Partnership Profile: Google. Not Just For Search, Anymore.

November 30, 2020

Partnership Profile: Google Header Image

A look at how The Basement leverages Google technologies and platforms to create better, smarter and more cost-effective marketing campaigns.


We continue our look at key agency resource partnerships with an overview of our ongoing – and on-growing – relationship with Google and the opportunities it affords us to integrate our efforts to create positive outcomes for our clients. 


We’ve shared our experiences working with such ad-tech platforms as Amazon, Nextdoor and with DSP partners like Centro (Basis). And we’ve talked about the importance of aligning these relationships into a singular, cohesive infrastructure that allows us to integrate and leverage such partnerships in our ongoing pursuit to create better, smarter, more cost effective and successful marketing campaigns.


Part of this effort involves us adopting new technologies that we can put into practice and test in real time, knowing that not all of them will necessarily pay off.  That’s the real value of having a trusted network of partners with whom to work. And having innovative strategic and tech partners like Google who make the investment and journey exciting, and more often than not, well worth it.


You can’t really talk about Google without at least acknowledging the fact that they own more than 70% of the paid search market, and we certainly engage them for search.  But, according to Brittan Semler, Campaign Manager for The Basement, Google’s real value proposition for the agency and its client partners is the fact that it’s not just for search anymore. Google, in fact, provides a comprehensive suite of advertising, marketing, analytics and search tools and services that make it a formidable platform upon which to build successful campaigns.


“Google offers  a host of state-of-the-industry, user-friendly resources beyond search that allow us to intercept the consumer where the strategies we’ve developed are most likely to make an impact,” says Semler.


Google Tools Image


Leveraging The Consumer Journey.

The agency’s approach? We look at the touchpoints along the consumer journey – who that customer is, what content they’re consuming, their general preferences, etc. – and from there we start building unified, consistent, actionable profiles that allow us to target audiences across a range of channels. This allows us to develop the right message, not to mention the right amount of messaging. It also means we can deliver that message to the right person in the right place at the right time. And continually assess our performance – and our audience – as we go garnering info that keeps evolving and populating to achieve true one-to-one marketing. None of this would be possible without channel partners like Google who facilitate our ability to make the work we do better and smarter in a maturing space saturated with so many different types of platforms and technologies. 


The Basement views Google not as a single resource but rather within the context of an ecosystem of technologies which, combined, work together to contribute to the customer experience.


According to Ira Maher, VP of Business Intelligence at The Basement, the key is Google’s evolving technologies, which allow for self-learning AI  platforms that continue to get smarter and smarter without significantly driving up costs.


“It’s not as much about “proprietary” technologies as it is about a general desire to make things better, more flexible, more user-focused and more cost effective,” says Maher.  “This, plus our ability to automate the entire process lets us optimize our efforts across partnerships with Google, Microsoft, Amazon and others.”


Consumer Journey Image



Leveraging Automated Platforms.

At the center of The Basement’s efforts to aggregate and optimize partnership channels is the ongoing application of the latest, most innovative platforms that allow us to integrate with Google and synchronize campaigns across search, ad groups and social, providing data-driven algorithms that help to increase conversions.


Says Semler, who is tasked with managing these platforms and the day-to-day facilitation of our campaigns: “Constant innovation and evolving technologies allow us to use Google data to identify and test our audiences and create custom campaigns that meet specific needs and objectives.” According to Semler, audiences are continually compiled and indexed against Google and Microsoft search campaigns. This data is then used to retarget search audiences on Facebook and other social platforms, a unique application of cross-channel targeting.


From here, the agency pivots off of search to integrate such things as YouTube advertising, display advertising and other ad opportunities across the Google network and beyond. It facilitates the ability to serve as true, real-time channel managers for clients.


For client partner Schlage, The Basement manages Google search, YouTube campaigns and extensive integration with Amazon where product detail pages and content is treated essentially the same as product packaging in a bricks and mortar home improvement store. Instead of executing in silos, The Basement built upon its integrated partnerships to create a cohesive program that brought together the resources of Schalge’s brand and content team as well as its sales, channel marketing and search marketing teams.


For American College of Education, the agency deviated from a wholly search-driven approach and built an integrated search, media and content marketing strategy that was driving a 20% YOY increase in enrollments at the time the pandemic intervened. 


 For the Unclaimed Property Division of the Office of the Indiana Attorney General, evolving insight resulted in a keyword shift that, along with television, radio and Facebook advertising resulted in an exponential increase in queries and unclaimed property and monetary claims.


Leveraging Platforms Animation

Leveraging Process and Culture.

All of these programs are reflective of an agency approach to build real value into the integrated services it offers. According to Maher, it’s hard-wired into the agency’s DNA and culture, which he credits for being able to offer these kinds of results – and value – to clients.


“We’re downright evangelical about putting all campaign dollars together to impact a clients business, its brand, its success,” concludes Maher. “We look at each challenge holistically, from our clients’ point of view and develop aligned strategies that optimize the channels in which we work.”


It’s essential that with any channel, especially with a wide assortment of channels working in concert, that we can ensure that our target audiences, however segmented,  can  look at and experience a brand in the same way. With the landscape changing constantly and so quickly – and with the added challenges posed by the current health crisis – we rely on partners such as Google to be able to plan, execute and analyze the successful, cost-effective  marketing programs we create.


George Evans
George Evans
Ira Maher
Ira Maher
Brittan Semler
Brittan Semler