Maximizing Google Ads in Your Customer Journey to Boost Sales

Carmen: 00:00:11

You have to think about the customer journey and what it actually

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takes for customer to actually convert.

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If we had just decided to follow

and look at purchases solely, this

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client probably would not have been

very happy with me very early on.

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Hey everyone, my name is Carmen and I am a

senior client manager here at Solutions 8.

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My topic today is to talk to you about

how you should put on your CMO thinking

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cap to determine if How Google Ads might

fit into your overall marketing strategy.

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we had a client who came to us last year.

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They run a winery in the U.

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S.

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And they wanted to incorporate Google

Ads into their overall strategy.

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They didn't really know

what their goals were.

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it was really up to us as a team to

structure the campaigns for this client.

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They just thought that Google ads

would be beneficial for them in the

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long run, which in this case was

definitely the right move for them.

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So the first thing that we had to

think about was the customer journey.

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And of course, this is really

important because it will help

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to structure the campaign.

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how Google ads will actually

play into your overall strategy.

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taking me into consideration,

I love wine personally.

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but it's really rare for me to purchase

a bottle without ever trying it or

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even having ever heard of the brand.

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and this winery was

relatively newly established.

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Their website was new.

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we knew that in order for people to know

about them, buy their wines, we had to

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get customers into the winery first before

they would make any kind of purchases.

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They needed to try the wine first.

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So even though the winery came to us and

they had this online store built out,

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they were, structured for e commerce,

we quickly decided that focusing on

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the e commerce side of things as that

first step for us was just not going

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to work for our overall strategy.

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in this chart I'm looking from

st,: 2023

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although in Q4 there were quite a few

purchases for Black Friday, Christmas

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holiday, when we entered 2024,

purchases honestly weren't that much.

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And we knew this from the beginning

that we weren't going to really focus on

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purchases as being our major goal because

of what I said earlier in terms of the

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customer journey, how we needed to get

people into the winery first for them to

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try the wine and then make a purchase as

a second part of the customer journey.

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So there are three campaigns that we

launched for this specific purpose.

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The first one we launched

was a smart campaign.

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So a smart campaign allowed our

ads to show up in Google Maps.

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So the thought process of this was that

when someone is in the United States

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or in that area looking for a winery

to go to, they're going to go into

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Google Maps and see, oh, what's the

next winery that is in close proximity

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to us and that we could go to visit?

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So having our ads show up in Google Maps

through the smart campaign, allowed us

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to reach that portion of the audiences.

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Thanks.

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Now, the second campaign that we

launched was a dynamic search campaign,

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and we targeted the area of San

Francisco because, the client's winery

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was located inside of Napa Valley.

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how was this, campaign structured?

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we have a lot of different ad

groups that will allow people

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to go to the different pages.

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of the website that we

thought were important.

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But most of the conversions

do go to the home page.

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So what kind of keywords were coming up?

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The search terms that we were looking

for included Napa wine tasting, Napa

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Valley wine tasting, Napa Valley winery.

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we needed to have a lot of top of

funnel search terms for people who

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are just in the area and looking for

wineries to taste or, wineries to visit.

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So when we're seeing these top of funnel

map of wine tasting, wineries, In this

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dynamic search campaign, we knew that

we were headed in the right direction

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because people were also converting.

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there's 36 conversions In the last 30

days for people who were just doing

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that top of funnel research, the keyword

research to see what they could, visit

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when they were in the Napa Valley area.

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So again, this is perfect for our

client who is looking to build

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that brand awareness and getting

more visits to their winery.

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So the third campaign that we built

out was a competitor campaign.

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our winery is relatively

newly established.

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So there's not a lot of people who

might even be able to search for

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the brand name and know about them

unless they visited them before.

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when we piggyback off of competitors who

have long established brand recognition

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and start bidding on those terms, and

then showing our ads for them, when people

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are doing that initial phase research.

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Say someone was looking

up for a competitor here.

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our ads show up.

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We have gotten 16 conversions for

just this one competitor and over 100

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conversions in the last 30 days for people

who were looking for Competitor wineries,

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and then converting on ours because

they were just doing that research.

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They saw our ad and they

decided, okay, why not?

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I've never heard of them.

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They have a pretty decent website.

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Let's go check them out too.

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this is actually one of our main

strategies that we discovered really works

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for this client in terms of generating

more winery visits in the last 30 days.

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Almost 60 percent of the conversions

that we got came from Google ads that

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we could see from Google analytics.

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even though a client can come to you and

say, Hey, I have an e commerce store.

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I want to only look at ROAS or

purchases, But you need to think

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about this from a CMO perspective and

think about it from their perspective.

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Yes, we can run Google ads, but is

that Just focusing on e commerce in

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this particular situation, the right

way to go, you have to think about the

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customer journey and what it actually

takes for customer to actually convert.

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If we had just decided to follow and look

at purchases solely client probably would

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not have been very happy with me very

early on because purchases don't come

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that often just purely on the website.