Google recently announced a rebrand of its online advertising platforms, AdWords and the DoubleClick network. To sum it up, Google AdWords will now become Google Ads, DoubleClick Digital Marketing and Google Analytics 360 will join to become the Google Marketing Platform, and DoubleClick Ad Exchange and DoubleClick for Publishers will also merge to become Google Ad Manager.
One of the best features of this rebrand will be the introduction of display and video 360 tools for the Google Marketing Platform to improve display network advertising. Many speculate that the rebrand of AdWords into Ads will lend itself to a more automated experience with less focus on keywords.
As popularity for programmatic networks grows and Google begins to realize the potential of its display network, the internet giant’s rebrand makes entirely perfect sense. By automating much of the manual processes of advertising and consolidating its networks, Google can create a better omnichannel shopping experience.
From the business end, the importance of creating a seamless omnichannel marketing experience seems obvious enough. More and more consumers demand a consistent shopping experience, whether they are arriving from email, advertising or search.
With that said, I’ve seen many companies and agencies that simply focus on one marketing initiative as their main lead source or incorporate other channels sporadically. With Google’s recent rebrand, there’s never been a better time than now to jump on the omnichannel bandwagon. Here are some tips to get started.
Cast A Wider Net For Acquisition
This point may seem the most obvious, but not all of your customers find your business through one channel. At my agency, LSEO, we leverage paid media and SEO to earn placement on non-branded keyword terms that drive incremental traffic and leads to our clients. If closely related, you could end up ranking an informative article and a direct sales pitch all on the same page.
So, what’s the effect? Well, my long-time friend Rand Fishkin outlined it best in this article. Essentially, each time someone spots your ad in Google search, the next time they spot an organic blue link, they will be slightly more likely to click on it based on brand recall and other factors.
Leveraging multiple social media channels and search engines is a great way to cast a wide net and reel in some buyers along the way. The amount of data acquired from sharing keywords, marketing on multiple channels and using multiple analytics tools are invaluable for personalizing campaigns and microtargeting your best buyers.
Pique Interest With Brand Visibility
So why waste the money on targeting multiple channels, printing out hundreds of flyers and committing to local sponsorships? Well, in fields as saturated as print media and digital marketing, your brand is what distinguishes you from the competition. Sure, there are hundreds of search engines, but most of us trust Google to deliver us the best experience.
Multiple studies have shown that branding can make customers less price-sensitive and more loyal to a particular business. To increase brand awareness, you need to market on multiple channels and keep your messaging consistent.
When I think of online omnichannel marketing, the best strategies in my experience are always: search plus social plus video plus display plus retargeting for maximum contact. The best part is you can leverage data from each channel to personalize ads and content that connects on a deeper level than other brands.
Think of brand recall like the Baader-Meinhof Phenomenon. Essentially, once somebody hears of your brand, you want to make sure that they keep encountering it to stay top of mind. Use omnichannel marketing to increase your brand visibility and create perceived authority.
Capture More Leads By Retargeting
Simply marketing over multiple sales channels isn’t really the point of omnichannel marketing. Following the 80/20 rule of marketing, creating a seamless shopping experience focuses more on nurturing leads through your sales funnel and leveraging existing channels for retention.
The best strategy for retention is retargeting, specifically over social media, Google Ads and email marketing. Almost every visitor who lands on your site will leave at least once without making a purchase.
Retargeting can reimplement customers back into your sales funnel and create that final bridge users need to finally make a purchasing decision. Retargeted ads typically score better for CTR and engagement than initial ads.
Improve Customer Services
As previously stated, customers demand a consistent shopping experience across all channels of your marketing campaign. By maintaining consistency, you can meet user expectations and improve their shopping and browsing experience. Even more so, you open the door to more channels to reengage customers.
Some strategies to improve your customer relations include:
• Responding to comments on social media, review sites and forums
• Sharing user-generated content
• Sending thank-you emails with special promotions to shoppers who made a purchase from your site
But more importantly, simply giving users the option to switch from mobile to desktop to make a purchase can greatly improve the buying experience.
Furthermore, information from different channels can be leveraged to create dynamic and customized ads, promotions and content that is targeted to a particular user’s interest. Google’s move to consolidate most of its advertising networks and tools makes this much easier as a marketer.
Don’t Put All Of Your Eggs In One Basket
Finally, as any good marketer understands, never put all of your eggs into one single campaign. Focusing strictly on advertising has no long-term value, print media doesn’t have as much reach, and organic SEO doesn’t focus on conversions.
Marketing over multiple channels will provide new opportunities in your sales funnel to acquire more leads, nurture them with personalized content and cultivate loyalty through retargeting and even just following up.