Term
Funnel Strategy (TOFU/MOFU/BOFU)
Strategic model that splits SEA activity by funnel stage: Top (reach), Middle (consideration), Bottom (conversion).
Funnel Strategy (TOFU/MOFU/BOFU) — in more detail
Splitting activity into Top of Funnel (TOFU), Middle of Funnel (MOFU), and Bottom of Funnel (BOFU) aligns campaigns, goals, and KPIs with the buying phase. TOFU drives awareness (YouTube, Display, Demand Gen) — KPIs: reach, view rate, brand lift. MOFU supports comparison and research (generic Search, In-Market audiences) — KPIs: CTR, qualified sessions, micro-conversions. BOFU closes the deal (brand Search, Shopping, remarketing) — KPIs: ROAS, CPA, revenue. Steering all stages by the same tCPA systematically punishes TOFU.
Example / In practice
A D2C brand runs YouTube skippable ads for awareness (TOFU), Demand Gen carousels for product discovery (MOFU), and Performance Max plus brand Search for conversion (BOFU). Budget split roughly 30/20/50, with KPIs measured per stage — not lumped together.
Distinction from similar terms
Always-on vs. campaign push describes timing, while the funnel model addresses content logic. Generic vs. Brand vs. Competitor is a keyword axis inside Search; the funnel model spans channels and campaign types. Customer journey is the user-centric view of the same process.
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Account Segmentation
Deliberate split of a Google Ads account by brand, language, country, product line, or funnel stage — prerequisite for clean steering and reporting.
LexikonEvaluating Campaigns — KPIs, Test Duration, Budgets and Sensible Test Setups
Which KPIs actually matter, how long a test must run, how much budget it needs, and which setups deliver reliable answers — and which don't.
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Smart Bidding now learns from the full lead-to-sale funnel. Smart Bidding Exploration is rolling out to Performance Max and Shopping.