The dirty little secret about Google’s algorithm

3 weeks ago, our team found this in a brand’s Google Ads account.

They were spending 72% of their budget on branded traffic.

People who were already searching for them and likely to buy anyway.

Yet, only 6.6% of their revenue came from cold traffic.

That’s a BIG problem.

And it’s one we see all the time, especially with brands that have seen success on Meta Ads or TikTok.

Many people search for their brand.

They’re already interested in the product. Converting them doesn’t take much effort.

Combined with a poor campaign structure, Google tends to focus heavily on branded traffic.

While it might look good on paper with high ROAS…

You’re missing out on a huge pool of new customers that Google offers.

This strategy works…

… if you’re a recognizable brand (Think Nike or Gymshark)

… if your audience is consistently looking for you online (fueled by other platforms)

But for most brands, you’re simply playing a different game.

That’s why we prioritize prospecting campaigns for our partners.

Take this brand.

We helped them shift 80% of their ad spend into prospecting.

We do this because we don’t want their success to rely on other platforms.

We want Google to be a standalone acquisition channel.

It goes against the “high ROAS = better” mantra because the most valuable traffic isn’t the easiest to convert.

It’s the people who’ve never heard of you.

Here’s where it gets interesting…

If you’re doing well with branded campaigns, there’s a good chance your prospecting campaigns will too.

You’ve got profits to reinvest.

There’s proven demand for your product.

Google already has customer data to work with.

You know what messaging, offers, and value propositions resonate.

All you need is a different approach.

One that focuses on creating new demand.

It’s the best way to tap into Google’s massive user base and scale your brand.

Jackson

Founder and CEO of Echelonn.

How we can help:

• Get a free Google ads audit: For brands spending more than $20k/mo. or making over 1 million annually, we’ll identify the key bottlenecks in your account, and turn it into a free 90-day scaling plan. Click here.

• Get a 1-time Google ads buildout: For brands that are new to Google or looking to add another revenue model WITHOUT a retainer. We’ll do a one-time buildout over 30 days for you to profit from day 1. Click here for more info.

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