Ad Setup as per the Funnel on Google
Ad Setup for BOFU (Service and Ecommerce) & KPIs
Learning Outcome
6
Measure BOFU KPIs
5
Create ecommerce purchase campaigns
4
Configure lead forms and conversion tracking
3
Target high-intent audiences
2
Create conversion campaigns
1
Understand BOFU campaigns
Rahul's Shoe Store
Rahul ran awareness and consideration campaigns.
Many users:
Visited product pages
Visited product pages
Visited product pages
But purchases were still low.
Rahul's Shoe Store
Rahul launched conversion campaigns:
Purchase-focused ads
Limited-time offers
Product remarketing
01
02
03
Soon, purchases increased.
Rahul's Shoe Store
Rahul realized:
Text
Text
Interested users need a final push to take action.
Think about Rahul's store
Customers already entered the shop, checked products, and asked questions.
Offer
Discount
Strong CTA
Now the salesperson gives:
to encourage purchase.
Similarly, BOFU campaigns focus on converting interested users.
Conversion Campaign Strategy
Actions
Service:
Ecommerce:
Submit Form
Book Consultation
Purchase
High-Intent Audience Targeting
Service Business
Ecommerce Business
Audience:
Audience:
Website Visitors
Lead Form Opened Users
Previous Engagers
Product Viewers
Add To Cart Users
Checkout Initiated Users
Service Business BOFU Campaign Example
Choose Campaign Type
Choose Objective
Service Business BOFU Campaign Example
Select Actions
Target & Create Ads
Service Business BOFU Campaign Example
Create Conversion Focused Ads
Lead Form & Conversion Tracking Integration
AD
User sees your ad and shows interest
Lead Form
User opens the lead form to share their details
Submit
User submits the form with their information
Conversion Tracking
Conversion is tracked and data is recorded for optimization
Ecommerce BOFU Campaign Example
Goal
Generate purchases from users ready to buy
Performance Max
helps maximize purchases across Google channels
Ecommerce BOFU Campaign Example
Connect products so Google can show the right items to purchase ready users
BOFU ads
focus on driving purchases using strong offers and clears CTAs
BOFU Performance Metrics
Conversion Optimization Techniques
Track Conversions
Optimize Keywords
Improve Landing Pages
Conversion Optimization Techniques
Improve CTA
Optimize Audience
Improve Offers
Summary
5
Strong CTAs help increase conversions.
4
Search and Shopping campaigns work well.
3
Conversion tracking measures results.
2
High-intent audiences improve performance.
1
BOFU focuses on conversions.
Quiz
Which audience works best in BOFU?
A. Broad Audience
B. Add To Cart Users
C. Random Users
D. Awareness Audience
Quiz
Which audience works best in BOFU?
A. Broad Audience
B. Add To Cart Users
C. Random Users
D. Awareness Audience
