Etienne Looije knows everything there is to know about Google Advertising. He has been working at DRIIVN for a few years now and keeps up to date with all the latest developments in advertising on Google. We spoke to him about this unmissable form of online marketing.
Tell us, what exactly does Google advertising involve?
“Google Advertising involves advertising on Google’s own platforms. This includes channels such as Google Search, Google Display, Google Shopping and YouTube. Using various targeting options, you can ensure that you’re visible, for example, in Google’s search engine, via display banners on partner websites or through video adverts on YouTube. For example, if someone searches for ‘fresh bread rolls Amsterdam’, you can ensure that your bakery appears in the search results. If someone watches a video on YouTube about how to make gin and tonics, you can have your gin brand appear as a video advert alongside that video.”
Has much changed in recent years?
“In recent years, Google has significantly expanded its advertising capabilities, collecting ever more data and thus making the targeting options increasingly accurate. Whereas ‘in the past’ you could only target based on keywords, this has recently been expanded to include interest, affinity and behavioural targeting of the target audience. Google’s algorithm also continues to learn and puts the user at the centre. As a result, you, as an advertiser, are forced to think carefully about your strategy on Google. The most important factor here is relevance to the target audience; if your campaign doesn’t align well enough with this, it’s quickly game over.”
Why do you find this topic within online marketing so interesting?
What I personally always find great about Google is that you can run increasingly effective campaigns with the same budget. Let me explain. Suppose I have a daily budget of €100; by optimising my targeting and search terms, I can ensure that I generate more and more traffic and more conversions with the same budget. You’re, as it were, focusing your campaigns more and more on quality in order to get the most out of them for the client.”
Google is constantly evolving – and with it, the opportunities for advertising on the platform – so how do you keep up with all these developments?
“Google is constantly evolving, so standing still is simply not an option. I try to keep developing my own skills in this area by keeping a close eye on the latest developments surrounding this platform and following other experts in the field of Google Advertising. Take a company like WordStream, for example; they keep you up to date on the latest developments, but also highlight certain perspectives and strategies that might be of interest for your own campaigns. In this way, you try to constantly challenge yourself to get the most out of your campaigns.”
