Build an end-to-end funnel for paid search

Business Benefits

Link keywords to relevant ads and content to improve your overall paid ads strategy.


Define the top of the funnel keywords to raise the awareness of your company among your prospects.

Brainstorm and list informational keywords related to your product or service, that your prospects might be looking for:

  • Product: Document scanner, keyword: paperless office advantages.
  • Product: Human resources software, keyword: home office best practices.

Brainstorm and list question oriented keywords related to your products or services:

  • Product: language learning app, keyword: what is the best way to learn English.
  • Product: financial product, keyword: what is the best way to invest money.
  • Product: sports shoes, keyword: how to start running.

To research additional keywords and check the search volume of your suggestions do the following:

  • In your Google Ads account go to Tools > Keyword planner > Discover new keywords.
  • Paste the keywords that you brainstormed and click Get results.
  • Click Download keyword ideas and export the file.
  • Review the suggestions list and remove the ones that are irrelevant.

Save the keyword suggestions in an Excel file under the TOFU keywords tab.

Define the middle of the funnel keywords to reach people which start considering specific product or services .

Brainstorm general product or service keywords without reference to a specific brand or location, for example, music school, graphic design software and running shoes. Brainstorm comparison keywords, for example, SUV or estate, best car oil brands, tablet vs laptop, and iphone 10 vs samsung s10.

Research additional keywords and check the search volume of your suggestions as described in previously. Save the keyword suggestions in an Excel file under the MOFU keywords tab.

Define the bottom of the funnel keywords to reach users which are in the purchase decision phase.

Brainstorm specific product or service keywords for example, iphone 10s black and round wooden coffee table. Brainstorm the keywords indicating the user’s intention to buy for example, buy custom t-shirt, designer sofa sale, and pet food online shop. Research additional keywords and check the search volume of your suggestions as described previously. Save the keyword suggestions in an Excel file under the BOFU keywords tab.

Design ads and content for your top of the funnel (TOFU) keywords.

Use the input from the TOFU Keywords file to define the needs of the users. Create ads and landing pages that answer the needs of the users.

Example content that you can promote on the landing pages:

  • Whitepapers about a topic relevant to your audience, like in the software or finance industry.
  • Blogs providing inspiration, like recipes.
  • Guides or ebooks showcasing the trends, like travel or fashion industry.
  • Tutorials like How to… videos.

Example messages that you should use in the ad texts:

  • Watch a video.
  • Visit your website.
  • Download our free guide.
  • Read our blog and get inspired.
  • Learn more about xyz.

Design ads and content for your middle of the funnel (MOFU) keywords.

Use the input from the MOFU Keywords file to define the needs of the users. Create ads and landing pages that answer the needs of the users.

Example content that should be promoted on the landing pages:

  • Free demos or free trials, like in case of a software product.
  • Case studies demonstrating the specific use of your products.
  • Videos demonstrating your product, like unboxing and product in use.
  • Product comparison pages.
  • Product webinars.

Example messages that you should use in the ad texts:

  • Sign-up for the webinar.
  • Download our case study.
  • Watch the video.
  • Learn more about xyz.
  • Compare the options.

Design ads and content for your bottom of the funnel (BOFU) keywords.

Use the input from the BOFU Keywords file to define the needs of the users. Create ads and landing pages that answer the needs of the users.

The ads should link to well-designed product pages containing the following elements:

  • User testimonials or product reviews, like star ratings.
  • Trust symbols such as security certificates and awards.
  • Information about the service level, such as, fast delivery, free shipping, guarantee, and free return policy.
  • Special deals or discounts.
  • Payment method icons.

The ads should contain calls to action :

  • Buy now.
  • Shop now.
  • Order now and save.
  • Start your subscription now.

Create separate campaigns for each funnel stage for better structure and performance overview.

Add TOFU, MOFU and BOFU to campaign names to distinguish different campaign types:

  • [TOFU] - Informational keywords - Computers.
  • [MOFU] - Category keywords - Computers.
  • [BOFU] - Purchase keywords - Computers.

Define the success metrics for each of the campaign types.

For TOFU campaigns consider the following metrics:

  • Cost per download or number downloads, if you offer downloadable content.
  • Cost per sign-up or number of sign-ups.
  • Pageviews, for blogs or guides.
  • Video views, for video tutorials.

For MOFU campaigns consider the following metrics:

  • Cost per free trial download or demo.
  • Assisted conversions, for purchase.

For BOFU campaigns consider the following metrics:

  • Revenue.
  • Transactions.
  • ROAS.
  • Cost per purchase.