How to conduct market research before placing Google ads?

As the saying goes, “Knowing yourself and your enemy will ensure victory in every battle.” We need to conduct sufficient market research to understand the target customer groups and their needs, analyze the advertising status of peers in the market, and finally sort out the company’s own advantages. Only by understanding our own advantages can we formulate a suitable Google advertising strategy.

How to conduct keyword research on Google advertising?

It can be said that keyword research determines the success or failure of Google advertising. If the keywords are set properly, your Google advertising will be half successful. Taking the B2B industry Google advertising as an example, we can usually use the keyword combination tool to combine our product words with the B-side suffix, and then use the “Bulk Keywords Data” function in the Keywords Everywhere tool to query the traffic and single-click price of these words. If the budget is limited, you can start with B-side keywords with good traffic and low single-click prices.

Of course, we can also use Isponage or Spyfu to investigate the Google keywords currently being placed by peers. Then, you can put these keywords into the KE tool to check their actual traffic and further select those keywords with better performance for testing.

How to establish your own target user portrait?

Many novices ignore the “user portrait” link when placing Google ads. Usually, they simply think that the target customer group of Google ads is buyers, so when placing Google ads, they only need to list the products and advantages to customers. However, this approach is far from enough. It is necessary to be more meticulous in the early stage so that it can be targeted when making landing pages and writing advertising slogans in the future, thereby improving the conversion rate. Because there are many types of purchasing customers, some are wholesale customers, some are brand customers, and some large machinery and equipment The main customer group is directly the end customer. The needs of these customers are completely different, so how can we generalize when placing Google ads?

For example:

For wholesaler-type customers, we need to focus more on product prices, shipping time and factory production capacity in advertising slogans and landing pages. Because wholesalers mainly rely on earning price differences and improving turnover efficiency to make more profits. If a factory or foreign trade company has competitive prices, can deliver goods quickly and has strong production capacity, it will undoubtedly be of great attraction to wholesale customers.

If your customers are mainly brand customers, then you need to focus more on showing your OEM/ODM and customization capabilities to your customers. You need to show your customers that you can customize products of different shapes, colors, materials, etc., and show the design team’s design drawings and customization cases that have been done for some brand customers. After understanding this, whether it is landing page design or slogan writing, it must be designed around the needs of brand customers, so as to better meet customer needs and increase inquiry conversion rate.

How to sort out company advantage information?

Many people wonder why they need to sort out company advantages before placing Google ads. Simply put, only by clarifying the company’s advantages can we further determine what problems we can solve for customers and what needs we can meet. At the same time, this also helps us compare with our peers and ultimately find our own differentiated advantages. Specifically, we can sort out the following aspects:

Years of establishment and floor space of the factory

R&D and design capabilities

Whether there are advanced machines or equipment

Quality certifications passed

Strict tests passed by the product

Product capacity of the factory

Minimum order quantity of the product

Which well-known customers have cooperated with and how are the customer reviews

How is the product warranty and after-sales service

Have you participated in some well-known exhibitions

The above are just some of the advantages I listed. The specifics should be sorted out in combination with the actual situation of your own factory. It is best to brainstorm with your business department partners to sort out and improve the company’s advantages from the entire process of raw material procurement, production, quality control to product delivery, and provide a basis for the subsequent writing of Google slogans and landing page design.

How to conduct competitor research?

High-quality competitors are our teachers. By analyzing our peers, we can find overlooked customer needs and pain points, and then add them to our research form. Normally, we conduct competitor research from the following dimensions:

Competitors’ ads:

Date of launch

Monthly advertising expenditure

Specific keywords

Selling points and advantages in the ad title

Whether the description solves the customer’s pain points

Whether the landing page solves the customer’s pain points

Peer stores or websites:

Alibaba International Station

1688 Store

Made in China Store

Amazon Store

By looking at the product descriptions and customer reviews of these stores, we can also find the customer’s pain points and needs. Through this investigation, we can have a deeper understanding of the customer’s needs and pain points, so as to better adjust the advertising strategy.

In short, sufficient market research before Google advertising is the guarantee for us to obtain accurate inquiries in the future. Find your target customer group, sort out your own advantages, and investigate the advertising situation of your peers before designing landing pages and writing ads, so that you can better target accurate customers and continue to obtain high-quality inquiries.