September 28, 2023

With thousands and thousands of searches made day by day, Google is among the finest locations to speculate your paid advertising {dollars}.

Not solely does the platform allow you to attain thousands and thousands of customers round the entire world, nevertheless it additionally guarantees a reasonably first rate return on funding.

Knowledge exhibits that Google Search and Advertisements can get you an ROI of as much as $8 for every $1 spent, whereas Google Advertisements alone can get you an ROI of $2 for each $1 spent.

To succeed in these outcomes, nonetheless, you actually have to be good along with your Google advertisements method. Among the best strategies to observe is the Google advertisements funnel technique.

Desk Of Contents

What’s a Google advertisements funnel technique?

The Google Advertisements funnel is a advertising method the place you tailor a number of campaigns to suit the totally different levels of the customer’s journey. So, you’ll have totally different Google advertisements campaigns for attracting leads, nurturing them, and changing them into paying clients. 

An excellent technique will even go so far as serving to you flip the purchasers into model advocates. 

The google promoting funnel has three major levels. 

  • Prime of the funnel – That is the place you create model consciousness and entice leads
  • Center of the funnel – Within the consideration stage, you’ll create advert content material for leads contemplating investing in an answer.
  • Backside of the funnel – This stage will goal heat leads who’re prepared to purchase.

The Google advertisements funnel technique takes an identical path as a gross sales funnel. Nevertheless, with the previous, you employ paid promoting to advertise the suitable content material to the suitable viewers on the proper time. 

Why is Google advertisements funnel technique the suitable method? 

Four times as many individuals are prone to click on paid search advertisements on Google than on different search engines like google. Sadly, most individuals are additionally reluctant to spend on unfamiliar manufacturers. 

Due to this fact, it’s possible you’ll create nice Google Advertisements, goal the suitable key phrases, and have nice Google advertisements bidding methods however fail to transform the visitors just because searchers will not be aware of your model. This is among the key gaps a Google advertisements funnel technique bridges.

The technique helps you goal prospects at a number of touchpoints from the highest of the funnel all the way in which to the underside of the funnel. Potential leads on the prime of the funnel will find out about your model whereas they’re nonetheless looking for solutions to their questions. They’ll additionally work together along with your model as they enter the consideration stage.

Changing these leads on the backside of the funnel shall be a lot simpler since they already learn about you.

The Google advertisements funnel technique additionally helps tackle the opposite elephant within the room – Google advertisements prices. The CPC has been rising throughout many industries, together with the retail class.

Graph showing US Google Paid Search Growth Metrics: Cost Per Click (CPC), by Retail Product Category, Q3 2021.
The rise of Google advert prices (Source)

One of many largest advantages of Google advertisements is you could goal prospects utilizing key phrases with excessive shopping for intent. The humorous that is that that can also be one in all Google advertisements’ largest undoing. 

Most manufacturers bid for these key phrases driving their value per click on off the roof. And because the value per click on rises, the revenue margins can shrink actually quick.

The Google advertisements funnel technique permits you to goal much less aggressive key phrases with decrease CPC. And because it helps nurture prospects, it could actually additionally optimize your advertisements’ conversion fee and ROI. That’s as a result of most individuals interacting with these advertisements are already aware of your model.

The way to create a Google Advertisements funnel that generates conversions

The Google advertisements funnel has a lot potential, however provided that you execute it appropriately. So right here is methods to create a high-converting Google advertisements funnel:

Stage 1. ToFu: construct consciousness and entice chilly audiences. 

On the prime of the funnel, you might be basically focusing on chilly leads or strangers who in all probability don’t know your model. Nevertheless, they’re looking for solutions or options related to your model.

Due to this fact, the objective is to introduce your model to the strangers and get them into your funnel. However you’ve to take action by providing informational sources that reply their questions. This isn’t the time to try to convert the chilly leads. 

Usually, you possibly can goal these audiences with 4 Google advertisements marketing campaign sorts: 

  • Search advertisements  
  • Google discovery advertisements 
  • Show campaigns 
  • Video advertisements 

Your chilly audiences are additionally folks with an issue associated to your area of interest. In case you can clear up this drawback, you’ll give them a mild nudge in the direction of finally shopping for from you. 

So, your search campaigns ought to be extra solution-oriented than a push-to-buy. 

In essence, you need to goal informational key phrases, together with how-tos and key phrases that supply options to specific issues. 

Right here’s an instance for “what’s internet hosting.”

Example of upper funnel campaigns on Google.

Customers looking what internet hosting is and the way it works won’t be able to spend money on an answer but. It’s additionally doable that they don’t even learn about Bluehost and different internet hosting suppliers.

Nonetheless, Bluehost has bid on this key phrase because it helps them introduce potential clients to their funnel. Additionally, should you click on on that advert, you’ll discover they’re not attempting to promote something to the leads. 

The search time period has informational search intent. Bluehost satisfies that intent by offering a useful information on internet hosting.

Bluehost links upper funnel ads to helpful resources.
Bluehost hyperlinks upper-funnel advertisements to useful sources (Source)

Other than search campaigns, you can even entice ToFu audiences through discovery campaigns. 

A discovery marketing campaign permits you to attain chilly prospects and generate buzz round your model on Google feeds. Relying in your selection, your audiences will see these advertisements throughout Gmail, YouTube, Google purposes, and so on. 

Once more, when organising your discovery advertisements, by no means attempt to promote straight away. As an alternative, emulate Shopify, providing informational, useful content material to generate consciousness, as proven under.

Shopify uses google feed ads to target audience at the top of the funnel.
Shopify makes use of google feed advertisements to focus on audiences on the prime of the funnel. (Source)

When organising your goal audiences in your Google advertisements account, you possibly can set the marketing campaign to focus on solely audiences related to your area of interest, as proven under. Thus, you’ll solely be capturing certified leads. 

Picking the right audience for your ads.
Choosing the right viewers in your advertisements. (Source)

Thirdly, you possibly can draw the eyes of many to your model utilizing show advertisements. Like discovery campaigns, this works even when the audiences will not be looking for you. 

You’ll be able to disseminate these advertisements throughout apps and web sites on the Google show community. There are over two million of those web sites and apps. They usually might help you attain 90% of internet users

Show advertisements allow you to goal particular key phrases, as proven under. This helps you maximize your advert spend by guaranteeing the advertisements seem underneath related web sites.

Selecting the right keywords for your upper funnel PPC campaigns.
Deciding on the suitable key phrases in your higher funnel PPC campaigns. (Source)

Right here’s an instance of a ToFu show advert by Salesforce:

Salesforce uses display ads for their marketing campaigns.
Salesforce makes use of show advertisements for his or her advertising campaigns. (Source)

Lastly, you possibly can generate consciousness in your model utilizing video campaigns. Video advertisements assist go info and context higher than texts and pictures can. For Google, a lot of the video campaigns are on YouTube. 

With attention-grabbing video advertisements, you’ll generate views and produce extra certified results in your web site. 

Advisably put out these video advertisements utilizing the TrueView format. TrueView has a number of show choices, permitting advertisers to optimize advert spend. With in-stream advertisements, you’re not paying any quantity till somebody watches not less than 30 seconds of your video advert, or, if it’s shorter than 30 seconds till somebody watches it in its entirety.

You should definitely embody calls to motion on the touchdown pages of those advertisements. These calls to motion ought to concentrate on taking the connection you simply shaped a bit additional. 

Thus, you would provide prospects different informational and academic content material as lead magnets. These embody downloadable pdfs, interactive instruments, cheat sheets, checklists, workbooks, and so on. You’ll be able to combine lead kind extensions in your web site to supply any of those in alternate for his or her e-mail tackle.

Use the contact info to ship the prospects extra customized content material to nurture them additional. 

Stage 2. MoFu – drive consideration amongst heat audiences

In the midst of the funnel, you need to seize audiences who’ve already are available contact along with your ToFu advertisements. And as such, they could be contemplating taking the following step of buying. 

Observe that MoFu audiences will not be essentially these your ToFu advertisements piqued their curiosity. They could as nicely be random folks researching options to an issue they’ve. So they won’t have interacted along with your earlier advertisements, however they’re contemplating a product that you’ve. 

Usually, these audiences are known as heat leads. Now, this stage goals to softly introduce your product because the one that matches their invoice completely. 

Search campaigns are nonetheless very a lot related at this stage of the funnel. However as a substitute of providing information-related advertisements, this stage focuses extra in your services or products. 

With the GetResponse search advertisements instrument, you possibly can create MoFu search campaigns by setting extremely particular standards. You get to include MoFu key phrases, set your excellent persona, and herald solely exactly focused leads. 

The key phrases used on this funnel stage are often generic and never product-specific. They could possibly be key phrases associated to the trade normally or key phrases for a product class. 

Right here, you’ll discover key phrases like “sneakers for males” and “garments to put on for summer season.” These key phrases additionally typically characteristic modifiers comparable to finest, top-rated, and so on. 

Right here’s one other instance: 

Bluehost middle of the funnel search ad campaigns.
Bluehost middle-of-the-funnel search advert campaigns

Heat audiences are extra inclined to go looking key phrases evaluating one product to a different. 

For example, somebody evaluating Asana vs Jira is most definitely contemplating a venture administration instrument. Nevertheless, they may want extra time earlier than they’re prepared to purchase. 

These key phrases are usually searched by people who find themselves extra prepared to take motion than these within the earlier stage. Nevertheless, they’re nonetheless much less doubtless to purchase if they’ll’t discover the suitable match. 

So, your search marketing campaign promotion and copies ought to concentrate on driving heat audiences to see your merchandise as the perfect match. 

Your touchdown web page ought to additional interact them, providing a glimpse of what your product might do. You’ll be able to present a CTA asking the customers to e-book a demo or enroll for a free trial. 

One other kind of advert marketing campaign for the MoFu stage is remarketing campaigns. Keep in mind, we focused some chilly leads in stage 1. 

Now, it’s time to heat them up by retargeting them with MoFu content material. 

Chilly leads which are able to be warmed up are often those that visited your web site or touchdown web page or seen your YouTube movies.

With Google remarketing campaigns, you possibly can simply rekindle the pursuits of those chilly audiences and drive them to begin contemplating your product.

Each show and video advertisements work nice for remarketing. Nevertheless, as anticipated, the content material right here will differ from the way you used them within the earlier stage. Now, you need to place consideration in your services or products. 

You’ll be able to arrange a remarketing marketing campaign on YouTube to achieve these audiences. The platform permits you to attain the beforehand focused chilly leads, as proven under. 

Setting up remarketing campaigns on YouTube.
Establishing remarketing campaigns on YouTube. (Source)

You too can goal customers who visited specific pages or used your web site earlier than. Google show advertisements allow you to set these parameters, as proven under. 

Remarketing campaigns for audiences that visited your page.
Remarketing campaigns for audiences that visited your web page. (Source)

Right here’s what a typical MoFu show advert appears like. 

MoFu display campaigns.
MoFu show campaigns. (Source)

Keep in mind that we additionally need to keep away from customers already on the BoFu stage. So, you possibly can exclude them out of your marketing campaign, as proven under. 

How to exclude irrelevant audiences from your remarketing campaigns.
The way to exclude irrelevant audiences out of your remarketing campaigns. (Source)

Observe that show advertisements and video advertisements don’t solely work for remarketing, however they’ll additionally make it easier to steal chilly leads out of your rivals. 

In essence, you can even use these campaigns to focus on audiences who’ve by no means interacted along with your model however are actively contemplating one thing comparable. 

Stage 3. BoFu – convert sizzling audiences 

Suppose you’ve adopted the perfect google advertisements practices talked about to this point. Then, you need to have your database brimming with heat leads. That is the place you nudge the new results in cross the road and make a purchase order.  

Your focus at this stage ought to be customers who’ve interacted beforehand along with your MoFu advertisements and people who search key phrases with excessive shopping for intent. 

There are 3 ways to achieve out to those goal audiences. We are able to attain the primary audiences utilizing remarketing. Nevertheless, for these looking for high-buying intent key phrases, the perfect method is your search campaigns. 

For search campaigns, customers on this stage are most definitely to go looking utilizing “purchase,” “get,” “coupon codes,” and so on.,  as prefixes. These are known as transactional key phrases. 

Right here’s an instance of a consequence for such a BoFu key phrase (purchase plugins on-line). 

Bottom of the funnel search ads.
Backside of the funnel search advertisements.

BoFu key phrases may also be location-based when customers are looking for native options. These key phrases often finish with phrases like close to me, round me, and so on. 

There are additionally branded key phrases you could bid for. These are key phrases associated to particular manufacturers. So should you maybe promote Gucci sun shades in your retailer, you possibly can bid for the key phrase “purchase Gucci sunglass,”  Branded key phrases might be fairly costly to bid on, although.

The subsequent kind of marketing campaign to focus on BoFU audiences is remarketing. This marketing campaign works equally to what we did within the MoFu stage. You should utilize video advertisements or show advertisements for remarketing. 

Nevertheless, when remarketing to your bottom-of-the-funnel audiences, you want extra to persuade them. So, your show advertisements copy ought to include offers, reductions, and different incentives to catalyze their selections.

You too can retarget sizzling leads who had beforehand seen a product however didn’t purchase. These audiences are extra inclined to purchase than those that are but to take any step.

For example, suppose a buyer checked out Mount Sinai’s touchdown web page with out finally buying. Once they go away the web site, they could come throughout a show advert, as proven under. 

Retargeting campaigns for bottom of the funnel audiences.
Retargeting campaigns for bottom-of-the-funnel audiences. (Source)

Additionally, you possibly can create video adverts exhibiting clickable CTAs. Right here’s an instance. 

BoFu video advertisements on YouTube.
BoFu video ads on YouTube. (Source)

Beneath the video descriptions, YouTube lets you embody shoppable and related advertisements that may compel folks to frequent your retailer. 

Right here’s an instance. 

Using shoppable ads on YouTube to generate conversions.
Utilizing shoppable advertisements on YouTube to generate conversions. (Source)

Moreover together with incentives and affords, the best advert copy for this stage ought to embody costs, ensures, and, if doable, social proof. 

Social proof makes these leads extra assured in your answer. That’s as a result of others are testifying that your model is the true deal, making leads belief you extra. And this belief can improve your conversion charges by as much as 380%

Additional, remember to incorporate a way of urgency in your gross sales copy when providing offers. Preserve these leads from overthinking your affords. You possibly can embody a restricted provide tag or anything exhibiting the deal gained’t final without end. Right here’s an instance. 

Use time-limited offers to speed up conversions.
Use time-limited affords to hurry up conversions. (Source)

Observe that your relationship with these clients doesn’t finish after they make a purchase order. So, maintain your model in contact with them by emails, social media, and different channels. Preserve nurturing them until they turn out to be loyal and might finally advocate your model to others.  


It’s troublesome absolutely maximize your advertising ROI with out the Google advertisements funnel. Nevertheless, the mere presence of the funnel doesn’t assure profitable Google advertisements. Your Google advertisements funnel technique needs to be spot on to reap its advantages.

On this article, you realized methods to configure the Google advertisements funnel. We confirmed you the various kinds of advertisements to make use of on the totally different levels of the customer’s journey. We additionally confirmed you methods to write every advert copy. Mix that with the examples we shared, and you have to be nicely in your solution to creating an efficient Google advertisements funnel.

Want a instrument that can assist you create the right advertisements in your Google advertisements? Try the GetResponse Paid Advertisements creator. You will get began with the instrument without cost at the moment — no bank card required.