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/

Twitter:  

 / solutions_8  

Instagram:  

 / solutions_8  

Facebook:  

 / solutions8llc  

LinkedIn:  

 / solutions-8  

#googleads #digitalmarketing #googleadsbestpractices #ppc

Transcript
Carmen:

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.

About the Podcast

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