Hello and welcome back to lesson eight of the Google Ads Fundamentals course.
This is an extremely important video as it's about you.
We're going to talk about the different objectives that you might have for your
business while using Google Ads. And how they can relate with the different
advertising methods that were presented in the previous videos.
For that purpose,
I would like to introduce to you the concept of the marketing funnel.
Think about the universe of billions of users online.
It would be lovely to get them all as clients,
but at the end of the day you'll need to narrow them down to the ones that fit
our target profiles or your desired audience.
The first step for a sale will be to make
sure that these people know that you exist and that you have something for them
and this will be the upper part of your funnel called the Awareness stage.
If these users actually start thinking about buying a similar product to the one
you offer and they're just gathering information about the options they have,
they're already in the consideration part of the funnel.
When they make up their minds about wanting to make a purchase and they're
evaluating the best alternative, they are narrowed down to users that show
intent ending up, of course, in sales or converted users.
Your job as a marketer is to bring users down that funnel in order
to, at the end of the day, increase your purchases or conversions in general.
Don't ever forget that you won't convince
people that your product is the best if people do not have the need or if they
are not aware that the product category exists. Neither will you get a sale
if you're not there in the crucial moment where the user wants to make it.
It is extremely important that you plan your advertising by impacting all
the stages of the customer funnel in order to increase the base of people that are
aware and then influence them along their path to the sale.
For that to happen, you should use the proper advertising
methods in the proper moments. To create awareness,
you'll need reach and scale as you want to put your message out there.
Display, Video, Discovery ads are all very good options for this stage,
since they can target users that we're not actively searching for a product as they
were just browsing websites or consuming content.
If done properly,
by focusing your communication on the problem that your product might
solve, you can increase the number of users that will consider buying
the product just like yours. When they're considering it,
they're probably gonna want to even search more about it.
That's where Search ads can have
a tremendous impact. Showing ads on keywords that are very exploratory,
like what is the best digital marketing course, for instance, Spoiler alert:
It's this one right here.
Video ads can also prove to be very effective if they pop up when users are
watching content in order to gather information about products just like yours.
When they have the intent,
you can use your search ads with conversion oriented keywords,
such as buy a Google Ads course or even use shopping ads.
Since at this point users want to compare
brands, prices and other important features.
Never forget that at this stage, Display, Video and Discovery can be crucial
too, since you can decide to only target users that have already been on your
website or interacted with your business before, using conversion oriented messages
so that they feel encouraged to buy. A method also known as remarketing or
retargeting, I will see you on the next video where I'll
explain why being extremely relevant is key in Google ads.