5 Google Ads Tips
Align Creative Messaging
Advertisers & brands should align owned & paid media messaging to get the best results. The brand differentiator & creative pull-through should be added to the advertising campaign efforts to increase the campaign’s frequency and effectiveness. Site content should be added to paid search ads to improve relevance & decrease CPCs.
Research during the planning phase should lead to planned digital campaign optimizations. Advertisers that follow their plan should see the best short & long-term results. Frequent optimizations based on campaign data may increase short-term acquisition costs and harm long-term branding.
Ad Schedule: Exclude days and times of the week from the ad campaign to maximize budget
Seasonal Budgets: Planned monthly budget increases and decreases that account for internal and external factors throughout the year
Customer Match: Online and offline customer data that allows for specific campaign targeting
Commit to Your Target Audience
Strive to target the media spending towards the brand’s 2 personas. Research and media efforts are geared towards the target persona's needs. Brands will see the most cost-effective results when they are able to target their spending toward the planned audience. Advertisers can achieve this on Google Ads with the use of customer match, creative messaging, and keyword research.
Consumer Journey Account Structure
Advertising campaigns should focus on 1 stage of the consumer journey for the best short and long-term results. Sales should always be a focus but advertising and business tactics should use the same stage of the consumer journey. Brands that focus on short-term sales and nature the consumer journey should expect the most cost-effective results.
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