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Google Ads Academy – Lead Generation


Google Ads Academy - Lead Generation

Tandem attended a recent Google Ads Academy seminar on Lead Generation where they learned the four key steps to maximizing growth.

Throughout the year, Google Ads Academy holds seminars on various topics to teach marketers the ever-changing best practices and new products of Google Ads. Their most recent seminar, dedicated to enlightening listeners on the best practices of attaining high-quality leads and business growth, was hosted by Jeff Kirschenmann and Dayne Seiden from Google, and Alexander Soriano of Omnicom Advertising Collective. In this panel discussion, they went into depth on the four key steps to maximizing growth.

Step 1: Set Your Objective

In this first step of the process, there should be a lot of planning, preparing, and goal-setting. Alexander Soriano expanded on four key components to consider when setting your objectives. You must map your lead-to-sale journey, know your business objectives, align on your marketing objectives, and pick your campaign objectives. 

Mapping your lead-to-sale journey is the most important step to driving high-quality leads and maximum growth. It helps you better understand the customer journey and plan out all of the events that lead up to the sale. Integrating the lead-to-sale journey into your marketing objectives has proven to drive both revenue and savings. 

Both business and marketing objectives should align throughout your journey, as both go hand in hand. Business objectives, or goals, are focused on your business’s KPIs, such as growing revenue and profit. When determining your marketing objectives, ensure they are customer-centric, measurable, and aligned with your business objectives.

Media objectives, which are composed of brand and performance objectives, are also important. These objectives focus on the top and bottom funnels of the customer journey.

At the most detailed level of planning is your campaign objectives, which is your primary goal for your campaigns, like impression share or return on ad spend. Setting goals and aligning these objectives is a crucial part of business success. 

Step 2: Get Ready

In this step of the maximizing growth process, Soriano explained the importance of understanding your customers, finding your high-value customers, and standing out with powerful creatives. 

To best understand your customers, you need to have as much information as possible. You can’t just look at online conversions. You must also implement data on your offline conversions, or you will miss out on a ton of useful data. In comparison to online conversions, offline conversions are deeper conversions with higher value and quality. Especially with the influx of customer privacy concerns, utilizing first-party data is salient. 

To find your high-value customers, use value-based bidding, which allows marketers to set different values on different leads. Every lead is not equal, and the bidding should reflect that. Setting up values for key conversions across the funnel allows for optimization toward immediate revenue and profit. 

Step 3: Take Action

After planning out your objectives and getting ready, the third step is to take action. In this seminar, Dayne Seiden dove into the best practices for capturing existing demand and generating demand by expanding. 

Marketers have many tools at their fingertips to help them capture the existing demand for their products or services. Google Ads tools, like performance planner and keyword planner, are great for providing insights on various keywords and forecasting potential performance. You must also plan an account structure that suits all customers. Make it as frictionless as possible for potential customers to reach you by utilizing Google Ads extensions. Call extensions and lead form extensions are both great options for customers to reach you easily and efficiently.

Once existing demand is captured, you can begin generating demand by expanding. Instead of only focusing on search campaigns, cast a wider net by testing out discovery ads and video. Google’s new campaign type, Performance Max, which launched in November 2021, is a great way to generate high-quality leads across all Google channels. Performance Max campaigns allow you to engage customers on Search, Display, YouTube, Gmail, and Discovery, all from a single campaign. 

Step 4: Evaluate & Expand 

Evaluating and expanding your campaigns is crucial to business growth and success. Seiden explains that to best do this, digital marketers must spend their time wisely, test and refine, and take advantage of every opportunity.

Time is valuable to anyone, especially when it comes to marketing. Spend your time wisely by letting Google do the work for you, and take advantage of the recommendations tab and optimization score. These tools are at your fingertips, and you’re wasting precious time if you’re not putting them to use. 

“Always be testing.” This phrase should be sketched in the back of every good marketer’s mind. In fact, testing, learning, and refining are processes that should always be practiced. Test new things and create experiments to test targeting, ad copy, different bidding strategies, and more. 

Lastly, do not leave opportunities on the table. If you’re hitting your targets, there is probably room to grow. You do not want to miss potential customers and leads. Routinely revisit your campaign budgets and expand your targets to ensure you’re not missing out on any opportunities. To grow your business, invest in upper funnel strategies. Marketers often overlook this stage of the funnel and spend the majority of their attention on bottom-funnel strategies, but the first stage of the buyer’s journey is critical to growing your business. 

At Tandem.Buzz, we use these best practices to successfully maximize growth and generate high-quality results for our clients. Our busy bees tune in to all of Google Ads Academy’s events to keep our clients up to date with all of the latest tips and tricks. We specialize in pay-per-click marketing, search engine optimization, social media marketing, and more. Give us a buzz today and learn how we can help you!