We can immediately build from the bottom-up when working with a new client with an established presence. We’ll begin by focusing on Google Search & Shopping as the primary channel to drive immediate ROI, maximizing value from the existing brand image. This allows us to generate immediate revenue to “reinvest” the profit into higher funnel campaigns.

This was just the case with our wholesale client in the fashion segment. Before working with us, they established strong partnerships with retailers such as Nordstrom, Bloomingdales, and Neiman Marcus. While these partnerships helped garner large search volumes for the brand’s name, the retailers captured and monetized the search volumes, not the client. To direct traffic to the actual brand rather than the retailers selling it, we transferred ownership within search and shopping, which immediately increased revenue and ROI for our client.

Instead of the high search volumes benefiting their partners (retailers, affiliates, etc.), we shifted the campaign parameters to benefit the actual brand.

Have you maxed out your potential across social channels? Do you have an appetite for expanding your top-of-funnel awareness? If so, then Google Display may be a good fit.

This is one of the most misunderstood channels within the Google suite of products. While Google Display is an older network to advertise on, the broad reach of placing banner ads across millions of websites has always been a powerful way to reach users.

In almost every instance, businesses come to us utilizing small display budgets for remarketing only. However, we have seen many occasions where this is precisely the tool a business needs to take the next step in expanding its digital presence.

If we can find enough budget to make this channel work, there is substantial potential profitability with Google display.

Is your brand’s product visually appealing? Do you have a competitive advantage that would entice users to click on your product (e.g., price, professional photography, etc.)?

These factors determine whether Google Shopping –the top Google eCommerce platform — will become your main focus in your Google Adwords campaigns. Google Shopping is almost always the most profitable Google channel for e-commerce businesses.

Initially, we’ll dive into the search terms to understand what potential customers are actually looking for within search results. Then we look thoroughly through each product’s titles and descriptions to make sure the most searched keywords are included in the titles and descriptions.

While this is time-consuming and requires tremendous experience and precision, it’s the vital jumping-off point for everything moving forward. Once we’ve completed this review, we’re ready to optimize the shopping feeds, including product titles, descriptions, etc. In addition, we’ll build out a new campaign structure that ensures we’ll show up for the correct terms AND remove any waste.

The unique nature of Google Shopping, which doesn’t give the ability to bid on exact keywords, makes it very different from Google Search. This is also an area where Evestar’s unique approach becomes increasingly valuable. Everything from data feed optimization campaign architecture and a close connection with SEO is critical to the long-term success of Google Shopping campaigns.

For businesses with solid video creativity, YouTube can be a great channel to drive cost-effective traffic. One of the most powerful targeting tools is the ability to place video ads on prominent channels or by interest groups (or both).

We often see very cost-effective reach from YouTube towards a high-relevance audience.

YouTube has many unique targeting capabilities, making it a logical partner for Facebook Advertising. While Facebook’s algorithm is extremely powerful in identifying target audiences, YouTube uses tools such as previous search history to expand its reach to our target audiences.