Integrated Marketing Firm Lead Generation Strategies Revealed
We have presented for the major organisations shown below
(Excluding Google) about how to grow eCommerce sales & website leads.
Google Shopping & Lead Generation Campaigns.
Boost Your Product Sales & Attract Quality Leads
The Integrate Your Marketing team have built up a reputation of a professional Google Adwords management company serving their clients for over 14 years now, both locally and internationally.
There are multiple ways to set up Google Adwords in terms of the objectives however there are ultimately 2 main strategies,E Commerce sales and lead generation.
For Lead Generation information click here, for E Commerce see Google shopping immediately below.
What can be actioned to improve the ROI when using Google Ads?
Google Shopping
Google shopping is part of Google Ads where companies pay to advertise their e commerce products showing thumbnail images.
Google Shopping is proven to have 30% higher conversion rates than text ads.
Case Study
Paper Culture combined the image-centric approach of Google Shopping with customer intent.By targeting effectively, they ensured that they were reaching qualified leads.
Result? Paper Culture increased their ROI 3x compared to other channels. They also saw a decrease in their cost per lead by up to 50%.
ROI
Let’s say you have a product that costs $100 to produce, and sells for $200. You sell 6 of these products as a result of advertising them on Google Ads.
Your total sales are $1200, and your Google Ads costs are $200. Your ROI is ($1200-($600+$200))/($600+$200), or 50%.The typical ROAS (Return on ads spend) is X4.
Google Shopping Campaign
A critical part of being successful with Google shopping campaigns is the optimisation of what is known as the product data feed.
There are many ways to improve the quality control of the merchant feed that is extremely important.These include;
1) Images:
- Product images should be on white backgrounds
Your main image may not have the following:
- Watermark, logo, or text overlay on the image
- Borders around the image
- More than one product shown in the image. If the product is a bundle, the image should contain everything included in the bundle.
2) Keywords and product titles
- Include your keywords in the titles and descriptions making it look natural
- Use a maximum of 50 characters in the titles of your products or it may get cut off
Google Showcase Adverts
Another part of Google Shopping ads are Google showcase adverts.These ads normally appear at the top of the mobile search results when broad type of keywords are searched on.
Example: Say you sell swimwear and you want to highlight your men’s swim shorts page and all your relevant products for a customer that searched for “men’s swim shorts.”
You can create a Showcase Shopping ad that features everything you have to offer for men’s swim shorts.
Remarketing for Google Shopping Campaigns
You have no doubt experienced being ‘followed’ around the internet by adverts of websites you previously visited. This is known as remarketing and applies to Google shopping campaigns as well.
You only pay when someone clicks on your advert and as they already know your products having visited your website there is a much better chance of them buying.
For example those who abandon your shopping cart with the criteria that they have added 5 products to the cart however have not purchased. An audience list is created in Google Analytics based on this behaviour and a remarketing campaign launched that offers a special promotion increasing e commerce sales.
Case Study
The Challenge
When Mumzworld, an online retailer selling baby products, wanted to increase online sales and lower the cost of user acquisition, they turned to Google Analytics.
First they used the Enhanced Ecommerce feature in Analytics to better understand which parts of the digital shopping journey — such as homepage banners — drove sales.
They also used Enhanced Ecommerce to monitor inventory and ensure they weren’t wasting ad spend on out-of-stock products.
Then they created Analytics audiences of users who had visited the site but not made a purchase and delivered ads to this audience to re-engage them and drive conversions.
Results
Together these strategies drove a 128% increase in revenue, 11% increase in Ecommerce conversion rate, and a 300% return on ad spend.
Work with your most profitable products and watch the increase in sales.
Similar Audiences
Once we have your Google shopping campaigns creating a positive ROAS (Return on ad spend) we will use what is known as similar audiences to focus on new website visitors who act in a similar way to existing customers who have engaged with your products with positive actions.
This removes the need for testing as there is a proven strategy already in place and we will just be expanding that to reach a new audience.
Using remarketing with similar audiences is a powerful combination to use targeted strategies to reach your website visitors who have already engaged and not engaged with your products.
Google’s Customer Match Targeting Strategy
This means very effective custom targteting where you use existing email lists to personalise your message which could be a promotion, follow up to cross sell or upsell and those who have abandoned the shopping carts
This applies to Google Search, Shopping, Gmail, YouTube, and Display.
- On the Search Network and Google Shopping, you can optimize your campaigns by adjusting your bid based on what you know about your customers’ activities.
- On Gmail, you can reach your customers or similar audiences using personalized ads at the top of their inbox tabs.
- On YouTube, you can reach new audiences, by targeting audiences similar to your most valuable customers.
- On Display, you can reach your customers or similar audiences using personalized ads on the Google Display Network.
Similar audience targeting based on your Customer Match audiences is available for Search, YouTube, Gmail, and Display.
Merchant Promotions
You can add promotional offers in your adverts, including;
- Discounts: Percent off, cash back, buy one get one free, or buy one get 2nd or percent off
- Free gifts: Free item or free gift card for a specified value
- Shipping: Free or discounted shipping
Customer Reviews
Highlighting the reviews for your business or an individual product will make your ad stand out more in the listings.
Using reviews for your products or business your advert will been seen instantly in front of your competitors as the eyes are naturally drawn to the start ratings.
How do you know if you have a rating as as seller?
To find out if you have a seller rating for a specific country, edit the following URL to replace “www.example.com” with your homepage URL:
Example URL: https://www.google.com/shopping/ratings/account/lookup?q=www.example.com
Geotargeting
Another powerful and proven strategy is to target specific locations where you either know through your Google Analytics that a specific area is creating more sales or where more searches are taking place.
If you have an offline store then if someone was searching on their mobile for a relevant product, when they were close to where you are located, you would want your retail store to appear wouldn’t you?
Well with Google shopping campaigns a potential customer can be offered for example a custom coupon code that they can show in store on their mobile so you can track the ROI.
What are Local Inventory Ads?
In a very similar way local inventory ads highlight your store information and products, who are searching on mobile in a closeby location.
When a searcher clicks on one of these adverts they will see a Google hosted page described as a ‘local storefront’. The user will see typically;
- Directions to your retail store
- What your opening hours are
- Details of what products you are selling
Benefits
The primary advantage is of course you will get more people coming into your offline store to buy more products, while tracking / measuring the ROI of your ads based on these metrics.
Lead Generation Strategies
While Google shopping does use negative keywords, lead generation with Google Ads works differently where the types keywords chosen will, along with other campaign set up / management skills,make or break your success.
The quick summary of what is a time consuming and not simple process, for creating targeted leads from Google Ads is to choose commercial intent keywords.
Only 20 % of keywords searched on Google have commercial intent while 80% are information seeking.
It’s also important to know what the core content / headline is of each landing page being used for advertised, as its always likely you will need additional website pages to create relevant content based on what people are searching for on Google.
Do you have Google Analytics setup? Are goals set up to track the leads? Are you using the information to make progress?
The ‘little known secret’ that many companies don`t use is Google Analytics working closely with Google Ads. Its critical and must not be ignored.
Yes, tracking should be set up in Google Ads as well, only the analytics information gives you additional insights into your website user behaviour and whether you need to look at at updating your design / content, as 50% of Google Ads success is based on the performance of your website.
When Google analytics and ads work together the whole customer purchase journey can be seen, with the multiple touch points, that allows a professional agency improve the targeted leads.
You can see the keywords that convert more in analytics from Adwords. Bids can be adjusted to increase sales / leads on those keywords as well as seeing what is known as the bounce rate (When someone leaves your website without clicking on any links) .
If its a bounce rate of more than 40% then this is above the average and the page should be reviewed for reasons why visitors are not converting as much as they could be.
You also get to know your most important customer groups and custom messaging should be created to target them to grow sales / leads.This is called remarketing where customised targeted audiences are created, e.g those visitors who visited the contact us page in the past 30 days or those who spent more than 3 minutes browsing on specific priority pages.
Audiences that you create in Google Analytics and publish to Google Ads and other Google Marketing Platform advertising products can serve ads in Cross Device-eligible remarketing campaigns to Google users who have turned on Ads Personalization.
Mobile
In Google Ads the user behaviour can be seen to a certain point which allows intelligent bidding to maximise profitable conversions on mobile.
Working with Google Analytics you can take it more in depth to know the revenue, bounce rate, number of transactions, users, etc which enables even more wise decisions to be made where to place the advertising budget.
Tracking ROI Including Phone Calls
Normal lead tracking should be straightforward for most Google Ads agencies although its not always set up correctly. What is seemingly more unknown to some agencies and businesses is that you can and should track the phone calls to the business.
This can be tracked by Google`s own tracking or a by a 3rd party that in short, goes into more details and records the calls.Mobile is also included as well as those who click on numbers on desktop websites.
For local Google Ads you have tracking available that shows how many people click on the Google maps for example and are more therefore likely to drive people to visit the offline stores.
Summary
Google Ads is a complicated subject which should be managed by professionals to maximise the return on investment.
There are many additional areas in Google Ads, not mentioned in this article where management can play part a huge part in your success of targeted leads and sales.
For example how much time is invested in the setup process to create adverts that are closely targeted / relevant to the chosen landing pages as well as knowing the unique offer against all the competitors advertising?
Choose wisely.
We have a highly qualified team of dedicated account managers who are committed to creating the best results for your business, through their ongoing advanced training.Contact us
Please see below of the multiple examples of where we have achieved consistently top 3 ranking on Google for our clients.
Google Adwords Professional Shopping & Lead Management Packages
The fast track entry level service will deliver shopping and leads results over 3 months (No contracts), for which keywords create the profitable results.
If you require a more sophisticated and in depth approach to both your Google Pay Per Click campaign, including reviewing your website design (To improve conversions) as well as Google Analytics support then the advanced package will best suit your needs.
With either package the powerful advantage of using Google Adwords is that you only pay when someone actually visits your website.
This is unlike many other forms of brochure, Yellow Page, etc advertising where you pay a ‘lump sum’ in advance and yet you don’t know what the outcome will be.
| Choose Your Product | Entry Opportunity | Advanced Results |
| Optimise Merchant Feed | ||
| Local Inventory Ads | ||
| Product Promotions | ||
| Customer Match | ||
| Showcase Adverts | ||
| Customer Reviews | ||
| Similar Audiences | ||
| Enhanced E Commerce | ||
| Custom Product Images | ||
| Conversion Tracking | ||
| Call Tracking | ||
| Split Testing of Adverts | ||
| Mobile Targeting | ||
| Geo Targeting Of Any Location | ||
| Keyword Management | ||
| Keyword Bid Optimisation | ||
| Advert Text Optimisation | ||
| Monthly Reporting | ||
| Basic Support | Email only | Email and phone |
| Campaign Performance Review | ||
| Google Analytics Website Improvements | ||
| Review Of Your Targeted Landing Pages | ||
| Dedicated Account Manager | ||
| Competitor Analysis | ||
| Management Of The Display Network | ||
| Re Targeting | ||
| YouTube Marketing |
We Achieve The Highest ROI For Our Clients Consistently
Lance Young
www.castelan.com.au
Andrew and his team have increased our sales leads by using Google Ads. We rank no 1 for all our keywords and I would recommend them to anyone who is serious about their online marketing.
Lesley O Donoghue
Director, PEAK Personalised Training
Andrew seems to fit all the pieces of the puzzle together so that all of your marketing is inter-connected and each piece complements the other.
Mark Coburn
superself.com.au
Andrew has brought my awareness to many highly effective website optimisation strategies that have improved the overall quality of my site and significantly increased new visitors who are choosing to take up our services.
Your Next Steps
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