As new marketing platforms emerge alongside established channels, there are more opportunities than ever for robust integrated marketing campaigns. Today, I’m focusing on Google Ads and how they relate to email, social, and landing page efforts.
We know Google Ads work well on their own, but perform best when paired with upper-funnel efforts. The easy answer here is that their ads can share the same creative theme, including images and messaging—and that people who didn’t convert from your social ads and emails can be retargeted with Google Ads to great effect.
But I won’t say that. I’ll give you more than the shallow answers you could’ve easily Googled.
Let’s touch on how each of these channels can work together to make your campaigns even stronger.
Aligning Google Ads with Email Marketing
Of course, the copy in your email campaigns can be repurposed to ensure consistent messaging across both platforms. The click-through rates can be a guide that provides insight for us when it comes to subject lines working with our audience and what isn’t. The subject lines yielding a better click-through rate can be repurposed for ad copy.
But what’s better than repurposed ad copy in a digital landscape where third-party cookies are at risk? A first-party data source! Email addresses collected through direct interactions with their consent are pretty underrated at a time like this. This information can be fed back into Google Ads as more qualified signals for Google to go off of, elevating your retargeting strategy.
Aligning Google Ads with Social Ads
Your social ads don’t have to be isolated from your Google ads—they can work hand in hand.
Not every client has email in their strategy. Some may just have social and Google ads. It doesn’t make them any less effective when working together.
In fact, we’ve run many successful campaigns with just social and Google ads. Social can run prospecting and retargeting ads, while Google Ads is in place to capture any return interest from users searching our keywords.
You can’t count on users converting the first time they see your ad, so covering all your bases with social and Google Ads improves multi-touch attribution, which includes all the touchpoints of the user’s journey to convert.
What Role Do Landing Pages Play in This?
Landing pages are one of the most important components here, since they’re directly linked to your ads and determine where users go when they click.
At our agency, we always want our landing pages to work with us, not against us.
In Google Ads, when we see that keywords are working well and yielding conversions, it’s best to give them dedicated landing pages. It improves their quality score and ad rank, which encourages Google to push our ads more when a user searches for our keywords. To make things better, they also rank better in organic results as they can assist with long-tail keyword visibility.
Even though they might seem like a small piece of the puzzle, landing pages play a huge role in Google Ads success.
Looks Like Google Ads Can Be Pretty Flexible
Yes, indeed! Google Ads don’t have to be the lone ranger in your marketing plan. When paired with other tactics, they help ensure your audience is being holistically targeted across different stages of the funnel.
You’re meeting your audience where they are in their journey, rather than leaving space for them to drop off before converting.
Need Help Connecting the Dots?
We know this can be overwhelming for someone not well-versed in integrated marketing, but that’s okay. That’s what we’re here for!
Feel free to reach out to us to work with Optimists who know how to take integrated marketing head-on for you.
