How to Use Digital Ads Data to Improve Your Brand Story
Many companies need to inform a extra compelling and impactful story that can lead to better enterprise and income. In a current evaluation of our digital advertisements information, we at Squadhelp.com, a world-leading naming platform, got here away with a significantly improved model story, at the very least for a lot of of our web site guests. Right here’s what occurred:
We started by taking a look at our search advertising and marketing buyer journey: Beginning with the key phrases that our buyer was trying to find earlier than coming to our web site, we continued onto the devoted sequence of Squadhelp touchdown pages, and at last moved to the cross-channel remarketing sequence — constructed to deliver guests again to our website to convert them into repeat patrons.
What our Google Ads information evaluation instructed us
We started our evaluation by fastidiously analyzing our Google advertisements information from a touchdown web page perspective. Since our advertisements key phrases are effectively mapped to our touchdown web page, we may simply perceive what the purchasers coming to every web page have been serious about.
One of many main findings from this exercise was that the pages and pursuits that aligned most intently with the story we have been telling in remarketing had one of the best RoAS (Return on Advert Spend). As a efficiency advertising and marketing group, we maintain this to be our most vital indication of promoting sense.
For example this higher, let’s take a look at our prime performing web page which is the Names for Sale web page:
People who find themselves looking out Google for key phrases reminiscent of Premium Domains and Brand Names for Sale are directed to this web page. This web page clearly reveals premium domains and model names on the market so guests see precisely what they’re searching for. These are thought-about vital discovery (product search) options.
As guests undergo the move, they are going to come throughout a number of social proof sections as effectively (e.g. buyer rankings) and a purchase order course of that’s clearly defined because it’s not on a regular basis that individuals purchase a reputation on the Web.
The method feels spotless to date.
A customer journey that tells a seamless story from start to end can have an impact on your return on ad investment and your overall business success. Click To Tweet
Matching the Ads information to our storytelling
Let’s dig deeper and try our remarketing sequence subsequent. It’s based mostly closely on displaying our collections of premium names and model names on the market.
For instance, we now have an advert that makes use of AI to pull a few of our widespread names and showcase them to our web site guests. It additionally accommodates a proof part that imparts credibility to Squadhelp. It reads, “recognized as one of the most innovative companies by Inc. magazine.” As guests transfer by means of the examples, they’ll see Squadhelp’s collections of one-word names and .io names. We even have a number of different widespread collections in our remarketing course of as demonstrated beneath.
On this move, you possibly can see that the story strains up. Users are available in searching for premium domains or model names on the market, and they’re proven Squadhelp’s robust assortment of names on the market in an interesting means, with many search and discovery options. By remarketing we proceed to showcase our distinctive units of names and lots of of our hottest ones. It’s a easy however efficient story!
And this constant story from touchdown web page to remarketing resulted in a constructive advertising and marketing end result. To this point so good proper? Properly, not till we delved into a unique move.
Our search advertising and marketing efforts to promote ourselves as a Naming Company weren’t main to a robust RoAS. This was regardless of the actual fact we’re certainly the subsequent technology Naming Company, and lots of of our shoppers are switching from companies to us.
When the story doesn’t align with the information
Let’s take a better look: Right here is our Naming Agency targeted web page, which is our touchdown web page for individuals looking out key phrases reminiscent of “Name Agency” and “Company Name Consultant”. The second you see the touchdown web page, you possibly can inform that the story is a bit too generic. However the true drawback is that we have been utilizing the identical remarketing sequence described above, even for guests searching for an company. So after they visited our website, as a substitute of proving to them that we have been the agency-style answer they wanted, we instructed the story that we now have wonderful collections of premium domains. As you possibly can see, that is the place the story alignment breaks down.
Even with having a shopper listing of a number of Fortune 500 corporations, a group of fully-trained naming consultants, and an company type naming answer that covers all the things from brainstorming, working classes, identify concepts generator, viewers identify testing, and trademark assist — we don’t make this story clear by means of our remarketing. As a substitute, we inform the story that we now have highly effective collections of names on the market — which works effectively for our different sequence however hurts our outcomes as a result of the story doesn’t match the intent of the customer.
To resolve this hole, we had to ask ourselves what an company remarketing story seems to be like. We now have developed a number of variations to discover a appropriate reply to this query. However we all know that an effective way to take into consideration storytelling in digital advertising and marketing is to take a look at the tales we inform in gross sales conditions. We’re additionally assured that when shoppers learn about our superior smart-tech pushed course of, our previous successes, and our a-to-z answer, they usually will work with us.
Even with having a shopper listing of a number of Fortune 500 corporations, a group of fully-trained naming consultants, and an company type naming answer that covers all the things from brainstorming, working classes, identify concepts generator, viewers identify testing, and trademark assist — we don’t make this story clear by means of our remarketing.
Summing it up
Lastly, that is the takeaway we wish to go away you with: A buyer journey that tells a seamless story from begin to finish can have an effect in your return on advert funding and your general enterprise success. We noticed it in our information, and we all know that many different companies can profit from one of these evaluation as effectively.
So in case you’re utilizing search advertising and marketing, check out your touchdown web page information. And don’t underestimate the significance of telling an ideal story when working to enhance the efficiency of your worst touchdown pages and buyer journeys!