The Buying Funnel and Its Effects On PPC

The Buying Funnel and Its Effects On PPC

The buying funnel is a way of representing the stages a purchaser goes through on their way to buying a product or service. The goal is to move prospects through the funnel so they can become customers.

The buying funnel influences Pay-Per-Click, or PPC which is the way of using search engine advertising to generate clicks to your website. One way to reach a company’s goal with PPC is by the relevance and accuracy of the keywords. Understanding the use of the buying funnel will help position clients in the appropriate stage.

Understanding The Buying Funnel

The buying funnel has 5 stages to help place your clients when needing to reach a goal.

Buying Funnel and PPC | Blueprint

They are as follows:

  • Awareness getting the customers to see your product and letting them know your product exist.
  • Interest lets consumers think about your product and how it will make their lives better.
  • Learn give more information so they have enough to make informed purchasing decisions.
  • Shop the customer will compare similar products to each other to determine which would be the best fit for them.
  • Buy consumers made up their mind on the actual product they are willing to purchase. The buying stage will show the benefits and features that would be useful for consumers.

Creating Keywords for PPC

Once the customer is in the shopping stage she or he is wanting to buy something. Every single keyword you choose will fall into at least one phrase of the buying funnel. After you decide which stage of the buying funnel you would like to do, then you would make a list of your keywords.

There are two major types of keywords:

Head Keywords which are short and sometimes tend to have a minimum of two words and are quite general. For example “Doggy DayCare” would be a head keyword.

Long-Tail Keywords tend to have 3+ words and used very often, where “Doggy DayCare near me” would be an example of a long-tail keyword. Head keywords have more competitors and they are all bidding for the word that will help boost their rankings. It gives that business a competitive advantage.

Long Tail keywords have fewer competitors bidding on them, so they tend to be less expensive. Making a keyword list will put you in the right place and coming up with words will put you ahead of your competitors.

The Buying Funnel and PPC Relationship

The buying funnel does not necessarily change how we perform PPC, but what does change is the goals and what stages of the buying funnel we give to different clients. One client might need help in the learning stage and another client might need help in the buying stage. In order to fulfill the need for each of them, you must know their goal and where they want to be. As soon as you know the keywords the greater your chances are with getting those rankings.

By: Solita Owens
  • Victoria Vener

    As someone who mainly creates content, I’m still learning about PPC, so I found this post quite interesting. Particularly the explanation of head keywords vs. long-tail keywords. I know how they function within content, but I never really gave much thought to the fact that the more generalized key words would command such high prices in comparison the the more specific key phrases. It really does pay to do the research and uncover the best long-tail keywords for your business needs.

  • Aaron Ward

    Great breakdown of the two major keywords. Very easy to follow along, nice job.

  • Joshua Bains

    The little people can own geo targeted keywords, which are one of the best uses for long tail keywords. Like “chiropractor’s assistant for hire in Lithia Springs.” But they cannot own head keywords. Like “chiropractor.” Those are for the big people.

  • PPC is often mystifying to businesses. Thanks for this snapshot, especially clarifying the difference between head keywords and long-tail keywords. Making a keyword list is a very beneficial exercise for business owners. It helps them get into the mindset of their potential customers. If they know the terms people are using to search for them they can position themselves for success.

  • John

    This is a useful post to me because I am in the middle of editing some videos together that will make use of this process. Kudos and many thanks!

  • Patrick Price

    Never knew much about PPC and how it worked but this is simple and easy to follow. It’s all about drawing the potential consumer in and providing the tools for them to become buyers! Great first blog!!

  • Naima

    Great job explaining the relationship between the keywords and the buying funnel. Thanks for sharing some helpful tips on how to reach business goals using PPC.

  • Jeff Cline

    Great post and a good point to understand both concepts. With keywords its like a race there can only be one winner. As Joshua mentions below, knowing the difference between head and long tail keywords, and where your potential client sits in the buy cycle can help your business compete in the right race and win more customers

  • Elizabeth Weaver

    Great article, Soletia! This is a great tool for determining keyphrases to target – for PPC and even SEO! It’s extremely important to know which phase(s) of the buying funnel your target audience is in to align with their intents in the search space. Nice job. This will be very useful in building online visibility.

  • Erin Li

    Great article, Soletia! To me, it is very interesting how the Buying Funnel resonates with the “Brand Loyalty Pyramid”–” Awareness, Consideration, Trial, Repeat, Loyalty & Advocacy”. It is safe to say that creating effective keywords for PPC would drive more customers to the webpages and encourage them to enter the process of forming brand loyalty. Therefore the tool of choosing the right keywords is by default, very important.

  • Adam Baxter

    Understanding where your audience is coming from, and what they’re searching for, is the most important for every business. And this is a great look into how that works for PPC. Thanks, Soletia!

  • Kara Lane

    Soletia, I loved reading your article. Goals are very important, and can become detrimental if goals not set up properly. Many companies skip this step, and lose prospective customers before they reach the buying stage!

  • Samantha Torres

    We often talk about finding what our customer’s intentions and motivations are for improved selling, but adding that we need to think about where they are in the buying process based on their search habits can often be missed. Assuming that customers stay in one place is foolish and too limiting for marketers.

  • Chuniq Inpower

    Agree with you @samtorresseo:disqus ! The information search process can go through various stages with other purchases made in the interim until finding something that is truly satisfying. In many cases, the text book process of the buying funner, or purchase funnel is outdated. Marketers must be more intuitive.

  • OK OK Ok. Buying Funnels, Brand Loyalty Pyramids… Gasp! I think all of this happens more incongruently than a great diagram says it does, and I am a sucker for diagrams. Soletia, you’ve made solid points about how PPC impacts the buyer down his path, however misshapen it may be. I would submit though that PPC only services aspects of this funnel, pyramid, cycle thingamajig; we can only truly support our buyers WHERE EVER they may be online by integrating PPC, SEO, Social, Video, etc. into a layered strategy that speaks the language of the buyer in the cycle, segment, phase, or period they are in, WHEN they are in it. A small caveat to my remarks–consumer advocacy has never been this accessible for online brands. Regardless of where the lead converts from, challenge/incentivize/impel that consumer to share their story about your brand.