A shift to a full-funnel marketing approach from a dominant reliance on bottom-funnel tactics would open up opportunities for Reali to test new creative and channels, as well as expand brand awareness and drive conversions. Paid search advertising would be essential to the long-term sustainable growth Reali sought by targeting consumers throughout the funnel which would increase discovery, improve lead quality, and enable better audience targeting.
We first worked with Reali to identify the right personas for each of their products based on research and data, which opened the door for precise audience segmentation and targeting. To narrow the focus on high-intent searchers, we implemented offline conversion tracking (OCT), which uses mid-funnel offline activity and sales data from Google ad campaigns to perfect search terms and ads. Daily testing and analysis brought about additional optimizations among combined keyword match types, multi-keyword ad groups (MAAG), and thematic responsive search ads (RSAs).
However, the opportunities didn’t stop there. Through Google Display Network (GDN) bid strategy experimentation and creative and landing page testing, we optimized Reali’s campaigns toward audience expansion with new targeting methods, strategic creative, and landing pages. The insights gained from these GDN improvements helped us identify suitable audiences to scale.
Learnings from keyword testing and optimization also influenced iterations of Reali’s ad creative. Campaign ads were continuously updated to include product and brand-specific messaging and terms. Applying all of these best practices had a direct impact on the quality of leads and efficiency of Reali’s search engine marketing (SEM) campaigns.