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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.

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 ska betala $391,5 miljoner för uppgörelse över platsspårning, säger statliga AG:er

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Google to pay $391.5 million settlement over location tracking, state AGs say

Google has agreed to pay a $391.5 million settlement to 40 states to resolve accusations that it tracked people’s locations in violation of state laws, including snooping on consumers’ whereabouts even after they told the tech behemoth to bug off.

Louisiana Attorney General Jeff Landry said it is time for Big Tech to recognize state laws that limit data collection efforts.

“I have been ringing the alarm bell on big tech for years, and this is why,” Mr. Landry, a Republican, said in a statement Monday. “Citizens must be able to make informed decisions about what information they release to big tech.”

The attorneys general said the investigation resulted in the largest-ever multistate privacy settlement. Connecticut Attorney General William Tong, a Democrat, said Google’s penalty is a “historic win for consumers.”

“Location data is among the most sensitive and valuable personal information Google collects, and there are so many reasons why a consumer may opt out of tracking,” Mr. Tong said. “Our investigation found that Google continued to collect this personal information even after consumers told them not to. That is an unacceptable invasion of consumer privacy, and a violation of state law.”

Location tracking can help tech companies sell digital ads to marketers looking to connect with consumers within their vicinity. It’s another tool in a data-gathering toolkit that generates more than $200 billion in annual ad revenue for Google, accounting for most of the profits pouring into the coffers of its corporate parent, Alphabet, which has a market value of $1.2 trillion.

The settlement is part of a series of legal challenges to Big Tech in the U.S. and around the world, which include consumer protection and antitrust lawsuits.

Though Google, based in Mountain View, California, said it fixed the problems several years ago, the company’s critics remained skeptical. State attorneys general who also have tussled with Google have questioned whether the tech company will follow through on its commitments.

The states aren’t dialing back their scrutiny of Google’s empire.

Last month, Texas Attorney General Ken Paxton said he was filing a lawsuit over reports that Google unlawfully collected millions of Texans’ biometric data such as “voiceprints and records of face geometry.”

The states began investigating Google’s location tracking after The Associated Press reported in 2018 that Android devices and iPhones were storing location data despite the activation of privacy settings intended to prevent the company from following along.

Arizona Attorney General Mark Brnovich went after the company in May 2020. The state’s lawsuit charged that the company had defrauded its users by misleading them into believing they could keep their whereabouts private by turning off location tracking in the settings of their software.

Arizona settled its case with Google for $85 million last month. By then, attorneys general in several other states and the District of Columbia had pounced with their own lawsuits seeking to hold Google accountable.

Along with the hefty penalty, the state attorneys general said, Google must not hide key information about location tracking, must give users detailed information about the types of location tracking information Google collects, and must show additional information to people when users turn location-related account settings to “off.”

States will receive differing sums from the settlement. Mr. Landry’s office said Louisiana would receive more than $12.7 million, and Mr. Tong’s office said Connecticut would collect more than $6.5 million.

The financial penalty will not cripple Google’s business. The company raked in $69 billion in revenue for the third quarter of 2022, according to reports, yielding about $13.9 billion in profit.

Google downplayed its location-tracking tools Monday and said it changed the products at issue long ago.

“Consistent with improvements we’ve made in recent years, we have settled this investigation which was based on outdated product policies that we changed years ago,” Google spokesman Jose Castaneda said in a statement.

Google product managers Marlo McGriff and David Monsees defended their company’s Search and Maps products’ usage of location information.

“Location information lets us offer you a more helpful experience when you use our products,” the two men wrote on Google’s blog. “From Google Maps’ driving directions that show you how to avoid traffic to Google Search surfacing local restaurants and letting you know how busy they are, location information helps connect experiences across Google to what’s most relevant and useful.”

The blog post touted transparency tools and auto-delete controls that Google has developed in recent years and said the private browsing Incognito mode prevents Google Maps from saving an account’s search history.

Mr. McGriff and Mr. Monsees said Google would make changes to its products as part of the settlement. The changes include simplifying the process for deleting location data, updating the method to set up an account and revamping information hubs.

“We’ll provide a new control that allows users to easily turn off their Location History and Web & App Activity settings and delete their past data in one simple flow,” Mr. McGriff and Mr. Monsees wrote. “We’ll also continue deleting Location History data for users who have not recently contributed new Location History data to their account.”

• This article is based in part on wire service reports.

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