Google Ads Marketing sites eco-system reimagined, redesigned, recoded.
user acquisition (acquisitions/unique users), Google AdWords
increased Sign up rates for Google Analytics, Google Tag Manager
Brand Studio was asked to audit and consolidate all the Ads product marketing pages into a cohesive ecosystem to display the products as a portfolio of inter-related products.
Google had a history of marketing managers owning a product for a few years and then moving on to a new piece of business. leaving old sites abandoned or maintained to the latest brand and web standards. There were a lot of sites built at different times, on different platforms. Some were responsive, some were not. Some had products or features that had been deprecated for years. These sites had no singular brand voice, visual design or were easy to navigate from one product or solution to another. Some were not optimized for search.
The Google Ads marketing sites for small-to-medium businesses were prime for an audit and a reorg. We restructured all the products from /ads and /business to funnel down in the product categories down to products, and had them cross-link to related products.
We designed for a new code base on goro, Google’s internal proprietary platform. Creating a new design system merging material design for android and the Google brand for desktop and mobile web. We updated photography and video brand guidelines for future proofing new content and to ensure all new sites express a single brand identity.
25 products, over 100 new web pages
AdMob, AdSense, AdSense for Shopping, AdWords, AdWords Express, AdWords Express Home Services Ads, AdWords Manager Accounts, Analytics, Business Solutions-Multi Page, Business Solutions-Single Page, Certified Publishing Partners, Insights, Google My Business, Google for Retail, Google Express, Local Inventory Ads, Shopping Campaigns, Manufacturer Center, Merchant Center, Trusted Stores, Google Shopping Partners
Day-to-day management of Google for Retail, Retail Partners, AdSense, AdMob, Publishing Partners sites
Incubator for Google WebX Standard
Creating brand DNA with Material Design and the Google Brand
Managed UX team and their deliveries, vendor and internal teams
Content Strategy and UX for Publishing and Retail Partner pages
Individual creative for 6 markets, plus standardized creative for tier 2 and 3 markets of all Google for Retail sites, in 37 languages.
Creative Sourcing for Case Study videos
Search and selection of real Google Ads customers for site content, Small and Medium Business photography library, Success Story videos, and Case Studies.
AdWords, AdSense, Google for Retail
Worked closely with Broadcast and Print producers
Success – by the numbers
Increased Sign up rates by 70%, Google Analytics, Google Tag Manager
Lead form submissions increased by 359%, Google Analytics, Google Tag Manager
103% uptick in conversion (account creations/unique users), Google AdWords
2x user acquisition (acquisitions/unique users), Google AdWords
Worked with 85+ Product Marketing Managers
Managed 30 core project members, 4 external agencies, mentored and oversaw performance of 2 direct reports