I’ve been scaling this top of funnel search campaign over the last few weeks.
$.18 CPCs using Target CPA bidding.

Spend: $8,974.68
Revenue: $13,092.48
ROAS: 1.46 (1.1x ROAS 1DC Northbeam Accrual)

Here’s how it works:

For “top of funnel” search campaigns, the goal is to target people looking for information.

Prospects are using Google to find answers to their questions – not necessarily buy something.

It’s our job to answer their question, and position our products as the solution.

When running top of funnel search campaigns, you need to send people to blogs – not product pages.

It’s important to meet the user “where they’re at”.

They want information, so meet them with content that answers their questions.

Check your search terms report for any questions, and then send them to relevant blogs on your site.

For example, this search operator will find all pages on my website that are related to the keyword “learn google ads”.

“site:http://www.growthzacks.com learn google ads”

Try it!

What makes keywords “top of funnel” vs “bottom funnel” is how the search results look.

For your keyword, do you see only product or collection pages? It’s probably bottom funnel.

See mostly blogs? It’s probably top of funnel.

Segment top and bottom into separate campaigns.

If you’re not sure which keywords to start with, try running a dynamic search campaign to your site’s blog.

This will research keywords for you, and give you a KW list that you can use to structure your top of funnel campaign.

Use a low budget with maximize conversions bidding.

Each ad group will have one “theme”, with multiple relevant ads/landing pages.
For example:

Ad group 1:
[learn google ads]
“learn google ads”
learn google ads

The broad match and phrase match keywords will help you find new themes to target over time.

Launch your campaign with “maximize conversions” bidding and be patient.

This traffic is cold, so it will take time before your campaign has enough data to “learn” and become profitable.

When you’ve identified your best ad groups, try switching to target CPA or target ROAS.

To scale these, continue “extracting” new ad groups from the search terms report, and creating new blogs that answer questions related to your products.

If your CPCs rapidly increase as you scale, you’re tapping out the audience and need to target keywords themes.

I have more about this in my free course:

“Learn Google Paid Search Advertising For Shopify Stores”

Check it out and follow me for more content about search engine marketing & Google Ads.