The era of digital transformation It is providing more platforms for campaign distribution and communication between companies and their customers.

And that's great, because it expands opportunities in the digital media plan!

These changes indicate a much closer relationship with the audience for brands that are preparing to diversify their digital media strategy, developing content based on analytics and experiences that can significantly improve results. digital marketing.

Consumer purchasing decisions are becoming less linear and more difficult for brands as the customer journey becomes more individualized and differentiated.

The evidence suggests a drastic change in behavior, with today's audience experiencing an uninterrupted process of discovery across multiple channels.

In practice, this means that customers can make their next purchase while dealing with a personal problem, reading an email, or watching a video.

Over 901% of people say they have heard about a new brand or product through social media.

This ongoing discovery presents new challenges for brands, which must position themselves at the right touchpoint to reach their target audience in this new context. digital, but it also presents a number of opportunities.

Within this context, a question arises: how to create effective campaigns that reach the consumer who is lost in the labyrinth of brands, products, and services?

With all our experience in Google's online world and based on various market and consumer behavior studies, we have developed three digital campaign formats that we believe are the most effective for communicating with this audience in an efficient and automated way:

High Performance Campaigns (PMax), Discovery and Video Action.

But simply adopting them isn't enough; you also need to establish business objectives, build a campaign, have creative ideas for Google Ads, and look beyond the final click.

Diversification is the key to achieving good results.

It's obvious that a large part of the digital media landscape depends on Facebook and Google, the search giants.

However, given the changes and new opportunities presented, it is not advisable to bet all tickets at once.

The brand should consider the media plan as a whole, taking into account the strategies and objectives that are important to it.

Test, fail, succeed, and repeat.

The main vehicles have a large presence in digital marketing And they will continue like this for a long time.

The new formats are here and should be taken advantage of by brands seeking better results!

Having a clear view of the customer's day and experimenting with new media is the way to access new data that can be used to improve the... digital marketing of the brand and, consequently, generate more revenue for the business.

When analyzing test results, consider the time to achieve the KPI, the investment required, and the share of media results.

To diversify, you should:

Be clear and objective when establishing metrics.

-Having a well-defined persona

-Set realistic and achievable goals.

-Filter the selection between various channels

-Be transparent in your operations.

-Monitor the channels frequently and responsibly.

-Be thorough when analyzing the data.

O digital marketing It is constantly evolving, and brands that want to grow need to be bold.

Therefore, by following the best practices outlined in this text regarding the planning, launch, and measurement stages, your business will have even greater growth potential.

Planning

The correct selection of business objectives that a company should work towards is fundamental to the success of a campaign.

Before proceeding, it's necessary to look further: return on investment (ROI) and cost per acquisition (CPA) at the account level.

This is especially true for advertisers using Video Action, Discovery, and PMax, as the three formats work together to generate and capture demand and, consequently, generate conversions.

Furthermore, it's important to determine impact and efficiency KPIs, regardless of your marketing objective, and to balance volume and profitability.

Launch

It's not enough to simply create a campaign; you also need to understand what each of them can offer.

Discovery Ads:

These are adaptive ads that appear on the YouTube homepage and upcoming videos feed, in the Gmail promotions tab, and also in Google feeds, where millions of people browse every day to keep up with their favorite topics.

Video Action Campaigns:

These are video campaigns that encourage customers to take action, whether it's requesting a quote, adding a product to their cart, or learning more about the item on your website.

In these campaigns, machine learning targets ads to customers in key conversion locations on YouTube and its partners.

Top Performing Campaigns:

Google's universal goal-based strategy.

PMax achieves peak performance in three ways: aligning with marketing objectives, recognizing the path to purchase with data-driven attribution, and delivering the best inventory opportunities, resulting in maximum performance, efficiency, and scale.

The Video Action and Discovery campaigns are interesting because they generate and capture demand, ensure coverage, and encourage actions for specific audiences, with messages targeted to them on YouTube, Google feeds, and the web in general. .

PMax, on the other hand, uses automation to find the next highest-value opportunity to achieve its campaign goal across the entire Google Ads network.

Therefore, it is recommended to run PMax campaigns alongside other campaigns to have a strategy that reaches the entire funnel.

Measurement

The third step in creating effective campaigns is related to results.

How do you measure and evaluate the right KPIs for your media strategy?

Before you start planning, it's crucial to discuss how the campaign will be measured to capture conversations that are included in the optimizations and those that are not.

For video campaigns, you should add view conversions to data-driven attributions to understand overall effectiveness.

Another recommendation is to use the tools of Google Ads and Google Analytics 4.

Therefore, their measurement strategy focuses on privacy and is also aligned with the latest updates to Google's measurement solutions.

Furthermore, using the optimized conversations feature allows for more precise measurements, increases observable data, and improves the overall quality of the conversation model.

Finally, pay attention to the Conversion Paths report; this is a great place to see how many conversions you have that started with a click on YouTube, for example.

Or how many times the user was impacted by YouTube and ended their journey on Search.

Now it's time to begin!

You can be effectively found by customers who are in the middle of a confusing path by diversifying your marketing strategy and using tools that maximize the impact of your ads and messages. .

If you'd like to understand the step-by-step process for launching each of these campaigns, Google Connect offers tutorials on PMax, Video Action, and Discovery that can help you.

Therefore, by following the best practices gathered in this article on how to diversify your digital marketing strategies, your business will have even more growth potential.

And if you have further questions about defining a diverse and effective media plan, hire a company with experience in this area.

Access this link, Fill out the form and speak with one of our consultants.