PPC: marketing funnel
What can help us understand customer behavior on the Internet so that we can work better with keyword selection? For a better idea, the customer journey before purchasing a product or service can be divided into three main stages TOFU , MOFU and BOFU , which form the so-called "marketing funnel"
TOFU (top of funnel): When entering this "funnel", customers, for example, are bothered by something and feel the need to purchase a new product or service. In the first phase, they gain awareness, gather information and educate themselves (for example, through blogs, webinars or social networks). If you have a quality strategy in this area, it is easier to build trust here, customers will remember your brand and start to associate it with the products or services you offer. Let's use an example and, for simplicity, we will stick to marketing agencies. When entering the imaginary funnel, customers may enter into a search engine for example: How to improve the performance of PPC campaigns? or PPC campaign does not meet expectations.
MOFU (middle of funnel): After finding out that several agencies offer PPC campaign audits, they start considering which one to choose and compare them. They may have come across one through a PPC ad, or they may have read a few blog posts about another. This middle stage is extremely important for the entire funnel, as it connects the customer's initial brand awareness to conversion, and it is within this stage that the prospect must be convinced that you are the best choice for them.
BOFU (bottom of funnel): In the last part, customers are ready to make a decision and convert, here we are concerned instagram database with maximizing them and the income that comes from them.
Under BOFU, Brand is sometimes also listed , which represents the keywords searched for by potential customers with high interest who have already heard of the brand.
funnelB2B ( 93x.agency , autopilot , Zero Gravity Marketing , PPCexpo )
Often, creators of PPC campaigns in B2B are dissatisfied with the number of conversions and try to redo the campaigns because of this. However, many serious people interested in a product or service may only visit the site. Not everyone is so eager and passionate that they immediately subscribe to the newsletter or fill out the contact form. Here it is appropriate to evaluate each conversion (assign a so-called conversion value ), depending on how much it is worth to us, so that the computer understands our business better and knows what we are focusing on. We will then see the total value that our advertising brought us, and not just the number of conversions, which can be somewhat misleading. ( 93x.agency , Google Ads Help ) The correct application of the above methods should increase the success of the PPC campaign, ROI and advertiser's self-confidence.