Google Advertising Webinar With Ignite Visibility 2018

TL;DR

Webinar discusses new Google ad trends and strategies for 2018.

Transcript

we've got a lot of people joining right now we had hundreds of people signed up for this so really exciting and let's go ahead and dive into it okay so we're going to spend a little bit of time talking about introductions and about the partnership with Google but then we're going to get into the marketing in the age of the assistant so that's going... Read More

Key Insights

• Google's new advertising capabilities focus on the evolving customer journey, emphasizing mobile and voice search as key drivers.
• Ignite Visibility, a digital marketing agency, partners with Google to provide comprehensive advertising solutions, leveraging new digital trends.
• The importance of being present, valuable, and quick in digital advertising is crucial due to the highly connected and demanding consumer base.
• Google's data-driven attribution models offer a comprehensive look at customer interactions, helping to optimize advertising budgets effectively.
• The rise of custom intent audiences allows advertisers to target users based on real-time search behaviors, enhancing ad relevance.
• Video content, particularly on YouTube, offers significant reach and engagement opportunities, with decreasing production costs making it accessible.
• Programmatic advertising offers a cost-effective way to utilize unused ad inventory, suitable for large-scale advertisers.
• In-market and custom intent audiences provide different targeting strategies, with custom intent being lower in the purchase funnel.

Questions & Answers

Q: How do you get started with YouTube advertising?

To begin with YouTube advertising, consider creating cost-effective video assets, such as animated shorts. YouTube offers extensive reach and engagement, with ads costing pennies per view. This platform is particularly effective for brand awareness and can be integrated into broader digital strategies.

Q: What is programmatic advertising and how does it relate to Google?

Programmatic advertising automates the buying of ad space, using real-time data to target specific audiences. Google offers programmatic solutions through platforms like DoubleClick, suitable for advertisers with large budgets. It allows for efficient use of ad inventory, optimizing reach and targeting.

Q: How do you choose between custom intent and in-market audiences?

Custom intent audiences target users based on real-time search behavior, making them suitable for lower-funnel strategies. In contrast, in-market audiences are predefined and useful for broader awareness campaigns. Both can be layered with demographic and location data for precise targeting.

Q: Where should small budgets start in digital advertising?

Small budgets should initially focus on Google AdWords for direct search ads, as it typically offers the best ROI. As the budget allows, expanding to YouTube and display networks can enhance reach and engagement, particularly when using in-market audiences for brand awareness.

Q: What budget is recommended for financial services advertising?

Financial services typically see cost-per-lead ranges from $100 to $200. Budgets vary widely, from $10,000 to several hundred thousand dollars monthly, depending on the target audience and specific goals. Starting with focused product promotion can help optimize initial spending.

Q: Is it worth bidding for the first ad position?

Bidding for the first position can be costly and is not always the most cost-effective strategy. It's beneficial for brand visibility and authority but should be balanced with algorithmic bidding solutions to maintain cost efficiency and target specific conversion goals.

Q: What are the benefits of data-driven attribution models?

Data-driven attribution models provide a comprehensive view of the customer journey, attributing conversions across multiple touchpoints. This approach helps advertisers understand the full impact of their campaigns, optimizing budget allocation and improving overall ROI.

Q: How can advertisers leverage custom intent audiences effectively?

Advertisers can use custom intent audiences to target users based on recent search behaviors and website visits. This strategy allows for precise targeting at the lower end of the purchase funnel, enhancing ad relevance and increasing the likelihood of conversion.

Summary & Key Takeaways

• The webinar explores the latest trends in Google advertising, focusing on the impact of mobile and voice search on consumer behavior. It highlights the importance of being present, valuable, and quick in digital marketing strategies.

• Ignite Visibility, in partnership with Google, showcases how businesses can leverage new advertising capabilities to enhance customer engagement and optimize their marketing efforts.

• Key insights include the use of data-driven attribution models, the rise of custom intent audiences, and the effectiveness of video content on platforms like YouTube for reaching and engaging audiences.