Finding the right balance between proven strategies and emerging technological gambling data indonesia innovations can reinvigorate marketing approaches and fuel long-term growth. At Google, they call this the “ tried and new ” approach. It’s about doubling down on proven tactics while leaning on new technologies to drive success.
What does this look like in practice?
We’ve identified a few strategies that enable businesses to take the “tried and true” approach, along with examples from 2 innovative organizations that are using Google tools to power their growth marketing strategy.
People are spending more time than ever before researching their purchasing decisions, and they are doing so across an ever-increasing variety of platforms. With this shift, automation tools have become a key way for brands to meet their customers at these digital touchpoints.
A good example of this is Estée Lauder in Thailand. Despite being one of the largest cosmetics brands in the world, it was faced with the challenge of keeping up with customer demand as new search queries and keyword combinations were emerging every day. People were no longer searching for just terms like “serum,” but new, specific searches were appearing like “best serum at best price” and “best serum for skin brightening.”
The company decided to tackle the problem through automation. With the goal of capturing and converting leads at scale, Estée Lauder used Google Broad Match to automate the identification of consumer keyword searches and make its ads more relevant to potential customers. It also adopted Dynamic Search Ads to learn exactly what users were searching for on Google and used that data to target its ads and fill in the gaps in its keyword- based campaigns .
As a result, Estée Lauder’s media performance skyrocketed. Compared to traditional branded keyword campaigns, the company saw a 15% increase in return on ad spend, a more than 16% increase in conversion value, and an 11% increase in average purchase size.
Knowing how to reach the most valuable customers at scale is a powerful growth multiplier. Using automated solutions enables companies to achieve this goal, while controlling what they pay for customer acquisition and tailoring messaging to attract their attention.
