You might be thinking, hang on a sec Conversion Marketing, haven’t you already explained this? Well, we’ve explained the benefits – the ‘why’, but for the analytical minds amongst us, lets understand the ‘how’ – it’s quite fascinating really. When a potential customer starts a relevant Google search, there are literally millions of things at work in the background that help Google determine whether your ad should show or not. Think of a Search campaign as a live auction – like buying a house, except this time it’s for online ads and the auctioneer (Google) has a massive algorithmic advantage to determine who should ‘win’. Google leverages machine learning to provide the most relevant results to satisfy user intent – that’s its #1 job, just think, if it didn’t provide good answers, no one would use it!
To be more specific, Google uses 70 million data signals within 100 milliseconds in order to give someone an answer – it looks at demographics such as age, gender, income and parental status, the area you live in, recent searches (for anything), video views, app downloads, whether someone is more likely to buy high end brands over mid-low end ones given their past purchases, whether they’re a movie buff, a frequent traveler, a foodie, corporate decision maker, technophile or shopaholic – the list is almost endless!
Combine this with the signals we have already spoken about (things we can control for you such as budget, keywords, ad copy, location etc) and you can see how valuable this platform is to most businesses. Even though it seems incredibly complex, try to think about it in terms of flexibility instead – we can make this platform work as hard for your business as possible – even weeding out those who are higher up the funnel in the information gathering or awareness phase (if you didn’t want to target these people). For example, someone searching for ‘how to choose the right bike for a 3 year old’. We can also exclude those looking for free or irrelevant products/services, using the example in the section above it would be searches such as ‘free kids bikes’, or ‘adult bikes’, ‘mountain bikes’ etc given that’s not the target market. It’s about quality over quantity – having the most keywords in your account doesn’t mean anything, it’s about how relevant those keywords are and ensuring the total budget you have works as hard for you in the ad auction as possible.