Top-Funnel Search

Hey, it’s Myles from Serendipityy.

If you’ve been looking for a way to reach new customers at scale, top-funnel search campaigns might work really well for you.

In this video, I explain how a top-funnel search campaign helped my client generate $100k in 15 days.

These campaigns are great for people searching for general terms, like “hoodies.”

They’re not ready to buy just yet, but they’re comparing options.

This is where you can get your brand in front of them first.

What’s a Top-Funnel Search Campaign?

Top-funnel search campaigns target non-brand keywords, like “grey hoodies” or “running shoes.”

Why Top-Funnel Search Works Well

People have habits, like always clicking on search results or always clicking on shopping ads.

Using top-funnel search campaigns along with your shopping campaigns lets you reach both groups, so you get more traffic.

Furthermore, in search campaigns, you get to tell people the key benefits of your product/brand, show off promotions, and send people to best-selling collections.

This gets you more relevant traffic, and if you write good copy, also increases your chances of getting a click.

More people seeing + clicking on your ads early on means a bigger chance of getting new customers—and more revenue in the long run.

How to Set Up a Top-Funnel Campaign

• Set your bidding to max clicks. This brings in cheap first-time touchpoints and data for remarketing. However, with this bid strategy keep a good eye on your search terms to make sure they are relevant + high-intent.
  

• Setup a PMax/display campaign to re-market this traffic.
  

• Split ad groups by category for easy management of irrelevant search terms.
  

• Apply search term exclusion lists for branded keywords and unrelated products.
  

• Aim for 10-15 broad-match keywords per ad group.
  

• Create a keyword exclusion list of broad-match negative keywords like “how much,” “where,” “what’s the,” “cheapest,” and “best” to stay focused on relevant searches and avoid question-based ones.
  

• After a few days of running the campaign, see if the CPC has optimised. In your campaign view click segment > time > day and see how your CPCs have changed. Once there’s been a similar CPC for 3-4 days then switch bidding to mCPC for more control + scale.

Measuring Results

Top-funnel campaigns should show a low ROAS in Google.

That’s because that campaign is driving first-time touchpoints, not generating conversions.

The number one thing to look for is high-intent search terms, because it means you’re reaching the right people.

Then, in due course, measuring at minimum weekly, see what your overall metrics like nCAC and MER are doing to see if the campaign is bringing in valuable customers.

If you haven’t the YouTube video I linked above, it explains this in more depth.

Hope you found this email useful, reply if you have questions.

Talk soon,

Myles

PS - If you run an ecommerce brand above $30k/mo and want a free Google Ads strategy consultation, book a call here »