Hey, squad. I want to talk about a really good strategy that we’ve been utilizing, I don’t know, for a while now, actually. Particularly, we all want to target people who are in market and you want to get that search traffic that you’re not essentially always bidding at the same level if you are directly on the Google Ads platform doing search. Someone does a Google search, typically you’re going to be paying anywhere from $1 all the upwards to $100, $200 per click. And what we’re all trying to do is, how do I get to the same user and pay less for that user? If I know the person is in market, maybe I don’t have to get after them directly through Google Search. Maybe I can target them through Google Display Network.
For those who don’t know, the agency that we run at Propeller Media, we actually do a lot of what’s called geo fencing marketing so you can target people in very precise areas. If you’re a car dealership, you can target people that are going to 10 or 20 other car dealerships with that finite level of targeting. And so reaching people who are in market is the name of the game and sometimes it’s not enough just to do just traditional Google Search. It’s also not enough to just do traditional Facebook ads. Sometimes you’ve got to find other tactics that still gets to that same user effectively. And there’s a couple things I just wanted to mention outside of me telling everybody the one strategy that everybody out there should be doing if you’re trying to pay less. And I will say, we’re talking about at least 1/10th the cost of a traditional Google Ads search cost per click effectively.
The first is, if you are trying to lower your costs on the Google Search platform, meaning people that are in market looking for your product and services directly on the Google Search Network itself, one thing that you should absolutely do is consider creating a campaign and using a maximized click strategy and then just capping your cost per click at let’s say five bucks or 10 bucks, whatever it may be. There’s a couple of ways to skin that cat, but it’s a really powerful strategy. It’s something that we’ll do from time to time if we’re just trying to lower our costs but get as much as we possibly can out of such a campaign. You will notice that it’s tough to sustain that if you have a vast budget because your click-through rates do go down. So that’s one thing.
Also, the second thing that we do here in our agency is we have a number of different programmatic ad exchanges where we can actually serve the ads to people based on their search history. So let’s say you did a search for “spray foam insulation” and we want to target you wherever you go, any other platform, whether it’s other websites, other mobile apps. Basically, a lot of the ad exchanges is taking a timestamp of you as an individual. You’re performing that search and we are then serving ads to you wherever you go around the internet. For any other sophisticated marketers that are out there, making that part of your omnichannel advertising strategy is absolutely paramount. So we always recommend that. That’s another tactic that we do within the programmatic advertising bucket, but for the sake of this conversation, this is the one strategy I just wanted to show everybody real quick.
So those who know Google Display Network, I think over the last years they have gotten a lot better with improving the quality of their targeting as well as the quality of the data and their ability to reach individuals who you know are in market, whether they’re going through a life event or individuals that have done a search in some capacity. And so a lot of times when we’re launching a new campaign, we may have a branded campaign, we may have a traditional search campaign, we may have a site retargeting campaign through our many different programmatic ad exchanges as well as Google Display Network, and we’ll do what’s called an in-market search audience. And so if you go to your Audience tab and you go to Edit, you’ll see that you got all these different options from a targeting perspective, all these different options, all these different categories,
But I don’t want you to go here. I don’t want you to go to any of these locations. Instead, I want you to go to Browse. Go to your Custom Audience Segments. Just give it a second to pop up. Then I want you to create a custom segment. You can call this Spray Foam Insulation. Let’s see here. It’s going to take a little bit of time to load, probably because I’m sharing my screen. There we go, in market audience. You have two options. You can do people with any of these interests or purchase intentions or people who searched for any of these terms. And then, if you see here, “Only on campaigns running on Google properties on other campaigns terms will be used as interest or purchase intentions.” I want you to click People Who Search For. And let’s say we did “Spray Foam Insulation” was one term. Let’s give it a second. It’s taking a little bit of time. All right, perfect. We’ll add that one.
They give you some other options that are available, and so it gives you some projections, which is nice as well. So let’s say we decided that we wanted to do “Spray Foam Insulation near me.” I mean, the sky really is the limit with all the different terms that you can go after. These projections are nice. Of course, note that we’re not going to be targeting for a spray foam insulation company in the entire United States. Maybe you want this to be relegated to a particular area. Don’t worry about this. This is really just to give you some guidance on extrapolation rather than, “Oh, we need exact numbers for just Atlanta, Georgia, or Charlotte.” Don’t worry about that. Take your top performing keywords from your search campaigns, plug them in here, hit save, and now you are going to be able to target individuals that actually did a search on Google.
So anybody who did a search on Google for these keywords, you can now reach those individuals on the display network. It’s just like keyword contextual search retargeting, but you are reaching individuals that did those searches, but you’re reaching them across the display network, the Google Display Network and other properties that they own. And the cost per clicks in our experience it’s 1/10th the price. It’s really inexpensive. And when you set up a conversion strategy like a maximized conversion strategy or a CPA bid strategy, it becomes even more powerful. So for all of your campaigns, always have conversion tracking setup. We want to put you in a much better space when it comes to how much money you should allocate to this sort of campaign. Let’s say you have a $10,000 a month budget for search, I’m not suggesting you take half of that and then move it over to this. Instead, maybe you take about 5%, maybe 10% of that budget and then you move a little bit of that over to see how this performs. You start playing around with the audience.
I think as you all know within the search world, it’s all about testing, experiments, testing, seeing how the cost per action is, getting a sense of the quality of the leads if you’re using UTM parameters as passing through to your CRM database or if you’re doing call tracking in some capacity. But keep testing, and I’m telling you, the cost per actions on this is really, really insane, a really, really good strategy that we’ve tested out that’s worked out pretty well for many of our clients. So, again, go into your audiences, start typing in those keywords that you know are producing conversions for you, and then I think you’ll see some good fruit. And even for those that just want to focus on more of a brand awareness play or folks that are more from a consideration not just traditionally in market, this is still a really, really good strategy to deploy and give you some air cover on top of your search campaign. So hope this was helpful, everyone. Thanks for taking the time. Greatly appreciate it. Talk soon.