Diversifying Google Channels for Increased Leads and Brand Awareness

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Overview:

Quill Podcasting is a leading provider of podcast production services for global brands. With a focus on amplifying voices and stories, Quill offers a comprehensive suite of services, including podcast strategy, post-production, and marketing. Quill sought to increase their lead volume and boost brand awareness in a competitive podcast marketing space.

Challenge:

Low volume of impressions and low impression share within Search

There were limited keywords being utilized, with an impression share of less than 10%.

Over-reliance on bottom-of-funnel Search traffic

Search was the only channel being utilized, accounting for 100% of all leads.

Lack of brand marketing

Google’s non-Search channels were not being utilized for brand marketing or demand creation strategies.

Platforms Leveraged:

• Google Ads
• YouTube Ads

Strategy & Execution:

Keyword Audit & Expansion

We audited Quill's services to identify those not being targeted by existing keywords. We then built out new campaigns and ads to target these services.

Focus on Quality Score (QS) Metrics

We concentrated efforts on improving the main pillars of QS—CTR, ad relevance, and landing page experience—all areas that required enhancement and would help us achieve our goal of improving impression share.

Created Demand Gen Campaigns

We utilized Demand Gen campaigns to target audiences within our ICP using high-value lead magnets.

Channel Diversification

We added YouTube and Demand Gen campaigns for retargeting and cold audience upper-funnel brand marketing, focusing on increasing brand awareness through high volumes of impressions and video views.

Results:

24% YoY Increase in Search Impression Share: We simultaneously increased impression share and the raw number of Search impressions through keyword expansion and a focus on improved QS.

16% Increase in Search MQLs: A larger and more effective net in Search led to an increase in the volume of MQLs.

2,300% Increase in Non-Search MQLs: By diversifying into non-Search platforms, Quill saw a surge in new contacts and MQLs from YouTube and Demand Gen. Overall ad impressions and video views skyrocketed, significantly boosting brand awareness.