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Building a Marketable Brand & Running Campaigns for a Brand That Lasts
If you want to build a successful brand that lasts, but you don't know where to start, John is here to help!
In this episode, John talks about branding- how you can build a marketable brand, and how you can use brand campaigns and other methods of advertising to create an effective marketing strategy.
Watch this video to learn more about:
- Building a brand
- How you can identify the campaigns that can work for your brand
- Running Google Ads campaigns for brand awareness
- Understanding the marketing funnel and what campaign types work best for each level
Related resources:
The Top Down Funnel & Mastering Google Ads With Kasim Aslam And John Moran Of Solutions 8: https://www.digitalmarketer.com/podca...
The Bottom-Up Funnel by Solutions 8: https://youtu.be/PJVL2Fq7x0k
The Importance of Brand Campaigns With Performance Max: https://sol8.com/brand-campaigns-with...
5 Key Advantages to Bidding on Brand Keywords: https://sol8.com/5-key-advantages-to-...
0:00 Intro
0:39 Building a Marketable Brand & Running Campaigns for a Brand That Lasts
3:41 The bottom-up funnel
9:06 Do you need to move up the funnel?
12:57 Moving up to the middle of the funnel
17:04 Work with the best Google Ads agency on the planet
18:01 Campaign types for each level of the marketing funnel
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Transcript
The reason why this is important is because 80% of what Google Ads does.
john:Do you need to move up the funnel?
john:Not necessarily.
john:That is the next easiest step up from where you're at, and that's
john:typically where about 99% of all Google advertising campaigns go to.
john:So we wanna make sure that we can use this strateg.
john:And when I say use, I mean use Google Ads or use any marketing
john:channel strategically enough that there is a revenue stream coming in
john:that allows you to go top of funnel.
john:All right, now we're talking about building a brand.
john:This one's gonna be a little bit not necessarily building a brand
john:just in Google, but just kind of building a brand in general and
john:then also having to do with Google.
john:How would you transition that into Google campaigns?
john:What type of campaigns you should be running, audiences you should target,
john:types of audiences, all the good stuff.
john:first thing that we're gonna talk about on brand building is
john:essentially the competitive ecosystem.
john:So when building a brand, if you have a company that has a fairly simple,
john:well established product, so let's say, New brand or something else that
john:is different than, you know, a new wizzywig that people never have heard of.
john:When you're talking about building a brand, one thing that's actually really
john:important is talking about the total applicable market that you are going
john:to be looking to break into if you are starting a business or if you're
john:looking to expand your product category.
john:There's two things that are happening now in the.
john:World of paid traffic.
john:That is the difference between a fairly inexpensive success and a very expensive,
john:more long-term success, and that is what they call an established market.
john:We have, a lot of times customers will come to us and say, Hey, I
john:have this brand new product, and no one's ever seen it before.
john:And, it's something revolut.
john:Missionary and no one even knows it exists.
john:Well, all that says is it's extremely expensive now to, get people to
john:understand what that product is and the methods of which you need to market to
john:that new product are gonna be vastly different since there is no inbound
john:traffic for this new unheard of product, you have to develop an audience.
john:have to pay to establish an industry, which we're talking
john:about building a brand.
john:You're looking at top of funnel, you're looking at YouTube, you're
john:looking at discovery display.
john:If you're looking at Facebook, Instagram, TikTok and even one of the
john:largest growing audiences inside of TikTok is a 30 year old user and above.
john:when we're talking about building a brand, I think the context of our
john:conversation is we're going to be talking about our specific clients.
john:Our specific clients have been clients that have already been reviewed
john:by either, the sales team, custom myself, someone has looked at this
john:and said, yes, this can work on Google specifically, and go from there.
john:As we start to build out a.
john:Campaign strategy.
john:very little times do.
john:We have a new customer coming to us that has a product that has never
john:been seen before by the world.
john:Sometimes that does happen and we've found out that those are
john:extremely expensive propositions.
john:We don't have the people that are going to.
john:Inbound search and Googling.
john:Google doesn't have an audience for these people.
john:They don't have the previous most frequently performed actions before
john:they purchase the new product that no one's ever seen before.
john:So it's very, very, very expensive.
john:So let's talk about building a brand on a company that has an established industry.
john:One thing that I would say is A small claim to fame for us
john:is called the bottom up funnel.
john:And it's something that Kaso and I have put together.
john:We've actually had a podcast, it was one of our first podcasts on the perpetual
john:traffic some digital marketer podcast.
john:But the bottom up funnel is actually something that we actually use as
john:a practice internally quite often.
john:And you've all seen it.
john:And the bottom of funnel means starting at the bottom of the
john:funnel and then working your way.
john:What that means is you start with the purchasers first.
john:When you start with the purchasers first, you can see what they're buying,
john:what they spend, the competitive ecosystem, what the cost acquisition
john:is, what the roaz is, how large that audience is, and that will give you A
john:way point, I guess a cardinal direction as to where you need to go up funnel.
john:If you have, let's say, 50 SKUs and you find out that 20 of those 50 SKUs
john:sell 90% of the time, the other SKUs never really get much inbound traffic.
john:They don't even by segmented into their own campaign, they don't
john:necessarily even get a good result.
john:It normally means that this is the products that are selling versus these
john:are the products that are not gonna sell and you're not going to be able to.
john:Products that are not selling and magically turn them into sales.
john:So you have to kind of pivot to the products that are working.
john:very simple, just kind of marketing sales 1 0 1.
john:20% of the products are selling because they sell.
john:That's a very, very simple constant rule in everything marketing.
john:So when you take a look at those products that are selling, you
john:have to figure out is it plentiful at that bottom of the funnel?
john:If it is, Sometimes you can actually just stay there almost forever and expand
john:into just a higher volume at that low level, that bottom of the bottom of the
john:funnel, the last point of visit to a sale.
john:The reason why this is important is because that's
john:80% of what Google Ads does.
john:It simply finds the audiences who.
john:Having a purchase or an intent to purchase that product and
john:then finds them and capture them, that's pretty much performance Max.
john:That's what smart shopping was.
john:It's what standard shopping is.
john:It's what search is.
john:Those are inbound, direct response, demand driven.
john:Campaigns that work really well, does that build a brand?
john:No.
john:That just tells you that your brand is good enough to capture the
john:conversions on the people already looking for that type of product.
john:And when I say that type of product, I mean that established industry, that
john:established industry is going to be the reason why the first six months will
john:be successful or extremely expensive.
john:So before we talk about building a brand from.
john:Middle and top of funnel.
john:We have to first identify what is working at the bottom of the funnel, what products
john:are selling, and as much information as we can extract as to why, and then get
john:a good solid number base off of that.
john:If I have these 20 products selling at $10,000 per month's, making me
john:$30,000 per month, so my ROS is 300%, my cost for acquisition is $25.
john:The L T V is kick said Ro up to 500% after a.
john:This is good.
john:How big is the market?
john:Well, our click shares 15%.
john:We can actually increase our exact structure campaign by five times before
john:we start to feel c p a really start to creep up into the, negatives, I
john:guess I would say it from profitability in a row as start to dip too hard.
john:That's the first segment that's about 80% of what Google Ads does in the beginning.
john:again, not building a brand, though.
john:That's simply identifying.
john:Works to build a brand, you have to then go middle and top of funnel.
john:You have to start to that bottom up funnel where you start the bottom and go up.
john:then you have to start doing brand building in each area, middle of
john:the funnel and top of the funnel.
john:But you do brand building for different reasons.
john:So as you look at the products that are selling, we have to make sure that.
john:Are they relevant to the brand?
john:Drop shippers do a terrible, terrible job at this.
john:They don't have a brand.
john:They have a company called Deals now for everyone.com, and they sell cat
john:toys and Chevrolets, like they just sell anything that sells because they
john:don't have a brand, they don't have a purpose, they don't have a message.
john:They have a market.
john:They don't have an audience.
john:Audience.
john:They have a product that people want.
john:This isn't for those type of of sellers.
john:To build a brand, you need to have a purpose, a theme, something that you can
john:say the name of your company off the top of your head, and people already know what
john:you sell regardless of what your name is.
john:Everyone here knows what Uber is, right?
john:If I told you that Uber is German for Godly, would you all say, yeah, of course.
john:No.
john:You say no.
john:That's the car service.
john:So the branding did that.
john:It obviously tells you that Uber is the ride share car car app.
john:That's what that does.
john:And they do one thing that's a theme of purpose and it's
john:very consistent, very simple.
john:Branding isn't hard.
john:there's no secret sauce to get branding.
john:It's just consistency.
john:When you look at the product for Google Ads specifically that are working you're
john:aggressive on the bottom of the funnel marketing you've sort of tapped that out.
john:That is where you have to move up the funnel.
john:Do you need to move up the funnel?
john:Not necessarily, not always.
john:Sometimes like we had a client that does debt consolidation that I was
john:bidding half of the first page C P C in getting 50% conversion rates, I could
john:have spent 200 grand a day on that easy.
john:And I was only counting the conversions that we.
john:The people that are actually had more than $10,000 in debt.
john:There was another 50,000 people a month that we were converting
john:that had under $10,000 in debt.
john:So when I'm talking about maxing out the bomb in the funnel, you
john:don't have to be the company that debt consolidation the best.
john:You just had to be there.
john:And depending upon what your client's budgets are, you can simply kind of max
john:that out to the point of diminishing.
john:Then you have to build a brand your conversion rates as you start to
john:spend more money dictate how much more you have to build a brand.
john:Okay, so now let's say we maxed that out.
john:Now what?
john:Now we have to identify two things.
john:What was the conversion path where do they have the most
john:activity and most effort to start?
john:If we look at Performance Max, for example, performance Max does a great
john:job at identifying what channels are working and what channels are not,
john:or what channels are working so well that they don't need other channels.
john:Performance Max does not do a bad job at not getting us conversions.
john:It does a good job of telling us where they're not going to come from.
john:So Performance Max simply tells you that, okay, you have seven channels if you're
john:including local, but search, shopping, YouTube, gsb, discover Display, here's
john:where the conversions are coming in from.
john:Most often it's search or shopping.
john:are pretty much where those sales are gonna come from.
john:From an e-commerce Perce perspective, lead generation, most often it's YouTube and.
john:those are just the areas that, those work in.
john:Not all the time, but that's usually, what happens.
john:So when we look at performance Max, when we're about to go mid and upper funnel,
john:what Performance Max does is say, okay, everybody that actually had a direct
john:response, they all came in through here.
john:Now, what else?
john:Well, your YouTube campaign actually had 15 view Engage conversions this last week.
john:of those view conversions are $12, and I only spent about one 10th of your budget.
john:Great YouTube's.
john:The next step that I'm gonna be working at, I'm gonna be starting to go middle
john:of the funnel to the YouTube audience, who well check your insights, check your
john:insights of who's actually converting, what is the affinities learning.
john:In markets, look at your signals, who are you targeting?
john:Try to find an overlap between the two.
john:But when you're talking about building a brand, you have to start
john:to educate these people now to get them into the position where you were
john:already finding other ones before.
john:You're already at the bottom of the funnel.
john:Once people made it top of the funnel, middle of the funnel, and they
john:land a bottom of the funnel, that's where your apen kicks in typically.
john:And then you convert those people.
john:But how do they get middle the top of the funnel to middle of the funnel?
john:And then they, more importantly, how did they get from middle of
john:the funnel to bottom of the funnel?
john:What were the channels and what were the messages?
john:And what is your competitors doing as.
john:So you have to look at, okay, how do I generate my own bottom of the funnel user?
john:Your ClickShare isn't the entire world and who would be interested?
john:It means who's interested now.
john:That's what ClickShare means.
john:It doesn't mean that you can't grow the audience that is applicable
john:to ClickShare by up more traffic.
john:It just.
john:Out of everyone that's currently done this on their own, here's
john:all the available traffic.
john:So ClickShare is essentially when everyone knows the, the word ClickShare is just
john:all available clicks that you could have gotten on all the networks regardless.
john:But you can influence that by using milli funnel on top of funnel.
john:But if you do it incorrectly, you're gonna spend six months and tens of thousands
john:of dollars finding out that you didn't actually generate any more people that
john:are wanting to purchase your products.
john:So it's very important that you analyze that funnel when you're
john:looking at moving up into.
john:of the funnel.
john:Some things to look at are what is our opportunities for the largest amount
john:of reach with the most applicable messaging to an appropriate audience?
john:Is discovery available?
john:Is that something that could be worthwhile?
john:Do you have products that.
john:Establish enough and of a high enough competition that you can
john:simply move into middle of the funnel and introduce to yourself to those
john:people who are not knowing that they're at the bottom of the funnel.
john:What I mean by that is if you have a person that has children and you're
john:looking for a hair tie for them in the morning because you're doing
john:their hair and you can't find hair ties, and hair ties are just all
john:over the place, and I wish I had more hair ties, but you're too busy.
john:Well, that person that saw a discovery ad about a, hundred pack of hair
john:ties right on their homepage of Google when they're trying to get a
john:direction to dinner, be like, perfect.
john:I'll buy those.
john:That is a bottom of the funnel user and a middle of the funnel median
john:with a bottom of the funnel offer.
john:That is the next easiest step up from where you're at.
john:And that's typically where about 99% of all Google advertising campaigns go to.
john:Just that I've seen.
john:Not even us just, pretty much everybody.
john:Well, if I can't find all the people that are inbound looking for my product, can
john:I just go outbound and share my product?
john:It's still bottom of the funnel.
john:It's still a very, very bottom of the funnel.
john:E.
john:, you are just attracting an audience on a push rather than a poll.
john:Well, what's that called?
john:Facebook.
john:That's what Facebook does too.
john:Usually a lot of people run, product ads or carousels or
john:content that sells 'em a product.
john:It's all very, very middle of the funnel.
john:There's very little top of the funnel in Google, more so in YouTube.
john:But a lot of the sales, the revenue, the roaz and the sales actually
john:come from middle of the funnel and then primarily bottom of the funnel.
john:I want to understand the flow of this.
john:Funnel for everyone here where these are people that are ready to
john:buy the product that you have for sale because you're simply there.
john:Then middle of the funnel is a mix between people that may not know
john:that they need a product or know they need a product, but aren't actively
john:research, aren't actively searching.
john:Those are very easy to attract.
john:Now that audience may be so that we don't have clients or
john:even know clients that would.
john:more money than they could possibly spend in that area.
john:What I mean is we have some campaigns that are spending $50,000 a day in middle
john:of the funnel, having 4% conversion rate where I'm not even getting a
john:more than 10% of my click share.
john:There's, it's massive, massive, massive, massive, those two areas that you're
john:gonna go into, which is inbound direct response and outbound direct response.
john:All both bound of the.
john:Is where you are going to make enough revenue and enough consistency
john:to go then to top of funnel.
john:What I mean by that is top of funnel, roaz is non-existent.
john:There should not be a roaz for the top of funnel.
john:Top of funnel should be measured in CPMs and it should be measured in engagement.
john:Click the rates, clicks, time on site session pages per session.
john:Bounce rate.
john:Am I attracting an audience that's at least willing to give
john:me two minutes of their time?
john:That's sort of , the KPI that we would need to attract on top of funnel.
john:And I'm gonna get into the different ads and campaign types
john:and all that kind of stuff.
john:I just wanna lay out when I reference that's the top of funnel.
john:Don't use that for middle the funnel.
john:you'll have a reference point in your mind of, okay, that's, I already understand the
john:three levels that we're talking about when we're talking about building the brand.
john:Because building a brand is much more than just running, YouTube ads
john:about your product for all day long.
john:That's simple.
john:That will build a brand very, very, very expensively and very ineffectively.
john:And It is gonna work one day.
john:Trust me, this is not a glitch.
john:I'm interrupting the video you're watching because I need to remind
john:you that I'm always looking for people to join our team.
john:So if you're passionate about Google Ads and you wanna work with the best
john:Google Ads agency on the planet, please go to so late.com/apply.
john:Speaking of working with the best Google Ads agency on the planet, if you're having
john:trouble with Google Ads and you want professional help, that's what we do.
john:You can go to so late.com, that's s o l eight.com to apply for your
john:free, no obligation action plan.
john:And if I've.
john:Any level of value at all, maybe think about giving me a thumbs
john:up and subscribe to our channel.
john:That's how we juice the YouTube algorithm so they actually know
john:that I know what I'm talking about.
john:If you have questions, comments, concerns, or confessions, hit me
john:below in the comments and now back to your regularly scheduled program.
john:So I wanna make sure that we can use it strategically.
john:And when I say use it, I mean use Google Ads or use any marketing
john:channel strategically enough that there is a revenue stream coming in
john:that allows you to go top of funnel.
john:And then what campaign types do you.
john:So we discuss bottom funnel, direct response shopping, search.
john:Primarily middle of the funnel with products is where the next level up would
john:be, which is people that are wanting to buy but have not been searching.
john:And those campaign types, the ones that we found work the best
john:are YouTube and I just launched a Discovery Feed app from their company.
john:First day in learning mode, made six sales.
john:They're expensive sales, but essentially the same price as what Facebook's doing.
john:And it's only in the first three days of learning mode.
john:But in the middle of the funnel, when you're looking at sending
john:out a product offer something that is, That's new to them.
john:Using those audiences in other channels besides pmax are gonna be very important.
john:Pmax, you can't exclude audiences.
john:You can exclude brand terms, but that's not going to get
john:us an audience that's cold.
john:It just means that we don't show up an inbound search.
john:We're dynamically marketing everyone else.
john:So it's not cold traffic all the time.
john:But when we're talking about middle to funnel, when you use things like
john:YouTube, you can exclude audiences.
john:When you use discovery, you can exclude audiences discovery with a
john:feed, you can exclude those audiences and you can actually have a offer
john:that to specific traffic that is.
john:Going to cross pollinate with anything else.
john:So you can exclude all of your website visitors, exclude all your converters.
john:You can upload lists from your buy the numbers app of all of your previous,
john:you know, engagers, whatever it may be.
john:And you can go after cold traffic audiences with different offers,
john:different introductory offers.
john:that is still middle of the funnel, but it's bottom of the funnel offered
john:to a middle of funnel traffic.
john:So outbound to a person that's looking to purchase something soon,
john:but has not taken the action to do so, less competitive, less CPCs.
john:People don't get to the erp.
john:So it doesn't mean that you're bidding up against, the other big five competitors
john:that are spending 10 times more than you.
john:You're starting to generate that audience first.
john:Those type of offers that you would want to have are going to
john:be introductory enough to get a person acclimated with your brand.
john:You can buy a customer for breakeven to start to build that brand awareness.
john:So what would it mean by that?
john:Well buy one, get one free to an audience who is the in-market for a product, and
john:you have that product to sell to them.
john:It depends on what you're tracking as a k p, but offers to those cold traffic
john:audiences sometimes will do better than offers to, or than a Standard
john:price offer to a, user that needs your services but doesn't know your brand.
john:When people are inbound, they'll spend more when they're out.
john:When we go outbound, it's harder to get those users to convert.
john:We have a, company that runs a Facebook ad.
john:It's actually a part of fas pod.
john:We have a company that launches a Facebook ad that spends four times as
john:much money on Facebook than we are in Google and offers them a free sample.
john:And has driven their cost for acquiring new customer in half
john:Went from like 120 down to 60.
john:revenue stayed exactly the same.
john:Why?
john:Well, the people took a free offer, so yes, you got a new customer,
john:but it didn't cost you anything and it didn't make anything.
john:It's a brand new free person that's been introduced to your brand.
john:Now that free trial offer is, small version of a larger product.
john:It's like a think of like a travel size version of something, and it, the cost
john:of acquiring to that customer was very, very inexpensive because people were like,
john:of course I'll take a free trial offer.
john:So on Google though, our cost per conversion is about the same in
john:that, channel, but the revenue is much higher because they're
john:full priced inbound offers that are willing to pay $150 for this product.
john:I think Regina, had a question.
john:But that list they're building might start to become valuable after few.
john:Yeah, exactly.
john:And so that's what's interesting is when you're doing that and inbound,
john:your outbound of your products, Are gonna be a different offer.
john:So if we want to start to coach our clients into thinking, okay, we're
john:gonna launch a discovery ad or we're gonna launch a YouTube ad, what is
john:something that we can give to this person who's never heard of us before,
john:has never been to our website before, is interested in our type of products, but
john:we need to entice them a little more.
john:Cause I might have like one or two shots of these people.
john:It needs to be fantastic enough because they're not hunting for
john:us, we're interrupting their day.
john:And that's exactly right.
john:Regina.
john:what they found is that when we actually started to run those free trials, even
john:within seven days, our revenue started to increase and our tax stayed the.
john:Now I'm using the example of Facebook and Google.
john:We tried to send Google Performance.
john:Max failed It failed miserably.
john:We actually didn't see any change, and that's because Performance
john:Max, we couldn't segment and target and isolate an offering scale.
john:It was just kind of, Hey, whatever we get, we get.
john:So our offers were just kind of being eaten up by the
john:normal traffic that came in.
john:And we actually saw that our revenue went down.
john:So we couldn't exclude any of our existing users of simply saying like, aha.
john:Finally a sale.
john:And then they would take the.
john:Our roaz went down because we spent money to make the same
john:amount of money cuz it discounts.
john:we're looking at kind of attract in our clients since we are a
john:lot of inbound direct response.
john:And then we are just kind of breaking into YouTube and discovery for the
john:first time with a lot of our clients.
john:This is the next logical step that we will need to use.
john:Does this build a brand?
john:Yes.
john:There's now new brand awareness.
john:We're now starting to attract people who are going to buy
john:our product because of a sale.
john:Which is fine, but we're starting to impress new cold audiences with our
john:brand awareness, but we're using it to maintain a RO as that allows us to scale.
john:Again, I'm trying to speak in a context where a client's not just like,
john:Hey, here's a hundred grand a month.
john:Gimme a one X return.
john:You can literally do.
john:Any channel, big spending clients are easy.
john:You spend a hundred grand, something's going to work at least one x return.
john:And that's a lot of times they're baseline.
john:I got good enough.
john:what I'm trying to do is develop a little bit more of a strategic way of
john:thinking into saying, okay, I can't just spend a hundred K on YouTube, like one
john:X return's gonna bankrupt our client.
john:So we have to think about ways that we can get a little bit more creative
john:in attracting a newer audience with.
john:Segmented audience with a newer offer that is going to build that brand
john:awareness, that becomes a higher L T V.
john:Again, we've already established that we have this as a client,
john:so we should have a good cag.
john:We should have at least a decent L T V.
john:We should have some expansion opportunities, and that's how
john:we can move up the funnel.
john:different offers to a segmented audience.
john:With a, still a conversion based bidding strategy, so it learns.
john:But YouTube and discovery with the feed are our biggest
john:low hanging fruits right now.
john:is what is working very, very, very well to those, cold traffic audiences.
john:So much so that you see your overall m e r go up your media efficiency ratio.
john:The more you push on discover and more you push on YouTube, make sure you're
john:looking at overall metrics in the backend of the client's, Shopify or analytics.
