Run Google ads according to the customer journey to attract potential customers and increase conversion rates. If you want to understand better this type of advertising and how to implement an effective Google Ads campaign, don’t miss the following article. Optimal Agency experts will provide useful information in this article.
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What is Google advertising follows the customer journey?
A strategy that uses many campaigns to lead target customers to know about a business’s products and services through the purchasing journey.
Google Ads campaigns follow the customer journey to attract more target audiences. At the same time, create interest, needs, and orientation for potential customers so they can proactively search for the business’s products and services.
Besides, this type of advertising also converts potential customers into real customers with targeted content and offers.
It is understood as a way to reach target customers through appropriate messages and advertising delivered to the right audience at the right time. From there, turning these target audiences into potential customers on a large scale.
With Google ads, businesses can target audiences in need. Using personalized messaging and relevant offers tailored to each stage of the customer journey: awareness, consideration, conversion, and loyalty.
Based on learning about the stages in the journey, businesses can better understand customers and choose appropriate advertising goals for their campaigns. During the Google Ads implementation process, you should choose a single marketing goal in a specific stage of the customer journey to measure campaign effectiveness.
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How Google Ads works according to the customer journey
Once you have understood “What is Google advertising follows the customer journey?” let’s learn about the operating mechanism of this type of advertising.
At the first stage of the journey – Awareness, a Google Ads campaign will help businesses reach new audiences. These are people who may not know about the brand and are not looking for what the business has to offer.
Furthermore, they may not know what the demand for the products or services they need. Google Ads campaigns are used to attract these audiences to your business’s channels. This helps increase brand awareness and build customer interest with attractive content.
When implementing a Google advertising campaign, choose the goal of brand awareness and reach. The types of Google Ads used are Google display ad campaigns and video ads.
After these audiences are exposed to ads and content, they will be interested and begin to find information about products and services on Google. At first, they can search for very broad information by using the keyword “instructions” or watching ads across banners, videos, etc.
The more your target customers learn, the more they can clearly define their needs and start searching for specific keyword phrases. At this point, the process has moved into the middle of the journey, and businesses can attract customers by running Google ads in the Consideration stage and driving them back to their website.
During this consideration stage, customers already need products and services. They will find information compare brands, and choose the best brand. The business’s goal at this stage is to motivate people to sign up and become customers.
Coming to the Buying stage in the journey, customers will actively search for information about products and services. When running Google ads, advertisers need to show the benefits of products, services, and brands that are superior to competitors.
In advertising content, there needs to be a suitable and attractive call-to-action button to urge customers to take action. These types of video advertising campaigns, Google display ads, and Google Search Ads are the best choices.
This is an important step because website visits will be added to the remarketing database. Businesses can continue to use personalized remarketing campaigns to drive action based on the websites their target customers have visited, or interacted with, with the website.
The final step in the customer journey is Loyalty. At this stage, businesses should deploy remarketing campaigns on Google and Facebook to target current customers. Or people who have recently purchased products or used services from the business. These can also be people who regularly buy the business’s products.
The goal is to be able to sell more, buyback, and find more customers without spending too much time and money running Google ads. The combined media will be Email and Remarketing.
The benefits of running Google Advertising follows the customer journey
Expand your reach
By understanding the customer journey, advertisers can clearly understand the needs and desires of customers at each stage of purchase. Based on this information, businesses can deploy appropriate Google Ads campaigns. When running Google ads according to the customer journey, businesses can reach many target customers.
Increase brand awareness
Not only does it expand reach to many target customers, but this type of advertising also helps increase brand awareness. At the same time, build good relationships between businesses and target customers.
When implementing a Google Ads campaign according to the customer journey, allows identifying the main contact points of customers with the business. Potential customers can interact with the business and make a final purchasing decision.
Increase conversion rates and ROI
Running Google Ads according to the customer journey not only helps create awareness for customers about the business’s products and services. Besides, this type of advertising helps increase interaction, order conversion rate, and high ROI.
Optimize costs effectively
Creating advertising content suitable for each stage of the customer journey will help improve the effectiveness of the Google Ads campaign, minimize risks, and optimize advertising costs.
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How to run Google Advertising follows the customer journey effectively
Before implementing a campaign, you need to map out the customer journey. Also consider the touchpoints where businesses can reach customers: Google Search Ads, Google Display Network, retargeting ads,…
Next, you need to use the Google Analytics tool to track user behavior on the website. From here, you’ll gain valuable information about how users interact with your brand and where they stop along the journey.
Besides, you should sketch a customer portrait to understand the needs and problems that customers are facing and how to solve them. At the same time, you need to continuously monitor and analyze campaigns to optimize and make adjustments if necessary.
Tailor your Google Ads campaign to your customer’s journey to attract quality leads. By performing the following actions:
Map the customer journey
Any business needs to map out the purchasing journey that potential customers will go through. The key steps in the journey will be taken by listing the touchpoints a potential customer has with your brand. It includes the actual actions customers take when interacting with a business.
When mapping your customer journey, you can answer a certain question. How important is the way a business handles leads in the first 7 days? What is the approximate percentage of leads that are converting and the monetary value of a conversion?
Set up actual conversions
By importing Offline Conversion Events into Google Ads, you can measure what happens when your target customer clicks on one of your ads. From there, you will get a comprehensive view of keywords and targeting criteria to drive conversions and optimize costs effectively. After you have the information in your Google Ads campaign, you can exploit it to set bids based on the value of Google Ads.
Set conversion value
By placing a value on conversions, you can use Google’s algorithm to attract high-quality leads that generate the most sales for your business. At that time, the contact points between customers and businesses will go beyond Google Ads and will be Facebook, email marketing,… All of this combined creates successful digital marketing advertising campaigns for businesses.
You have understood Google Advertising follows the customer journey and how to deploy effective campaigns. Hopefully, the information will help you maximize your sales!
Please see more:
- Instructions for running Google Shopping ads increase sales
- How to manage Google Adwords account effectively
- How to run Google Maps ads for beginners
Frequently asked questions
Any business can apply this type of advertising to increase conversion rates, increase brand awareness, etc. E-commerce businesses or businesses selling products and services spas, cosmetics,… will achieve better results when applying Google Ads campaigns according to the customer journey.
The customer journey does not necessarily go through all the steps: awareness, consideration, conversion, and loyalty. Sometimes there will be a back and forth between stages, or an entire stage will be skipped. When deploying Google Ads according to the customer journey, they can make purchases the first time they see an ad. Or you can refer to many brands before making a purchasing decision.
