This week’s lesson was titled “Google AdWords Essentials!” It was insightful, revealing and mind-blowing. It was also frightening. It is incredibly precise, and an extremely effective marketing tool for the digital age. (Batesole, 2015)
Google AdWords is Google’s online advertising platform and everything we learned was to maximize marketing efforts.
The term most common with AdWords, is “Pay per Click!” and it basically means if someone does a Google search, clicks on your ad, you pay for it. Simple concept, or is it?
Getting started is relatively easy; you just enter “Google AdWords” in Google.
The rest is quite intuitive. Just follow the steps. AdWords consists of 5 tiers.
- Ad groups
First you set your account, your domain. Then campaigns, you will have multiple campaigns. You make decisions at this stage, what you want to accomplish, how much you want to spend. At this point you need to have developed a plan consisting of 4 elements: the objective, the motivation, the effort and the Key Performance indicator or KPI.
You will also have multiple ad groups. This is how you find what is working and what isn’t.
Keywords are essential. When your customer needs something and they decide to Google it, you need to know the words they will use so you can incorporate that in your ad, and ensure your ad appears when your customer is in the right mindset.
It is suggested that the whole process will take 3 months to perfect. The 1st month is needed so you can examine the data and determine what worked, what didn’t and tweak from there. The 2nd month a little more of the same, the 3rd month, your AdWords marketing plan should be working at its peak. You need to go back regularly and check what is still working and what isn’t, because it is always changing. It’s important you understand your ROI, (return on investment), so that your expectations are appropriate. ROI is so important there is an entire lesson dedicated to it later in the course.
Google does make it easy. If you know what you’re doing, you will have great results and if you don’t that’s okay as well, Google has a number of tools to help you with your campaign, Ad groups and Keywords.
Once you have gone through the process of setting up your account, you will notice you have created a dashboard. This is where all the information you need about your campaigns will be at your fingertips.
You are also going to want to link your Adware account to Google Analytics. By doing this, your data is as complete as it gets. It analyzes everything about your campaigns. The tool tab on your dashboard will help you set this up, as well as giving you access to other valuable aids.
There is a lot involved in creating your AdWords marketing plan. If you just don’t have the time, you can use AdWords Express, a tool that will do it all for you. Avoid this if you can, because you are the best at picking the right keywords.
Keywords are the language of your customer. You discover this by listening. Our next class “Social Listening for Marketers,” will hopefully teach me how to do this. The example they used makes it clear. Someone is looking for another vehicle, and different keywords got a different amount of hits.
Pre-Owned Vehicles -1000 hits
Used Cars-6000 hits
It reinforces the need to use the conversational voice online. It also helps to be specific and you should organize by teams. The example they used is; don’t sell boots, but rather, sell safety boots, snow boots, and rain boots. You need to give the product your selling context.
You should use the Keyword Planner. It is a workshop to help create a strong list of effective keywords. The detail in this process is so precise, I am not sure I will completely understand it until I start using AdWords myself.
There are 5 keyword options: Broad Match, Broad Match Modifier, Phrase Match, Exact Match and Negative Match.
With Broad Match you hit the most people, but they might not be a customer. You need to remember, every time the person clicks your ad, customer or not, you pay, thus Pay for Click!
Broad Match Modifiers allow you to better target your customer with specifics. Phrase match requires the search to use the exact order of your keywords. Exact match is self-explanatory and Negative Match can filter out irrelevant traffic. The tools available seem endless; the data is huge and again precise. Everything is designed for success.
When you get to the actual writing of the ad you are allowed 2 headlines, a web address, and a description, let them know what they will find on your website.
There are 6 good tips for creating ads:
- Highlight your Unique Selling Position (USP); what makes you stand out from your competitors?
- Have a call to action; they need to know what to do.
- Use sale terms; today only, discounts, and 25% off.
- Match ads to keywords.
- Match ads to landing pages. If your ad talks about a 25% discount on hotel rooms, when your customer clicks on the link he should be on the page for the 25% discount, not the home page of your website.
- Experiment with different ads using different keywords and phrases. Google will rotate them and then provide data on which one performed better.
There is so much to share in just one blog on that, I won’t even try. The only true way of learning all of this is by doing it. Because once you have done a campaign, you will appreciate how powerful a tool “Google AdWords,” is!
While watching the film for this lesson, I had a frightening observation, If Google, Facebook and YouTube got together they would own us! They may already?
On that bright note, I will leave you. Next week is another exciting lesson called “Social Listening for Marketers.”
Please feel free to leave your comments.
Adwords, G. (n.d.). Google AdWords. Retrieved from Google.
Batesole, B. (2015, June 20). Lynda.com. Retrieved 2017