Google makes a huge chunk of its money from ads. The giant has been accused of illfully gathering information for targeted ads, which is a story for another issue.
In this issue, I will share Intel’s case study of using (& killing) with Google Ads. Intel had a bottleneck to undo. They weren’t selling directly to consumers so building a brand was a major challenge. The company has been around for well over 50 years and has had a transition from traditional marketing to digital marketing.
One such strategy was to incorporate search ads for brand building. Here are some things they did right in their journey of becoming one of the most trusted brands globally:
Crystal clear goals: Intel has a hardcore user base. Users who’re proudly advocating the brand on the internet. Like iOS v Android, Sachin v Virat, etc. Intel used search ads to directly communicated their ideas & messages to these hard-core fans. This didn’t have any monetary ROI, at least not directly. But Intel was okay to burn this money in the name of brand awareness.
Right approach: Approach is the direction of brand awareness. Intel had its compass set right from the beginning. They focussed on the insights that scream volumes about their customer’s online behavior. They used those insights to create ads in the language their audience would search. The affinity of the users, category of the products was also taken into consideration. Hard-core marketing!
Leveraging search ad features: Intel has leveraged all the features Google has to offer to deliver the right message at the right time to the right person. Unlike other brands ranting about expensive ads, Intel has been using ads to understand the behavior of the consumer and continuously optimize. Mind=blown🤯
A Ninja sales funnel: Intel targets keywords like “Intel Ultrabook” to land users on a landing page containing category pages, further leading to the bottom of the funnel. Intel also targets keywords like affinity keywords like “What is big data” to reach in front of B2B IT solutions as well.
If you’re just starting out, you don’t have to burn money like Intel does, but have the courage to go wrong in the beginning to learn insights no one can share.
Those were more than 2 minutes, but I’m sure they were worth it. Feel free to get in touch with me on Twitter
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