Hi there, I'm Ian Binek, the founder of Optimize Your Marketing, a digital marketing agency that specializes in working with Pre Seed B2B SaaS startups. In this blog post, I will be explaining the difference between top of funnel (TOF) and bottom of funnel (BOF) keywords for pay per click (PPC) campaigns.
Hi there, I'm Ian Binek, the founder of Optimize Your Marketing, a digital marketing agency that specializes in working with Pre Seed B2B SaaS startups. In this blog post, I will be explaining the difference between top of funnel (TOF) and bottom of funnel (BOF) keywords for pay per click (PPC) campaigns.
First, let's start with TOF keywords. These are usually question-based or general terms that potential customers would search for when they are not yet aware of the software or services available to solve their problems. For example, "what is the best project management tool?", "how to improve customer experience?", or "ways to increase website traffic".
On the other hand, BOF keywords are usually long-tail keywords that have specific modifiers such as "software", "services", "vendors", "companies", and so on. These keywords are highly targeted and indicate that the searcher is already aware of the solutions available and is now looking for specific options. For example, "best project management software for startups", "top customer experience services for e-commerce", or "SEO companies for small businesses".
It is essential to realize that TOF keywords generally bring a lot more traffic to your site. However, a lot of this traffic will not turn into customers because these keywords are not specifically targeted. BOF keywords, on the other hand, are highly targeted and will result in lower bounce rates, higher time spent on-page, and more conversions from these terms. However, BOF keywords will bring less traffic to your site than TOF keywords.
At Optimize Your Marketing, we prefer to lean into BOF keyword terms because they are a lean way to secure more marketing qualified leads for B2B SaaS startups. However, if your company is making a market, then TOF keywords will have to be the words we bid on since there is little to no volume surrounding your solution.
In conclusion, when it comes to PPC campaigns, understanding the difference between TOF and BOF keywords is crucial. While TOF keywords will bring more traffic to your site, BOF keywords are more targeted and result in higher conversions. At Optimize Your Marketing, we recommend a balanced approach that leans towards BOF keywords but also considers TOF keywords for companies that are making a market.
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