We made the ULTIMATE paid media funnel for home, garden and lifestyle brands

Last updated: May 28, 2024

Konrad Frankowski

Konrad 'Kon' Frankowski is the Head of Paid Media at The Evergreen Agency specialising in strategic growth, performance marketing and commercial leadership.

Read Konrad's bio here

Are you a home, garden or lifestyle brand looking to build the ultimate paid media funnel? If so, you’re in for a treat!

In this post, we’ll share our secret recipe for concocting the perfect paid media pie – a deliciously effective strategy that combines the right ingredients to drive results.

The base: Google & Microsoft Ads (75%)

The foundation of any great paid media funnel is a solid base, and for most brands, that means allocating a significant portion of your budget (around 75%) to Google and Microsoft Ads. This dynamic duo offers unparalleled reach and the ability to capture those all-important search intents.

Within these platforms, start by setting up a branded search campaign – it’s often the cheapest and highest-converting traffic you’ll get. Then, expand into broader search terms to cast a wider net, and don’t forget to incorporate performance max campaigns to let the algorithms work their magic.

The filling: Meta Ads (15%)

No paid media pie is complete without a rich, flavourful filling, and for us, that’s Meta Ads (Facebook and Instagram). While people might not actively search for your products on these platforms, they’re incredibly effective for retargeting and keeping your brand top-of-mind.

Sprinkle in some delectable video content with YouTube campaigns, and you’ve got a perfect middle layer that complements the base beautifully.

The toppings: Data Feeds & Discovery Ads (10%)

To add the finishing touches, we recommend generously sprinkling in fresh data feeds and discovery ads. Constantly updating your campaigns with first-party data ensures your targeting stays relevant and your messaging hits the mark.

Discovery ads, on the other hand, are like the cherry on top – they allow you to showcase your most visually appealing assets and let Google’s algorithms serve them to the most receptive audiences.

The secret ingredient: Simplicity

While the perfect paid media pie might sound complex, the true secret ingredient is simplicity. Resist the urge to overcomplicate things or spread yourself too thin across too many platforms. Instead, focus on executing this straightforward, data-driven approach flawlessly.

Building the perfect paid media funnel doesn’t have to be a daunting task. By following this recipe and striking the right balance between search intent, retargeting, data optimisation, and visually compelling content, you can create a paid media pie that’s both delicious and high-performing.

So roll up your sleeves, gather your ingredients, and get baking – your customers’ appetites are waiting to be satisfied!

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