywords. Ensure your ad copy is very clear and the call to action tells the searcher exactly what to do.

Remember, it’s not always going to be a “conversion at first click” strategy, and that’s ok! If you are patient and pay close attention to your attribution model you will see meaningful business results using these techniques.


Have additional questions about PPC campaign structures and strategy? Reach out to the paid search team at Rocket55!