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What is moment marketing? Why is it crucial for brands?

Back to all resources

What is moment marketing? Why is it crucial for brands?

Key take-aways

If you’re wondering what moment marketing is, you’re in the right place. In this article, we introduce you to this ‘in the moment’ approach to online marketing, and discuss how you can implement it using Google Ads.

1. What is moment marketing?

2. What are the advantages of moment marketing?

3. How can I get started with moment marketing?

4. How do I measure my results?

What is Google Ads?

Google Ads, formerly known as Google AdWords, is an advertising service by Google that allows businesses to display ads on Google search results and its advertising network.

Try Google Ads now

You can use Google tools and channels to integrate moment marketing into your strategy – and from there, integrate your business into your customers’ lives.

1. What is moment marketing?

Here’s how digital marketing works: even if you’ve crafted the most attention grabbing, visually impressive campaign there is, it won’t be effective if you deliver it at the wrong time. To make an impact on your audience, you have to market to them at exactly the right moment. That’s where moment marketing comes in.

Picture this: a shopper sees an outdoor ad for portable hammocks, and they pull out their phone to search for “portable hammocks Australia”. If you own a business selling hammocks and similar items, you’ll want to make sure that your ad appears in the shopper’s search results so that you can potentially convert them as a customer.

Moment marketing

Moment marketing is an approach to marketing that focuses on targeting your business to consumers at the moment it matters – when they’re already looking for you.

2. What are the advantages of moment marketing?

The key advantage of moment marketing is that it allows your ads to appear at exactly the right moment. Because you’re showing your ads to shoppers who are engaged and actively looking for products/services like yours, your ads are more likely to lead to conversions. This includes orders, purchases, calls, store visits, and more.

3. How can I get started with moment marketing?

First, consider what kind of search terms will bring you high-quality shoppers. For instance, say you own a digital marketing agency, and you’re trying to identify keywords that companies may search for when they’re seeking to outsource their digital marketing.

Here, you might choose to bid on keywords such as “how to find the right digital marketing agency” rather than “digital marketing 101”. Those who search for the first keyword are further along in the Buyer’s Journey, meaning that they’re more likely to convert as a customer. Once you’ve got an idea of the right keywords to target, use the following tips to plan your moment marketing strategy:

Find a geographical area to target

Firstly, figure out which geographical area you should focus on using Google Trends. Simply input your chosen keyword into Google Trends, and the tool will show you the volume of people searching for that keyword by country, county, or town.

For example, say you own an online store selling fishing equipment. You could search for “fishing” on Google Trends, and see whether Tasmania, Queensland, Western Australia, South Australia, or another sub-region shows the highest search volume.

Optimise your content

To attract shoppers in the right place, at the right time, make sure you keep your copy location-specific. Here’s an example: if someone living in Melbourne is in need of an emergency plumber, they’re more likely to click on an ad that says “Emergency Plumbers Melbourne” rather than “Emergency Plumbers”.

Automate your ads

Automated bidding takes all the guesswork out of running your ads, and lets you run your campaign with a bidding strategy most suited to your goal. At Google Ads, there are six different goals you can choose from, including “Increase site visits”, “Get more conversions”, and more. Just choose the goal that best fits what you want to achieve, and our algorithms will take care of the rest.

Think outside the search engine box

Instead of only running ads in one specific format, try experimenting with different ad types. In Australia, for instance, 76% of shoppers who visited a store in the past week said that they used online search prior to going in-store.1 With this in mind, if you have a brick-and-mortar store, you might want to run local search ads on Google Maps. Using these ads, you can show your location on the map and display directions to your business, making it easy for potential customers to visit you.


1: Based on a Global Retail Study, involving 492 Australians, that Google and Ipsos conducted in February 2019.

4. How do I measure my results?

To measure the results of your moment marketing campaign, use Google Analytics, which gives you insights about:

  • Who’s visiting your site
  • How they found it
  • Which pages they’re looking at
  • How long they’re spending on each page

Creating a compelling Google Ads campaign is only half of it - the other is consistently monitoring your results, to ensure that your budget is being used as effectively as possible.

Summary

To run a successful ad campaign, you need to engage in moment marketing, and serve your ads at the right moment. To do this, use Google Trends to find the best markets to target, optimise your ad copy to be location-specific, use Google’s automated bidding, and experiment with different ad formats. By showing your ads to your target audience at the best possible time, you can improve the results of your ad campaign and drive more purchases, calls or foot traffic for your business.

Sign up for Google Ads today

  • 1. Choose your advertising goal
  • 2. Decide your location targeting
  • 3. Set your budget and go live
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