Considering a revision of your Google Ads strategy: Is it the right time?
In the world of online advertising, Google Ads is a powerful tool that many businesses rely on to reach their target audience and drive conversions. One common type of campaign used in Google Ads is product-focused, keyword-only campaigns. While this approach may work well for some B2C retailers, it may not be the best strategy for everyone. In this article, we will explore why you might want to move beyond keyword-only campaigns and consider a more audience-focused strategy.
The article begins by highlighting a case study of a B2B client who had all of their campaigns set up as product-focused, keyword-only campaigns. Upon analyzing the client’s account and discussing their business goals, the article emphasizes the importance of aligning the account structure with these goals. In this case, the account was organized by region, which proved to be an obstacle in supporting the company’s expanding market and product line. By restructuring the account to align with product categories and separating brand and non-brand campaigns, the company was able to target and measure campaigns more effectively.
The article also discusses the significance of focusing on high-value keywords. Instead of having thousands of keywords in each ad group, the account was narrowed down to only the most top-converting ones. This approach proved to be more effective, as less was more in this case.
The next step in the account revision was shifting to an audience-focused strategy. Remarketing and customer lists were introduced to target specific audiences. The article explains that the targeting in the client’s previous remarketing campaigns was too narrow, resulting in low impressions. By testing remarketing to people who had visited the website at different times and leveraging customer lists, the company was able to improve reach, conversions, and revenue.
The article concludes by emphasizing the importance of obsessing over customers rather than products. By revising the account structure, focusing on remarketing, and leveraging customer lists, the client was able to improve their advertising performance while staying within their budget. The article acknowledges that audience-focused strategies may not be feasible for all businesses, especially those with low volume or limited access to first-party data. However, for those who have the option, shifting from keyword-only campaigns to an audience-focused strategy is something worth considering and testing.
In conclusion, the article highlights the importance of aligning your Google Ads strategy with your business goals. By restructuring the account, focusing on high-value keywords, and shifting to an audience-focused strategy, businesses can improve their advertising performance and achieve better results. While keyword-only campaigns may work for some, it’s essential to explore alternative strategies that can help reach a wider audience and drive conversions.
