Everyone Should Know the Power of Google Ads in Multi-Channel Marketing

In the digital age, consumers’ shopping behavior has become increasingly fragmented. They may interact with brands through multiple channels such as social media, search engines, email or physical stores. This diversity of behavior has brought huge challenges to marketers. How to maintain consistent brand messages across different channels and effectively reach target audiences has become a core issue in modern marketing. Additionally, as data privacy regulations become increasingly stringent, such as GDPR and CCPA, brands face more restrictions on how they collect and use consumer data. This makes first-party data (data that brands obtain directly from consumers) even more important, and the application of AI technology becomes the key to improving marketing effectiveness. As one of the world's largest digital advertising platforms, Google advertisements plays a central role in multi-channel marketing. It can not only integrate online and offline marketing activities, but also help brands improve the accuracy and efficiency of advertising through precise data analysis and AI technology. For example, Google Ads can provide personalized advertising content based on consumers' search behavior, browsing history and purchase history, thereby enhancing brand trust and customer loyalty.

I. Integrated application strategy of Google Ads

1. Use of first-party data

First-party data is data that brands obtain directly from consumers, including member information, purchase records, and website browsing behavior. These data are highly accurate and reliable and are the cornerstone of marketing campaigns. Through Google advertisements, brands can classify and analyze first-party data and use it for targeted advertising. For example, during the digital transformation process, Carrefour classified consumers into different groups (such as household product enthusiasts and outdoor activity enthusiasts) through membership data classification, and designed personalized advertising content for different groups. This strategy not only improves the relevancy of ads, but also significantly increases conversion rates. In addition, Google Ads can also integrate online and offline data (O2O) to achieve an omni-channel marketing strategy. For example, Carrefour uses APIs to connect offline sales data and conduct correlation analysis between online advertising and physical store sales behavior to more accurately evaluate the actual effectiveness of advertising.

2. Innovative applications of AI technology

The application of AI technology in Google advertisements makes advertising more intelligent and efficient. For example, the automated bidding function of Google Ads can automatically adjust bidding strategies based on the goals of advertising campaigns (such as increasing conversion rates or reducing cost per click) to ensure reasonable allocation of advertising budgets. In addition, the smart matching function of Google Ads can automatically select the most suitable advertising format and delivery channel based on consumer behavior data. For example, in festive promotions, Carrefour combined video viewing ads (VVC) and multimedia ads, using AI technology to optimize advertising content and audience matching, ultimately achieving significant increases in exposure and conversions.

Google advertisements

3. Multi-channel advertising formats

Google Ads offers a variety of advertising formats, including search ads, display ads, video ads, and shopping ads. These advertising forms can be flexibly combined according to different marketing objectives to achieve multi-channel integrated marketing. For example, during festival promotions, brands can use search ads to reach consumers with clear shopping needs, and use video ads to stimulate the interest of potential consumers. At the same time, shopping ads can directly display product information and guide consumers to complete purchases. This multi-channel advertising strategy can not only increase brand exposure, but also effectively drive sales growth.

II. Analysis of successful cases: Marketing transformation of Carrefour and Putex

1. Carrefour’s digital transformation

Carrefour faces the limitations of traditional paper DMs in the Taiwan market, which cannot track advertising effectiveness and achieve personalized marketing content. To this end, Carrefour imported Google Ads and used first-party data and AI technology to comprehensively strengthen online and offline integration (O2O). In terms of specific strategies, Carrefour carries out precise advertising based on member data, and combines API to connect offline sales data to achieve omni-channel marketing analysis. In addition, Carrefour also uses Google AI to design personalized advertising creatives, such as providing differentiated advertising content for household products and outdoor activity groups. These strategies have brought significant results for Carrefour: During the 2023 spring promotion, new customer lists received 200,000 more impressions than existing customers, and clicks grew by more than 200%. This fully demonstrates the potential of Google Ads to increase brand trust and customer relationships.

2. Brand promotion of Putex

As the leading brand in Taiwan's anti-haze window screen market, Putex faces the challenges of market competition and insufficient brand awareness. To this end, Putus invited badminton world champion Tai Tzu Ying to be the spokesperson and placed advertisements on the YouTube platform. Through precise advertising strategies and creative advertising content, it successfully increased brand awareness. Putex's advertising creative cleverly combines Tai Tzu Ying's badminton skills with the window screen function, vividly demonstrating the importance of the product. At the same time, Putex also used a variety of advertising formats, such as video reach ads and non-ignorable in-stream ads, to achieve more than 10.8 million views, and the cost per view was only one-tenth of the past. These strategies not only enhanced Putex's brand recognition, but also effectively promoted market demand for haze-proof screens. Ultimately, Putex won the "Best Local Rising Star Award" at the 2024 YouTube Annual Advertising Awards.

III. Google Ads application in festival marketing

1. Consumer mentality and marketing strategy

During the holiday shopping season, consumers’ shopping mentality is usually divided into four stages: careful thinking, seeking discounts, making up their mind to buy, and loyal support. Brands can adjust advertising strategies according to consumer needs at different stages. For example, during the careful consideration stage, consumers look for inspiration and information. Brands can pique consumer interest with YouTube video ads and guide consumers to take action through demand generation campaigns. During the discount-seeking stage, brands can provide promotional information to attract consumers’ attention.

2. Application of AI auxiliary tools

Google Ads AI-assisted tools like top-performing campaigns and store inventory ads can help brands implement effective marketing strategies during the holiday shopping season. For example, the most effective advertising campaigns can automatically select the most appropriate ad formats and delivery channels based on consumer behavior data, thereby increasing ad conversion rates.

In addition, store catalog ads can display promotion information and business hours of specific stores to attract consumers to the store. These tools not only increase brand exposure but also effectively drive sales growth.

Google advertisements

IV. The future development and innovation direction of Google Ads

1.Data-driven marketing trends

As data privacy regulations become increasingly stringent, brands face more restrictions on how they collect and use consumer data. In the future, the balance between first-party data and privacy protection will become a core issue in marketing. Google advertisements will continue to use AI technology to help brands achieve more precise marketing strategies without violating privacy.

2.The continued evolution of AI technology

The application of Topkee's AI technology in Google Ads will continue to evolve. In the future, brands can use AI technology to achieve more efficient advertising and a better consumer experience. For example, Topkee provides one-stop online advertising services based on Google advertisements, aiming to help companies maximize the conversion rate and sales of potential customers through precise advertising strategies. Our services cover the entire process from advertising strategy formulation to execution and optimization, ensuring that every bit of your advertising budget is maximized.

3.Upgrading the interaction between brands and consumers

As consumers have higher and higher demands for brand trust and loyalty, brands need to deepen their interactions with consumers through long-term marketing strategies. Google Ads will continue to help brands find a balance between festive marketing and long-term brand value, thereby creating greater market impact.

Topkee Google advertisements solution In the field of marketing innovation, artificial intelligence (AI) is becoming a major driver in improving marketing efficiency. Through AI technology, brands can greatly improve the efficiency of generating creative materials and achieve personalized customization of marketing content. Topkee uses advanced AI technology and manual design to provide enterprises with high-quality multimedia advertising materials to ensure that their design and content meet market needs and improve the efficiency of marketing promotion activities. At the same time, generative artificial intelligence, as a powerful tool for creativity, provides a fast and simple method of prototyping and brainstorming. This technology can achieve large-scale asset generation in production, adapt to consumer demand for diverse content, and continuously push the boundaries of marketing creativity.

Google advertisements

In Conclusion:

As the core tool for integrated multi-channel marketing, Google Ads uses first-party data and AI technology to help brands improve the accuracy and effectiveness of advertising. Whether it is Carrefour's digital transformation or Putex's brand enhancement, they all demonstrate the potential of Google Ads in improving brand trust and customer loyalty. Brands should actively integrate online and offline data to formulate long-term marketing strategies, and use Google advertisements AI tools and innovative advertising formats to enhance brand competitiveness. In the future, how to continue to deepen consumer insights in a data privacy environment will become a key issue in brand marketing.