The trick is knowing what keywords the right people are searching for, the people who will actually become your customers, and how to think about ads, bidding, and a host of other things involved in the Paid Search ads auction.
The way we think about your account across all channels (YouTube, Discovery, Display, Search, Shopping) is similar to how we think about each channel. We work with you to identify who your target audience is, and then we build campaigns targeting those people throughout their customer buying journeys.
Think of it like this, you want to get people close to purchasing your products, but there are only so many people ready to buy RIGHT NOW. Wouldn’t you want to increase the number of people who would even consider your product? That’s where you need Top of Funnel as part of your strategy, that may look like more general (and generally lower cost) keywords, or other channels such as the Display Network and Discovery Campaigns that will help bring people into the funnel so you can nurture them throughout.
We work with you in thinking through the best way to design your ads and identify the best audiences to target (whether that be custom audiences we are building for you within Google, or returning visitors to your site… what Google calls remarketing) to experiment with the Google Display Network (GDN) and Discovery campaigns along with your Search campaigns.
Admittedly, we do not take a cookie-cutter approach here, because there isn’t one. Sometimes the GDN works well in accounts and sometimes it doesn’t. Sometimes we try a specific way of building a Discovery campaign with remarketing audiences layered in, and sometimes we need to hold off on upper funnel until we can build the Search and Shopping tactics out to grow profit enough to move into the Top of Funnel campaigns.
Whatever the best way to create your account, when you hire ZATO, you are hiring a team dedicated to strategizing deeply with you to build the very best Google Ads account utilizing the various channels to give you the best chance of success in PPC Marketing.