Building a Marketable Brand & Running Campaigns for a Brand That Lasts

The reason why this is important is because 80% of what Google Ads does.

Do you need to move up the funnel?

Not necessarily.

That is the next easiest step up from where you're at, and that's

typically where about 99% of all Google advertising campaigns go to.

So we wanna make sure that we can use this strateg.

And when I say use, I mean use Google Ads or use any marketing

channel strategically enough that there is a revenue stream coming in

that allows you to go top of funnel.

All right, now we're talking about building a brand.

This one's gonna be a little bit not necessarily building a brand

just in Google, but just kind of building a brand in general and

then also having to do with Google.

How would you transition that into Google campaigns?

What type of campaigns you should be running, audiences you should target,

types of audiences, all the good stuff.

first thing that we're gonna talk about on brand building is

essentially the competitive ecosystem.

So when building a brand, if you have a company that has a fairly simple,

well established product, so let's say, New brand or something else that

is different than, you know, a new wizzywig that people never have heard of.

When you're talking about building a brand, one thing that's actually really

important is talking about the total applicable market that you are going

to be looking to break into if you are starting a business or if you're

looking to expand your product category.

There's two things that are happening now in the.

World of paid traffic.

That is the difference between a fairly inexpensive success and a very expensive,

more long-term success, and that is what they call an established market.

We have, a lot of times customers will come to us and say, Hey, I

have this brand new product, and no one's ever seen it before.

And, it's something revolut.

Missionary and no one even knows it exists.

Well, all that says is it's extremely expensive now to, get people to

understand what that product is and the methods of which you need to market to

that new product are gonna be vastly different since there is no inbound

traffic for this new unheard of product, you have to develop an audience.

have to pay to establish an industry, which we're talking

about building a brand.

You're looking at top of funnel, you're looking at YouTube, you're

looking at discovery display.

If you're looking at Facebook, Instagram, TikTok and even one of the

largest growing audiences inside of TikTok is a 30 year old user and above.

when we're talking about building a brand, I think the context of our

conversation is we're going to be talking about our specific clients.

Our specific clients have been clients that have already been reviewed

by either, the sales team, custom myself, someone has looked at this

and said, yes, this can work on Google specifically, and go from there.

As we start to build out a.

Campaign strategy.

very little times do.

We have a new customer coming to us that has a product that has never

been seen before by the world.

Sometimes that does happen and we've found out that those are

extremely expensive propositions.

We don't have the people that are going to.

Inbound search and Googling.

Google doesn't have an audience for these people.

They don't have the previous most frequently performed actions before

they purchase the new product that no one's ever seen before.

So it's very, very, very expensive.

So let's talk about building a brand on a company that has an established industry.

One thing that I would say is A small claim to fame for us

is called the bottom up funnel.

And it's something that Kaso and I have put together.

We've actually had a podcast, it was one of our first podcasts on the perpetual

traffic some digital marketer podcast.

But the bottom up funnel is actually something that we actually use as

a practice internally quite often.

And you've all seen it.

And the bottom of funnel means starting at the bottom of the

funnel and then working your way.

What that means is you start with the purchasers first.

When you start with the purchasers first, you can see what they're buying,

what they spend, the competitive ecosystem, what the cost acquisition

is, what the roaz is, how large that audience is, and that will give you A

way point, I guess a cardinal direction as to where you need to go up funnel.

If you have, let's say, 50 SKUs and you find out that 20 of those 50 SKUs

sell 90% of the time, the other SKUs never really get much inbound traffic.

They don't even by segmented into their own campaign, they don't

necessarily even get a good result.

It normally means that this is the products that are selling versus these

are the products that are not gonna sell and you're not going to be able to.

Products that are not selling and magically turn them into sales.

So you have to kind of pivot to the products that are working.

very simple, just kind of marketing sales 1 0 1.

20% of the products are selling because they sell.

That's a very, very simple constant rule in everything marketing.

So when you take a look at those products that are selling, you

have to figure out is it plentiful at that bottom of the funnel?

If it is, Sometimes you can actually just stay there almost forever and expand

into just a higher volume at that low level, that bottom of the bottom of the

funnel, the last point of visit to a sale.

The reason why this is important is because that's

80% of what Google Ads does.

It simply finds the audiences who.

Having a purchase or an intent to purchase that product and

then finds them and capture them, that's pretty much performance Max.

That's what smart shopping was.

It's what standard shopping is.

It's what search is.

Those are inbound, direct response, demand driven.

Campaigns that work really well, does that build a brand?

No.

That just tells you that your brand is good enough to capture the

conversions on the people already looking for that type of product.

And when I say that type of product, I mean that established industry, that

established industry is going to be the reason why the first six months will

be successful or extremely expensive.

So before we talk about building a brand from.

Middle and top of funnel.

We have to first identify what is working at the bottom of the funnel, what products

are selling, and as much information as we can extract as to why, and then get

a good solid number base off of that.

If I have these 20 products selling at $10,000 per month's, making me

$30,000 per month, so my ROS is 300%, my cost for acquisition is $25.

The L T V is kick said Ro up to 500% after a.

This is good.

How big is the market?

Well, our click shares 15%.

We can actually increase our exact structure campaign by five times before

we start to feel c p a really start to creep up into the, negatives, I

guess I would say it from profitability in a row as start to dip too hard.

That's the first segment that's about 80% of what Google Ads does in the beginning.

again, not building a brand, though.

That's simply identifying.

Works to build a brand, you have to then go middle and top of funnel.

You have to start to that bottom up funnel where you start the bottom and go up.

then you have to start doing brand building in each area, middle of

the funnel and top of the funnel.

But you do brand building for different reasons.

So as you look at the products that are selling, we have to make sure that.

Are they relevant to the brand?

Drop shippers do a terrible, terrible job at this.

They don't have a brand.

They have a company called Deals now for everyone.com, and they sell cat

toys and Chevrolets, like they just sell anything that sells because they

don't have a brand, they don't have a purpose, they don't have a message.

They have a market.

They don't have an audience.

Audience.

They have a product that people want.

This isn't for those type of of sellers.

To build a brand, you need to have a purpose, a theme, something that you can

say the name of your company off the top of your head, and people already know what

you sell regardless of what your name is.

Everyone here knows what Uber is, right?

If I told you that Uber is German for Godly, would you all say, yeah, of course.

No.

You say no.

That's the car service.

So the branding did that.

It obviously tells you that Uber is the ride share car car app.

That's what that does.

And they do one thing that's a theme of purpose and it's

very consistent, very simple.

Branding isn't hard.

there's no secret sauce to get branding.

It's just consistency.

When you look at the product for Google Ads specifically that are working you're

aggressive on the bottom of the funnel marketing you've sort of tapped that out.

That is where you have to move up the funnel.

Do you need to move up the funnel?

Not necessarily, not always.

Sometimes like we had a client that does debt consolidation that I was

bidding half of the first page C P C in getting 50% conversion rates, I could

have spent 200 grand a day on that easy.

And I was only counting the conversions that we.

The people that are actually had more than $10,000 in debt.

There was another 50,000 people a month that we were converting

that had under $10,000 in debt.

So when I'm talking about maxing out the bomb in the funnel, you

don't have to be the company that debt consolidation the best.

You just had to be there.

And depending upon what your client's budgets are, you can simply kind of max

that out to the point of diminishing.

Then you have to build a brand your conversion rates as you start to

spend more money dictate how much more you have to build a brand.

Okay, so now let's say we maxed that out.

Now what?

Now we have to identify two things.

What was the conversion path where do they have the most

activity and most effort to start?

If we look at Performance Max, for example, performance Max does a great

job at identifying what channels are working and what channels are not,

or what channels are working so well that they don't need other channels.

Performance Max does not do a bad job at not getting us conversions.

It does a good job of telling us where they're not going to come from.

So Performance Max simply tells you that, okay, you have seven channels if you're

including local, but search, shopping, YouTube, gsb, discover Display, here's

where the conversions are coming in from.

Most often it's search or shopping.

are pretty much where those sales are gonna come from.

From an e-commerce Perce perspective, lead generation, most often it's YouTube and.

those are just the areas that, those work in.

Not all the time, but that's usually, what happens.

So when we look at performance Max, when we're about to go mid and upper funnel,

what Performance Max does is say, okay, everybody that actually had a direct

response, they all came in through here.

Now, what else?

Well, your YouTube campaign actually had 15 view Engage conversions this last week.

of those view conversions are $12, and I only spent about one 10th of your budget.

Great YouTube's.

The next step that I'm gonna be working at, I'm gonna be starting to go middle

of the funnel to the YouTube audience, who well check your insights, check your

insights of who's actually converting, what is the affinities learning.

In markets, look at your signals, who are you targeting?

Try to find an overlap between the two.

But when you're talking about building a brand, you have to start

to educate these people now to get them into the position where you were

already finding other ones before.

You're already at the bottom of the funnel.

Once people made it top of the funnel, middle of the funnel, and they

land a bottom of the funnel, that's where your apen kicks in typically.

And then you convert those people.

But how do they get middle the top of the funnel to middle of the funnel?

And then they, more importantly, how did they get from middle of

the funnel to bottom of the funnel?

What were the channels and what were the messages?

And what is your competitors doing as.

So you have to look at, okay, how do I generate my own bottom of the funnel user?

Your ClickShare isn't the entire world and who would be interested?

It means who's interested now.

That's what ClickShare means.

It doesn't mean that you can't grow the audience that is applicable

to ClickShare by up more traffic.

It just.

Out of everyone that's currently done this on their own, here's

all the available traffic.

So ClickShare is essentially when everyone knows the, the word ClickShare is just

all available clicks that you could have gotten on all the networks regardless.

But you can influence that by using milli funnel on top of funnel.

But if you do it incorrectly, you're gonna spend six months and tens of thousands

of dollars finding out that you didn't actually generate any more people that

are wanting to purchase your products.

So it's very important that you analyze that funnel when you're

looking at moving up into.

of the funnel.

Some things to look at are what is our opportunities for the largest amount

of reach with the most applicable messaging to an appropriate audience?

Is discovery available?

Is that something that could be worthwhile?

Do you have products that.

Establish enough and of a high enough competition that you can

simply move into middle of the funnel and introduce to yourself to those

people who are not knowing that they're at the bottom of the funnel.

What I mean by that is if you have a person that has children and you're

looking for a hair tie for them in the morning because you're doing

their hair and you can't find hair ties, and hair ties are just all

over the place, and I wish I had more hair ties, but you're too busy.

Well, that person that saw a discovery ad about a, hundred pack of hair

ties right on their homepage of Google when they're trying to get a

direction to dinner, be like, perfect.

I'll buy those.

That is a bottom of the funnel user and a middle of the funnel median

with a bottom of the funnel offer.

That is the next easiest step up from where you're at.

And that's typically where about 99% of all Google advertising campaigns go to.

Just that I've seen.

Not even us just, pretty much everybody.

Well, if I can't find all the people that are inbound looking for my product, can

I just go outbound and share my product?

It's still bottom of the funnel.

It's still a very, very bottom of the funnel.

E.

, you are just attracting an audience on a push rather than a poll.

Well, what's that called?

Facebook.

That's what Facebook does too.

Usually a lot of people run, product ads or carousels or

content that sells 'em a product.

It's all very, very middle of the funnel.

There's very little top of the funnel in Google, more so in YouTube.

But a lot of the sales, the revenue, the roaz and the sales actually

come from middle of the funnel and then primarily bottom of the funnel.

I want to understand the flow of this.

Funnel for everyone here where these are people that are ready to

buy the product that you have for sale because you're simply there.

Then middle of the funnel is a mix between people that may not know

that they need a product or know they need a product, but aren't actively

research, aren't actively searching.

Those are very easy to attract.

Now that audience may be so that we don't have clients or

even know clients that would.

more money than they could possibly spend in that area.

What I mean is we have some campaigns that are spending $50,000 a day in middle

of the funnel, having 4% conversion rate where I'm not even getting a

more than 10% of my click share.

There's, it's massive, massive, massive, massive, those two areas that you're

gonna go into, which is inbound direct response and outbound direct response.

All both bound of the.

Is where you are going to make enough revenue and enough consistency

to go then to top of funnel.

What I mean by that is top of funnel, roaz is non-existent.

There should not be a roaz for the top of funnel.

Top of funnel should be measured in CPMs and it should be measured in engagement.

Click the rates, clicks, time on site session pages per session.

Bounce rate.

Am I attracting an audience that's at least willing to give

me two minutes of their time?

That's sort of , the KPI that we would need to attract on top of funnel.

And I'm gonna get into the different ads and campaign types

and all that kind of stuff.

I just wanna lay out when I reference that's the top of funnel.

Don't use that for middle the funnel.

you'll have a reference point in your mind of, okay, that's, I already understand the

three levels that we're talking about when we're talking about building the brand.

Because building a brand is much more than just running, YouTube ads

about your product for all day long.

That's simple.

That will build a brand very, very, very expensively and very ineffectively.

And It is gonna work one day.

Trust me, this is not a glitch.

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So I wanna make sure that we can use it strategically.

And when I say use it, I mean use Google Ads or use any marketing

channel strategically enough that there is a revenue stream coming in

that allows you to go top of funnel.

And then what campaign types do you.

So we discuss bottom funnel, direct response shopping, search.

Primarily middle of the funnel with products is where the next level up would

be, which is people that are wanting to buy but have not been searching.

And those campaign types, the ones that we found work the best

are YouTube and I just launched a Discovery Feed app from their company.

First day in learning mode, made six sales.

They're expensive sales, but essentially the same price as what Facebook's doing.

And it's only in the first three days of learning mode.

But in the middle of the funnel, when you're looking at sending

out a product offer something that is, That's new to them.

Using those audiences in other channels besides pmax are gonna be very important.

Pmax, you can't exclude audiences.

You can exclude brand terms, but that's not going to get

us an audience that's cold.

It just means that we don't show up an inbound search.

We're dynamically marketing everyone else.

So it's not cold traffic all the time.

But when we're talking about middle to funnel, when you use things like

YouTube, you can exclude audiences.

When you use discovery, you can exclude audiences discovery with a

feed, you can exclude those audiences and you can actually have a offer

that to specific traffic that is.

Going to cross pollinate with anything else.

So you can exclude all of your website visitors, exclude all your converters.

You can upload lists from your buy the numbers app of all of your previous,

you know, engagers, whatever it may be.

And you can go after cold traffic audiences with different offers,

different introductory offers.

that is still middle of the funnel, but it's bottom of the funnel offered

to a middle of funnel traffic.

So outbound to a person that's looking to purchase something soon,

but has not taken the action to do so, less competitive, less CPCs.

People don't get to the erp.

So it doesn't mean that you're bidding up against, the other big five competitors

that are spending 10 times more than you.

You're starting to generate that audience first.

Those type of offers that you would want to have are going to

be introductory enough to get a person acclimated with your brand.

You can buy a customer for breakeven to start to build that brand awareness.

So what would it mean by that?

Well buy one, get one free to an audience who is the in-market for a product, and

you have that product to sell to them.

It depends on what you're tracking as a k p, but offers to those cold traffic

audiences sometimes will do better than offers to, or than a Standard

price offer to a, user that needs your services but doesn't know your brand.

When people are inbound, they'll spend more when they're out.

When we go outbound, it's harder to get those users to convert.

We have a, company that runs a Facebook ad.

It's actually a part of fas pod.

We have a company that launches a Facebook ad that spends four times as

much money on Facebook than we are in Google and offers them a free sample.

And has driven their cost for acquiring new customer in half

Went from like 120 down to 60.

revenue stayed exactly the same.

Why?

Well, the people took a free offer, so yes, you got a new customer,

but it didn't cost you anything and it didn't make anything.

It's a brand new free person that's been introduced to your brand.

Now that free trial offer is, small version of a larger product.

It's like a think of like a travel size version of something, and it, the cost

of acquiring to that customer was very, very inexpensive because people were like,

of course I'll take a free trial offer.

So on Google though, our cost per conversion is about the same in

that, channel, but the revenue is much higher because they're

full priced inbound offers that are willing to pay $150 for this product.

I think Regina, had a question.

But that list they're building might start to become valuable after few.

Yeah, exactly.

And so that's what's interesting is when you're doing that and inbound,

your outbound of your products, Are gonna be a different offer.

So if we want to start to coach our clients into thinking, okay, we're

gonna launch a discovery ad or we're gonna launch a YouTube ad, what is

something that we can give to this person who's never heard of us before,

has never been to our website before, is interested in our type of products, but

we need to entice them a little more.

Cause I might have like one or two shots of these people.

It needs to be fantastic enough because they're not hunting for

us, we're interrupting their day.

And that's exactly right.

Regina.

what they found is that when we actually started to run those free trials, even

within seven days, our revenue started to increase and our tax stayed the.

Now I'm using the example of Facebook and Google.

We tried to send Google Performance.

Max failed It failed miserably.

We actually didn't see any change, and that's because Performance

Max, we couldn't segment and target and isolate an offering scale.

It was just kind of, Hey, whatever we get, we get.

So our offers were just kind of being eaten up by the

normal traffic that came in.

And we actually saw that our revenue went down.

So we couldn't exclude any of our existing users of simply saying like, aha.

Finally a sale.

And then they would take the.

Our roaz went down because we spent money to make the same

amount of money cuz it discounts.

we're looking at kind of attract in our clients since we are a

lot of inbound direct response.

And then we are just kind of breaking into YouTube and discovery for the

first time with a lot of our clients.

This is the next logical step that we will need to use.

Does this build a brand?

Yes.

There's now new brand awareness.

We're now starting to attract people who are going to buy

our product because of a sale.

Which is fine, but we're starting to impress new cold audiences with our

brand awareness, but we're using it to maintain a RO as that allows us to scale.

Again, I'm trying to speak in a context where a client's not just like,

Hey, here's a hundred grand a month.

Gimme a one X return.

You can literally do.

Any channel, big spending clients are easy.

You spend a hundred grand, something's going to work at least one x return.

And that's a lot of times they're baseline.

I got good enough.

what I'm trying to do is develop a little bit more of a strategic way of

thinking into saying, okay, I can't just spend a hundred K on YouTube, like one

X return's gonna bankrupt our client.

So we have to think about ways that we can get a little bit more creative

in attracting a newer audience with.

Segmented audience with a newer offer that is going to build that brand

awareness, that becomes a higher L T V.

Again, we've already established that we have this as a client,

so we should have a good cag.

We should have at least a decent L T V.

We should have some expansion opportunities, and that's how

we can move up the funnel.

different offers to a segmented audience.

With a, still a conversion based bidding strategy, so it learns.

But YouTube and discovery with the feed are our biggest

low hanging fruits right now.

is what is working very, very, very well to those, cold traffic audiences.

So much so that you see your overall m e r go up your media efficiency ratio.

The more you push on discover and more you push on YouTube, make sure you're

looking at overall metrics in the backend of the client's, Shopify or analytics.