How to use Google Ads for driving User Growth?

Situation:

You are a Digital Marketing Consultant approached by 'GourmetChoco', a premium chocolate brand. GourmetChoco has a loyal customer base but wants to expand its online market presence, diversify its audience, and increase online sales. The brand has various product lines, each appealing to different customer segments.



Complication:

GourmetChoco's previous online campaigns have been moderately successful but lacked a cohesive strategy across different Google Ads campaign types. Their approach has been more reactive than proactive, leading to missed opportunities in audience engagement and market penetration.



Objective:

Your goal is to develop a comprehensive Google Ads strategy encompassing various campaign types to meet diverse business objectives. This includes leveraging the unique strengths of each campaign type to target different stages of the customer journey and various customer segments effectively.



Specific Questions:

  • Question I: How would you utilize Universal App Campaigns to promote GourmetChoco's new app aimed at enhancing customer experience and loyalty?

  • Question II: What strategy would you recommend using Branded Keyword Search Campaigns to defend GourmetChoco’s market position against emerging competitors?

  • Question III: How can Non-Branded Keyword Search Campaigns be used to attract new customer segments interested in premium chocolates?

  • Question IV: In what ways could Shopping Ads and Video Ads be combined to effectively showcase GourmetChoco’s product range and brand story during the holiday season?

  • Question V: Considering GourmetChoco's goal to maximize audience reach and online sales, how would Performance Max Ads be integrated into the overall strategy?

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