Building a full funnel pay-per-click (PPC) strategy is the key to driving conversions and maximizing ROI across multiple digital platforms.
A full-funnel approach guides potential customers through every stage of the buyer’s journey—from awareness to conversion. To ensure your PPC strategy is effective, it's important to tailor ads for each funnel stage, optimize cross-platform consistency, and track results using tools like Google Analytics and Google Tag Manager.
Let's walk through actionable steps for crafting a full funnel PPC strategy that integrates seamlessly across platforms such as Google Ads, Facebook Ads, Instagram, LinkedIn, TikTok and YouTube.
1. Understanding the Full-Funnel Strategy
A full funnel PPC strategy is designed to guide potential customers through each stage of the buyer’s journey:
Top of the Funnel (TOFU): Awareness—users aren’t familiar with your brand.
Middle of the Funnel (MOFU): Consideration—users are comparing options.
Bottom of the Funnel (BOFU): Conversion—users are ready to take action.
Each stage requires distinct messaging, targeting, and ad formats to nurture prospects effectively across platforms.
2. Top of the Funnel (TOFU): Building Awareness
At the awareness stage, you want to cast a wide net to reach as many potential customers as possible. Your goal is to increase brand recognition through broad targeting strategies and visually engaging content.
Best Platforms for TOFU:
TikTok Ads: TikTok's short-form video format offers immense potential for building brand awareness through fun, engaging content. With its highly active and growing user base, TikTok is a great platform to reach younger audiences and those looking for dynamic, creative ads.
Google Display Ads: Google Display ads can reach millions of users with image-based banners and video ads across various websites.
Facebook & Instagram Ads: Use Facebook and Instagram to create visually appealing ads that resonate with your audience through Stories, image carousels, and video ads.
YouTube Ads: Video ads on YouTube are ideal for engaging users who are consuming content on the platform, making them more likely to remember your brand.
TOFU Tactics:
Engaging Creatives: Use visually compelling video ads, especially on TikTok, Instagram, and YouTube, to capture attention quickly.
Broad Targeting: For awareness, target broader audiences by focusing on interests, behaviors, and demographic data.
Hashtag Targeting (TikTok): Use popular hashtags on TikTok to reach users interested in trending topics that align with your brand.
Influencer Collaborations: Partner with influencers on TikTok to boost credibility and reach within your target demographic.
Key Metrics to Track:
Impressions
Click-through rate (CTR)
Video views and engagement (likes, shares, comments)
Secondary, of course conversions (not likely but does happen)
Pro Tip: Make sure to install proper tracking per platform.
3. Middle of the Funnel (MOFU): Nurturing Consideration
In the middle of the funnel, potential customers are actively researching solutions. This is where your PPC strategy should shift to nurturing leads by providing more information and positioning your brand as the best option.
Best Platforms for MOFU:
Google Search Ads: Capture users actively searching for specific keywords related to your product or service.
LinkedIn Ads: Great for B2B targeting, allowing you to reach decision-makers in specific industries.
TikTok Retargeting Ads: Retarget users who have engaged with your brand on TikTok or visited your website but haven’t yet converted. TikTok's algorithm allows for highly personalized retargeting options.
Facebook & Instagram Retargeting: Use retargeting ads to reach users who have engaged with your website or social media content.
MOFU Tactics:
In-Depth Content: Create video tutorials, product demos, or explainer videos that address potential customers’ pain points. Use TikTok for bite-sized, fun videos that showcase your product in action.
Retargeting: Run retargeting ads on TikTok, Facebook, and Google Ads to remind users who have interacted with your brand but haven’t converted yet.
Lead Generation Forms: Use LinkedIn or Facebook lead generation ads with pre-filled forms to capture leads directly from the platform without needing users to visit your website.
Interactive Ads (TikTok): On TikTok, try using ads that encourage users to engage—such as voting or clicking to explore more.
Key Metrics to Track:
Conversions
Conversion rate
CTR
Engagement rates
Website visits from retargeting campaigns
4. Bottom of the Funnel (BOFU): Driving Conversions
At the bottom of the funnel, your focus is on converting leads into customers. Your ads should contain strong calls-to-action (CTAs) that prompt users to take immediate action, like purchasing a product or signing up for a demo.
Best Platforms for BOFU:
Google Search Ads: Users at this stage are searching with high intent, often using transactional keywords such as “[product] discount” or “buy [brand].”
Facebook & Instagram Dynamic Ads: Use dynamic product ads to show personalized products that users have browsed on your website.
TikTok Ads with Direct CTAs: While TikTok is mainly a discovery platform, you can use direct response ads, especially in eCommerce, to drive users to complete a purchase with an irresistible offer.
Google Shopping Ads: If you’re in eCommerce, use Google Shopping Ads to highlight your products with images, prices, and customer ratings directly in search results.
BOFU Tactics:
High-Intent Keywords: Target specific, high-conversion keywords like “[brand] trial,” “discount,” or “free shipping.”
Discounts and Offers: Promote limited-time discounts or special offers through TikTok and Instagram ads to create urgency.
Dynamic Retargeting: Use dynamic retargeting on TikTok and Facebook to show products users have viewed on your website, making it easier for them to finalize the purchase.
Ad Copy: Highlight user testimonials, case studies, or industry certifications to build trust and encourage conversions.
Key Metrics to Track:
Conversions
Conversion rate
CTR
Cost per acquisition (CPA)
Return on ad spend (ROAS)
5. Cross-Platform Integration: Consistency Across Channels
For a full-funnel PPC strategy to succeed, consistency across all platforms is key. Each platform should support the same overall message, but with ads tailored to the unique style and audience of that platform.
Cross-Platform Integration Tactics:
Unified Messaging: Make sure your ad messaging aligns across TikTok, Google, Facebook, LinkedIn, and Instagram to create a cohesive experience.
Sequential Advertising: Retarget users on different platforms as they progress through the funnel. For example, someone who views your TOFU TikTok ad can then be retargeted on Facebook or Google Ads in the MOFU stage.
Custom Audiences: Upload CRM lists or email addresses to create custom audiences for retargeting across platforms like Facebook, Instagram, and TikTok.
6. Tracking and Optimizing Performance Across Platforms
To measure the success of your full-funnel PPC strategy, it’s crucial to track performance data and optimize your campaigns regularly.
Key Tracking Tools:
Google Analytics & UTM Parameters: Use Google Analytics and UTM tracking to monitor where users are coming from and how they move through your funnel.
TikTok Pixel: Similar to Facebook Pixel, TikTok Pixel helps you track user activity after clicking on your ads, enabling retargeting and conversion tracking.
Facebook Pixel: Set up Facebook Pixel to track conversions, retarget users, and optimize your campaigns on Facebook and Instagram.
Cross-Platform Attribution: Make sure you understand the contribution of each platform to the final conversion by using cross-channel attribution models.
LinkedIn Insight Tag: Used to track campaign performance (form fills, offline conversions) and build retargeting lists.
Conclusion: Build a Funnel that Converts
A full-funnel PPC strategy across platforms like Google Ads, Facebook, Instagram, LinkedIn, YouTube, and TikTok is essential for guiding users through their buyer’s journey. By combining each platform's unique strengths, you can effectively attract new customers, nurture leads, and drive conversions.
TikTok, with its highly engaged and rapidly growing user base, plays a significant role in raising awareness and driving consideration, especially among younger audiences. By integrating TikTok into your PPC strategy, you can stay ahead of the curve and maximize the performance of your digital advertising.
Start building your full funnel PPC campaigns today, track your performance across platforms, and watch your conversions soar.
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