High Intent Search Terms: Pushing Budget Into Bottom-of-Funnel (BOF) Keywords

Rachel: 00:00:11

Hi everyone.

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: 00:00:12

Regina here with starter PPC.

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: 00:00:14

We have a lead generation client,

meaning not an e commerce client.

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They just collect leads on their website

and then they sell them services.

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Actually, this one sells SAS.

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it's a platform, but it's a

platform that's sold to large.

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corporations like, car manufacturers,

for example, might buy this.

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it's a forecasting software

and so it's expensive.

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you cannot sign up for it on the website.

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It's sold using sales reps

through a demo call, right?

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So they're just generating

leads on their website and then

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they handle the sale offline.

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That's what I mean by lead gen.

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What I'm going to talk about

is, lead quality issues.

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So the client messaged us recently

saying, Hey, we're finally getting,

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quite a bit of leads now, but

the quality isn't that great.

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Most of the leads, they don't, necessarily

respond or show up for the demo call.

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Obviously, the client is going to

try to do what they can to convert

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the leads that we're giving them.

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maybe there's something that

can be done to get people to

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show up for the demo call.

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Maybe there's something that can

be done to get them to respond.

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But we're also going to do what we

can to increase the lead quality

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without, increasing the costs too much.

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I wanted to just show

you guys in real time.

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what's going on inside the account, how

it's structured, and, how we are going to

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attempt to resolve this the coming weeks.

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so like a strategic

solution to the problem.

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I'm making this video because I've

seen that it's a common phenomenon.

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This is the common situation where a

lead gen company has the ideal target.

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market that they want to target, but

the market size is just so small.

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And so the algorithm spends most

of its budget on more high level

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searches, maybe middle of funnel

or top of funnel searches that are.

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a more long tail and people are

not necessarily looking for the

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product or the service itself.

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They're looking for something

that indicates they might be

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interested in the product or

service but we don't really know.

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So that's what I mean by middle

of funnel and top of funnel.

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it happens a lot where, you might

have these, bottom of funnel.

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And the market is so small

and it's also super saturated.

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There are other competitors going

after these bottom of funnel

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keywords, and it can be tough to

get the algorithm to actually.

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bid aggressively on those ones and spend

money on those ones because it just

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seems like the algorithm is spending a

ton of money on all the other keywords

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that are just low quality keywords.

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So we're going to take a look at that.

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And then I'm going to talk about

a, cool strategy that you guys

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can try to resolve this situation,

so I'm going to minimize my face.

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so first of all, what do I mean

by bottom of funnel keywords?

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let's look at the last 30 days.

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Okay.

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And for those of you that don't know

the difference between a search keyword

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and a search term, so the difference

between these, the search keyword and

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the search term is the keyword is the,

phrase that we're targeting, right?

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So we've chosen all of these, we've

put them in phrase match or exact match

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or broad match which are different

keyword match types, which you can.

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Read about, or maybe I'll make

another video about them someday.

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And then over here, the search

term, this is what the user

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is actually searching for.

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And so the algorithm takes your

keyword and it decides close enough.

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And it matches what the user just

searched for in Google with our keywords.

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I have the keyword column

pulled up over here.

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and you can see that the search term

is matching up with the keyword.

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So our keyword best inventory forecasting

software is matching up with this

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more longer tail business, keyword.

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Now I don't have any filters on

other than, the campaign is enabled.

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I'm sorted by cost.

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So we can see what are the

kind of the heavy lifters.

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Where are we spending our money?

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And you can see that, most of these

are, actually bottom of funnel keywords.

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And I'm calling them bottom of

funnel because They indicate that

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the person is looking for a product

or a service that we're selling.

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They're literally standing there with

their wallet in their hand and they're

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saying, I want to buy a software.

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so they're not searching

for inventory forecasting.

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They're searching for

inventory forecasting software.

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They're not searching for demand planning.

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They're searching for

demand planning tool, right?

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They're looking for a SAS solution

that potentially that we sell.

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and most of the keywords here that

are at the top have software,

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forecast actually, this one doesn't

actually save, software in it.

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So I would call this a bottom of funnel

keyword because it says software.

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And I would call this one, like

more like a middle of funnel.

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Because the person is

looking for a forecast.

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Which is what our software would give

them, but they're not looking for

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forecasting software or forecasting

platform or forecasting tool.

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You get the idea.

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We're casting system.

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so this is a middle of funnel and it

makes sense to me that, when I sort

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by cost, all the, bottom of funnel

keywords are going to rise to the top

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because those ones cost more per click.

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Why?

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Because you and all your competitors

really want to go after those.

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Those are the super high quality.

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people that you want to bid on.

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And so the cost per click is going to

be worth more because they're going

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to have a higher conversion rate.

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as you can see, we don't have too

many, too much data here to show.

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We actually only saw, one

conversion in the platform last

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month, although there were a few

conversions outside of the platform.

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So Google is just dropping its tracking.

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So that's something

that is always a battle.

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But, these software keywords are

gonna have a higher conversion

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rate, and therefore they're gonna

have a higher cost per click.

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This is, SEK, which is Swedish Corona,

Ooh, this is 178 SEK for three clicks.

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Wow.

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I'm really surprised there were

19 people searching for this one.

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Search term, 178.

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Okay.

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16 divided by three click.

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it's not the cheapest click in the world.

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It's not like a dollar.

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they're going to cost more if they have

the word software attached to them.

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Now, if the client is emailing me and

saying, I need higher lead quality.

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It says to me, okay, for quality,

what we need to do is lean in and get

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more of these software type keywords.

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Keyword contains

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Search term contains tool, software,

system, platform, solution.

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And over the past 30 days, we spent,

000, SEK out of a total account, 21, 000.

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Okay, so about 1 4th of our budget 4,

000 as he caves on bottom of funnel

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search terms, and I'm not even sure that

all of these are super hyper relevant.

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Test scenario tools doesn't seem

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we should question that

one scenario planning tool.

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So analysis tool forecasting platform.

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These are good.

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So if we can get this

4, 000 to 8, 000, right?

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8, 000 we're spending in 30 days.

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21, 000.

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Sorry.

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22.

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More like that would be higher

quality leads overall, right?

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Cause those are people that are

looking for software to buy.

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so what I want to try to do is lean

in to spending more of the budget

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on these bottom of funnel keywords

and not the other ones, right?

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Copper planning forecast, for

example, the one we looked at.

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how can we structure the account

to try to force budget into

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these bottom of funnel keywords?

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And here's the tricky part.

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We have a limited budget, right?

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We can't just create a

million different campaigns.

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We can't create a campaign that

just has software keywords in it and

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more campaigns that have other ones.

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In fact, we're already splitting the

budget right now, between, these,

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industry specific landing pages,

which have really small market size.

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And then we have more general landing

page for general searches that we

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don't know what market they're in.

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so this campaign has.

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Two landing pages, one for just

general forecasting, one for tactical

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planning and scenario analysis.

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So we're trying to create landing

pages around different keywords,

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and then different, industries.

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If someone's searching for forecasting

for the chemical industry, for example.

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and even though we didn't

really look through these search

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terms, it is getting, relevancy.

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look, I have filter for.

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Our bottom of funnel and it got

none of those in the last 30 days.

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So let's remove that

and see what it's doing.

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Chemical market forecast, chemical

industry, market trends, chemical

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industry, market outlook, right?

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So these, I would call these all

middle of funnel, but because they're

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industry specific and they are tailored

to our landing page, we definitely

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don't want to turn it off, right?

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We definitely can't spend the entire 21,

000 SEK and shove them shove all of that

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budget into bottom of funnel, keywords.

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There just isn't enough people

out there searching for chemical

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market forecast software.

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the algorithm didn't even find

a single person to bid on.

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But, it's possible that we might

be able to spend more than 4, 000.

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S E K.

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So what are we going to do?

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How are we going to restructure things?

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Here's what I would recommend.

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Okay.

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Back to the video.

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I would split.

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Your keywords into bottom of

funnel and middle of funnel, right?

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in addition to dividing by landing page,

which is what we have going on here.

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we also want to divide by bottom of funnel

and middle of funnel in some way where we

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can control the budget because we want to

try to give the bottom of funnel keywords.

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more budget than it can spend and

we want to also bid aggressively

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on those keywords, right?

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willing to pay double the cost per

click than we're willing to pay

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on the middle of funnel keywords.

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So we don't want to leave

it up to the algorithm.

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The way it's set up right now, we're

just letting the algorithm decide if

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it wants to, ignore our keyword where

we have the word software and just bid

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on, market forecast instead of market

forecast software, we're letting the

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algorithm decide when to do that.

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instead, we want to try to encourage

the algorithm by forcing budget and

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having a very aggressive, bid strategy

on the bottom of funnel keywords.

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So how do we do that?

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We have to have a dedicated budget

for the bottom of funnel keywords.

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So I would split.

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the keywords out into two campaigns.

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And since we already have four campaigns,

and we like this structure, I

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would create eight campaigns, right?

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I would duplicate the

campaigns we have here.

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However.

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We're not going to duplicate the

budgets and I'm going to talk to you

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guys about how we're going to do this

So right now we're sharing budgets

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these three share a budget and then

this one has its own dedicated budget

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because there's more market size for

general and Non industry specific.

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So we're going to, we're going to use

shared budgets to avoid splitting the

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budget because when you have a limited

budget, it's bad to just divide.

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It's, it can be very restrictive

to give every single campaign a

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really teeny tiny budget, because

the campaign doesn't have the.

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power and the opportunity to bid right

when it needs to bid on that hot lead when

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they're searching at that moment because

it's run out of budget for the day, right?

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So we don't want to divide

the budget up too much.

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So we're going to use shared

budgets to overcome this.

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so what I'm going to recommend

is duplicate the campaigns.

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Set up two shared budgets, one for bottom

of funnel and one for middle of funnel.

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So all four of the campaigns

you see here are gonna share a

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budget called bottom of Funnel.

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And all four of the new campaigns

that are duplicated are gonna share

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a budget called middle of funnel.

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Then what you're gonna do is you're going

to, clean up all the search terms, right?

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So for the bottom of funnel campaigns,

rename everything, these are gonna

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be bottom of funnel campaigns.

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In these campaigns, what

you're gonna do is you're gonna

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make everything exact match.

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exact match software, exact

match tool, exact match solution.

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You get the idea.

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And we're going to set the

bid strategy really liberal.

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It can spend whatever it wants to spend

to get to, to win over the competition

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on those high intent keywords.

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Then on the middle of funnel campaigns,

what you're going to do is, and this is

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the important part because you don't want

the campaigns to overlap and compete with

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each other for the same placement, right?

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You're just adding to

the competition that way.

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Don't do it.

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So for the middle of funnel campaigns,

you're going to go into the negative

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keywords and you want to exclude

broad match, negative software system.

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solution, platform, tool,

all of these bottom of funnel

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keywords, broad match negative.

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it cannot bid on anything

with those in it.

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It seems counterintuitive, right?

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Cause we want those, but we

already have a campaign for that.

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We already have a campaign for that.

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So this one is going

to be everything else.

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So exclude those as broad match negative,

you guys, all your bottom of funnel

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keywords, and if you're not selling

software, then your bottom of funnel

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keywords are going to be service.

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solution.

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don't know.

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It depends on what you're trying to buy,

what type of service you're trying to buy.

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But you get the idea.

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anything that indicates

they're looking to pay money.

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Those are the words that are

going to be negated from your

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middle of funnel keyword keywords.

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and then you're going to

set up shared budgets.

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Now this is important, not

a portfolio bid strategy.

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So right now we're actually using

portfolio bid strategy, which I

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think we're going to get rid of.

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so the portfolio bid strategy is

sharing both the budget and the bids.

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I don't want to share the bids.

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Because, features is going

to spend all the budget.

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So we're going to basically the bid

in this campaign to give it less,

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wiggle room and restrict its ability

to spend within the shared budget.

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So you want to just set up shared budgets,

not shared portfolio strategies and

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manage the bids on a per campaign basis.

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what else am I forgetting?

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Obviously in the middle of funnel

keywords, go ahead and just delete all

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the terms like software, solution, tool

and you also want to make that campaign

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is probably going to be phrase match.

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It's a little more open ended for

the algorithm to just bid on people

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that are looking for whatever is

indicative that they want a forecast

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or a scenario analysis tool.

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A scenario analysis, not a scenario

analysis tool because that would be in

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our bottom of funnel keyword campaign.

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that's how I would structure it, right?

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So bottom of funnel, middle of funnel,

use shared budgets if you have to

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because you're limited by budget, negate.

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the two campaigns, they're

mutually exclusive and they're

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not competing with each other.

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This is a super common phenomenon.

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So I wanted to make a video about what

to do when you have a very small market

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in your high quality search terms and

a very big market in your middle of

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funnel or top of funnel search terms.

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So if this relates to you, I

hope this strategy was useful.

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Best of luck.

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Thanks for watching.