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
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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.
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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.
10
: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.
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.
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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.
19
: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.
25
: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.
27
: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,:
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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.
35
: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
43
: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.
93
: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
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
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:that often just purely on the website.