possible with Google Search Ads:
Posted: Sun Dec 15, 2024 6:51 am
Also read: What you do is copyable, who you are is not
When you advertise, the golden rule is always to reach the right people, with the right message, at the right time. No rule says that this has to be done with images, video or a certain type of channel.
When you think about how to best reach a low-intent audience, the answer is visual advertising and branding channels like YouTube, Facebook, and radio. Like it or not, channel bias is almost always present.
Combining branding & performance marketing
It is perfectly possible to reach people higher in the funnel via classic 'performance marketing channels'. Here are some examples of what is
Target 'The best cycling routes in Amsterdam' on Google and generate traffic to your website.
Target 'child-friendly bike rides' and formulate your ad copy in such a way that bikes from brand X are the best choice here.
Google Ads are running on a landing page about the 'top ten best cycling routes in region X'.
Social ads that lead to a blog with a checklist for safe and enjoyable bike rides.
People don’t buy a bike right away, but if your content offers added value, visitors will absorb relevant information. They get a positive image of your brand and remember you for a possible future indonesia telegram data purchase. So you see, Google Ads is a performance channel that fulfills the objectives of a branding campaign ( plant the seed ), right?
The moral of the story: if a channel can serve a purpose, you should consider it, regardless of what the "best practices" or "proven methods" are on the Internet . It's easy to get comfortable with certain channels and their supposed purpose. Before you know it, you have a channel bias: you blindly use the same channels over and over again.
Marketers are trained to reach people throughout the buyer journey : from SEE to CARE. When they put together their ideal marketing mix, the first thought is to be active on different channels. They confuse their channel bias with the need to be active on all marketing channels (for example SEA for performance and YouTube and display advertising for branding). While in fact SEA is also useful for branding objectives , and YouTube and display can also be used for classic performance objectives (sales and revenue ).
The idea that you have to maintain a total marketing mix at all times creates channel bias: it keeps the distinction between branding and performance going.
Stop betting on all channels.
When you advertise, the golden rule is always to reach the right people, with the right message, at the right time. No rule says that this has to be done with images, video or a certain type of channel.
When you think about how to best reach a low-intent audience, the answer is visual advertising and branding channels like YouTube, Facebook, and radio. Like it or not, channel bias is almost always present.
Combining branding & performance marketing
It is perfectly possible to reach people higher in the funnel via classic 'performance marketing channels'. Here are some examples of what is
Target 'The best cycling routes in Amsterdam' on Google and generate traffic to your website.
Target 'child-friendly bike rides' and formulate your ad copy in such a way that bikes from brand X are the best choice here.
Google Ads are running on a landing page about the 'top ten best cycling routes in region X'.
Social ads that lead to a blog with a checklist for safe and enjoyable bike rides.
People don’t buy a bike right away, but if your content offers added value, visitors will absorb relevant information. They get a positive image of your brand and remember you for a possible future indonesia telegram data purchase. So you see, Google Ads is a performance channel that fulfills the objectives of a branding campaign ( plant the seed ), right?
The moral of the story: if a channel can serve a purpose, you should consider it, regardless of what the "best practices" or "proven methods" are on the Internet . It's easy to get comfortable with certain channels and their supposed purpose. Before you know it, you have a channel bias: you blindly use the same channels over and over again.
Marketers are trained to reach people throughout the buyer journey : from SEE to CARE. When they put together their ideal marketing mix, the first thought is to be active on different channels. They confuse their channel bias with the need to be active on all marketing channels (for example SEA for performance and YouTube and display advertising for branding). While in fact SEA is also useful for branding objectives , and YouTube and display can also be used for classic performance objectives (sales and revenue ).
The idea that you have to maintain a total marketing mix at all times creates channel bias: it keeps the distinction between branding and performance going.
Stop betting on all channels.