Abstract
Targeted display advertising can directly influence the number of searches done on Google, and the effect is almost immediate. If you have positioned your Google Ads to be prepared for the increase you will be able to get better effect from both your branding campaigns and your search campaigns.
If you target the most relevant audience for your brand with your Display advertising you will not only drive searches but also the right consumers to search for your offer.
Background
SAM has a customer with a very niche product and offering to consumers. It is a new service that has come into focus due to new legislation which has created a new business opportunity for our customer, but with a low awareness on the market for their product offering amongst the consumers.
With Strategic Audience Map we helped identify their primary segments and defined them based on income, life stage, where they live, type of accommodation, interests and other attributes.
Leading up to the display campaign we helped the customer optimise their Google Ads (Adwords) to focus on a very specific keyword, very closely linked to their offering and also heavily represented in the content on their website. Making the relevance high and the cost per click low.
At the start of the Search campaign there were very few or no competitors for the specific search word.
Once we had positioned the customers search campaign to catching the specific intent and interest through Google Ads we wanted to raise awareness and get more relevant consumers to be aware of the offering and try to push them to investigate the brand website and the offer, either through direct interaction with the banners or by “Googling”.
Marketing
We launched LinkedIn and Facebook advertising in September for branding and awareness purposes. In November we also launched a Display campaign targeting the consumer attributes we identified through our service Strategic Audience Map.
We used Google Keyword Planner to evaluate how many searched for the specific keywords over time in order to track and identify changes, besides the campaign performance.
