Inside
Google Marketing
Three Steps to Master
Digital Advertising
Kevin Murakami
Director, Global Performance Media
Google Marketing Team
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Examples include Responsive Search Ads and Responsive Display Ads. They can be used in Search, Display, Shopping, Discovery, and App campaigns.
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2022/2023
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Inside
Google Marketing
Three Steps to Master
Digital Advertising
Kevin Murakami
Director, Global Performance Media
Google Marketing Team
Introduction
At Google Marketing, we spend a lot of time thinking about these
questions. We’ve developed three key steps to help you answer them,
with a particular focus on best practices for performance goals.
How do you make digital advertising as
successful as possible?
Which Google Ads products are best
for you and your business goals?
This guide takes you behind the scenes to share our global learnings across our B2C & B2B advertising campaigns—covering products like Play, YouTube, Chrome, Google Ads, Cloud, hardware products & subscription services. Kevin Murakami, Google Marketing Team
Google Tips
Here’s our thought process:
Use data to set goals
We always structure our ad campaigns towards clear goals.
Type of goals
This is our marketing objective (MO). Google ads performance products are designed with a particular focus on these four: Lead Generation , Online Sales , Offline Sales , & Mobile Growth.
What do we want
to achieve with an
ad campaign?
What metric do we
have to improve to
fulfill that MO?
This is our key performance indicator (KPI).
That is our campaign goal. This value is determined by the ROI required by our business based on the Customer Lifetime Value (or nearest proxy to this).
What value does
the KPI have to hit
to be successful?
This framework helps us evaluate the effectiveness and
cost-efficiency of our marketing efforts.
Type of performance goals
Use data to set goals
MO Examples of KPIs
Examples of
Campaign Goals
Online Sales
Lead Generation
Offline Sales
Apps + Mobile Growth
Purchases, subscriptions
Calls, contact form completions
In-store visits, appointment sign-ups
Installs, engagement
Cost per acquisition, return on ad spend
Cost per lead, return on ad spend
Cost per acquisition, cost per store visit, return on ad spend
Cost per install, cost per daily active users
When we work on campaigns to grow sales or revenue
(which we call “performance” or “direct response”
campaigns), we typically set targets for:
Performance campaign
metrics
Google offers multiple incrementality tools that can be used to measure conversions directly attributable to your performance media campaign that would not have otherwise occurred. These include Conversion Lift Studies & Geo experiments (GeoX) Rocío Abril, Google Marketing Team
Google Tips
Use data to set goals
Tells us how much we are willing to pay to acquire new customers. The reason CLV is so vital (see previous slide) is that it helps us set the CPA with the appropriate financial return.
Cost per acquisition
(CPA)
Return on ad spend
(ROAS)
Tells us the revenue we return for every dollar of ad spend we invest in our campaigns.
Use conversion tracking
to unlock automation
Google Ads uses powerful machine learning algorithms to
help get the right ads in front of the right customers.
Once we’ve set up conversion tracking, we always
implement automated bidding.
Automation
Automation optimizes our campaigns towards a metric or objective (eg. CPA).
It’s guided by our CLV (customer lifetime value) and our target ROI (return on investment).
Ensures efficiency by placing the right bid at the right time.
Use conversion tracking to unlock automation
Saves us time, providing both flexible control options and insightful reporting tools.
Another great form of automation we access via conversion
tracking is dynamic creative formats.
We’ve seen that machine learning outperforms manual
testing of our creative assets. We use dynamic creatives
because in our experience, they deliver more revenue/sales
per media dollar spent.
Dynamic creatives
Use conversion tracking to unlock automation
These ads are driven by machine learning algorithms to show images and/or text tailored to different customers & contexts.
With up to 30 individual text, logo, video and image variations, there are 45K+ potential permutations available to test.
Examples include Responsive Search Ads and Responsive Display Ads. They can be used in Search, Display, Shopping, Discovery, and App campaigns.
Waterfall
media planning
A waterfall methodology allocates budget to different
channels based on their efficiency.
The waterfall
Waterfall media planning
The best-performing channel receives full funding until it captures all available demand within our CPA and ROAS goals.
At this point it’s considered fully-saturated; only then does the second best-performing channel begin receiving funds, and so on.
We continue prioritizing channels in this way until our overall CPA or ROAS reaches the goal set by our CLV.
We almost always find it best to target remarketing lists before anything else, on all platforms. Additionally, conversion lift tools are especially important to activate to ensure proper accounting of incremental sales. Lili Papadimitriou, Google Marketing Team
Google Tips
Running multiple campaigns and products across
Google Ads can be complicated.
Why use waterfalls?
Waterfall media planning
We’ve found that prioritizing our best-performing channels ensures we remain financially laser-focused and measurement-oriented.
The waterfall approach works equally across large and small budgets, and for both single-country and global campaigns.
The farther down the “waterfall” you move, the more important multi-touch attribution solutions become. Lili Papadimitriou, Google Marketing Team
Google Tips
The waterfall: Lead Generation
Waterfall media planning
*We are currently testing YouTube ads for lead generation & depending on results, may change its priority in our waterfall planning
Lead Generation
Calls, contact form completions
Cost per lead, return on ad spend
MO Examples of KPIs
Examples of
Campaign Goals
Every company and campaign is different, but here are the products we use at each waterfall tier, depending on our marketing objective.
Goal
Next tier
Search ads Discovery ads
$^ Highest efficacy
Next tier
Display ads Lead Form Extensions
Display & Video 360 YouTube*
The waterfall: Offline Sales
Waterfall media planning
Every company and campaign is different, but here are the products we use at each waterfall tier, depending on our marketing objective.
Goal
Next tier
$^ Highest efficacy
Display ads^ Next tier
Display & Video 360 YouTube***
Search ads Local Search ads or Local campaigns Discovery ads* Shopping ads** Call ads
*Currently no direct store visit tracking but we use match market tests to determine offline sales efficacy
**Shopping ads or Smart Shopping campaigns depending on tracking capabilities
***Using location extensions
MO Examples of KPIs
Examples of
Campaign Goals
Offline Sales
In-store visits, appointment sign-ups
Cost per acquisition, cost per store visit, return on ad spend
The waterfall:
Apps and Mobile Growth
Waterfall media planning
App Campaigns (Install/Engagement)
$^ Highest efficacy
Apps + Mobile Growth Installs, engagement^
Cost per install, cost per daily active users
MO Examples of KPIs
Examples of
Campaign Goals
Every company and campaign is different, but here are the products we use at each waterfall tier, depending on our marketing objective.