Mastering PPC Campaigns: Top vs Bottom of Funnel Keywords

Creating an effective PPC campaign requires selecting the right keywords based on your goals. Should you use top-of-funnel or bottom-of-funnel keywords? The answer depends on where you want to guide potential customers in the sales funnel.

Understanding the Sales Funnel

Let’s quickly define top-of-funnel and bottom-of-funnel keywords before diving into examples of each type of keyword you should target. Essentially, most buyers go through the same stages in the purchasing process. Picture each prospect entering a funnel to illustrate this.

At the top of the funel, they are gathering information, learning about your company, and developing interest in your product or service. As they move through the funnel, they conduct more research, evaluate your offerings against competitors, and work toward making a purchase decision. Now they’ve reached the bottom of the funl, and it’s time to convert them into paying customers.

Top of Funnel Keywords

Just as a warm-up sets the stage for a great workout, top-of-funnel keywords initiate your customer’s journey. These keywords act as the gateway, capturing the attention of those in search of information and solutions. Imagine someone learning about a topic for the first time and thinking, “I want to know more about this.”

Picture yourself as a runner on a quest for the perfect pair of shoes. You might enter keywords like “heel pain when running” or “shoes to alleviate foot pain.” These search queries signal that you’re at the top of the funnl, eagerly seeking answers and solutions.

Crafting a Top-of-Funnel PPC Strategy

Behind every successful PPC campaign lies a well-crafted strategy. In this world of digital possibilities, let’s explore two key tactics that can help you hit the bullseye with your top-of-funnel keywords.

1. Contextual Targeting:

Imagine Google’s display network as a vibrant mosaic of websites and platforms. Contextual targeting harnesses this expansive network, matching your keywords with sites that share similar themes. Visualize your top-of-funnel keywords as keys unlocking doors to websites where potential customers are actively seeking information.

2. Managed Placements:

For those who relish hands-on control, managed placements offer a distinct advantage. Instead of entrusting Google with the placement of your ads, you choose the specific websites, videos, and apps. It’s akin to placing your ad in a store that you know your ideal customer frequents.


Injecting Life into Top-of-Funnel Ads

Creating captivating ads at the top of the funl requires finesse and creativity. Think of your ads as invitations to an exciting event. Here are a couple of examples to ignite your imagination:

“Discover Running Shoes that Relieve Foot Pain”

“Embark on a Journey with the Best Cushioned Running Shoes”

Keep in mind that your goal is to foster brand awareness. Make your company name and logo stand out, and select images that resonate with the searcher’s intent. Highlight the key benefits of your product or service, engaging readers with your ad copy.

Transitioning to the Middle of the Funnel

With your audience now intrigued at the top of the funnl, it’s time to lead them further down the purchase journey. The middle of the funnel is where consumers become discerning buyers, comparing options based on factors like price, quality, and features.

Keywords like “best running shoes for heel pain” and “top rated cushion running shoes” shine at this stage. You’ve moved from a curious browser to a prospective buyer actively seeking the perfect solution.

Crafting Compelling Mid-Funnel Ads

As you transition from the top to the middle of the funnel, your ads should transform into persuasive narratives. Here’s a glimpse of what your ad copy might look like:

“Bid Farewell to Foot Pain with Our Gel-Cushioned Running Shoes”

“Podiatrist-Approved Running Shoes Designed to Alleviate Heel Pain”

While brand awareness messaging remains important, make your ads more promotional and action-oriented. Showcase specific product features and benefits that set your brand apart. Incorporate strong calls-to-action that resonate with those ready to take the next step.

Optimizing for Mid-Funnel Conversions

In addition to crafting optimized ads, you need landing pages tailored to your mid-funnel audience. Picture these landing pages as comprehensive guides, addressing every question and concern your potential customers might have.

A dedicated mid-funel landing page should include:

  • Clear headlines that resonate with the searcher’s problem
  • Detailed product descriptions, specifications, features, and benefits
  • Genuine customer testimonials and reviews
  • Comparative insights that highlight your brand’s advantages
  • Inviting calls-to-action that encourage adding items to the cart or scheduling demos

With each element thoughtfully designed, you pave the way for turning informed prospects into enthusiastic converted customers.

Bottom Of The Funnel 

As your journey continues, you reach the exciting bottom of the funnel, where conversions are the ultimate goal. Your audience has evolved from curious to committed, actively seeking the best deals and comparing brands.

Bottom of funnel keywords include terms like “discount,” “coupon,” “promo code,” and “best price.” These keywords signal the readiness to make a purchase.

Crafting Compelling Bottom of Funnel Ads

With the bottom of funnel ads, it’s all about showcasing special offers and incentives to drive imminent purchases. Here are examples of what your ad copy could look like:

“Limited Time Offer: 25% Off Cushioned Running Shoes!”

“Act Now for Free Shipping on Your Running Shoe Order!”

Create a sense of urgency and scarcity to evoke a fear of missing out. Employ action-oriented language to prompt clicks from those who are ready to buy.

Optimizing Bottom of Funnel Landing Pages

Dedicated landing pages are crucial for bottom of funnel keywords. These pages must be optimized to convert eager visitors into satisfied customers.

Effective tactics include:

Prominent displays of discounts, deals, and coupons

Clear calls-to-action to add items to the cart or complete the purchase

Messaging that emphasizes limited-time offers and scarcity

Social proof elements like customer ratings and reviews

A streamlined checkout process with security assurances

By designing each component with conversions in mind, your bottom of funnel landing pages become the catalyst for turning interested prospects into enthusiastic buyers.


Keeping the sales funnel in mind is key to building a successful PPC campaign. Using the right keywords to target your intended audience will boost your click-through and conversion rates. Reach out to Elites Digital Marketing right away if you need help setting up a PPC campaign that takes advantage of both top-of-funnel and bottom of funnel keywords. We provide all sorts of services related to TikTok and other social media platforms like Graphic Designing, Content Creation and Video Animations.

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