I've launched many products and services since starting my business in 2021. I know firsthand how challenging and overwhelming it is to put together a marketing strategy for a new offer. How do you reach the right audience and generate interest?
I recently worked with a client, let's call her Sara. She was an in-house marketer at an established brand, and she was tasked with preparing to launch a new product at a higher price point, and a different target audience, than her company's usual offerings.
Sara and I met regularly (her company paid - nice, right?), and during this Google Ads coaching call, she wanted to discuss this challenge:
How to best utilize Google Ads to reach a new market segment.
While there are many different ways to reach your ideal customer with Google Ads, I told Sara that it all comes down to two complementary approaches: a search-based strategy and an audience-based strategy
1. Search-Based Strategy
Targeting relevant keywords that potential customers might be searching for.
I won't reveal Sara's industry, so as an example, let's say that her company sold backpacks for school-age kids, and the new product launch was leather backpacks for adults. Still backpacks, completely different value proposition. With this example, relevant keywords might be "leather backpack," "commuting backpack" or "stylish backpack for adults."
We also discussed the importance of creating content that answers potential customers' questions about the new product. For example, blog posts or articles about the benefits of backpacks vs. briefcases, how to choose the right backpack, etc.
2. Audience-Based Strategy
Targeting specific types of people who are likely to be interested in your new product, even if they're not actively searching for it.
I walked Sara through Google's in-market, life event, affinity and detailed demographic audiences, so she could understand how to reach people who are most likely to be receptive to her offer. For example, continuing with the hypothetical backpack example, we could target business professionals, commuters, or luxury shoppers.
There are many different types of campaigns you can use to execute an audience-based strategy: Video, Display and Demand Gen. Each campaign type has its own strengths and weaknesses, so we evaluated them together, and I made a recommendation for her business.
Sara left our coaching session with a clear roadmap to leverage Google Ads for her new product launch. She was able to implement a multi-faceted strategy that combined search and audience targeting, ensuring she reached the right customers at the right time for this new product.
Here's what you can do to launch a new product successfully with Google Ads:
- Know your audience: Before diving into campaign creation, define who your ideal customer is for this new product. What are their demographics, interests, and online behaviors? By focusing on the customer first, it will make the rest of campaign development so much easier!
- Develop a holistic strategy: The obvious starting point is Search campaigns, advertising on relevant keywords. But what if people aren't searching for what you offer? What if there's a lot of competition? Taking an audience-based approach or a non-linear approach can be effective, too.
- Attract your ideal customer's attention: Craft compelling ad copy and helpful content that resonates with your target audience. I'll put a stake in the ground and say that your creative is more important than your targeting. Don't leave the ad content as an afterthought!
💎 A Gem from Jyll
Your ad creative is more important than your ad targeting. You've got to grab attention! Spend at least as much time on your creative strategy as your targeting strategy.
Just like Sara, you can confidently launch your new product with Google Ads. Book a call with me, and let's build your Google Ads strategy together.
One more thing...
I hope you had a happy and healthy holiday season. ICYMI, here are the December episodes you may have missed from my Inside Google Ads podcast:
- Episode 45: How many keywords should I put in an ad group in Google Ads?
- Episode 46: Can you run Google Ads with a small budget?
- Episode 47: Should you use manual or automated bidding with Shopping campaigns?
- Episode 48: Are Google reps helpful?
