Everything good starts with a thorough audit. Before you start any new campaign. study what has worked for you in the past and what hasn’t.
A marketing audit before entering a new platform will help you adapt your strategy to its needs in terms of budget. creative. and campaign selection and structure.
Budget allocation
Advertising through Google Ads requires a different approach than Meta. including budget allocation.
Do you simply need to capture the end-of-the-funnel conversions that are in high demand? Or do you plan to invest more upstream to drive new demand?
- With conversion-focused campaigns like Search and Shopping. you’ll only capture the highest demand. This means that if 100 people are searching for your product per day. you won’t reach a larger audience without moving up.
- Performance Max works similarly. but cuts more money from your budget due to the necessary testing before generating valuable conversions. The learning phase usually lasts from 4 to 6 weeks.
- Google recommends setting your daily budget above 15 times your average cost per conversion. You can then fine-tune your budget once you know how much you can realistically spend on existing demand without the system overspending and ignoring customer quality or relevance.
- Set aside 10% to 30% of your total budget for testing. depending on how much risk you’re willing to take.
Recycle creative
The good news is that you don’t have to start from scratch when switching from Meta-first to Google Ads.
You can also use the best performing creatives that drive the most engagement and conversions on Google. And you can even test older ads that people outside of Meta social media users may never have seen.
- You can use static images telegram database of a reasonable size in Performance Max. Demand Gen. and Discovery campaigns as well as on the Display Network.
- You will edit the videos into short stories with high interaction potential and deploy them as part of demand generation on YouTube or in Performance Max.
- You can include the product catalog in the e-shop offer in Shopping and also in Performance Max.
Choosing the right campaign
Google was once an advertising platform designed primarily to capture searcher demand. but today. through sophisticated advertising formats. it can “educate” even users who would probably never have searched for you. and therefore never found you.
Therefore. different types of Google Ads campaigns are aimed at different goals:
- Search and Shopping: When you digital marketing guide for entrepreneurs want to capture conversions in the middle and end of the shopping journey based on keywords matching
Maximum Performance:
Performance Max is more automated than Advantage+ and works best for mid- and end-of-the-journey conversions. thanks to advanced machine learning that can find consumers with matching intent.
- Demand Gen: Effective at fresh list the top of the funnel and most similar to Meta search and retargeting campaigns. it becomes the only way to run performance call-to-action ads on a YouTube channel starting April 2025.
- Vertical-only Demand Gen: Best for Check your settings before brands that have had success with short-form video ads on the Meta platform.
