Art of Crafting Compelling Narratives on Google's Various Inventories

Authored by Vibha Singh, Director, APAC, ETML.

Amidst the always changing digital landscape, Google stands as an indispensable resource for growth offering a range of insights, tools, and solutions to navigate challenges and capitalize on opportunities. From troubleshooting technical issues to uncovering consumer trends and industry benchmarks, Google serves as a trusted ally in the pursuit of digital excellence.

When it comes to Indian growth agencies, ETML as a 15 years old homegrown agency has always used a fusion of creativity, strategy, data and technology to craft narratives of successful campaigns across Google's diverse inventories. As Google continues to evolve and expand its footprint, we as a team stand poised to unlock new dimensions of success for our clients to shape the future of data driven marketing not only within India but globally. Team ETML has shown 94% growth QoQ on Google spends internationally and has been the runner up in International Growth Google Awards. This is a testament on how being an Indian Growth Agency, achieving and mastering growth is not limited to only boundaries. 

Let's embark on a journey to unravel the mastery behind the craft.

Unveiling the power of the Search inventory:

At the core of Google's ecosystem lies its omnipresent search engine, the gateway through which millions embark on their digital journeys every day. We help brands tap to use its ultimate potential not only through meticulous keyword research, ad-copies optimization, and strategic bidding strategies, but also understanding the business level problems and taking into account the gray area where we do not lose the potential consumers .

For Example: When we work for our clients, we do not just use Google search inventory for conversions, we use it as a tool for building brand awareness too. By targeting mid and low intent keywords with strategies like maximize impression share, businesses can ensure visibility throughout the customer journey. High intent keywords remain focused on conversions, while the former approach nurtures brand recognition and establishes a strong presence across various intent levels, fostering both short-term conversions and long-term brand growth.

Immersing audiences in the world of YouTube and Connected TV:

As the second-largest search engine globally, YouTube offers an immersive platform for brands to connect with audiences through captivating video content. We have leveraged YouTube for various success stories of Branding and have been also awarded for Branding Excellence by Google back in the year of 2022. Our major platform was YouTube for the same. In the realm of short video content which is taking over the internet, YouTube shorts have been a great toll for the brands to deliver their messages to the masses. Indian Growth Agencies including us are tapping this to gain maximum momentum of brand engagement and holistic growth using this inventory. In addition to YouTube, connected TV (CTV) is also witnessing a rapid growth, offering brands ample opportunities for targeted advertising. We also capitalize on this platform and ensure our partner brands can engage audiences effectively, driving awareness and fostering customer connections in the evolving landscape.

For Example: To avoid any branding budget going to waste, we meticulously designed a detailed audience cohort using custom keywords, affinities, and other interest behavior relevant to the client brand to bring a 33% of brand awareness for their newly launched product.

Navigating the expansive Display network:

Beyond the realm of search, Google's Display Network (GDN) offers a stretched landscape of websites, blogs, and mobile apps where brands can showcase their offerings to a diverse audience. We have harnessed the visual temptation of display advertising to captivate audiences using various ad formats, targeting options, and creative strategies to maximize engagement and drive brand recall.

For Example: We used Display Inventory to drive relevant audiences to the website for a brand during their 0-1 journey. It was imperative for us to build a retargeting audience to tap them using different creatives. We strategically built a very relevant audience for the brand and targeted them using this inventory which ultimately led to higher ATCs, ICs and we could ultimately convert them to build a positive RoAS.

Automated AI campaigns: The rise of Pmax and UAC 

In this era of AI, Google's Performance Max (Pmax) campaign leverages the power of machine learning and automation to deliver ads across multiple Google inventories, including search, display, and YouTube. It offers a powerful solution for maximizing campaign potential, focusing on audience signals and creative optimization. The key lies in selecting the right optimization events to signal campaigns effectively. This approach is particularly critical for multi-SKU e-commerce brands, where the structure of campaigns becomes paramount. Our innovative grid modeling strategy, integrating creative optimization events and audience signals, ensures optimal impressions and clicks without sacrificing final conversions. By leveraging this structured approach, we help our clients to effectively navigate the complexities of e-commerce campaigns, driving performance with precision and efficiency.

On the other hand, Universal App Campaigns (UAC) offer automated solutions for app-first clients. We utilize strategic planning and inventory analysis to optimize outcomes. By signaling campaigns effectively and structuring them appropriately, we use UAC for the desired results. This approach ensures efficient app installs and engagement, empowering clients to achieve their objectives in the competitive digital ecosystem.

For Example: We wanted to target specific products to male and specific to female using PMax for a brand, we used the power of creatives to signal AI and train them what kind of people we would want to show our ad to, which resulted in 3X increase in sales within just one month for a skincare brand.

As an Indian Growth Agency we continue on our journey of showcasing our competence behind the craft, we remain committed to pushing the boundaries of innovation. With Google as our trusted ally, we stand poised to unlock new dimensions of success and shape the future of data-driven marketing not only within India but on a global stage.