full
Maximizing Google Ads in Your Customer Journey to Boost Sales
As a Client Manager for Google Ads, we shouldn't just think about what happens inside of the dashboard, instead, we should put on that CMO thinking cap and think about a customer's journey. We turned what our client thought was going to be an eCommerce-focused campaign into a lead generation-focused campaign. Listen to this episode as Carmen Lee, our Senior Client Manager, explains why the team came up with strategy and how it was beneficial for the client.
0:00 Intro
0:20 🔥 Maximizing Google Ads in Your Customer Journey to Boost Sales
3:19 Smart Campaigns & Dynamic Search Ads
5:42 Competitor Campaigns
Learn about the Solutions 8 Digital Marketing Services here: www.sol8.com/digital-marketing-services
Related videos:
💣 Google Ads Lead Generation Problems: Low Lead Volume and Slow Lead Follow-up:
• 💣 Google Ads Lead Generation Problems...
🤝 What We've Learned About Effective Client Management:
• 🤝 What We've Learned About Effective ...
👉 Get free guides, templates, SOPs, checklists, and worksheets to help you grow your business: https://sol8.com/free-stuff/
👉 Get our latest content every Monday, straight to your inbox. Sign up for our newsletter: https://sol8.com/newsletter/
👉 Join our You vs. Google Mastermind to get exclusive access to weekly calls and Q&A sessions, insider resources and training, and a private Slack group: https://youvsgoogle.com/
🔥 Get your copy of You vs. Google: The (Very) Unauthorized Guide to Google Ads
on Amazon here: https://www.amazon.com/dp/B0BWSNLNRN
👉 WOULD LIKE TO SCALE AND GROW YOUR BUSINESS WITH PPC?
Sign up for a FREE Action Plan today: https://sol8.com/ap/
Solutions 8 is a global authority in the Google Ads space and one of the world's leading PPC agencies.
Our YouTube channel is dedicated to sharing our most effective marketing strategies to help you achieve your business goals.
--------------------------------------------------
Connect with Kasim here: https://smartlink.metricool.com/publi...
⬇️️ You can find us here ⬇️️:
Website: https://sol8.com/
Transcript
You have to think about the customer journey and what it actually
2
:takes for customer to actually convert.
3
:If we had just decided to follow
and look at purchases solely, this
4
:client probably would not have been
very happy with me very early on.
5
:Hey everyone, my name is Carmen and I am a
senior client manager here at Solutions 8.
6
:My topic today is to talk to you about
how you should put on your CMO thinking
7
:cap to determine if How Google Ads might
fit into your overall marketing strategy.
8
:we had a client who came to us last year.
9
:They run a winery in the U.
10
:S.
11
:And they wanted to incorporate Google
Ads into their overall strategy.
12
:They didn't really know
what their goals were.
13
:it was really up to us as a team to
structure the campaigns for this client.
14
:They just thought that Google ads
would be beneficial for them in the
15
:long run, which in this case was
definitely the right move for them.
16
:So the first thing that we had to
think about was the customer journey.
17
:And of course, this is really
important because it will help
18
:to structure the campaign.
19
:how Google ads will actually
play into your overall strategy.
20
:taking me into consideration,
I love wine personally.
21
:but it's really rare for me to purchase
a bottle without ever trying it or
22
:even having ever heard of the brand.
23
:and this winery was
relatively newly established.
24
:Their website was new.
25
:we knew that in order for people to know
about them, buy their wines, we had to
26
:get customers into the winery first before
they would make any kind of purchases.
27
:They needed to try the wine first.
28
:So even though the winery came to us and
they had this online store built out,
29
:they were, structured for e commerce,
we quickly decided that focusing on
30
:the e commerce side of things as that
first step for us was just not going
31
:to work for our overall strategy.
32
:in this chart I'm looking from
st,:
33
:although in Q4 there were quite a few
purchases for Black Friday, Christmas
34
:holiday, when we entered 2024,
purchases honestly weren't that much.
35
:And we knew this from the beginning
that we weren't going to really focus on
36
:purchases as being our major goal because
of what I said earlier in terms of the
37
:customer journey, how we needed to get
people into the winery first for them to
38
:try the wine and then make a purchase as
a second part of the customer journey.
39
:So there are three campaigns that we
launched for this specific purpose.
40
:The first one we launched
was a smart campaign.
41
:So a smart campaign allowed our
ads to show up in Google Maps.
42
:So the thought process of this was that
when someone is in the United States
43
:or in that area looking for a winery
to go to, they're going to go into
44
:Google Maps and see, oh, what's the
next winery that is in close proximity
45
:to us and that we could go to visit?
46
:So having our ads show up in Google Maps
through the smart campaign, allowed us
47
:to reach that portion of the audiences.
48
:Thanks.
49
:Now, the second campaign that we
launched was a dynamic search campaign,
50
:and we targeted the area of San
Francisco because, the client's winery
51
:was located inside of Napa Valley.
52
:how was this, campaign structured?
53
:we have a lot of different ad
groups that will allow people
54
:to go to the different pages.
55
:of the website that we
thought were important.
56
:But most of the conversions
do go to the home page.
57
:So what kind of keywords were coming up?
58
:The search terms that we were looking
for included Napa wine tasting, Napa
59
:Valley wine tasting, Napa Valley winery.
60
:we needed to have a lot of top of
funnel search terms for people who
61
:are just in the area and looking for
wineries to taste or, wineries to visit.
62
:So when we're seeing these top of funnel
map of wine tasting, wineries, In this
63
:dynamic search campaign, we knew that
we were headed in the right direction
64
:because people were also converting.
65
:there's 36 conversions In the last 30
days for people who were just doing
66
:that top of funnel research, the keyword
research to see what they could, visit
67
:when they were in the Napa Valley area.
68
:So again, this is perfect for our
client who is looking to build
69
:that brand awareness and getting
more visits to their winery.
70
:So the third campaign that we built
out was a competitor campaign.
71
:our winery is relatively
newly established.
72
:So there's not a lot of people who
might even be able to search for
73
:the brand name and know about them
unless they visited them before.
74
:when we piggyback off of competitors who
have long established brand recognition
75
:and start bidding on those terms, and
then showing our ads for them, when people
76
:are doing that initial phase research.
77
:Say someone was looking
up for a competitor here.
78
:our ads show up.
79
:We have gotten 16 conversions for
just this one competitor and over 100
80
:conversions in the last 30 days for people
who were looking for Competitor wineries,
81
:and then converting on ours because
they were just doing that research.
82
:They saw our ad and they
decided, okay, why not?
83
:I've never heard of them.
84
:They have a pretty decent website.
85
:Let's go check them out too.
86
:this is actually one of our main
strategies that we discovered really works
87
:for this client in terms of generating
more winery visits in the last 30 days.
88
:Almost 60 percent of the conversions
that we got came from Google ads that
89
:we could see from Google analytics.
90
:even though a client can come to you and
say, Hey, I have an e commerce store.
91
:I want to only look at ROAS or
purchases, But you need to think
92
:about this from a CMO perspective and
think about it from their perspective.
93
:Yes, we can run Google ads, but is
that Just focusing on e commerce in
94
:this particular situation, the right
way to go, you have to think about the
95
:customer journey and what it actually
takes for customer to actually convert.
96
:If we had just decided to follow and look
at purchases solely client probably would
97
:not have been very happy with me very
early on because purchases don't come
98
:that often just purely on the website.