There’s a lot more to Google than meets the eye – or the ear.
To many, Google is just part of our world and vernacular. Need to find something? Google it. Need directions? Google it. Want to know how to make your own sourdough starter? Google will point you in the right direction. In fact, Google has over 90% of the search engine market share worldwide and receives an estimated whopping 70,000 searches per second (Hubspot.com 2019). That’s a whole lot of people and whole lot of data. It’s for those reasons that Google adverterising is one of the key foundational blocks of any successful online marketing campaign.
Chances are your target audience is on Google daily – probably right now. As Google continues to enhance its advertising offerings and make them more detailed and sophisticated, the opportunities for businesses to truly reach their target consumers, as well those on the fringes, has increased substantially.
Having the knowledge to properly maneuver the Google advertising platform is one of our specialties at Power Marketing. Our team of data-oriented account managers stay up-to-date on all of Google’s advertising resources, and work with our clients to put together powerful campaigns that deliver measurable results.
In April and May of 2020, we worked with Silver Mountain Resort on a Google advertising campaign in support of their Season Pass Spring Sale.
If you’re looking for year-round fun, northern Idaho’s Silver Mountain Resort is where it’s at. Located in the mountain town of Kellogg, Idaho, Silver Mountain offers up a world-class winter wonderland for skiers and snowboarders, while also boasting a bevy of summertime activities including lift-served mountain bike trails, hiking adventures and golf outings. Its location and unique offerings make Silver Mountain the perfect base-camp for any adventurer.
RETURN ON AD SPEND
When setting up the Spring Sale search ad campaign we created heavily relied on the recommendations and optimization scores feature within the campaign set-up process.
Google’s recommendations are specific to your business and campaigns. These recommendations are generated after the analysis of your Google ads account performance history, campaign settings, and Google trends. They are an important tool in ensuring your ads get in front of the right people, in identifying additional search terms, and ultimately in helping your ad dollars go further. At the end of the day, adopting some, or all, of Google’s recommendations will improve your ads performance – aka, the optimization score. The higher the optimization score, the higher the probability your campaign will be successful.
By using this method and incorporating many of Google’s recommendations, we saw an optimization score of 90% with a recommendation score of 98%. These higher than normal scores resulted in a 5x return on ad spend and a significant increase in season pass sales. The slopes and mountain bike trails are sure to be hoppin’ at Silver Mountain in 2020-21!
Are you looking to expand your reach? Dive deeper and go further with your online marketing campaigns?
Our team of knowledgeable and savvy Google marketers are here to help!