Why your definition of “winning in Google Ads” is wrong

Many brands struggle to scale Google Ads because they don’t understand it from first principles.

On Google, you can target 3 audience segments :

(1) People who know you

(2) People who don’t know you but are interested in your type of product

(3) People who don’t know you but have a problem your product can solve

Here’s where it gets interesting…

The size of these segments is different for every brand.

For brands like Nike or Adidas, almost everyone knows about them.

Their biggest segment is (1).

So it makes sense to focus on that audience.

It makes sense to slap “Nike” or “Adidas” in every campaign they run.

It makes sense to prioritize branded traffic or retargeting campaigns.

But 99% of eCom brands don’t belong to that category. 

Your segment (1) is limited.

You can’t rely on the brand awareness you’ve built from Facebook or TikTok.

It’s predictable. You can’t control how much of that traffic transfers to Google.

And that’s okay.

You just need a different approach.

To scale, you need to prioritize (2) and (3).

Most of your potential customers belong to those segments.

These are your biggest opportunities.

More importantly…

These audiences exist outside of other platforms.

When you target them properly, Google turns into a reliable revenue stream on itself.

Even better, when you focus on (2) and (3), your (1) grows.

Your retargeting becomes more effective.

Your branded traffic gets cheaper.

Your customer base expands.

This is how we helped over 200 eCom brands scale.

For brands with strong awareness, we work to maximize that advantage.

For the brands that don’t, we prioritize prospecting campaigns to bring new cold traffic into their funnel.

That’s the fuel they need to grow.

If you’re looking to scale, figure out where your potential customers are hiding.

What segments are you ignoring?

The profits you’re looking for are sitting in the audience you’re not tapping into.

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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