Master Google Ads: Boost Brand Consideration for Long-Term Growth
In today’s digital marketing landscape, the pressure to deliver measurable ROI has led many brands to focus heavily on conversion-driven strategies. While conversions are undeniably important, an overemphasis on immediate results can limit long-term growth and customer acquisition. This is especially true in the face of evolving privacy regulations and the decline of third-party cookies, which have made traditional acquisition campaigns harder to measure and optimize. As highlighted at Google Marketing Live 2024, the integration of AI and advanced data utilization is transforming how brands understand and engage with their audiences, making brand consideration a cornerstone of modern marketing strategies.
However, this challenge also presents an opportunity. Brands are now exploring "consideration measures" to build awareness, foster loyalty, and drive sustainable growth. For instance, *Ucuzabilet*, an online travel portal, shifted its Google Ads strategy from total turnover to net profit-oriented goals, resulting in a 31% increase in net revenue and a 17% boost in ROAS. This example underscores the importance of looking beyond conversions and leveraging Google Advertising for long-term brand consideration.
I. The Importance of Brand Consideration in Long-Term Growth
Brand consideration is more than just a buzzword—it’s a critical component of sustainable growth. In the context of Google Advertising, focusing on brand consideration, businesses can build equity, foster customer loyalty, and encourage repeat purchases. It also helps brands reach new customer segments that may not convert immediately but are essential for long-term success.
Take the case of *doda* (Persol Career), a recruitment service that used YouTube Video Action Campaigns (VAC) to connect with job seekers. By integrating consideration measures with acquisition strategies, *doda* achieved a 5% increase in conversions, demonstrating the synergistic effects of a holistic approach.
Moreover, brand consideration fosters word-of-mouth marketing, which is often more effective than paid advertising. A Nielsen study found that 92% of consumers trust recommendations from friends and family over traditional ads. By building a strong brand presence, businesses can tap into this powerful marketing channel.
II. Leveraging Google Ads for Brand Consideration
Google Ads offers a suite of advanced tools and strategies to help brands shift from conversion-focused campaigns to those that prioritize consideration. One such tool is CausalImpact, a statistical method that measures the causal impact of consideration campaigns on business outcomes. This allows brands to quantify the effectiveness of their efforts and make data-driven decisions.
Another powerful tool is Search Ads 360 combined with Floodlight, which enables value-based optimization by tracking net profit instead of total turnover. This approach was successfully implemented by *Ucuzabilet*, which transitioned from a cost-per-acquisition (CPA) strategy to a target return on ad spend (ROAS) strategy, resulting in significant revenue growth.
Additionally, Google Trends and audience analytics can help brands align their campaigns with consumer behavior. By understanding what their target audience is searching for, brands can create more relevant and engaging ads that drive consideration.
III. Integrating Sustainability into Google Ads Campaigns
Sustainability is no longer just a corporate responsibility—it’s a key driver of brand consideration. Consumers increasingly prefer brands that align with their values, and sustainability-focused campaigns can enhance brand perception and loyalty.
Google’s Marketing Sustainability Playbook offers a framework aimed at incorporating sustainability into marketing initiatives. It highlights three crucial aspects: leveraging analytics under “Insights” to grasp sustainability trends and consumers’ preferences; using “Magic,” which involves influencing culture via creative storytelling that encourages sustainable behaviors; and focusing on “Essentials,” which entails minimizing carbon emissions in marketing activities by streamlining media strategies and cutting down on travel.
For example, Google Ads campaigns that highlight plant-based meals or eco-friendly travel options can resonate with environmentally conscious consumers. By aligning their messaging with sustainability goals, brands can not only reduce their carbon footprint but also build a positive brand image.
Topkee’s services further support brands in this endeavor. Through creative production, we develop high-quality ad content that communicates sustainability commitments effectively. Our keyword research identifies eco-related search terms, ensuring campaigns reach the right audience. Additionally, our remarketing strategies can retarget users who have shown interest in sustainable products, increasing conversion rates.
IV. Collaborative Advertising Models for Enhanced ROI
Collaborative advertising models are another effective way to enhance ROI while driving brand consideration. By partnering with marketplaces, brands can leverage shared data and resources to optimize their campaigns.
A prime example is the collaboration between *Hepsiburada* and *L'Oréal*. Using Google Cloud IDs and Big Query, the two companies tracked product sales driven by Google Advertising, resulting in a 10x increase in sales revenue and a 25% higher ad conversion rate. This joint approach allowed *L'Oréal* to precisely measure the impact of its ads and optimize its campaigns for maximum ROI.
Such partnerships not only improve campaign effectiveness but also foster long-term relationships between brands and marketplaces, creating a win-win scenario for both parties.
Topkee provide advanced tools like TTO and TM can be utilized to streamline data tracking and attribution. TTO enables seamless integration of multiple advertising accounts and tag IDs, ensuring accurate and diverse data collection. Meanwhile, TM allows for customized tracking rules based on campaign parameters, providing granular insights into ad performance. These tools empower brands to make data-driven decisions, optimize their budgets, and maximize ROI. Moreover, collaborative advertising models can be enhanced through remarketing strategies, which target users based on their previous interactions with the brand.
Conclusion: Building a Holistic Google Ads Strategy
In conclusion, conversions are important but only part of the equation for brands aiming for long - term growth. Brands need to focus on building brand consideration through advanced measurement tools such as CausalImpact and Floodlight that enable value - based optimization, sustainability initiatives, and collaborative advertising models. Key takeaways are that brand consideration is crucial for fostering loyalty and accessing new customer segments, advanced tools play a significant role in optimization, and sustainability along with collaborative models enhance brand perception and return on investment (ROI). By shifting from cost - per - acquisition (CPA) to return - on - ad - spend (ROAS) strategies, integrating sustainability goals, and exploring joint advertising solutions, brands can develop a comprehensive Google Advertisementstrategy that yields both immediate results and long - term growth. By leveraging these insights and tools, brands can unlock the full potential of Google Ads and achieve sustainable, long-term success.
