Google Ads Strategy

Our Google ads focus on accurate targeting for more business (of course). For that, we refine our targeting with relevant longtail and intent-based keywords with converting ad copy.

We’ll breakdown the Google Ads funnel we build in 3 stages:

  1. TOF (Top of Funnel): focuses on targeting cold audiences
  2. MOF (Middle of Funnel): focuses on warm audiences
  3. BOF (Bottom of Funnel): focused on “hot” audiences

Our campaigns will consists of the following where we see need:

  • GDN (Google Display Network) campaigns (these target demographics, affinity (customer connection to the brand or similar brands), audience keywords, and more).
  • Search campaigns targeting generic searches.
  • Relevant in-market/in-audience segments.
  • Dynamic search campaigns.
  • Search campaigns targeting generic searches (searches matching phrases exactly or similarly to certain phrases/keywords).
  • Search campaigns targeting branded keywords for competitors.
  • Branded search campaigns (using keywords or phrases specific to your client).

We’ll be optimizing ads for conversions at each stage of the funnel (TOF, MOF, and BOF) looking to:

  • Build new audiences to feed into the rest of the funnel and keep a consistent flow of traffic.
  • Constant search of high ranking keywords

We typically disperse the budget like this:

  • 50% at TOF (GDN campaigns, Search campaigns, Dynamic search campaigns).
  • 30% at MOF (Retargeting).
  • 20% at BOF (Retargeting/Branded search campaigns).

Here’s our process for setting up our strategies, we’d:

  • Target our top competitor’s branded keywords.
  • Target highly relevant keywords at low bid values.
  • Create *similar audiences* of web visitors, page/video & website interactions, current clients, etc. to accurately get in front of our ideal audience(s).
  • Use negative keywords to avoid using our ad spend on keywords with a low conversion rate.
  • Target people visiting the website with RLSA (Retargeting Lists for Search Ads). When they search for relevant keywords on Google, we’ll bid for those keywords. These audiences typically have high conversion rates.
  • Of course, use copywriting best practices to create interest for clicks.
  • Once we start seeing conversions from campaigns, we’d scale up the better-performing ones and turn off the ones not delivering up to the mark.