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How to introduce moment marketing to your Google Ads campaign

Key take-aways

If you’re wondering what moment marketing is, what advantages it has and how you can implement it into your advertising strategy, you’re in the right place. We give you an introduction to this ‘in the moment’ approach to online marketing, the advantages of it, how Google can help implement it and, most importantly, how to measure the results.

1. What is moment marketing?

2. What are the advantages of moment marketing?

3. How can I use Google Ads tools and other Google channels to make the magic happen?

4. And finally: how to measure the results?

What is Google Ads?

Google Ads is an advertising service by Google for businesses that want to display ads on Google search results and its advertising network.

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“You can use Google tools and channels to integrate moment marketing into your strategy - and consequently integrate your business into your customer’s lives.”

1. What is moment marketing?

When it comes to digital marketing, you can create the most attention grabbing, visually impressive, audience relevant campaign in the whole world - but it still won’t be effective if you deliver it at the wrong time. In our increasingly digital world, to really strike a note with your audience, you have to market to them in exactly the right moment. Introducing: moment marketing.

This 'in the moment' approach to marketing is especially important as we enter the Internet of Things age, and our search needs spread across even more devices. If it isn’t already, this approach will become critical. Just think about it: how many times have you been inspired from a TV, digital or outdoor ad to search for something on your phone, and not found a satisfying result? As a business owner, you may already be thinking about moments you’re missing out on.

We’re here to show you how you can use Google tools and channels to integrate moment marketing into your strategy - and consequently integrate your business into your customer’s lives.

What is 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.

What is 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?

Integrating moment marketing into your online advertising strategy has many benefits, mostly being that your business appears to be a point of contact, an answer that swoops in at exactly the right time. By adhering your advertising to immediate needs, your ads are more likely to lead to conversions - whether that be an order, a call, a visit, a sign up, or whatever else you deem a valuable action for your business.

Being able to respond in real time ensures you capture potential customers’ interest at its highest peak.To activate an ad automatically, coinciding with the timing of and correlating with something your audience deem interesting will put your brand ahead of competitors when it comes to being efficient, trustworthy and personable.

3. How can I use Google Ads tools and other Google channels to make the magic happen?

Once you’ve chosen what might pique the interest of your target audience, and calculated when that may happen, you can start implementing these insights into Google’s tools, guides and resources to plan your approach. For example—how to localise your ads, how to set up ads automatically, and how to gain geographical insights about your customers.

These tools and processes may even be ones you’re already using - from Google Maps to Google Trends to automated bidding.

Gain geographical insights about your customers

Firstly, you need to calculate where you should be targeting with your business. Google Trends is a fantastically straightforward way to gather this sort of information. Google Trends is your go-to tool for learning about where you should be directing your business advertising. You can search for a given keyword, and Google Trends will show you the volume of people searching for that keyword by country, county, or town, meaning you can research which areas show the most interest in your services. For example – if your business was a fishing equipment company, you could search for ‘fishing’ and see which places are searching for that topic most, and then target your ads to those locations. It’s as easy as A, B, C.

Optimise your content

Another key aspect to attracting people in the right place at the right time is keeping your copy location specific. If you lived in Birmingham and you were searching for an emergency plumber, which are you more likely to click on: ‘Emergency Plumbers’ or ‘Emergency Plumbers Birmingham’? The advert specific to your location is more likely to jump out at you, and more likely to be clicked. So, if you include the name of your target location in your ad title and the ad text matches a user’s search needs, the text you’ve input in your ad will appear in bold – meaning your ad stands out.

Make your ads automatic

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 - and once you’ve nailed the target audience, you’ll know when to run them. With automated bidding, you can meet your performance goals with the help of seven different types of automated bid strategies. These seven strategies are all based on what you want to achieve, so whether you’re aiming to increase site visits, increase visibility on the first page of search results or get more visibility over other domains, there’s no stress involved.

Think outside the search engine box

Don’t limit your real time ads to only one format - did you know that almost a third of mobile searches are location-related? Google Maps is a great way of engaging with your customers’ needs in the moment. Let’s take an example of an immediate need – a bike repair, for example. If you searched for ‘bike repairs’ on Google Maps, a list of results would appear of bike repair shops, and a single ad would appear at the top as an advertised bike shop. Besides showing your location on the map, your advert can also display directions to your business, and your phone number. By making your business easier to find, both online and in the street, more potential customers will be able to visit your business the moment they’re ready to – and, like all Google Ads, you only pay if someone clicks your advert for more information.

Below is an example showing how Google Trends can help you with geographical insights as described in the fishing business mentioned above.

4. And finally: how to measure the results?

Google Analytics is another tool you can use with Google Ads. It paints a complete a picture of who’s using your site, how they found it, which pages they visit (and for how long), what their interests are, and much more. Creating a compelling Google Ads campaign is only the half of it - the other is consistently monitoring your results, to ensure that your budget is being used as effectively as possible.

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