My Digital Insight

Once we did all the keyword research, it's time to start keyword planning. Understand the buyer funnel is a very important process for keyword planning. The way a potential customer searches the internet can help us understand where they are in the buyer funnel. According to the Google Ads course, there are four stages of the buyer journey: awareness, interest, shop, and buy. Awareness There are two things in the awareness stage: one is being aware of the problem that you want to solve, and the other is being aware of a potential solution to that problem. The awareness is much more cognitive in nature, so it is hard to get someone to buy from your brand in this stage. Most people will enter a short term that describes their current problem. For example, when my baby is crying all the time, I start to look for anything that can stop baby cry. I will search "stop baby cry".  Awareness has the lowest click-through rate, and the bidding per click is also low. It is...

Phrase Match According to the course, phrase match uses quotation marks ("") to make sure your ad only appears for searches containing your exact keyword and close variants, with additional words or phrases before or after your keyword.  It still can generate many bad clicks for irrelevant queries. And the click-through rate is low. For example, a phrase match keyword could be "winter coat" , if someone is searching for "winter coat for sale" , the ad will show on the Google search result. Even though "for sale" is not included in the phrase, but the phrase keyword "winter coat" is included and also in the same order, so the ad will show.  However, if someone searches "coat for winter", the ad will not show. Even though it includes "coat" and "winter", but it is not in the right order, so it is not eligible to trigger the ad. Pros of phrase match: begin to get more control of your search terms s...

Keywords are very important for any Google Ads campaign. According to the course, keywords are the "items" up for auction. They could be a description of your product, key feature of your product, or anything related to your product or service.  It's important to get your keywords right. Every single ad group has keywords, and every keyword that we select to our account represents an item that we want to bid on. Of course, we want to get some impressions when someone searches for something similar to the keywords. The keywords we add to our ad groups instruct Google as to which queries should trigger our ads. Google tends to refer to queries as search terms. Queries and search terms are exchangeable. Basically, queries and search terms are what the user enters into the Google search box. That's not necessarily your keyword. For example, if you are selling baby crib, your keywords could be " convertible baby crib", "4 in 1 baby crib", "li...

I learn a very useful model called B.J Fogg Model from the course.  This behavior model contains three important parts: motivation, ability, and trigger. Basically, in order for anybody to take the desired action, they need to have the ability to perform the behavior and need to be motivated to perform that behavior. Image from Medium As marketers, our job is always about influencing human behavior and trying to get people to perform the desired action to convert or to do anything that will ultimately lead to revenue. We need to increase ability, decrease the difficulty of the task, so it will increase motivation to perform. When customers know what they want to buy and clearly have high motivation, if they think it is complex to accomplish, they may give up. Therefore, marketers need to give a trigger to decrease the difficulty of the task or perceived ability.  For example, if a person wants to earn a college degree, he has high motivation, but he may not conside...

Location Extension If brick and mortar awareness is important, then location extension is good for local businesses such as fast food, fashion store, bakery and etc. If you have one location or multiple locations, you could get those multiple locations showing up in your ads . Even if you're trying to generate online sales, having an actual physical location will make people aware that you have a store nearby, so it also offers the users in-store shopping experiences and can drive in-store sales potentially. Parts of your location extensions will include business hours, Google reviews, directions, whether or not you are open or closed, and peak time. Unfortunately, you don't have control over what elements are shown. However, if you don't add a location extension, Google is going to automate that extension by showing a linked address associated with a business account. You can use filters at the campaign level based on your targeting location. You could select...

When you create your Google Ads campaigns, you have the opportunity to really enhance your ads with all different sorts of ad extensions such as site link, callout, call, app, location, price, and etc.  Why should you use ad extensions? There are three primary benefits of using ad extensions: Get more space on SERP (Search Engine Result Page) Your ads will get more space on the search engine result page. It means that the size of your ad is actually bigger than other ads. The more space you get, the higher the CTR will be because of the visual impact is more powerful. Offer users more options This is a big thing. By giving people more options, you are letting people know more about your company and your product & service. Those extensions tell people more information and make them easy to click the one they want.   Increase quality score The quality score is made up of CTR, relevance, and landing page experience. If you have ad extensions such as site...

As my last post said that we can set up multiple campaigns under one Google Ads account, so thinking about how to separate out campaigns is your first task to start with. Many brands like to create campaigns by advertising on products or services. Unfortunately, it is wrong because it is not effective. You want to start off thinking about the CORE GROUP  of services or products. They could be your best sellers or top-rated services. Concentrating on the core group shows what's the most important thing or the best products (services) directly to the users. You could also focus on LOSS LEADERS. Loss leaders are the products or services that might not generate profits on the first initial sale, but you know from your own data that typically those customers will come back and buy more later on. You have to build that into the lifetime value of your consumer calculations. There are different ways to set up campaigns.  The most simple way to separate out your campaigns is t...