North Beach Agency
Google Search Ad Campaign
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North Beach Agency - North Beach is a solutions-focused agency offering a full menu of marketing services including brand strategy, digital marketing, traditional media buying, podcast production and engagement marketing.
The goal of the North Beach Podcast Co. is to support businesses in producing their own corporate podcast and taking on the operations and marketing too. In doing so, the North Beach Podcast Co. seeks to be a premier destination for all businesses who want their voice to be broadcasted on a podcast for their users to hear
Utilize Google Ads, promote the North Beach Podcast Co. to raise awareness of North Beach’s services, leading to conversions down the funnel. They wanted to see an increase in traffic directed to the podcast landing page.
The Final Deliverable included a 20 minute presentation.
Alan Bradaric, Karen Wu, & Kyle Lee
We used Google Ads, KeyWords Everywhere, Secondary Research, Zoom, and Google Drive in order to research keywords, create ad copies, collaborate remotely and present our ideas in an organized and clear manner.
We started by going through North Beach Podcast Co’s landing page to understand the brand tone and voice throughout the website. Additionally, we looked for opportunities where there could be specific calls to action that we could place in the ads. We created two target markets and based our ads on that, the first market being a business who wanted to start a new corporate podcast, or a business who had a podcast but wanted to refine it and needed help.
We then created our google ad copies keeping in mind the word restrictions in addition to using Keywords everywhere in order to find proper keywords. We also made a list of unrelated keywords which we did not think related to our ads.
To optimize the Google Ads campaign we went into the campaign every few days to check performance, turn off keywords that weren’t doing well, changing the locations where the ads were shown, and adding negative keywords.
Over a three-week campaign, 3,757 people saw our search ads and 205 people clicked on the ads.
My Role:
Google Ads Strategist
Because I was the only person on my team who had worked with Google Ads before, I took the lead in ensuring that my team had a strong understanding of the fundamentals of Google Ads and writing ad copies. I walked them through what the different portions of Google Ad Copies we needed to write and what makes a good ad.
I also showed them the Google Ads dashboard and where and how to find different aspects of your campaign metrics.
Because I had worked with Google Ads previously, this project allowed me to focus on learning more technical aspects of Google Ads in addition to solidifying my Google ads knowledge through teaching others how to use the Google Ads dashboard. This project made me realize how important it is to ensure that a business’ brand voice shines through in the way the text ads are worded. Additionally, I learned the major difference between responsive text ads versus expanded text ads and the benefits of using both. While we followed Google’s suggestions, we also made sure to understand if what Google was suggesting was actually the right thing for optimizing our campaign.
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