Google strategy and campaigns

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Why Google Strategy?

When we talk about Google’s advertising strategy, for us it means a well-planned digital mix, which is a combination of the company’s most appropriate advertising platforms (Google Search Network, GDN, YouTube, etc.) for the specific goal we have in front of us. We believe that they all work much better together and this is the way to achieve optimal effectiveness in relation to the advertising goals set by the client and the planned advertising budget. Excluding one channel or another would mean lost benefits and a potential audience that we will not be reached. In other words, Search alone or Display alone will not be as effective as a combination of the two channels, be it only with a remarketing campaign with a minimum budget on the Display Network.

To properly build a strategy for Google campaigns, we go through various steps, which include:

analysis of the client’s digital assets and the campaigns conducted so far;
discussing and setting clear and measurable results;
outlining main and secondary goals;
determining the most appropriate channels and formats to be included in the media mix;
media planning – budget allocation and placement of KPIs for each channel.

What goals can be achieved through Google advertising?

Thanks to its many advertising platforms, Google can offer a solution for digital presence of (almost) every business – from a small startup to a large corporation with established global standards and practices. Each of them can take advantage of the most appropriate channel and format through which to reach their audience, based on their individual business and advertising goals. What types can they be:

Awareness

stage of acquaintance of the general audience with a given product, service, brand, without necessarily expecting a specific action performed by it. This stage is recommended for every new brand that enters the market and is not known to consumers. Otherwise, there is a chance for a mismatch between expectations and actual consumer behavior – we can not expect a direct purchase in the first step, without them having been acquainted in detail with the product and its characteristics.

Engagement

interaction phase. Once we have introduced ourselves and the audience knows who we are, we move on to the next step, in which we actively seek interaction with the other party. This can be clicking on our ad, watching a video, reading an article or browsing a specific section of our site.

Make a purchase or other conversion type action

When we talk about conversions, it doesn’t always mean making a purchase. In many cases, our customers are not online stores, but they have other indicators through which they report their effectiveness. Different types of user actions can be set and measured in Google campaigns, which can be optimized later. What can such an action be? Here are some examples: watching a video on the site, downloading a brochure / eBook, installing a mobile application, sending an inquiry, subscribing to a newsletter, visiting a physical store, etc. All these actions can be accurately measured and used both to improve the performance of current campaigns and to upgrade digital activities in future periods.

That is why one of our main focuses is to know each client’s business, to understand how it works and how digital activities can improve its performance. The possibilities are endless.

More information about each channel and how it works to achieve specific digital and business goals can be found here .