Google advertising strategy

How can we achieve twice the result with half the effort by placing advertisements? Let’s take a look at how this established company achieved its goal of increasing corporate brand exposure and inquiry volume through bidding advertising + social media operations + video operations!

1. Customer Background:

Industry: Hardware industry-bearings;

Core business: Wholesale agent of bearings, with own factory, can undertake large orders;

Main products: ball bearings, timken bearings, roller bearings, linear bearings;

Main investment countries: Middle East, Africa, and Southeast Asia;

Corporate strength: The company has been in operation for more than 20 years, has a complete marketing team and freight chain, is large in scale and has sufficient capital chain!

Delivery target: Inquiry volume ≥ 2/day, that is, the inquiry effect is doubled;

Operation model: Successful and easy-to-operate;

2. Clarify the delivery target and select the best platform!

No matter what kind of delivery we make, we must first clarify what our delivery goals are! This goal not only refers to indicators, but also requires quantified content! For example, if your goal is to increase brand exposure and inquiries, then you need to clarify whether the daily brand exposure target is 100,000 or 1 million; whether the inquiry volume is 50/month or 2-3/day; because only when there is clear data can we reverse the estimated investment and the data generated, and thus select the best platform!

First of all, we need to understand the characteristics of each overseas platform:

Search bidding ads (Google, Yandex, Bing): ads for customers with high intentions; that is, high-intent customers find suitable buyers through keyword searches! This advertising feature can accurately find potential customer groups, and the possibility of conversion will be much higher!

Social media & video ads (Facebook, LinkedIn, Tik Tok, YouTube): These are customer-finding ads; that is, by actively and frequently displaying ads to customers who are interested in such products, users are attracted to click on the ads and enter the website! The characteristics of this type of product are: wide coverage and efficient achievement of exposure goals in a short time!

① Therefore, for users who want to improve the inquiry effect, it is recommended to use search advertising as the main method, supplemented by social media & video advertising, and the budget ratio is recommended to be controlled at 8:2;

② For users who want to increase exposure, it is recommended to use social media and video ads as the main advertising method, supplemented by search ads, and the advertising ratio is recommended to be controlled at 8:2;

3. Develop a comprehensive delivery strategy

If the delivery goal is to improve the inquiry effect, for example! For the bearing industry, if you want to achieve the effect of increasing the inquiry volume by more than 2 times, you need a perfect bidding strategy! We recommend search advertising as the main method, supplemented by social media & video advertising! A comprehensive delivery strategy is also needed for different stages

1. Understand industry development trends and find opportunities

①Explore national potential and find core product launch areas

(1) From the perspective of Google's market potential: the United States, the United Kingdom, Japan, and Germany have export and consumption potential

(2) Ball bearing country CPC trends: US$1.01, Germany$0.46, UK$0.55, Japan$0.29, New Zealand$0.51; Japan’s CPC has a great advantage;

(3) Ball bearing Country Clicks Trend: United States 94, Germany 36, United Kingdom 25, Japan 8, New Zealand 2

(4) The top 4 countries in Ball bearing Page CTR trend are: Germany, the United Kingdom, New Zealand, and the United States!

Through data monitoring and customer feedback on the main investment areas, the final investment areas are confirmed to be: Middle East, Africa, Southeast Asia, the United States, Germany, Japan and other countries

② Find the target audience and deliver targeted content to shorten the transaction cycle

(1) At present, the characteristics of bearing industry customers in terms of gender, age, application friendliness, etc. are as follows: most of the people are male and aged 18

The above users are more interested in this product, and the main application industries are environmental protection products, auto parts, motorcycle parts

(2) From the perspective of marital status and family income: there is little difference in the proportion of married and unmarried people, but in terms of income, the proportion of people with income below 50% is relatively large, so there is not much difference in consumption among people in the bearing industry!

(3) Display ads - audience target type CTR performance: Currently, the age + remarketing list audience type has the highest CTR, followed by age audience!

2. Google has different product strategies due to different goals

Google account strategy: phased advertising layout and long-term ROI goals

1) According to different goals at different stages, the products and budgets launched are also different, mainly divided into: exploration period, growth period, and mature period; the main products launched are search ads + display ads + video ads; devices: mobile phones + mobile; the budgets for product launches in different periods are also different!

Note: According to current industry data, the recommended budget for the exploration period is ≥300, the recommended budget for the growth period is ≥500, and the recommended budget for the mature period is ≥1000!

2) Overview of Google’s different product launch strategies:

• Search advertising strategy:

• Display advertising strategy:

• How to play video ads:

3) Recommendations on bidding strategies for different products: Use different bidding strategies according to different goals!

• Improve ad visibility: Target Impression Share (TIS)! It is suitable for advertising campaigns with exposure as the KPI. For example, if the series goal is to seize market share, this bidding strategy can be used when the market share is set for the brand word series in a certain area!

Note: Make sure the series has sufficient budget, otherwise it will affect the system's machine learning!

• Increase website visits: Get as many clicks as possible! Suitable for series that focus on website traffic.
• Increase sales or tap into potential customers:

① Target Cost Per Acquisition (tCPA) - Applicable to KPIs that are mainly based on inquiry costs and have clear CPA (conversion cost) targets;

② Increase the number of conversions (MC) as much as possible - suitable for KPIs based mainly on the number of inquiries, but there is no clear CPA (conversion cost) target for the time being. This bidding strategy is generally suitable for new products entering the market and quickly gaining volume.

Note: Make sure that the target CPA series has sufficient budget, otherwise it will affect the system's machine learning!

Bidding strategy recommendations :

1. We recommend broad matching x smart bidding. If you are in the growth phase, you must also launch precise matching at the same time.

2. During the startup phase when traffic is insufficient, you can first try to get more clicks, buy more words, and then use smart bidding after you have enough traffic.

3. Customers who have high requirements for brand words can use Target Impressions Share and combine multiple series. use

4) Account structure and bidding suggestions:

5) Keyword placement strategy: brand words, product words, competitor words, and general interest words!

Brand words: words that contain brand names, including brand + product, brand + related, brand abbreviation + product, etc., with small traffic;

Product words: Keywords about products and services, generally do not include brand words, and have large traffic;

Competitive keywords: these are competitor brands or competitor brand extension keywords, with moderate traffic;

Interest-based general words: i.e. industry words, which generally do not contain product or brand words, but are only related to interests or occasions, and have very large traffic;

3. Post-launch process data monitoring and cooperation between both parties

①Data monitoring cycle and core indicators after the ad goes online

1-2 days: monitor whether the account status is normal, whether the ads are disapproved, and whether the keyword status is normal;

Within 7 days: monitor whether the conversion data is normal, whether the keyword bid can be displayed normally, whether the budget is sufficient, and whether the search term relevance is ≥ 80%;

Within 30 days: Pay attention to account optimization score>80; monthly report data summary optimization, whether there is any expenditure in advertising forms other than search;

②Account performance and optimization direction

According to the existing results of the account, it is divided into [zero] inquiries [zero] conversions, [zero] inquiries [with] conversions, [with] inquiries [but] small quantity, etc.; the analysis dimensions for different situations are as follows: account side + website side; the specific contents are: keyword relevance/traffic distribution, national traffic distribution, website loading speed, web content experience!

③Contents of cooperation between the two parties:

Step 1: Establish a communication group – the client’s coordinator and our optimizer must be in the group;

Step 2: Regular communication 2-3 times/week; main content covers: core consumer keywords, countries; and adjustment direction

Step 3: Daily feedback of account data, including account consumption and conversion; the client should also provide feedback on actual enquiries (number of enquiries, source country, enquiry products, intention, etc.)

Step 4: Integrate inquiry data every week and provide feedback on offline order countries; the inquiry feedback format and instructions are as follows:

Step 5: Monthly data review

①Data: statistics, analysis, consumption data of various indicators, and comparison of product industry data;

Delivery data performance, target web page visits, exposure, CTR rate, optimize CPC single click cost, increase conversion volume, reduce conversion cost ②Advertising optimization: bidding strategy, advertising creativity, keyword optimization, target audience, product analysis combined with delivery device/geographic location/delivery time, etc.

Develop a timeline around the goal: time%, data%, data summary and next step optimization proposal, both parties can agree on the action and time point

Step 6: Final effect presentation

After 4 months of operation, we achieved a monthly inquiry rate of 70+, with an average of 2-3 inquiries per day, and the goal of doubling the number of inquiries was achieved!

The above is the investment data shared about the bearing industry.