Ep 340: Google Ads Q4 Psyche Up + GA4 Gut Check | AKNF
Sep 22, 2023
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Learn about Google Ads and GA4 from Richard of Pilothouse's Google team. Topics include top-of-funnel advertising, demand generation campaigns, leveraging video content, and maximizing Google Display Network
To maximize the benefits of Google Ads, businesses need to reach customers multiple times across different stages of the funnel to drive purchases and prevent competitors from stealing market share.
When using GA4, it is crucial to ensure that conversion numbers and values align with Shopify to avoid double counting or triple counting data and customize standard reports to access essential metrics and insights.
Deep dives
Google E-System and its Full Potential
Google E-System has tremendous potential for full thermal marketing. It is essential to go beyond simple search and shopping on the platform to maximize its benefits. According to Google, the touchpoints necessary to drive purchases for items priced over $100 range from 10 to 15 on average. Reaching customers multiple times across different stages of the funnel is crucial. Neglecting this could allow competitors to swoop in and steal market share. To create winning ads, it is essential to combine creative minds and math-obsessed media buyers. The upcoming weekly newsletter ThumbStop by Motion covers the art and science of creating successful meta TikTok and YouTube ads. It provides analytical and creative insights to help marketers ship winning ads.
Common Mistakes with GA4
Many businesses are making fundamental errors with GA4. Shopify's integration with GA4 has been complex, leading people to create their setups. Some ended up double counting or triple counting data because of overlapping setups. It is crucial to ensure that conversion numbers and values align with Shopify to avoid such discrepancies. Users in GA4 may struggle to find basic reports with conversion rates and essential metrics. Customizing the standard reports can help solve this issue, offering insights like first-time purchasers, average revenue per user, and repeat purchaser data. Additionally, missing data in GA4 may be due to sampling or thresholding issues, each requiring specific troubleshooting steps.
Q4 Prep and the Importance of Top-of-Funnel
Q4 preparation is crucial, as people are already researching and some are making purchases. It is essential to start reaching customers in the top-of-funnel awareness phase to increase the chances of conversion later on. Investing in YouTube ads is highly recommended, as it offers excellent top-of-funnel reach and engagement. Lifestyle and aspirational videos tend to perform well at this stage, showcasing the emotional appeal of products. Building audiences and remarketing based on engagement with these top-of-funnel ads is key. Leveraging PMAX campaigns can also cover different parts of the funnel effectively, helping businesses strategically target aggressive campaigns for specific products.
Display Ads and their Role in Full-Funnel Marketing
Display ads, particularly with video content, play a crucial role in full-funnel marketing. While many businesses primarily use display ads for retargeting, they also excel at reaching customers at the top-of-funnel stage. Video ads within display campaigns allow storytelling and emotional connections. It is cost-effective to leverage display network ads for reaching customers at scale. In addition, there are tools available to create video content easily, making it accessible to businesses of all sizes.
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It's All Killer No Filler. Today we're learning from Richard from Pilothouse's Google team. GA4 is a reality now, so listen to this podcast to get your reports set up right, your conversions de-duped, your reporting threshold dialed and lots more.
On the Q4 Front, you'll get a crash course in full funnel Google advertising, and how to prep for the biggest holiday season yet.
Timestamps:
0:00 - Introduction
4:30 - Top-of-Funnel Advertising Benefits
7:20 - New Demand Generation Campaigns
9:50 - Leveraging Video Content for Success
12:40 - Maximizing Google Display Network
Hashtags:
#DTC #GoogleAds #Q4Marketing #GA4 #DemandGen #VideoContent #DisplayNetwork #TopOfFunnelAdvertising
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