How Long Will It Take My...

Launching a new product or service is an exciting endeavour. You’re proud of your creation and can’t wait to share it with the world.

But gaining traction for your product via Google Ads isn’t always easy.

If no one knows the name of this new product, what it is, and what it does to improve their daily lives, your search campaigns will likely register zeros. Zero impressions, zero clicks.

This lack of traction can occur even if your company is an established brand and has already launched many other products.

The problem of low search volume keywords

The issue is that if no one knows about your new product or what it does, no one will search for it, which means your Google Ads campaigns won’t gain traction.

Fortunately, there are ways to address this type of problem.

Some strategies we’ve used forever, such as:

  • Serving ads to people who search for something topically relevant to your new product
  • Serving ads to people who search for your branded terms
  • Using ad assets (i.e. sitelinks) to promote your new product
  • Using remarketing to promote the new product to people who’ve shown interest in other related products, whether through website traffic or other types of engagement.

These strategies still hold today. In fact, this article I wrote on the topic 10 years ago for Search Engine Land still stands.

Since then, new strategies for building awareness of new products have emerged.

Using Demand Gen campaigns to grow awareness

Demand Gen campaigns are a newer way to grow awareness with their ability to target lookalike segments.

You start by uploading your customer list to Google Ads. Google then analyzes your list and looks for new customers across the Web who are similar to those on your list.

With this type of campaign, your ad can be placed across the web, including YouTube, Discover, Gmail, and vertical ads on Shorts.

Jyll Saskin Gales’ article in Search Engine Land explains Demand Gen lookalike segments very well.

Using LinkedIn ads to grow engagement

Since we work primarily with B2B we use multiple platforms, I recommend using a mix of Google Ads, Microsoft Ads and LinkedIn to build awareness for new product launches.

You can use LinkedIn organic posts and paid ads to promote webinar signups and case studies related to your new product. Thought leadership pieces—that you first posted organically and then boosted with LinkedIn ads—are a great way to grow awareness.

Just be sure your thought leaders post consistently and deliver helpful insights for their followers.

How long will it take to get traction?

So, how long will it take to launch your new product on Google?

There’s no firm answer, unfortunately. It will depend on many factors, including how effectively you are reaching potential customers, the relevant customer segments available, and the number of followers of your thought leaders—to name a few. It will also depend on how closely related your new product/service is to your existing products and services—and whether you use them as leverage to promote your new addition.

The good news is that you have some control. By employing the strategies described above, you can speed up the process.

The post How Long Will It Take My New Product To Gain Traction on Google? appeared first on Group Twenty Seven.

Leave a Comment