full

Boost Your Marketing Efforts With the Audience Demand Pyramid

Caden Thompson, our Senior Google Ads Strategist, shares how you can take your marketing efforts to the next level by leveraging the Audience Demand Pyramid. Whether you're a beginner or an experienced marketer, this framework can help you understand how different advertising platforms fit into the customer value journey.

By using the Audience Demand Pyramid, you can identify your target audience, find new customers, and achieve your marketing goals. So, if you're looking to improve your marketing strategy and drive more traffic to your business, this episode is a must-listen.


Related videos:

🖐️ Five Things to Understand Before Running Google Ads:   

 â€¢ ðŸ–ï¸ Five Things to...  

💣 Unlock the Power of Search Ads:   

 â€¢ ðŸ’£ Unlock the Powe...  

📸 How to Build Your Brand with Powerful Product Images and Campaign Media:   

 â€¢ ðŸ“¸ How to Build Yo...  


0:00 Intro

0:35 Boost Your Marketing Efforts With the Audience Demand Pyramid

1:19 Ready to buy

2:58 General interest

4:30 Targeted awareness

5:03 Need help with Google Ads? Get your FREE action plan here: https://sol8.com/ap/

6:22 Broad awareness

7:31 One of the biggest mistakes advertisers make towards Google Ads



Are you looking to level up your Google Ads game? Join John every Friday at 1:00 PM PT for an all-inclusive deep dive into Google Ads.

Our experts will reveal knowledge bombs, secret strategies, and tips they use to skyrocket businesses through Google Ads. 🔥🔥🔥


Be part of this amazing experience by becoming a member of our channel today. Click the JOIN button, and you'll get exclusive access to additional perks such as Live Q&A member chat.


💣 The Ultimate Guide to Google Ads for 2023:   

 â€¢ The Ultimate Guid...  


🔥 Get your copy of You vs. Google: The (Very) Unauthorized Guide to Google Ads

on Amazon here: https://www.amazon.com/dp/B0BWSNLNRN


This ULTIMATE GUIDE gives you EVERYTHING you need to know about how to set up, build and optimize your Google Ads Performance Max campaigns: https://sol8.com/performance-max/


🤖🦾🦿 The Ultimate Guide to Google Ads Performance Max for 2022 (Part 1-3):   

 â€¢ ðŸ¤– The Ultimate Gu...  

  

 â€¢ ðŸ¦¾ The Ultimate Gu...  

  

 â€¢ ðŸ¦¿ The Ultimate Gu...  


Want to learn more about Google Ads Performance Max? Here's the link to all our PMax guide videos:

  

 â€¢ Performance Max  


💰 Have an ad budget that's less than $5,000/month? If so, check out our sister agency, StarterPPC, where you can get Google Ads management for a fraction of the cost!

Visit https://www.starterppc.com for more information. 🚀


💯The Ultimate Guide to Google Ads for Lead Generation:

https://sol8.com/google-ads-lead-gene...

🛒 Everything you need to know about Google Ads for eCommerce:

https://sol8.com/google-ads-for-ecomm...

🧲 The only guide you’ll ever need for Google Ads for YouTube:

https://sol8.com/google-ads-for-youtube/


👉 Do you want to be featured on Daily Google News? Do you have epic value you can offer our audience? You can pitch your idea here: https://sol8.com/pitch/

--------------------------------------------------

👉 Get our latest content every Monday, straight to your inbox. Sign up for our news “Traffic Ahead”: https://sol8.com/newsletter/

--------------------------------------------------

Get the latest updates, expert tips, best practices, and PROVEN Google Ads strategies every single day. Subscribe here:   

 / @solutionseight  

--------------------------------------------------

👉 Want to become a Google Ads expert?

We’ve demystified how Google works, and laid out everything you need to know in Google Ads–from scratch!

Learn how to build, launch and manage high-performing Google Ads campaigns in this Google Ads Course: http://sol8.com/paid-traffic-mastery

--------------------------------------------------

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.

--------------------------------------------------

👉 WOULD LIKE TO SCALE AND GROW YOUR BUSINESS WITH PPC?

Sign up for a FREE Action Plan today: https://bit.ly/sol8-home


🐦 Follow Kasim on Twitter: https://twitter.com/kasimaslam


⬇️️ You can find us here ⬇️️:

Website: https://bit.ly/sol8-home

Twitter: https://twitter.com/solutions_8

Facebook: https://www.facebook.com/solutions8llc

LinkedIn: https://www.linkedin.com/organization...

#googleads #googleadsagency #googleadshelp

Transcript
Kasim:

Hello?

Kasim:

Hello.

Kasim:

So this is gonna be a little bit of a different video.

Kasim:

This is gonna be more talking about general media mixes and how

Kasim:

to think about other channels.

Kasim:

Now I'm no expert in terms of how all the other channels function.

Kasim:

There's so many, so it's impossible to be one, but I like to use this sort of

Kasim:

framework as a way to better understand how you can leverage different mediums and

Kasim:

how sort of Google fits into this process.

Kasim:

So I call this, and like I said, I'm sorry if term was already coined, but um, we

Kasim:

call this the audience demand pyramid.

Kasim:

I like to think of it as you have your smaller audience up here and

Kasim:

your larger audience down here, and then the mediums associated with that

Kasim:

audience or the strategy behind it.

Kasim:

the first section up here I like to look at, which is the ready to buy section.

Kasim:

So this small triangle up here, which is.

Kasim:

Where a lot of media buyers are in right now where I think most are

Kasim:

regardless of, performance marketing, they're probably in these if you're

Kasim:

an e-comm based company, I would say Amazon ads would be a really good one.

Kasim:

And then also Google Ads.

Kasim:

You can also say this as well, for service based industries, based on

Kasim:

search on Google, however you may, they're just the ready to buy people.

Kasim:

Now this is a really good area because number one it's going to find those people

Kasim:

that have already been warmed up, whether or not they're just in the market for it,

Kasim:

whether they know another brand, but they don't like the brand, they're looking

Kasim:

for a different brand, whatever may be.

Kasim:

This is sort of the I guess the battlegrounds you could

Kasim:

say of, marketing as a whole.

Kasim:

it's really good because you can capture that demand, but it's also very

Kasim:

competitive, meaning that you're gonna have all these other brands that are

Kasim:

wanting to do the same exact thing.

Kasim:

Because the whole point of Google search is that someone is looking up

Kasim:

a product or service that they want or need, and you're able to be there

Kasim:

right when they want you to, or right when they're, , looking for someone

Kasim:

that fulfills your service of product.

Kasim:

this is a really good area to test for new brands.

Kasim:

I think because you don't lean too much into the broad awareness, you get

Kasim:

right to the end of things where you're like, Hey, how does my product match

Kasim:

up against all the other competitors?

Kasim:

Am I too expensive?

Kasim:

Is this not a product that anyone wants?

Kasim:

Or is my conversion rate on my site terrible?

Kasim:

whatever it may be.

Kasim:

You can stay on low budgets and not have to really do like, bulk large audiences

Kasim:

to try to figure out if anyone even wants to buy a product or service or not.

Kasim:

So I think this is a really good area to start for a lot of people and then sort

Kasim:

of branch out into the next area here, which goes into the general interest.

Kasim:

So someone that maybe knows about the servicer product but is not yet in need

Kasim:

of it or is still in the research phase of it, trying to get an idea about it.

Kasim:

These two kind of blend a little bit together.

Kasim:

I put Facebook here just because this is not necessarily capturing what people

Kasim:

are searching as much as Google is.

Kasim:

It's more of, Hey, you're in this audience.

Kasim:

We think you're interested in this.

Kasim:

Here's a product, it's more interruptive.

Kasim:

It's not as, demand focused, I guess you could say.

Kasim:

And then I would also say like, Google kind of fits into this realm as well too.

Kasim:

You can argue that YouTube's kind of in that if you're

Kasim:

using conversion based bidding.

Kasim:

But I believe that's kind of the next section here and we'll

Kasim:

talk about that in a second.

Kasim:

So interest space, like I said, this is where I would say majority of

Kasim:

advertisers are in kind of these two areas, mainly at least when they're

Kasim:

performance based just because they're.

Kasim:

More geared towards, like I said, the actual demand, along with just the

Kasim:

interest of the user not necessarily trying to build the interest which is

Kasim:

perfect because with conversion based bidding, you take care of that and you're

Kasim:

able to build off that data and then you end up having a large audience pool.

Kasim:

And I've found people that are, you know, large brands as well, publicly traded.

Kasim:

That are really in this realm right here and are totally

Kasim:

fine with the audience size.

Kasim:

They don't even need to go to this other, they still have space that can grow

Kasim:

within the interest and then ready to buy.

Kasim:

Just because of how large, you know, these platforms are.

Kasim:

just kind of, you know, my 2 cents on the first two.

Kasim:

Now the third one, which is way larger, is the targeted awareness.

Kasim:

Now I think of this as outbound YouTube.

Kasim:

This could be.

Kasim:

Focused on views.

Kasim:

This could be focused on even conversions in some cases based on, and if, it's

Kasim:

an affinity audience or if it's like, you know, more specifically like a

Kasim:

dsk, which I would say would maybe be more in the interest side of things.

Kasim:

But you can even go into like connected tv for example.

Kasim:

Meta or Facebook ads.

Kasim:

You know, you're trying to build up that general awareness is more of like that.

Kasim:

What people know as like your very top of funnel performance

Kasim:

marketing sort of things.

Kasim:

So I would say this is kind of that one area that people like to dip

Kasim:

their toes into a lot, but don't necessarily see the results they want.

Kasim:

And so they kind of go back in and default into the interest or they're

Kasim:

ready to buy and scale those up even more.

Kasim:

Now if we go even further down, we go into the broad awareness.

Kasim:

So this is, think of, you know, large brands like Apple, Microsoft, Nike Amazon.

Kasim:

They're trying to get in the know of people.

Kasim:

They're not necessarily just trying to find people.

Kasim:

This is something that is obviously the largest in the pyramid and the most

Kasim:

broad because you don't really have any caps on what you're trying to target.

Kasim:

So I think of this as like TV ads, radio ads, billboard ads, that kind of thing.

Kasim:

Billboards, ads would probably the most pure form of that just because you're

Kasim:

just saying, Hey, whoever passes, you know, by the billboard, we are

Kasim:

showing you the ad, and you can go into demos on like region and all that.

Kasim:

But.

Kasim:

You guys kind of get the idea of what I'm saying here.

Kasim:

TV ads too.

Kasim:

A lot of people can argue, well, we know the demos of the TV ads and connected tv.

Kasim:

Yes, it kind of blends together with that.

Kasim:

I think of TV ads more of like a general sense of TV ads where you're

Kasim:

based off of time and channel.

Kasim:

But not necessarily like, hey, this is like the actual account that's,

Kasim:

watching right now kind of thing.

Kasim:

Whereas Connected TV is more geared towards that.

Kasim:

Now I'm no expert in all these, so this is just my general ID behind it.

Kasim:

So I'm just gonna preface that again.

Kasim:

But I really think that as an advertiser, it's smart to think of Google as

Kasim:

not just a bottom funnel network.

Kasim:

I know this is like one of the biggest mistakes that a lot of advertisers do

Kasim:

is they think that Google is purely there for all the other channels to

Kasim:

then get remarketed to, meaning a user goes to Facebook and then they get

Kasim:

remarketed to on Google, and then that's.

Kasim:

All Google's for this issue happens a lot.

Kasim:

It restricts, you know, a lot of agencies from growing along with a lot

Kasim:

of businesses from growing as well too.

Kasim:

And it's just that mindset that is not not leveraging all the potential.

Kasim:

I would say right off the bat if you're looking at social versus

Kasim:

Google very slight difference.

Kasim:

YouTube is more geared towards the male audience, whereas social is more

Kasim:

geared towards the female audience.

Kasim:

It's a very, very slight split, but there is some sort of, you

Kasim:

know, slight deviation in there.

Kasim:

there's a lot of different ways that you can mix and match all these.

Kasim:

For example, you can have Facebook ads be your top of funnel, and then

Kasim:

Amazon ads be your bottom of funnel.

Kasim:

And since it's a trusted, you know, location, meaning people don't think

Kasim:

that you're, trying to scam them because it's on Amazon and they have a really

Kasim:

good policies on there, then you can run into that as being a funnel as well.

Kasim:

You can even see the reverse on like the Google side of things.

Kasim:

You can say that.

Kasim:

Google, we do outbound, let's say YouTube or Google.

Kasim:

And then we do a marketing on Facebook because Facebook

Kasim:

is tied to a specific user.

Kasim:

And so you're not gonna have, for example, your mom or dad on your

Kasim:

Facebook account, you're gonna have like you on your Facebook account.

Kasim:

Whereas if you're on a Google account, it could be kind of a blend of two,

Kasim:

meaning that if you had like a family computer then you're not gonna be as

Kasim:

accurate in terms of saying who's on that computer now this is just kind

Kasim:

of nitpicking and sort of giving like more of a macro example of things.

Kasim:

yeah, I just wanted to kind of highlight the differences there.

Kasim:

So hopefully you guys found some value out of this just in terms of

Kasim:

how I like to think about the general media mix and the, size of the

Kasim:

audience and then how to leverage it.

Kasim:

So if you like the video, give a thumbs up and yeah, hopefully we'll be making

Kasim:

more of these macro videos for you guys.

Kasim:

And yeah, let me know if there's anything else you guys want me

About the Podcast

Show artwork for The Google Ads Podcast
The Google Ads Podcast
PPC Strategies, Tutorials, Tips, Tricks, Hacks, and Best Practices