Turning Clicks into Conversions: A Complete Guide to PPC Keyword Strategy by Sales Funnel

Understanding user search behaviour and aligning it with the marketing funnel stages is essential for building a winning PPC strategy. This guide will help you optimize your paid search campaigns to convert clicks into loyal customers.

What You'll Learn in This Guide:

• The three primary search approaches users take.
• How these approaches align with the sales funnel stages.
• Actionable advice to create a keyword strategy that maximizes ROI and minimizes wasted spend.

With these strategies, you'll you can target high-value audiences, reduce ad waste, and achieve steady growth in your PPC campaigns.

How Do People Search?

Users search in three main ways:

1. Exact matches: Queries that specify the product or service name.
   • Example: "Home cleaning service near me."
2. Approximate matches: Queries based on what users think the product is called.
   • Example: "Maid service for deep cleaning."
3. Broad searches: General or related terms that suggest exploratory intent.
   • Example: "Tips for keeping a clean home."

To create a powerful PPC strategy, align these search types with their corresponding funnel stages, ensuring your campaign captures intent effectively at every point.

Search Intent by Funnel Stage

Top-of-Funnel Keywords

These searches focus on information gathering. While they may not convert immediately, they help identify potential customers early.

• Examples:
  • "How often should I deep clean my home?"
  • "Best ways to keep my apartment clean with pets."

These keywords often have lower CPCs but require a larger budget for testing as the intent to purchase is not immediate.

Bottom-of-Funnel Keywords

High-intent searches at the decision-making stage often indicate readiness to act.

• Examples:
  • "Schedule a deep cleaning service."
  • "Hire a weekly cleaning service near me."

Targeting these keywords maximizes conversions and minimizes wasted ad spend.

Building a Funnel-Driven Keyword Strategy

1. Incorporate Top-of-Funnel Keywords
2. Engage customers early in their journey with keywords that align with informational intent. Combine these campaigns with Display, Video, or Performance Max to increase visibility.
3. Example: A remodelling company might target "kitchen remodelling ideas" to attract users before they search for "kitchen remodeling company near me."
4. Maximize Bottom-of-Funnel Targeting
5. Focus on precise keywords so that users are ready to take action. Testing keywords from both stages can reveal cost-effective opportunities and improve ROAS (Return on Ad Spend).
6. Leverage Automation for Keyword Testing
7. Use Google Ads and Microsoft Ads' AI-powered tools to test broad match and exact match keywords. Broad match keywords better account for user intent and behaviour, uncovering new opportunities with less manual effort.

Keyword Research Tips for PPC Success

• Track Industry Trends: Use tools like Google Trends and Keyword Planner to stay ahead of market fluctuations.
• Monitor Competitors: Observe competitors' strategies using third-party tools.
• Refine with Negative Keywords: Regularly add negative keywords to prevent irrelevant clicks and reduce wasted budget.

Ad Campaign Structuring Best Practices

For smaller budgets: Focus on high-intent, bottom-of-funnel keywords.

For larger budgets: Expand to include top-of-funnel and related terms.

• Organize Ad Groups by Keyword Themes: Ensure alignment between keywords, ads, and landing pages. Avoid overly broad or highly segmented ad groups.
• Run Separate Campaigns for Testing: Dedicate budgets to testing new keywords without impacting your core campaigns.

Aligning Ads with Search Intent

Craft ads that educate and engage without a hard sell for top-of-funnel searches.

• Example for home services:
  • Search: "Kitchen remodelling ideas."
  • Ad: "Looking for inspiration? Explore stunning kitchen designs."
  • Landing Page: Features an idea gallery with a subtle call-to-action for consultations further down the page.

For bottom-of-funnel searches, focus on direct offers with clear CTAs.

• Example for legal services:
  • Search: "Hire a car accident attorney."
  • Ad: "Injured in a car accident? Get legal help now."
  • Landing Page: Highlights services, testimonials, and a prominent contact form.

Optimize for Long-Term PPC Success

By integrating keywords aligned with user intent across funnel stages and leveraging automation tools, you can drive consistent growth while maintaining efficiency.

Experiment with keyword strategies, monitor performance and refine your campaigns to turn clicks into conversions.

Take your PPC strategy to the next level and convert clicks into customers today!