Silvia Correas Osorno is one of the experts at award-winning digital marketing agency Stellar Search where over the last 11 years she’s risen from junior Digital Marketing Executive to Managing Partner! Driving results for big name brands across luxury, beauty and fashion including huge names like Bloom & Wild, Hotel Chocolat, Moss Bros, Trinny London, and even Tottenham Hotspur.
In this episode, Silvia shares how to move beyond bottom-of-funnel Google Ads and build a full-funnel approach that reaches customers across the buying journey. We explore how to choose the right channels, creative and budgets to grow your results without spreading your efforts too thin.
Dive in:
[05:35] Understanding the marketing funnel stages
[06:41] Evaluating marketing platform options
[09:48] Choosing the right social media platform
[13:28] Understanding Media Measurement Challenges
[18:35] Insider Tips from Silvia!
[21:39] Episode sponsored by Stellar Search. Get your free Audit from Stellar Search >> https://keepopt.com/stellar
Build Beyond Bottom-of-Funnel Google Ads
Google Ads can capture customers who are already ready to buy, but it cannot create all the demand your business needs. Silvia recommends getting your bottom-of-funnel activity working first, then expanding into channels that build awareness and reach new customers. Meta, YouTube, Pinterest, TikTok, and Reddit can all play a role, depending on your audience and goals. This full-funnel approach helps create demand that can later convert through Google, organic search, email and other channels. For eCommerce brands, the goal is to build a marketing system that supports the whole customer journey, not just the final click.
Choose Fewer Channels and Test Them Properly
Adding more ad platforms does not automatically mean getting more growth. Silvia recommends choosing channels based on where your customers spend time, what creative you can produce, and what your budget can support. Rather than testing five new channels at once, focus your budget on one or two strong opportunities. Give each test enough spend and time to produce meaningful data. For eCommerce teams, this approach makes it easier to understand what is working and avoid wasting budget across too many weak tests.
Measure Full-Funnel Marketing Beyond ROAS
Top-of-funnel advertising will not always deliver the same ROAS or CPA as Google Search, because it has a different job. Its value may show up later through more branded searches, organic traffic, email sales or new customers. Silvia recommends allowing at least one to three months to see the wider impact of this activity. Where budgets allow, marketing mix modelling can also help measure the effect across multiple channels. eCommerce teams need to look beyond individual platform numbers and understand how their marketing activity works together to drive overall business growth.
Takeaways:
Find the notes here: https://keepopt.com/323
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