Google Ads
Scaled Education
Scaled Education can play a more significant role in driving product adoption & revenue by elevating the learning experience. Working with Google teams through 3-day workshops to understand and expand the upskilling offerings and opportunities.
Google Ads offers a wide range of on-demand education and upskilling tools and certifications for customers to utilise Google Ads for their business (Skillshop, Digital Garage, Grow with Google, Think with Google, Google for StartUps, Google for Small Businesses, and local initiatives like Digital unlocked in India).
Google is now looking to increase audience engagement, loyalty, and ultimately drive higher product adoption with high potential customers, through a new strategic approach and go to market plan.
When it comes to upskilling, granularity rules
Although sharing a common drive for upskilling across markets, marketers’ motivations and needs based on their seniority level and ambition will impact not only the discovery journey, but also the consumption modes and platforms.
A localised strategy will enable us to tap into specific markets contexts, mindsets and pain points to build further brand equity and loyalty.
Better discoverability & navigation as our play
Benefiting strong credibility as the go-to-platform for all things Google, especially in India, we are in a strong position to drive sign-ups. But with a growing competition, and our complex ecosystem of platforms and offering, we’re faced with a discoverability and simplicity challenge. Enabling better findability, navigation and personalised recommendations will a key role when it comes to our go to market strategy.
In China & Japan though, we face a different challenge. With the relevance of the platform being questioned due to language and accessibility problems. We first need to build relevance through establishing a stronger relationship.
Agency: Media.Monks, 2021–2022
My Role: Creative Direction, Experience Design
I had the pleasure of working on this project with an incredible team. Aishah Haroon, Alvaro Sanchez, Ben Cooper, Bobby Tay, Elisa Tsang, Iona Ma, Ivan Gu, Jared Plummer, Jeff Reese, Jia Qi Chin, Jo Hae Song, Joao Flores, Joshua Ratcliff, Karl Chan, Kayla Chia, Kwok Leong Lee, Lara Tay, Mathilde Yvert Rankin, Mike Grinde, Mustapha Zainal, Niccolo Gorfer, Praewa Suvanprakorn, Pranay Singh, Rowell Tan, Stephanie Tyan, Tan Juan Ken, Thais, Campos-Byrne, Vasily Popravko.
Scaled Education
Approach for Japan GTM
The instant chat opportunity includes considerable satisfaction lift in post chat surveys, cost savings through automation, acquistion and retention and better performance than email marketing. With billions of users in APAC already using platforms such as WhatsApp, Line, Wechat, and Messenger, chat marketing has potential to address the limitations of existing comms channels.
Scaled Education
Approach for China GTM
We conducted a comprehensive agency-client workshop to identify the impact we want to see with 3P chat. Our research showed customer need for greater engagement & customisation. We mapped the implications and outcomes against three groups of audiences to identify our goal: how to get closer to our customers through a personalised Google Ads 3P Chat experience.
Scaled Education
Approach for India GTM
For the pilot use case, we’ve considered a few imperatives to set the foundation:
Prompt Interactivity: Effectively address customers’ immediate need post event to have two-way access to experts
Prolong Engagement: Validate 3P Chat as a channel for building long term connections between customers and Google via events.
Gain Intelligence: Gather data and learning on behaviours and interactions that can help shape & inform future engagement.
We identified the importance of data analytics as an essential part of the tech stack solution in identifying the audience attending the events and correctly targeting the users on their 3rd party chat platforms of choice.
Additional projects
© Raul Arantes 2026
Creative Director