It helps you deliver your ads to the right people, allows you to manage your costs, measures the success of your campaign, and lets you make the necessary adjustments – these are the substantial advantages of the Google Ads system, an online Aladdin, ready to listen to your orders and to follow your plans.
All you have to do is give it the proper commands. Not an easy task, it’s true, in the context of the constant change of Google’s algorithms.
Hence, that’s the reason you need a strategy. We propose a simplified procedure satisfactory for small and medium accounts dedicated to online advertising.
- Define your business objective
Do you want to grow your business and reduce your advertising costs? Your answer depends on the type of Google campaign you will design. De răspunsul tău depinde tipul de campanie Google pe care o vei contura.
- Establish performance indicators of relevance
Every business has its thresholds to reach, depending on the business objectives. You might be interested, for example, in how much it costs you to bring in a new customer.
- Rate your ongoing campaigns
How much money are you spending on sponsored ads, what type of campaign are you spending your budget on, and, above all, how efficiently?
- Set medium and long-term goals
You can dream big, but don’t forget to be realistic! To increase the volume of sales by 30% in one year is an honorable and achievable goal, by the way, but not if you propose it to yourself in November of that year!
Once you’ve completed these steps, it’s time to decide which Google campaigns to activate.
Brand Awareness or Lead generation? – that is the question
Brand Awareness these are the Google Ads campaigns that help popularize a brand. Their purpose is to “illuminate” the brand and make it visible and attractive. Which, in the long run, translates into sales.
A 2019 survey shows that 81% of consumers feel they have to trust the brand they buy from, and 51% of shoppers recommend it further when they’ve earned their trust.
The advantage of a brand awareness campaign is that it helps you build a long-lasting relationship with your customers. But like any meaningful relationship, it requires resources: time, money and creativity must be invested, so that potential customers know, feel connected to and love your brand. Studies show that it takes at least 5-7 brand exposures for a consumer to recognize it.
Accordingly, once you’ve decided that brand awareness is the campaign you want, be consistent in running it. Otherwise, your effort will have been in vain.
Lead Generation – these are Google Ads campaigns focused on sales.
Their purpose is to draw consumers’ attention to your products and services and get them to buy them.
Marketers and salespeople are vying for territory when it comes to lead generation, and you’ll find the phrase associated with several categories – earned, owned and paid media.
When we talk about lead-generating advertising, the simplest model is PPC – Pay per clickwhich is exactly what it says: in your campaign, you pay for each click obtained, separately. PPC is very useful in lead generation campaignsbecause it allows you to use certain keywords and retarget the campaign once you have already attracted curious people to your site (this and the cookie policy explain why you feel pursued by a brand after you first interacted with it).
In a lead generation campaign, however, SEO is vital – in reality, this is the first step you should take before launching a campaign lead generation.
See here how we chose the Google Ads strategy for one of our clients, achieving remarkable performance after only a few weeks and without additional expenses!
