The document outlines a full-funnel strategy for enhancing Google Ads performance, emphasizing the need for structured campaigns tailored to user types and behaviors. Key components include content magnets, a scoring system for user readiness, and effective nurturing through targeted email marketing. The approach advocates for simplicity, data utilization, and gradual engagement with potential customers.

1. How to create a
full-funnel strategy to
boost your Google
Ads results

2. 1. Why a full-funnel approach?
2. What do we need to start (the secret recipe)
3. Content Magnets
4. Scoring System
5. Nurturing Machine
6. Actual Targeting
Agenda

3. Who am I?

4. Advisor for Google’s own
equity fund Capital G.
Who am I…
Gianluca
Voted 2nd Most Influential
PPC Person in 2019.
Binelli

5. We’re the best* scientific performance marketing agency
Who is Booster Box...
* we are the best according to our mums and now that we’ve won an award as the Best small PPC agency in Europe, it’s official: mums are always right.
That’s quite a mouthful, but it’s just a way to say that we love
numbers and the scientific method.
We have been running wildly successful international Paid
and Brand Media Campaigns since July of 2016

6. Why a full-funnel
approach?

7. 7

8. 8

9. This is how we see the world

10. What do we need
to start

11. Ingredient #1: Start from the bottom

12. We have different campaigns to
serve each user’s type
Brand Top Products
Shopping
Long Tail
Products
EAN Codes
Misspellings
Categories
Sub-Categories
Generics
RLSA
Remarketing
Similar Users &
Lookalikes
GDN Placements
Video Placements
Topic, Affinity,
In-Market
DSA
GSP
Contextual GDN
Video Discovery &
In-Stream
Video Shopping
IGNORANCE
LEARNING
INTENT

13. Ingredient #2: Remarketing

14. 3 Dimension Remarketing
BEHAVIOUR ON THE WEBSITE
(EG. DEPTH OF VISIT, SEEN HIGH MARGIN ITEMS)
RECENCY
FIRST PARTY DATA (EG. HIGH
LTV)

15. Ingredient #3: Lookalikes

16. Granularity and Seed Expansion
We have developed a robust methodology for prioritizing the
seed and picking the right level of granularity.

17. Content Magnets

18. Do not propose on your first date

19. Do not sell directly to the upper
funnel

20. Scoring system

21. “Scoring” AKA understanding when a user
is ready to move from Discovery to Push

22. Nurturing
Machine

23. How to nurture online users
1. email Marketing Machine
2. Sales Organization

24. Actual Targeting

25. We have different campaigns to serve each
user’s type

26. We have different campaigns to serve each
user’s type

27. Conclusions

28. 1. Start easy rather than complicated;
2. Make sure that your marketing machine has really closed the
loop;
3. Make sure that you are leveraging your own data through a
custom match or uploading your offline conversions in order to
build up the lookalikes;
4. Remember that you should never ever propose on your first
date.
What you should remember when developing
your full-funnel marketing strategy

29. growth@boosterboxdigital.com