One platform that allows businesses to reach a crowd of potential customers and is the world’s most popular paid advertising platform is Google Ads. The Google Display Network (GDN), which includes over 2 million web pages, videos, and apps, reaches approximately 90% of all internet users worldwide—and nearly half of those users are reached daily. Simply said, Google Ads is the most powerful marketing tool you have at your disposal, making it all the more critical to get it right when it comes to expanding and scaling your brand. What’s the catch? It’s not a good idea to follow Google’s instructions to the letter. We’ve seen this time and time again with clients who followed Google’s guidelines to a tee but still didn’t get the desired results from their ads.
For each customer, we create four vital campaigns.
They’re called “exploratory campaigns” because they show you where your market is: where the traffic is, where the searches are, who your competitors are, and what’s working and what isn’t. These are the four campaigns:
- Brand: Looks for your company especially (10 percent of the budget)
- General: Searches for your offer or relevant pivots (70 percent of the budget)
- Competitors: People looking for alternatives (10 percent of the budget)
- Retargeting (remarketing): Users that have previously visited your site (10 percent of the budget)
If we’re just getting started with their marketing, you’re paying for data right now.
What does that mean?
You are not paying for clients, leads, or transactions at first; you are running these campaigns to see what works, and then you can start retooling your strategy based on what you’ve discovered is working. If you think your campaigns will be a big success with Google Ads and achieve all of your objectives right away, you may get disappointed.
Not everything will work out. But that’s fine! It’s for this reason that we perform these pilot initiatives.
This campaign bids on your company’s name and brand-related keywords or phrases.
People complain about paying for the clicks often. Regardless of whether I bid on it or not, I’d get that traffic.” While that point has some merit, there are a handful of other factors at play here. Consider what we are saying. The first and most critical point we want to make is that traffic is not assured. When you look at organic search results these days, you’ll see that they’re pushed to the bottom of the page by advertisements, maps, suggestions, and maybe even a video or two. This means that a lot can happen between someone typing in a search phrase and your organic result displaying.
The wonderful thing about branded terms is that because you’re the most relevant result, you’re almost guaranteed first place (as long as you execute it correctly). As a result, it’s critical to safeguard your brand.
More people will bid on your brand as you become more successful with Google Ads, so it’s critical to safeguard your brand from competitors—and yes, people will bid on your brand. When a new rival enters the ecosystem, CyTech will examine them to see if they need to be included in our Competitive campaign, regardless of their size. You must defend your campaign against other individuals taking your clicks since they will do the same.
Another reason to launch brand marketing is to maintain data consistency. When someone clicks through organically, Google uses a feature known as the “not provided provision,” which means they won’t show you more than half of your data. You may confirm this for yourself right now; for some reason, 51 percent or more of your data reports as “not delivered.” Organic traffic puts you at a disadvantage when it comes to tracking things like conversion routes, where your traffic comes from, where users go, and so on. When you pay for traffic, though, all of that data is stored in the Google Ads ecosystem, and you have complete visibility.
Finally, a Brand campaign is inexpensive to run. It doesn’t make sense to not bid on your brand when you’re only spending a few dollars (and sometimes less than $1) each click. Another thing to keep in mind is that as your Google ads develop, your branded searches will begin to rise; we’ve seen this time and time again. That’s because individuals are constantly exposed to your brand—through display ads, remarketing, and so on. People seeking you will find you quickly if you run Brand marketing… and direct them to the next step in the sales process.
When most people think of Google Ads, this is the campaign that comes to mind. People want to search for your offer or relevant pivots or solve a relevant problem (more on that in just a sec). The majority of your ad spend directs towards your short- and long-tail key phrases, which come into play. Many of these approaches won’t work, and incidentally, it is likely where you will waste the majority of your ad spends. Paying for data means you are paying to learn. Build a general campaign first? That’s a good question. It is easier to build a brand campaign. It’s a friendlier setting, so to speak, similar to riding your bike with the training wheels on until you’re comfortable with the mechanics. After that, we take those fundamental concepts and apply them to the General campaign, which is often more sophisticated and lets you extend your marketing efforts by leveraging Google’s vast volume of data.
Yes, we’ll go after your direct competition here, but we’ll also learn how to go after your alternatives. Targeting alternatives may sound shady, but it’s a perfectly acceptable (and extremely effective) strategy to reroute traffic by framing your product as the solution customers are looking for. In your Competitor campaign, you must learn to be broad because this will let you target traffic that you might not have targeted otherwise. By the way, we call them pivots: if someone is looking for something and we can point them in the right direction, that’s a pivot. Pivots don’t always work, but when they do, they can be effective, so it’s worth looking into.
Retargeting (also known as remarketing) is a strategy that we employ to bring users back to your site after they’ve already seen or heard your message. Traffic is costly, to say the least. So, if you only put yourself in front of someone once and they walk away without buying from you, you’re at a huge disadvantage—to the point where your campaign might not function without retargeting. Because 98% of your visitors are unlikely to convert on their first visit, this strategy keeps you in front of prospects, reinforces your brand, and increases conversions. It also has the highest return on investment; nevertheless, it’s worth noting that without the other three campaign kinds, your results would dry up in a matter of weeks (if not days).
Google Ads is a strong marketing tool, but companies must put in the time and effort to master it. Implementing these four campaign types can help you come one step closer to achieving your business’s objectives and scaling them… However, this is only the tip of the iceberg.
CyTech would be happy to serve you with services and assure you that you won’t be disappointed.