Artwork for podcast The Google Ads Podcast
The Holy Grail of Marketing Funnels
9th November 2022 • The Google Ads Podcast • Solutions 8
00:00:00 00:12:00

Share Episode

Shownotes

With the holy grail of marketing funnels, moving potential customers through your sales process is easier than ever! Follow these simple steps and you'll be on your way to increased sales in no time.

In this episode, Kasim is going to teach you everything you need to know about how to easily build awareness, move people from awareness to consideration, and then move them from consideration to purchase.

The holy grail of marketing funnels may sound complicated but it’s simple and easy to follow- it takes away all the pressure of figuring out how to define an entire funnel.

So whether you're just starting out in business or you're looking to improve your current marketing strategy, listen for some helpful tips to help you achieve success.

Related videos:

🔻 Funnels Aren’t Dead! How to Modify Your Funnel for Performance Max: https://youtu.be/HddwjMcQtnk

👑 Kasim's Super Secret Hiring Process | The Pareto Talent System: https://youtu.be/F9JlKznj81w

🥇Unveiling The World's Greatest Customer Onboarding Process: https://youtu.be/UHSDXkgLOb0

💪 The Ideal Team Structure for Google Ads Management: https://youtu.be/d3COKxxHt3I


0:00 Introduction | The Holy Grail of Marketing Funnels

0:37 Kasim reveals the foolproof marketing funnel that industry experts follow

3:10 The top of the funnel

7:52 The middle of the funnel

10:56 The bottom of the funnel



Catch Kasim and John LIVE every Friday at 1 PM PST as they answer everything you want to know about Google Ads.

Join this channel to get access to perks, including the Live Q&A member chat: https://www.youtube.com/channel/UCKuk...


This ULTIMATE GUIDE gives you EVERYTHING you need to know about how to set up, build and optimize your Google Ads Performance Max campaigns: https://sol8.com/performance-max/


🤖🦾🦿 The Ultimate Guide to Google Ads Performance Max for 2022 (Part 1-3): https://youtu.be/oXoFn7dUvL8

https://youtu.be/_mOv9_qrtpg

https://youtu.be/syadgcDVntU


Want to learn more about Google Ads Performance Max? Here's the link to all our PMax guide videos:

https://youtube.com/playlist?list=PLp...


🧐 Do You Have What It Takes to Be John Moran’s Right Hand? If So, We Need Your HELP! https://youtu.be/4Kcf-IHVbAw


🔎 Other Job Opportunities at Solutions 8 - Client Managers, Google Ads Specialists, and Strategists:

https://youtu.be/9TziUBrF_hs

Apply here: https://sol8.com/apply/


💯The Ultimate Guide to Google Ads for Lead Generation:

https://sol8.com/google-ads-lead-gene...

🛒 Everything you need to know about Google Ads for eCommerce:

https://sol8.com/google-ads-for-ecomm...

🧲 The only guide you’ll ever need for Google Ads for YouTube:

https://sol8.com/google-ads-for-youtube/


👉 Do you want to be featured on Daily Google News? Do you have epic value you can offer our audience? You can pitch your idea here: https://sol8.com/pitch/

------------------------------------------------

👉 Get our latest content every Monday, straight to your inbox. Sign up for our news “Traffic Ahead”: https://sol8.com/newsletter/

------------------------------------------------

Get the latest updates, expert tips, best practices, and PROVEN Google Ads strategies every single day. Subscribe here: https://www.youtube.com/channel/UCKuk...

------------------------------------------------

👉 Want to become a Google Ads expert?

We've demystified how Google works, and laid out everything you need to know in Google Ads–from scratch!

Learn how to build, launch and manage high-performing Google Ads campaigns in our STEP-BY-STEP Google Ads Course: 👉 https://youvsgoogle.com/

------------------------------------------------

Solutions 8 is a global authority in the Google Ads space and one of the world's leading PPC agencies.

Our YouTube channel is dedicated to sharing our most effective marketing strategies to help you achieve your business goals.

------------------------------------------------

👉 WOULD LIKE TO SCALE AND GROW YOUR BUSINESS WITH PPC?

Sign up for a FREE Action Plan today: https://bit.ly/sol8-home


🐦 Follow Kasim on Twitter: https://twitter.com/kasimaslam


⬇️️ You can find us here ⬇️️:

Website: https://bit.ly/sol8-home

Twitter: https://twitter.com/solutions_8

Facebook: https://www.facebook.com/solutions8llc

LinkedIn: https://www.linkedin.com/organization...

#googleads


Transcripts

Mark:

What was given to me was more or less a template that I think

Mark:

will work for anybody, any business.

Mark:

If you're not sure about how to build awareness move people from awareness

Mark:

to consideration, and then move people from consideration to purchase.

Mark:

That's all we're talking about here.

Mark:

How do you make people aware of you, your offer, your brand,

Mark:

your problem um, your solution?

Mark:

And then once you've done that, how do you give people the ability?

Mark:

To evaluate the bandaid got ripped off in about the last 18 months, and

Mark:

so we're all kind of struggling with what's the full funnel paradigm.

Mark:

I want to teach you something that I learned yesterday

Mark:

that is absolutely brilliant.

Mark:

First for proper citation, shout out to my buddy Calvin Corelli, CEO of Sinclair.

Mark:

He's the one that taught me this.

Mark:

And I'm calling the holy Grail of marketing funnels which

Mark:

was actually my friend Amanda Dobson's name after I told her.

Mark:

A lot of kudos and props in this video.

Mark:

What I love about this is because we're all Google ads people, even if you're a

Mark:

marketing person, if you've lived inside of the Google Ads realm, you've been

Mark:

spoiled by the bottom of the funnel.

Mark:

And what's interesting about that is the top of the funnel's becoming more and

Mark:

more and more important, and it's becoming more important for multi variant reasons.

Mark:

The loss of data, the iOS 14 update, the, deluge of traffic

Mark:

increased competition the.

Mark:

Dilution of the impact of an impression.

Mark:

The fact that, we don't need seven touches, we need 500 cetera, et cetera.

Mark:

You have to go full funnel.

Mark:

And what's funny about that is while that's been true for some

Mark:

time the bandaid got ripped off in about the last 18 months.

Mark:

And so we're all kind of struggling with what's the full funnel paradigm.

Mark:

And for some of you like hard.

Mark:

Full funnel marketers, you already have this lockdown.

Mark:

Great.

Mark:

Good for you.

Mark:

I didn't, and, we've been figuring out how our funnel functions and what was given

Mark:

to me was more or less a template that I think will work for anybody, any business.

Mark:

And so if you're not sure about how to build awareness, Move people from

Mark:

awareness to consideration and then move people from consideration to purchase.

Mark:

That's all we're talking about here.

Mark:

How do you make people aware of you, your offer, your brand,

Mark:

your problem your solution?

Mark:

And then once you've done that, how do you give people the ability to.

Mark:

To evaluate you, your offer, your brand new product.

Mark:

and that's all full funnel marketing is.

Mark:

That's all it is.

Mark:

And this is not a glitch.

Mark:

I'm interrupting the video you're watching because I need to remind

Mark:

you that I'm always looking for people to join our team.

Mark:

So if you're passionate about Google Ads and you wanna work with the best

Mark:

Google Ads agency on the planet, please go to so late.com/apply.

Mark:

Speaking of working with the best Google Ads agency on the planet, if you're

Mark:

having trouble with Google ads and you want professional, That's what we do.

Mark:

You can go to so late.com, that's s o l eight.com to apply for your

Mark:

free, no obligation action plan.

Mark:

And if I've given you any level of value at all, maybe think about giving me a

Mark:

thumbs up and subscribe to your channel.

Mark:

That's how we juice the YouTube algorithm so they actually know

Mark:

that I know what I'm talking about.

Mark:

If you have questions, comments, concerns, or confessions,

Mark:

hit me below in the comments.

Mark:

And now back to your regularly scheduled program.

Mark:

Here's what I've got.

Mark:

This is the beginning of a funnel and I'm hiding the rest

Mark:

of it, so you can't see ahead.

Mark:

But what you're going to do at the top of the funnel is you're gonna define

Mark:

the seven deadly sins and the seven deadly sins are in relation to whatever

Mark:

it is you happen to be marketing.

Mark:

So this could be service specific, so I could do the seven sends of,

Mark:

Google Ads, or the seven deadly sends of Google ads for e-com specifically.

Mark:

The more niche down you get, the more effective this messaging is gonna be.

Mark:

But this is awesome for a number of reasons.

Mark:

Number.

Mark:

The seven deadly sins is, this is an archetypical narrative that's in the back

Mark:

of at least every person with a Western cultural background knows what this is.

Mark:

And y'all, I can't tell you how important it is to evoke those types of narratives

Mark:

because it doesn't require any explaining.

Mark:

you're going literally to a religious construct and you're saying, Hey, you know

Mark:

how important this is to the rest of life.

Mark:

Well, let me apply this to this little thing that we might be interested in.

Mark:

And depending on the audience that you're going after, it might.

Mark:

, the seven deadly sins in relation to the solution, but it might also be the seven

Mark:

deadly sins in relation to the problem.

Mark:

So let's say you're a chiropractor, but you know you're going after people

Mark:

that might not necessarily be readily accessible to chiropractor care, yet you

Mark:

could actually do the seven deadly sins of back pain or of curing back pain.

Mark:

And then within the steadily deadly sins, you break it up You literally do seven.

Mark:

You do seven.

Mark:

And it's like, Hey, here's why non-invasive surgery isn't

Mark:

as, all it's cracked up to be, for instance, or, here's why.

Mark:

You have to be real careful with certain types of medication.

Mark:

You know, the one pill of Bayer Nuture, gut microbiome, or whatever The other

Mark:

thing I like about this is, is for market, or it makes it easy, it puts it in a box.

Mark:

You know, here's what you need.

Mark:

You need seven videos really.

Mark:

So you're gonna define the seven deadly sins for your offer.

Mark:

and remember that you're defin.

Mark:

In a way that approaches the prospect in the right manner.

Mark:

If people are already problem aware and they're looking for a

Mark:

solution, then your seven deadly sins can be about the solution.

Mark:

If people are not yet problem aware, Or they may be, are problem

Mark:

aware, but they might be, let's say, repelled by the solution or, or the

Mark:

solution's inaccessible to them.

Mark:

Then you want to do the seven deadly sins as it relates to the problem.

Mark:

that's the marketing strategy.

Mark:

That's up to you.

Mark:

but I, I'm giving you the framework here as how to build the funnel.

Mark:

So you're gonna do your seven deadly sins and you're gonna do one video on each.

Mark:

Here's what's cool when you run that traffic, you're gonna start to see what

Mark:

resonates with people from a narrative.

Mark:

And you're gonna see, because really the seven deadly sins in a

Mark:

lot of ways, these are objections.

Mark:

These are objections that people would have to solving this problem.

Mark:

And when you run all seven of the videos, statistically speaking, two are gonna

Mark:

end up being viable and you're gonna start seeing which two objections.

Mark:

Are most powerful for your audience or for the audience

Mark:

that you happen to be targeting.

Mark:

And so it, accomplishes multiple goals.

Mark:

It helps build awareness.

Mark:

It does so in a multifaceted way with the library of media that gives

Mark:

you the opportunity to touch people.

Mark:

With different messaging.

Mark:

And that, by the way, I think is what we're missing.

Mark:

So often with split testing, we're split testing, the intro or the way we say

Mark:

something but this allows you to split test the approach in a safe confine that

Mark:

still speaks to the same end result.

Mark:

So, Top of the funnel, seven deadly sins.

Mark:

You run video ads specifically.

Mark:

It doesn't have to necessarily just be video, but you run ads.

Mark:

So here we've got our seven videos.

Mark:

1, 2, 3, 4, 5.

Mark:

Just make sure I did that right.

Mark:

So these are representative of your seven videos.

Mark:

You can tell that I'm not a graphic designer at all.

Mark:

I built this two seconds before I started shooting, so forgive me When

Mark:

you've run these videos, what you're doing is you're waiting for engagement.

Mark:

You don't move down the funnel until you've identified engagement.

Mark:

Now, some people, some avatars, some prospects, some audiences are

Mark:

gonna gauge at different points.

Mark:

So, you know, somebody might engage and, And by engage, by the way, this is, you

Mark:

get to decide what this means truly.

Mark:

But it's, think, watches.

Mark:

Either the video in its entirety, if it's short, or watches enough

Mark:

of the videos so that you know that they receive the message.

Mark:

And these are lines of demarcation that you can define within whatever

Mark:

advertising network you're using.

Mark:

But once somebody's fully engaged with a video and, we actually now have engaged

Mark:

viewers, I mean, this is a data point that you're offered and only then do you move

Mark:

down until they've been fully engaged.

Mark:

You keep sending them to separate videos and at a certain.

Mark:

They're gonna drop out, and you can do this inside of YouTube with pillars.

Mark:

You can actually just upload all seven and let Google kind of figure it out.

Mark:

Or, this isn't Google specific either.

Mark:

I mean, this could, I think, be a very viable Facebook

Mark:

strategy to be honest with you.

Mark:

But.

Mark:

I'll leave the split testing mechanism to you.

Mark:

Once you're done with your seven deadly sins.

Mark:

We move down the funnel and we drop to the 10 Commandments.

Mark:

And again, it's so brilliant.

Mark:

All this is why it's called the Holy Gra by the way.

Mark:

And again, shout out to Amanda It's so smart and I didn't

Mark:

come up with any of this.

Mark:

This is all stolen.

Mark:

I'm just giving it to you since it was stolen and given to me.

Mark:

I.

Mark:

The 10 Commandments require no explanation.

Mark:

So you're doing yourself such a favor.

Mark:

a, there's such a service to the conversation because you don't have

Mark:

to bring in this whole new pedagogical construct and explain somebody,

Mark:

your industry from the ground up.

Mark:

It's like, oh, here are the seven deadly sins.

Mark:

And okay, remember what I said about the seven deadly sins?

Mark:

Those are the objections.

Mark:

The 10 commandments.

Mark:

Those end up being the things that actually attract them to

Mark:

your product or service, your brand, your company or whatever.

Mark:

And.

Mark:

The top of the funnel is you're identifying the problem,

Mark:

the middle of the funnel.

Mark:

This is consideration, consideration, evaluation, whatever term you want to use.

Mark:

Awareness, top of the funnel, middle of the funnel's consideration.

Mark:

in the 10 Commandments, what you're doing is you're telling 'em the things that

Mark:

absolutely positively have to happen as it relates to your product, your company,

Mark:

your brand, your service, whatever.

Mark:

So as a Google Ads agency, I'm gonna say, Hey, you have to

Mark:

track conversions properly.

Mark:

For the first commandment of Google Ads is conversion tracking.

Mark:

and then I, give you a little bit more about that.

Mark:

Don't just track an analytics tracking Google Tag manager and then reconcile

Mark:

between the two, Have a third party source of truth attribution,

Mark:

blah, blah, blah, blah, blah.

Mark:

And then I move on to.

Mark:

And then number three, number four, and that might be a little bit

Mark:

too granular for some prospects.

Mark:

In this particular instance, I'm assuming this is a person that actually is running

Mark:

Google ads, knows Google ads, wants help.

Mark:

But maybe I zoom out and maybe it's, the 10 commandment of driving traffic.

Mark:

And I talk about how, hey, until you have a model that's been proven as

Mark:

far as an offer that's been proven, I'd actually caution you against

Mark:

driving traffic, that type of thing.

Mark:

So again, you can see here where we contextualize based off of

Mark:

you know your audience to be.

Mark:

You have this really phenomenal framework.

Mark:

So you do the exact same thing you did with the 10 deadly sins.

Mark:

And now you have your 10 commandments, and your 10 commitments means 10

Mark:

videos, You have your 10 videos and you take the audience that you've been.

Mark:

Your 10 deadly sins in front of anybody who's engaged now gets dropped into this

Mark:

sequence of videos, and you can split test these videos across those people.

Mark:

They've already raised their hand and said, Hey, we're interested

Mark:

in this problem or solution, depending on how you approach them.

Mark:

so their awareness has been created.

Mark:

You're gonna move them down to evaluat.

Mark:

and you're gonna do the exact same thing.

Mark:

Once they're in the evaluation stage, you're gonna wait to see

Mark:

which one of these videos resonates.

Mark:

And what's really cool about this is you can actually start to, if

Mark:

you wanted to, you could start to dictate what they see based off of the

Mark:

video that's resonating with them.

Mark:

Because the 10 Commandments are all going to be.

Mark:

Value based.

Mark:

there's that whole marketing trope in cliche where features tell benefit sell.

Mark:

So you're giving yourself the opportunity to position yourself as a thought leader.

Mark:

You're defining the rules for your entire industry with the seven

Mark:

deadly sins and the 10 Commandments.

Mark:

But behind each of these is a benefit.

Mark:

And that benefit leads to features and features of what people pay for.

Mark:

So they go from seven duly sins down to 10 commandments and from 10 commandments.

Mark:

Then you position your.

Mark:

Easy breezy, lemon squeezy the holy grail of funnels.

Mark:

It's so simple.

Mark:

It's so simple, but that's why I think it's so good because it, takes all the

Mark:

pressure off of you've, how to figure out how to define an entire funnel.

Mark:

This is it.

Mark:

And with your seven deadly sins.

Mark:

That's a power page, by the way.

Mark:

An easy power pain.

Mark:

It's social content for sure.

Mark:

It's probably a podcast episode if you want it to be.

Mark:

It could be a video like this one a larger overarching video.

Mark:

I'm not just talking about the advertisements now.

Mark:

Because here's what's gonna happen, and this is what Calvin and I

Mark:

discussed, when people are seeing the seven deadly sins, and you wanna

Mark:

outline 'em that way too, by the way.

Mark:

Deadly sin number two, when they, they're like, Oh, well, gosh,

Mark:

I've seen number two and number.

Mark:

What are, you know, 1, 3, 4, et cetera.

Mark:

So you're gonna track, the right prospect is gonna be really interested in this

Mark:

context or this content, and you're gonna be putting it inside of a framework that

Mark:

they're actually gonna want to be able fill in the gaps, And so make sure that

Mark:

this content becomes accessible elsewhere.

Mark:

I think this is the best full funnel content model I've

Mark:

ever seen in my entire life.

Mark:

And what's cool about it is you're gonna start to map their path to purchase.

Mark:

You're gonna be able to see like, gosh, people are really

Mark:

resonating with that seventh sin.

Mark:

And then from there it's the fourth commandment.

Mark:

and I wouldn't do this right away, but you can begin adjusting the offer based

Mark:

off of the narratives that you're seeing.

Mark:

And this, equips you to talk to people in.

Mark:

, you know, resonates with them.

Mark:

Anyway, I just thought this was so cool.

Mark:

I was really grateful to Calvin for sharing it with me.

Mark:

I wanted to share it with you.

Mark:

That's all I got.

Mark:

I should very every day.

Mark:

So light, comment, subscribe, and I'll see you tomorrow.

Links