Carmen:
00:00:11
You have to think about the customer journey and what it actually
2
:
00:00:14
takes for customer to actually convert.
3
:
00:00:16
If we had just decided to follow
and look at purchases solely, this
4
:
00:00:21
client probably would not have been
very happy with me very early on.
5
:
00:00:29
Hey everyone, my name is Carmen and I am a
senior client manager here at Solutions 8.
6
:
00:00:36
My topic today is to talk to you about
how you should put on your CMO thinking
7
:
00:00:40
cap to determine if How Google Ads might
fit into your overall marketing strategy.
8
:
00:00:45
we had a client who came to us last year.
9
:
00:00:48
They run a winery in the U.
10
:
00:00:50
S.
11
:
00:00:50
And they wanted to incorporate Google
Ads into their overall strategy.
12
:
00:00:54
They didn't really know
what their goals were.
13
:
00:00:58
it was really up to us as a team to
structure the campaigns for this client.
14
:
00:01:03
They just thought that Google ads
would be beneficial for them in the
15
:
00:01:07
long run, which in this case was
definitely the right move for them.
16
:
00:01:12
So the first thing that we had to
think about was the customer journey.
17
:
00:01:16
And of course, this is really
important because it will help
18
:
00:01:20
to structure the campaign.
19
:
00:01:21
how Google ads will actually
play into your overall strategy.
20
:
00:01:25
taking me into consideration,
I love wine personally.
21
:
00:01:29
but it's really rare for me to purchase
a bottle without ever trying it or
22
:
00:01:34
even having ever heard of the brand.
23
:
00:01:36
and this winery was
relatively newly established.
24
:
00:01:39
Their website was new.
25
:
00:01:41
we knew that in order for people to know
about them, buy their wines, we had to
26
:
00:01:45
get customers into the winery first before
they would make any kind of purchases.
27
:
00:01:49
They needed to try the wine first.
28
:
00:01:51
So even though the winery came to us and
they had this online store built out,
29
:
00:01:57
they were, structured for e commerce,
we quickly decided that focusing on
30
:
00:02:02
the e commerce side of things as that
first step for us was just not going
31
:
00:02:08
to work for our overall strategy.
32
:
00:02:10
in this chart I'm looking from
st,:
2023
33
:
00:02:14
although in Q4 there were quite a few
purchases for Black Friday, Christmas
34
:
00:02:19
holiday, when we entered 2024,
purchases honestly weren't that much.
35
:
00:02:25
And we knew this from the beginning
that we weren't going to really focus on
36
:
00:02:32
purchases as being our major goal because
of what I said earlier in terms of the
37
:
00:02:38
customer journey, how we needed to get
people into the winery first for them to
38
:
00:02:44
try the wine and then make a purchase as
a second part of the customer journey.
39
:
00:02:50
So there are three campaigns that we
launched for this specific purpose.
40
:
00:02:55
The first one we launched
was a smart campaign.
41
:
00:02:58
So a smart campaign allowed our
ads to show up in Google Maps.
42
:
00:03:02
So the thought process of this was that
when someone is in the United States
43
:
00:03:07
or in that area looking for a winery
to go to, they're going to go into
44
:
00:03:11
Google Maps and see, oh, what's the
next winery that is in close proximity
45
:
00:03:16
to us and that we could go to visit?
46
:
00:03:18
So having our ads show up in Google Maps
through the smart campaign, allowed us
47
:
00:03:23
to reach that portion of the audiences.
48
:
00:03:27
Thanks.
49
:
00:03:28
Now, the second campaign that we
launched was a dynamic search campaign,
50
:
00:03:32
and we targeted the area of San
Francisco because, the client's winery
51
:
00:03:36
was located inside of Napa Valley.
52
:
00:03:39
how was this, campaign structured?
53
:
00:03:41
we have a lot of different ad
groups that will allow people
54
:
00:03:44
to go to the different pages.
55
:
00:03:46
of the website that we
thought were important.
56
:
00:03:50
But most of the conversions
do go to the home page.
57
:
00:03:53
So what kind of keywords were coming up?
58
:
00:03:56
The search terms that we were looking
for included Napa wine tasting, Napa
59
:
00:04:03
Valley wine tasting, Napa Valley winery.
60
:
00:04:06
we needed to have a lot of top of
funnel search terms for people who
61
:
00:04:09
are just in the area and looking for
wineries to taste or, wineries to visit.
62
:
00:04:16
So when we're seeing these top of funnel
map of wine tasting, wineries, In this
63
:
00:04:22
dynamic search campaign, we knew that
we were headed in the right direction
64
:
00:04:26
because people were also converting.
65
:
00:04:28
there's 36 conversions In the last 30
days for people who were just doing
66
:
00:04:32
that top of funnel research, the keyword
research to see what they could, visit
67
:
00:04:37
when they were in the Napa Valley area.
68
:
00:04:39
So again, this is perfect for our
client who is looking to build
69
:
00:04:43
that brand awareness and getting
more visits to their winery.
70
:
00:04:45
So the third campaign that we built
out was a competitor campaign.
71
:
00:04:50
our winery is relatively
newly established.
72
:
00:04:53
So there's not a lot of people who
might even be able to search for
73
:
00:04:56
the brand name and know about them
unless they visited them before.
74
:
00:05:00
when we piggyback off of competitors who
have long established brand recognition
75
:
00:05:06
and start bidding on those terms, and
then showing our ads for them, when people
76
:
00:05:12
are doing that initial phase research.
77
:
00:05:15
Say someone was looking
up for a competitor here.
78
:
00:05:18
our ads show up.
79
:
00:05:19
We have gotten 16 conversions for
just this one competitor and over 100
80
:
00:05:24
conversions in the last 30 days for people
who were looking for Competitor wineries,
81
:
00:05:29
and then converting on ours because
they were just doing that research.
82
:
00:05:33
They saw our ad and they
decided, okay, why not?
83
:
00:05:36
I've never heard of them.
84
:
00:05:36
They have a pretty decent website.
85
:
00:05:38
Let's go check them out too.
86
:
00:05:40
this is actually one of our main
strategies that we discovered really works
87
:
00:05:44
for this client in terms of generating
more winery visits in the last 30 days.
88
:
00:05:51
Almost 60 percent of the conversions
that we got came from Google ads that
89
:
00:05:57
we could see from Google analytics.
90
:
00:05:59
even though a client can come to you and
say, Hey, I have an e commerce store.
91
:
00:06:04
I want to only look at ROAS or
purchases, But you need to think
92
:
00:06:09
about this from a CMO perspective and
think about it from their perspective.
93
:
00:06:14
Yes, we can run Google ads, but is
that Just focusing on e commerce in
94
:
00:06:18
this particular situation, the right
way to go, you have to think about the
95
:
00:06:22
customer journey and what it actually
takes for customer to actually convert.
96
:
00:06:26
If we had just decided to follow and look
at purchases solely client probably would
97
:
00:06:32
not have been very happy with me very
early on because purchases don't come
98
:
00:06:38
that often just purely on the website.
