Google Ads Search

RLSA (remarketing lists for search ads)

help you connect with potential customers when they continue looking for what they need sing Google Search.

Google Correlate

think of as a match-maker for search trends Allows: -Find queries that follow a similar search pattern, thereby uncovering insights that might not otherwise be visible -Once revealed, these correlations can have implications for video creation, search optimization, related content, cross-promotional efforts, and even platforms for promotion.

How does search engine marketing work?

1. An advertiser bids on keywords with the amount they are willing to pay for a user to click an ad 2. The engine ranks advertisers based on their bid and relevance to the search. 3. The best matching ad appears alongside the user's search results

According to Google data, people conduct more than ____ Google searches each month.

100 billion

How long do consumers spend researching a product and how many website visits happen during the purchasing process?

15+ hours per week researching and at least 6 visits to a website during the purchase process.

What is the process for conversion tracking set up?

1: Create a conversion action - what it is you want to track 2: Get your conversion tracking tag - code that will track your users' actions on the source that you've set up to track 3: Add the conversion tag to your site so all those user actions will actually be tracked 4: Check the conversion tracking is working as planned

More than ___% of people who see an ad on their phone end up doing a mobile search thereafter for that very product.

50%

Google Trends

Allows: -Answer key branding questions - Gauge consumer search behaviors -Confirm hypothesis about audience interests -Share audience interest over time

Google Surveys

Allows: -To probe audience thoughts on existing or past campaigns -Test consumer insights -Uncover customer mindsets -thousands of results in days and can cut it by age, gender, etc

Google Shopping Insights

Allows: -To understand consumer awareness and mindshare for a product, from national down to city-level insights; Insights is avail for US only. **87% of consumers research online before entering a store, but more than 90% of goods are still sold in stores.

What is the best way to identify an approproate conversion source?

Always identify what activity it is that you want to track, not necessarily where that activity was initiated, and you'll have the appropriate source.

Results

Focus on outcomes and optimize with full transparency into what is working and then improve your campaign performance over time.

Which tool will give you more ideas on what consumers love?

Google Correlate

Which Google tool will get you insights on how consumers shop for products using Google?

Google Shopping Insights

Which Google tool will get you fast focus group data?

Google Surveys

Which Google tool will get you in-depth customer insights?

Google Trends

What is conversion tracking?

Helps advertisers track the impact of their ads so they can reinvest in the ads that generate the most interaction.

Tip for Google Trends

It's better to plan for an ongoing trend than try to capture it as it is happening. For example, rather than hurrying to make a running make challenge video at the right moment, a brand might capitalize on the evergreen trend of how to dance videos.

Relevance

It's important to have the right message that answer's a search.

DoubleClick Search

Search engine management platform. Offers: -Consolidated data - access conversion and performance data from a single source to monitor your campaign performance. -Single interface - all engine accounts in one place -Optimization - automate bids to meet your goals

Dynamic Search Ads

Use your website to target your ads and can help fill the gaps of your keywords-based campaigns.

What can you look at with conversion tracking?

Who is signing up for something based on seeing your ad What type of campaigns are performing better than others for certain demographics What time of day and days of the week are leading to more sales

What are the 3 R's of Google Search?

Reach, Relevance, Results

Reach

Reaching people when it matters. It's important to engage with new customers at moments of need.