Advertising and Marketing
Google Ads
Google Search Network = search + Google Play + Google Shopping + Google Maps + search partners
Google Display Ads Network = as above + partner sites with Adsense
Match types
- Broad Match = the default, matches misspellings, synonyms and related searches
- Broad Match Modifier = a
+in front of a keyword. Matches only keywords and close varations of them - Phrase Match = quotation marks (
") around a phrase. Matches only the exact phrase or close variations of it - Exact Match = with brackets (
[]) around the keywords. Matches only searches with the same meaning, which may mean also misspellings and different words - Negative Keywords = with a minus
-sign before a keyword. Matches only searches without such a keyword - Dynamic Search Ads = if enabled, generates ads matching the website content to catch queries not covered by the keywords
Responsive Search Ads are a combination of headline, url and description that the system will match on its own to a keyword. Recommended to have at least 1 per ad group. Up to 15 headlines and 4 descriptions per ad.
Bid Strategies
- Target Impression Share = maximize auctions to meet a specific threshold for a specific location on the search page
- Maximize Clicks = maximize potential clicks
- Maximize Conversions = drive as much conversion volume as possible
- Target Cost Per Acquisition (tCPA) = increase conversions while reaching your average cost-per-acquisition goal
- Enhanced Cost Per Click (eCPC) = adjust bid up and down based on each click’s likelihood of resulting in a conversion
- Target Return On Ad Spend (Target ROAS) = get as much conversion value as possible while mantaining the target return on ad spend that you set
Audience Solutions
A set of strategies and products to create lists to layer onto your ad groups.
- Variable Bidding = automatically increase or decrease bids on certain audiences
- Keyword Expansion = target generic keywords and only show ads to certain audiences
- Creative Customization = target specific audiences with bespoke text ads
Create a Marketing Plan
- Start with an empty presentation
- Fill only headings at the beginning
- As you collect data, fill the presentation
1. Collect Data
Most important data to gather:
- Market size
- Market fluctuation
- Economic and regulatory influences
- Market shares of your client and main competitors'
- Market share changes and why
- Data about competitors, especially:
- Products
- Services
- Price points
- Promotions on web and social media
- Value propositions
- Customer loyalty
2. Select the mission statement
Define company’s business and relative objectives. Establish a vision statement (the desired future position of the company). Both the mission and vision statements may already exist. If so, ask about them and review them.
3. Write a market analysis
Points to consider:
- Total Addressable Market (TAM). Meaning the total sales of all companies in the industry + potential new customers.
Total Industry Sales / TAM = Market Penetration OR % of total market reached
Company Total Industry Sales / Total Market Sales = Revenue Market Share
Write a SWOT analysis:
- Strenghts of the client
- Weaknesses of the client
- Opportunities of the client (like favorable situations)
- Threats for the client (unfavorable situations)
4. Describe a current customer’s persona
5. Write a customer buying process map
- Describe how a customer gets awareness of the products/services
- How customers search and evaluate alternatives
- Purchase and post purchase behaviour
- Write what benefits a typical customers may be looking for
6. Write a product/service analysis
- For each product or service write the features and relative benefits
- Compare with client’s competitors and identify what matches, the gaps and the opportunities