Do you know what PPC is?
It’s a way to advertise online. But to make it work really well, you need a special plan that covers all the steps customers go through when they buy something.
This plan is called a “full-funnel PPC strategy.” It’s like having a map for your advertising journey.
Let’s break it down:
- Brand Discovery: Some people don’t know about your brand yet. They’re just looking for answers to their questions.
- Getting Interested: Others are interested in what you offer, but they might not know everything about it.
- Taking Action: Then, there are those who are ready to buy or do something.
Now, why is this important?
Sometimes, when companies do online ads, they only focus on the last step – getting people to buy or act. But if you look at the whole journey, it can help your business a lot.
For example, when a company tried this approach for their ads, they did better than before. They reached more people and got more leads.
So, what kinds of ads fit in each step?
- For the first step, you use ads like “Demand Gen,” “Video,” and “Display.”
- For the middle step, you go for “Non-branded Search,” “Display,” “Video,” and “Remarketing.”
- And for the last step, you use “High-intent keyword Search,” “Brand Search,” “Performance Max,” and more “Remarketing.”
The tricky part is showing the results of your ads. You need to tell your boss or client how well things are going.
For the first step, you check things like “Impressions” and “View-through rate.” For the middle step, you look at “Engagement rate,” “Time spent on page,” and “Clicks on certain page elements.” For the last step, you want to see “Form fills” and “Purchases.”
But the problem is, this data comes from different places. So, how do you put it all together?
Here’s where Looker Studio comes in. It helps you make clear reports. You can show each step of the journey in separate slides. It’s like telling a story with pictures and numbers.
When you do this, you can see how well your ads at the start of the journey affect the final results. It might take some time, but it can help your business grow a lot.
In a nutshell, a full-funnel PPC strategy means having a plan for ads that covers all the steps people go through when they buy something. It’s like having a map for your advertising journey. And using Looker Studio helps you show the results in a clear and easy-to-understand way.