If you’ve implemented digital marketing strategies, they more than likely include a pay-per-click (PPC) campaign, Google ads, social media marketing or other types of advertising. This rapidly evolving form of marketing helps companies make data-informed decisions and provides a direct form of measuring ROI to help achieve business goals and grow revenue. But to harness the power of Google Ads, marketers first need to take a step back to determine their best use in the marketing mix. Keep reading to learn more tips to aide you in the strategy process.
Google Ads strategy 101
Your first step is to define your goals before deciding what type of Google ads you should run.
Google search is perfect for people who are searching for keywords related to your product or service. Display campaigns can help you reach a larger audience, and you can link to product pages or blog posts. Is video part of your content strategy? YouTube campaigns are perfect for storytelling and brand awareness.
Before you launch a campaign, study where you want your ads to appear. Once you launch, you can adjust those placements.
For example, Google’s Display Network (GDN) includes over 2 million websites, and you can reach nearly 90% of all internet users. Of course, we want to reach as many people as possible, but this is where knowing your target audience well comes into play. What are their likes or their dislikes? What are their behaviors or current life events? What topics are they researching or reading about?
Recently, advertisers have reported seeing their Google ads on X (formerly Twitter). While many major brands have moved away from utilizing X, their ads are appearing on the platform without their knowledge.
This is one reason it’s important to continually audit your display advertising placements. You can take action to exclude certain websites if they don’t fit your marketing strategy.
Bonus tip: Setting a frequency cap limits the number of times a person can see your ad. But, use these with caution, as you can unintentionally reduce your impressions and harm campaign performance.
Secrets to successful Google ads strategies
Here it is. The moment you’ve been waiting for! We’re about to reveal the top-secret information that will bring you in thousands of new customers!
Well.. We hate to burst your bubble, but there isn’t one. There’s no secret ingredient that digital agencies hold on to and refuse to share with the class. That’s why we always start with research when onboarding a new client or taking on a new project.
There are several key indicators you should consider when preparing a campaign:
- Who is your target audience?
- How can you effectively reach your potential customers, donors or employees?
- What’s your marketing campaign budget? A Google Ads campaign will take just a slice of your overall marketing budget. Consider if part of your budget should also be allocated for other targeted marketing methods.
- What products or services are at the forefront of your marketing campaign?
- What is the industry benchmark for your click-through-rate (CTR)?
- What is an acceptable cost-per-click (CPC)?
- What conversion rates should you expect?
But first, you must understand the buyer’s journey, and how they move from learning about your product or business to purchasing or donating. This research helps you understand the decisions your audience makes during the sales process, allowing you to better meet their needs.
Remarketing ads
Chances are, you’ve done some online shopping. Suddenly, ads for that one pair of jeans or a new car you’ve been eyeing seems to follow you everywhere you go.
On Facebook? Yep, you saw an ad for those jeans in your feed. Watching a YouTube video on how to prepare a new recipe? There’s a video promotion for that same car you’re researching. Reading your daily news digest online? You see these ads again and again.
While sometimes it can feel annoying (and creepy…like they’re following you around!), this ad strategy works.
A remarketing campaign is a digital marketing strategy that helps businesses reconnect with – or remind – customers who have previously interacted with their brand or a specific product. These digital ads may feel creepy, because they are. You’ve demonstrated an interest, and businesses don’t want you to forget that.
With all types of digital advertising, these campaigns need attention. The “set it and forget it” mentality will get you nowhere – fast. Adjust your targeting and ad strategies for better performance, work on negative keyword lists and keep an eye on your costs.
An effective marketing strategy is waiting for you, and chances are Google ads could help you meet your short and long term goals.
