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Summary: Your inside look at how the Google Marketing team gets things done!

Three steps to master digital advertising

Building a successful digital advertising strategy can be challenging. And as consumer behavior continues to change, you might be reassessing your own approach to achieving different goals or reaching your customers in new ways.

At Google Marketing, we spend a lot of time thinking about this too. In Google’s new guide, they give us an inside look at how the Google Marketing team gets things done — what products they use, and in what order, to drive awareness, generate leads, drive online and offline sales, and increase app installs. Check out the 3-step process below:

Step 1: Use data to set goals

Set campaign goals that: can be clearly measured, go beyond what you would achieve without any media spend, and produce positive return on investment. At Google Marketing, the standard metric for our performance campaigns is Customer Lifetime Value (CLV).

 

Step 2: Use conversion measurement to unlock automation

Once you have conversion measurement set up, use automated bidding to efficiently optimize your campaigns to hit your goals. And use responsive search ads, and other dynamic creative, to automatically tailor your ads to different customers and contexts.

 

Step 3: Consider waterfall budget planning

Waterfall planning allocates budget to different channels based on their efficiency. To do that, allocate your full budget to the best-performing channel until it captures all available demand within your goals. Then begin allocating additional budget to the second best-performing channel, and so on.

Step 4: Download the full guide below

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Source: Google Marketing

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