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Google Ads B2B Full-Funnel Strategy Outline

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For any platform, having a full-funnel marketing strategy is ideal. Not only does it help you get a better idea of how you are reaching users and on what level, it also gives you an idea of how long your general sales cycle is. In this blog, I am going to cover what a full-funnel strategy looks like for Google Ads, from the content you will need at each level to the types of users we are wanting to reach. If you are interested in seeing how the funnel would be built on Facebook, check out How to Build an In-Platform Facebook Ads Funnel. If you are wanting to see how a funnel would look for an eCommerce account, check out How to Build an Ecommerce Sales Funnel to Drive Growth.

Top of Funnel – Prime

In this stage, we are wanting to prime new users who haven’t interacted with your brand yet. These users typically won’t be searching for things related to your brand, that is why a display campaign is ideal. This will allow your ads and brand name to get in front of these new potential customers without being too aggressive. We are not expecting these users to convert, so to measure success in these types of campaigns we will have to rely on metrics that measure awareness like impressions, time on page, and bounce rate. With these campaigns, we will want content that is not too aggressive but can give the user something to remember. These can be either whitepapers, blog posts, or Ebooks.

Campaign Type: Display  

Performance Metrics: Time on Page, Bounce Rate, Impressions

Content: Whitepapers, Blog Posts, Ebooks

Middle of Funnel – Remind

In the middle funnel stage, we are wanting to remind users from the top of the funnel of your brand. We are also wanting to reach users who are aware of the problem they have and are already searching for the solution: aka your business. These users might have seen your ads or heard of your brand before but have not converted yet on your site. For this stage, you will want to run non-brand search campaigns and also display remarketing campaigns. For non-brand, you will want to target keywords related to your business and products. This will allow your ads to show in front of users who are searching for things your business can be a solution for. For remarketing, you will want to target the users you reached in the top of funnel campaigns. These campaigns can be measured with new user metrics and gated content metrics like downloads or webinar views. The type of content you will want to promote in these campaigns are webinars, case study’s, and expert guides.

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Campaign Type: Non-Brand Search, Remarketing

Performance Metrics: New User Metrics, Gated Content Metrics

Content: Podcasts, Webinars, Case Study, Expert Guides

Bottom of Funnel – Adopt

At the bottom of the funnel, we are wanting to reach the users that are aware of your brand and your products and are ready to convert. These are the users that have already been through both other stages in the funnel and trust your brand. In this stage, you will want to run a branded search campaign and also a remarketing campaign. For branded search, you will be targeting users searching for your brand terms. For remarketing, you will be targeting the audience that engaged in the middle of the funnel. With these campaigns, you will want to offer content like consumer reports or competitor comparison pieces. To gauge performance in this stage, you will want to look at returning users, content downloads, and then also factor in whatever conversions your account tracks, whether it be “Contact Us” or “Request A Demo”.

Campaign Type: Branded Search, Remarketing

Performance Metrics: Returning Users, Content Downloads, Etc.

Content: Consumer Reports, Competitor Comparison Pieces

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GOOGLE

Google Workspace vs. Microsoft 365: What’s the best office suite for business?

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Google G Suite vs. Microsoft Office

Once upon a time, Microsoft Office ruled the business world. By the late ‘90s and early 2000s, Microsoft’s office suite had brushed aside rivals such as WordPerfect Office and Lotus SmartSuite, and there was no competition on the horizon.

Then in 2006 Google came along with Google Docs & Spreadsheets, a collaborative online word processing and spreadsheet duo that was combined with other business services to form the Google Apps suite, later rebranded as G Suite, and now as Google Workspace. Although Google’s productivity suite didn’t immediately take the business world by storm, over time it has gained both in features and in popularity, boasting 6 million paying customers, according to Google’s most recent public stats in March 2020.

Microsoft, meanwhile, has shifted its emphasis away from its traditional licensed Office software to Microsoft 365 (formerly Office 365), a subscription-based version that’s treated more like a service, with frequent updates and new features. Microsoft 365 is what we’ve focused on in this story.

Nowadays, choosing an office suite isn’t as simple as it once was. We’re here to help.

Google Workspace vs. Microsoft 365

Google Workspace and Microsoft 365 have much in common. Both are subscription-based, charging businesses per-person fees every month, in varying tiers, depending on the capabilities their customers are looking for. Although Google Workspace is web-based, it has the capability to work offline as well. And while Microsoft 365 is based on installed desktop software, it also provides (less powerful) web-based versions of its applications.

Both suites work well with a range of devices. Because it’s web-based, Google Workspace works in most browsers on any operating system, and Google also offers mobile apps for Android and iOS. Microsoft provides Office client apps for Windows, macOS, iOS, and Android, and its web-based apps work across browsers.

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