Search With Sean - How To Use Search Ads For The Full Funnel

Transcript

1. How To Use Search Ads For The Full Funnel SOPHIE FELL Director of Paid Media Two Trees PPC
2. AWARENESS consideration conversion
3. conversion-oriented no discovery process - we have to wait money in ≠ money out doesn’t generate quick reach at scale lack of attribution
4. What is this, actually?
5. Viewability Engagement conversion
6. Imagine a world where you could appear on top of the SERP as soon as someone has an issue that your product or service can solve
7. how do people search for questions online? 2020 DATA Source: Neil PATEL DIGITAL Search Engines 98% Social Media 1% Search Engines 61% AI Chatbots 30% Social Media 7% Other 2% 2024
8. DATA Source: https://lunio.ai/statistics/google-search-statistics/ Not Questions 92% Questions 8%
9. “dogs eats grass and vomits?” “THIS IS HOW YOU CAN HELP THE DOG” image cred: boris beceric
10. answerthepublic.com alsoasked.com kwp tools
14. competitor ads
15. HOW CAN WE EFFECTIVELY ANSWER THESE QUESTIONS USING PPC?
16. offer a direct answer or solution in headlines consider dynamic keyword insertion to match user search queries pin headlines to create a coherant response
17. use business names & logos add relevant images to the ad group level use reviews in content or review exts. add price & promo assets sitelinks, callouts & structured snippets will offer additional content and context
18. USE GRANULAR AD GROUPS USE TARGET IMPRESSION SHARE BIDDING TO BID FOR VIEWABILITY
20. AWARENESS consideration conversion
21. Viewability Engagement conversion
22. Drive relevant & quality traffic to your website when users are considering their options
23. product name/type searches branded comparisons “best”, “top-rated”, “reviews”, “cheapest”, etc.
24. HOW do we effectively address these search terms using ppc?
25. address pain-points of buyer personas Encourage interaction & clicks focus on usps, features & benefits headline text: best, top-rated, reviews, etc. encourage clicks and action with ctas
26. USE PRICE & PROMO EXTS use reviews in content or review exts. sitelinks, callouts & structured snippets: MAKE SURE THESE ARE CONSIDERATION-FOCUSED (I.E. CASE STUDIES, COMPARISON PAGES, CALCULATORS, WHITEPAPERS SHARING RESULTS ETC.)
28. AWARENESS consideration conversion
29. Viewability Engagement conversion
30. drive conversions from qualified potential leads
31. BRAND NAMES PRODUCT NAMES “buy”, “discount”, “promo”, “coupon”, “UPGRADE”
32. HOW do we effectively address these search terms using ppc?
33. encourage conversion with clear ctas MAKE landing page CLEAR IN DISPLAY PATHS match headline text with search queries: promo code, discount code, ETC. demonstrate urgency: shop now, CALL TODAY, HURRY, SALE ENDS SOON.
34. sitelinks, callouts & structured snippets: final usp reminders, highlight how straightforward the process is: “get a quote in 5 minutes”, “free onboarding support”, “free shipping”, “call us 24/7”.
36. sUMMARY: VIEWABILITY, ENGAGEMENT, CONVERSION match ad copy to the action you want the user to take define keywords, ad copy, assets, and ctas for each stage of the funnel.
37. THANK YOU SOPHIE FELL Director of Paid Media TWOTREESPPC.COM linktr.ee/sophiefell