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How to Create Winning Ad Campaigns – Google Marketing Platform Sydney

Yesterday, for our monthly Google Marketing Platform Sydney meetup, we talked about How to Create Winning Ad Campaigns.

We discussed how to create winning campaign ads with Google, with Ed Jones, Head of Growth Marketing at In Marketing We Trust.

Key Takeaways:

  • How to plan your next campaign
  • How to set yourself up for success
  • What good looks like

Learn how to plan your next campaign, considering your complete customer journey and lifecycle. Learn what you can do to maximise your campaign during each stage of the customer journey.

How to Create Winning Ad Campaigns – Google Marketing Platform Sydney

View the slides here and read on to learn more:

Google Marketing Platform Sydney

Our Meetup Objectives

  1. Share Google product expertise
  2. Share digital marketing expertise
  3. Increase the adoption of best practices
  4. Build a community of Google marketers

Join us at the next Google Marketing Platform Sydney meetup.

First, let’s go through what’s new with Google …

Google Search News

Google Maverick Update

  • Unconfirmed
  • Core update
  • Non-niche specific

Ad Campaigns - Google Marketing Platform Sydney - Google Updates - Maverick

Learn more about Maverick here.

What’s New on SERPs

Product Labels

Ad Campaigns - Google Marketing Platform Sydney - Google Product Labels

Ecomm folks, check your schema!

In ​2018​, Google launched the product label for e-commerce sites using ​product schema​ in its image search results. But now, some are seeing these product tags in the web search results where Google includes an image carousel.

Shareable Search Results

Several people are sharing screenshots on Twitter of a feature in the Google search results that lets you share search results. It has three icons, one to share, one to open the cache page and one to open the result in a new window.

Swipe to Visit

AMP pages are now accessible with just a swipe in Image Search.

After a Google Images user selects an image to view on a mobile device, they will get a preview of the website header, which can be easily swiped up to load the web page instantly.

New Branded Local Pack Tabs

  • Various tabs
  • Different verticals
  • Menus / services

New Branded Local Pack - Ad Campaigns - Google Marketing Platform Sydney

Google is once again testing using a carousel design for the local pack. They tested an alternative form of this back in March 2017 and they are testing it again now.

Get a Quote Button

Get a quote button - Ad Campaigns - Google Marketing Platform Sydney

“Get a Quote” button on local knowledge panel.

Search for a business’s name​ ​and on both desktop and mobile, you will get a call to action in its local knowledge panel to get a quote. On desktop the button is in blue and on mobile it is white.

What’s New on Google Ads

YouTube Mastheads

YouTube Mastheads - Ad Campaigns - Google Marketing Platform Sydney

YouTube Mastheads are now available via CPM model.

TrueView for Action

TrueView for Action - Ad Campaigns - Google Marketing Platform Sydney

Google Video Partners to start supporting TrueView for Action.

Parallel Tracking

Parallel Tracking is now mandatory (August, 2019). Speak to your click track providers to make sure they have adopted the change.

Learn more about parallel tracking here.

What’s New in Google Shopping

User Photos

Google Shopping - User Photos - Ad Campaigns - Google Marketing Platform Sydney

Google will now allow advertisers to enhance shopping results with user photos. (Currently in beta with selected partners).

What’s New in Google Images

Vertical Image

Vertical Image - Ad Campaigns - Google Marketing Platform Sydney

Image search has changed to vertical UI.

Google Tool News

Google Analytics App + Web

A new way to unify app and website measurement in Google Analytics.

Google Analytics App + Web - Ad Campaigns - Google Marketing Platform Sydney

Currently, many businesses measure app engagement with Google Analytics for Firebase and website engagement with Google Analytics. While each of these products separately offers powerful insights, getting a more unified picture of engagement across your app and website can be a manual and painstaking process. To make this simpler, Google announced a new way to measure apps and websites together for the first time in Google Analytics.

Google Analytics App + Web 2 - Ad Campaigns - Google Marketing Platform Sydney

Go deeper to understand the effectiveness of your marketing campaigns across platforms. Now you can see how many users started on your app and then visited your website to make a purchase.

Display Ads & Video 360

New Targeting

Display Ads & Video 360 - New Targeting - Ad Campaigns - Google Marketing Platform Sydney

Environment Targeting will stop supporting device and position options and focus only on web or app.

 

  • Position will be separate
    • On-screen
    • In content
  • Size options will be separate
  • This will provide better targeting

Data Studio Update

Marketing Live in July announced some updates, including:

  • New sorting options in charts
  • BigQuery BI Engine support
  • Reporting options — 
    • Downloadable PDF reports
    • Scheduled email reports

Dragonfly is Dead

Dragonfly is Dead - Ad Campaigns - Google Marketing Platform Sydney

 

Karan Bhatia has announced Google is pulling the plug on its move into china (for now).

Read more here.

 

Now that we know what’s new with Google. Let’s dig into How to Create Winning Ad Campaigns, with Ed.

How to Create Winning Ad Campaigns

Ed Jones, is Head of Growth at In Marketing We Trust.

  • Google Marking Platform Sydney Organising Team
  • Head of Growth @ In Marketing We Trust 
  • Has worked in Digital for over 15 years
  • Managed client budgets from $500 to over $2m per month
  • Hails from the UK (Anglo-Welsh Italian)
  • Enjoys feeding people! (cooking & baking)
  • Fortunate enough to have lived in Japan (5yrs), India(3yrs), El Salvador (1yr) & Stralia (3yrs)

How to Create Winning Ad Campaigns - Google Marketing Platform Sydney

Today we’ll give you an overview of creating an integrated paid campaign that drives sales, with examples of what good looks like. 

  1. Campaign process
  2. Setting up for success
  3. Examples of good 

 

How to Plan Ad Campaigns

Think about the complete customer journey and the lifecycle of your ad campaigns. Campaigns aren’t just stand alone ads, there are other assets you need to make a connected campaign.

How to Grow Your Travel Brand Online - In Marketing We Trust - Campaign Planning

Setting Up for Success

How to Grow Your Travel Brand Online - Creating Winning Campaigns - 10 Questions - In Marketing We Trust

What is the Objective?

How to Grow Your Travel Brand Online - Creating Winning Campaigns - In Marketing We Trust - What is the objective?

Who is the Target Customer?

How to Grow Your Travel Brand Online - Creating Winning Campaigns - Target Customer - In Marketing We Trust

What Does the Customer Journey Look Like?

What does the customer journey look like - Ad Campaigns - Google Marketing Platform Sydney

Customers are on a journey. 

  • The easiest way to split this is into moments (we’ll come to this a bit later … )
  • Not all stages of the customer journey are equal – they have different commercial value (influence, result in dollars)
  • At different stages of the journey the consumer will be showing different intent signals 
  • You should understand intent signals
  • You should match intent signals 
    • If a customer is searching for “Weather in India in August” – they’re not ready to book your hotel in Jaipur.
    • Youtube… “Holidays in Jaipur” – now is a great time to influence the traveller with your hotel ad
    • Google… “Jaipur hotel deals August” – now is a great time to bid on search ads

 

Is My Offer Correct?

How to Grow Your Travel Brand Online - Creating Winning Campaigns - Correct Offer - In Marketing We Trust

Is My Message Correct?

How to Grow Your Travel Brand Online - Creating Winning Campaigns - Messaging - In Marketing We Trust

Is My Campaign Consistent?

How to Grow Your Travel Brand Online - Creating Winning Campaigns - Campaign Consistency - In Marketing We Trust

What Does My Funnel Look Like?

How to Grow Your Travel Brand Online - Creating Winning Campaigns - Campaign Funnel - In Marketing We Trust

What Am I Measuring?

How to Grow Your Travel Brand Online - Measuring Campaign Performance - In Marketing We Trust

Can I Actually Measure it?

How to Grow Your Travel Brand Online - Measuring Campaign Performance - In Marketing We Trust

Can I Improve Performance?

How to Grow Your Travel Brand Online - Creating Winning Campaigns - Improve Performance - In Marketing We Trust

What You Can Do

Now that you know how to create a plan and the consumer moments …  

Let’s look at what you can do during each moment.

Where Will They Be Looking?

How to Grow Your Travel Brand Online - What you can do - In Marketing We Trust

 

South Australia Tourist Board

Ad Campaigns - Think With Google - Google Marketing Platform Sydney

Where You Need to Be

Where You Need to Be - Ad Campaigns - Google Marketing Platform Sydney

Some Flights Examples

How to Grow Your Travel Brand Online - Flight Examples - In Marketing We Trust

  • ANA focussing on exact keywords
  • Bunnik increasing bids due to the offer they have
  • BA including pricing to drive the conversion

Google Marketing Platform Sydney - flights examples - Ad Campaigns

Facilitate this Process

Facilitate this Process - Ad Campaigns - Google Marketing Platform Sydney

Hotels Doing it Right

How to Grow Your Travel Brand Online - Creating Winning Campaigns - Hotels doing it right - In Marketing We Trust

  • Own your brand 
    • like Hilton
    • Sofitel need to work on this
  • Agoda Long tail strategy with good user experience

 

Your Customers

How to Grow Your Travel Brand Online - Your Customers - In Marketing We Trust

What Will Users Do Next?

  • Offer lead display ads
  • Relevancy is key

 

Test and Learn

How to Grow Your Travel Brand Online - Test and Learn - In Marketing We Trust

THANK YOU

Huge thank you to Ed Jones for his teachings and Edge for hosting us.

Join us for our next Google Marketing Platform meetup.

Google Marketing Platform Sydney

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