3 Steps To Master Digital Advertising
Kevin Murakami from Google Marketing Team shares valuable insights of steps to master digital advertising. The team classified simply into 3 steps to master Digital Advertising. Lets dive into.
1. Use Data to Set Goals
Types of goals
Always structure your ad campaigns towards clear goals. Following questions can help you with a path.
- What do you want to achieve with an ad campaign?
This is called marketing objective (MO). As per Google these are the following marketing objective: Awareness, Lead generation, online sales, offline sales and App + Mobile Growth.
- What metric do you have to improve to fulfil the marketing objective?
Set a Key Performance Indicator (KPI)
- What KPI needs to be achieved to be successful?
Create a campaign goal. This is determined by the ROI required by the business based on the customer lifestyle value (CLV)
Types of performance goals
This will help you to evaluate the effectiveness and cost-efficiency of your marketing efforts.
|Marketing Objective||KPI Examples||Campaign Goals Example|
|Lead Generation||Calls, contact form||Cost per lead, return on ad spent|
|Online Sales||Purchases, subscription||Cost per acquisition, return on ad spent|
|Offline Sales||In-store visits||Cost per acquisition, cost per store visit, return on ad spend|
|Apps + Mobile Growth||Installs, engagement||Cost per installs, cost per daily active users|
Choosing a goal
A campaign goal needs to be:
- Quantify: Results can be measured
- Commercially viable: Gets good return on investment
Google provides a handy guide to figure how to calculate customer’s value?
2. Use conversion tracking for automation
A conversion occurs when a customer completes a valuable action (e.g. a sign-up, purchase).
Conversion tracking is critical because:
- It shows whether the campaign is effective in driving the desired KPIs and goals.
- It allows to calculate the campaign metric, to see if the campaign is cost-efficient.
Set up conversion tracking for your website
Google Ads uses powerful machine learning algorithms to help get the right ads in front of the right customers.
Once we’ve set up conversion tracking, we can always implement automated bidding. Automation saves time, providing both flexible control options and insightful reporting tools by setting automated bids to meet your performance goals.
Types of automated bid strategies
|Increase site visits||Maximize Clicks automatically sets your bids to help get as many clicks as possible within your budget.|
|Increase visibility||Target Impression Share automatically sets bids with the goal of showing your ad on the absolute top of the page, on the top of the page, or anywhere on the page of Google search results.|
|Get more conversions with your target CPA||Target CPA automatically sets Search or Display bids to help get as many conversions as possible at the target cost-per-action (CPA) you set. Some conversions may cost more or less than your target.|
|Meet a target return on ad spend (ROAS) when you value conversion||Target ROAS automatically sets bids to help get as much conversion value as possible at the target return on ad spend (ROAS) you set. Some conversions may have a higher or lower return than your target.|
|Get more conversions while spending your budget.||Maximize Conversions automatically sets bids to help you get the most conversions for your campaign while spending your budget.|
|Get more conversion value while spending your budget.||Maximize Conversion Value automatically sets bids to help you get the most conversion value for your campaign while spending your budget.|
As per Google data, dynamic creatives deliver more revenue/sales per media dollar spent.
These ads are driven by machine learning algorithms to show images and/or text tailored to different customers & contexts.
Examples include Responsive Search Ads and Responsive Display Ads. They can be used in Search, Display, Shopping, Discovery, and App campaigns.
3. Waterfall media planning
- It allocates budget to different channels based on their efficiency.
- The best-performing channel receives all the budget till it achieves its CPA and ROAS goals.
- Once best-performing channel is saturated, go to the second performing channel and so on.
|Marketing Objective||Highest efficacy||Next tier||Next tier|
|Lead Generation||Search and Discovery ads||Display ads and lead form extensions||Display & Video 360|
|Online Sales||Search ads, Discovery ads and Shopping ads||Display Ads||Display & Video 360, YouTube (Trueview for Action and Video Action Campaigns)|
|Offline Sales||Search ads, Local search ads or local campaigns, Discovery ads, Shopping ads, Call ads||Display Ads||Display & Video 360, YouTube (using location extensions)|
|Apps and Mobile Growth||App campaigns (install/engagement)|
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