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DMI Blogs | adwords campaign
adwords campaign
Friday, August 27th, 2010
I recently audited a new client’s digital marketing strategy and implementation.
They were frustrated with the results of their efforts so far and wanted some advice and guidance on how to get better return for their investment. Their budget was significant but the return was negligible. Having reviewed their digital activities, I was struck by a common theme in each of the channels they were using. All of their activities had one goal, drive traffic to their site. In trying to explain to them what was wrong with their digital marketing I told them about an Aunt of mine.
I have an aunt who insists that all parties in a house should happen in the kitchen.
She emigrated from Ireland 40 years ago and when she returned last Christmas she stayed with my family for our new year celebrations. She has fond memories of growing up in Ireland and all of her memories are of being with her family in the kitchen. She insists that any gathering or event in a house should take place in the kitchen. Invariably after a few glasses of wine she carves off one of the guests in the sitting room and works them slowly towards the kitchen. Which is always empty and cold.
Much digital marketing is wasted when all it tries to do is move the party.
We try to move people from where they are online to our empty websites. We expend all of our budget, energy and efforts trying to move the party, trying to move the audience from one site to our site. instead of just join the party where ever it is happening.
The solution? Join the party.
Your target audience is active and engaged on the internet. Your challenge is to meet them there.
Meet them where? Meet them where ever they are.
Despite the fact that there are hundreds of TV channels available to us, we all tend to gravitate around 4 or 5. Similarly on line we tend to gravitate around 4 or 5 websites. Trying to move people from one of their haunts or introduce a new haunt is a very expensive and often wasteful activity. Better to find out where the party is happening and interact with your audience where they are rather than expending effort and expense in trying to move them somewhere else.
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Posted in Advertising, Online Marketing, Search Engine Optimisation, adwords campaign, digital marketing institute, facebook, social media, youtube | No Comments »
Friday, August 27th, 2010
One of the better Google video’s that I have seen (and I show as many folks as possible) is one delivered by a guy called Hal Varian who is Google’s Chief Economist. The video introduces viewers to the wild and woolly area of the AdWords auction. You can watch this Google AdWords video below.
Finally, remember that if you’d like to understand how bidding can affect your ad’s performance in the auction, you can use the bid simulator. It will provide you with click, cost, and impression data estimating how your ad could have performed over the last seven days had you used a different bid.
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Posted in adwords, adwords campaign, google adwords | No Comments »
Thursday, August 26th, 2010
Google recently launched their Google Certification Program (to replace Google Advertising Professionals program). To provide professionals who had previously taken the program time to transition over to the new program, Google is running both programs side by side during a six month grace period which ends in October 2010. To retain certified status and continue using the badge within your marketing collateral, Google AdWords professionals MUST meet the requirements of the new program.
What’s the difference between the two programs? With the Google Certification Program, Google is offering updated learning materials written by Google experts. The company has developed four, separate in-depth exams on AdWords management called Fundamentals, Advanced Search, Advanced Display and Advanced Reporting & Analysis. The exams are designed to prove proficiency in these areas and are being widely adopted by employees of search marketing agencies. To gain qualification, exam takers must pass both the Advertising Fundamentals exam and one advanced-level exam.
In addition to this, Google has also launched Google Partner Search, a directory to help advertisers find agencies to manage their campaigns. Currently, all Google Advertising Professionals who have opted in are part of Google Partner Search, but this will not be the case by the end of October. If you have an employee that already qualified under the old program, this is a great time for them to update their skills through the Google Certification Program. Digital Marketing Institute runs training courses that enable AdWords professional to take the Google Exams. Call us on 01 271 1888 for more details on these Google AdWords training courses.
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Posted in Advertising, Online Marketing, adgroups, adwords, adwords campaign, browser, digital marketing institute, google adwords | No Comments »
Friday, July 16th, 2010
We have been using Facebook ads for a while now with some success. However, one of the main things that Facebook advertising and marketing has been lacking up until now has been a decent keyword research tool, along the lines of the Google Keyword Tool. Facebook’s online tools are outdated. There are no real keyword tools and the poor one that they do have is a bit on the clunky side.
However, the guys behind a third party keyword tool called Cash Keywords Pro have developed a Facebook keyword tool. What it does is queries the Facebook database and then combines the results with Google-related data to make a truly useful and powerful weapon in the battle for the clicks.
Watch the video here:
Check out the Cash Keywords site for more info on the new Facebook Ads Keyword Tool ….
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Posted in adgroups, adwords, adwords campaign, facebook | No Comments »
Thursday, January 21st, 2010
Thanks to Perry Marsall and Howie Jacobson for ths following Top 10 AdWords Tips (actually, they are in the form of thetop AdWords mistakes so you need to invert!).
If you need AdWords Training, then you might think about the next Google AdWords Training Course that we are running.
Here are the Google AwWords tips (ie don’t make these mistakes!):
1. Neglecting to Split-Test Your Ads. I’ve gotta say one of the coolest discoveries of my whole life was, in my first week of playing with AdWords 5+ years ago, noticing that “create new ad” link and seeing that I could create a 2nd and 3rd and 4th ad and try different text. Running them simultaneously, then seeing how teeny tiny changes made huge differences. I still get jazzed about this. It’s like practicing psychology without a license.
2. Letting Google Retire Your Ads Without Testing: In Campaign Settings, when you turn “Optimize Ad Serving” OFF, you declare a winner and a loser much faster. Turn that option off if you’re checking in every day.
3. Split Testing for Improved CTR Only: At first, Click Thru Rate is the only thing you can measure. You want it high so you get the most traffic. But eventually what REALLY matters is conversion rate and cost per new customer. Sometimes high CTR ads don’t bring buyers. Conversion is what matters most.
4. Ignoring the Display URL Line in your Ad: If you own http://www.redwagon.com, you should try http://www.RedWagon.com, and http://www.RedWagon.com/RadioFlyer, or http://www.RadioFlyer.RedWagon.com, or RedWagonStore.com. Tiny hinges swing big doors.
5. Creating Ad Groups with Unrelated Keywords: Do not write an ad and dump every keyword under the sun into the ad group. Make tight ad groups based on a narrow set of related keywords matched closely to the ads and the landing page.
6. Muddying Search and Content Results: If you run all three streams of traffic (Google / Search / Content Network) through the same ad group, you lose the ability to distinguish among the very different kinds of traffic. I prefer to separate Google & Search from Content, in different campaigns.
7. Ignoring the 80/20 Principle: The 80/20 Rule says that the vast majority of outputs (impressions, clicks, leads, sales) are caused by a very small minority of inputs (ad groups, ads and keywords.) Spend your time on the vital few instead of the insignificant many.
8. Declaring Split-Test Winners Too Slowly: If you can declare a winner twice as fast, your site improves twice as fast. I recommend combing through your ads as often as you can announce a winner. If you go to http://www.splittester.com you can enter the # of clicks and the CTR of any two ads and it’ll tell you whether the better one is really better, or if it might just be luck.
9. Declaring Split-Test Winners to Quickly: If one ad got 1% and 5 clicks, and the other got 2% and 8 clicks, that’s not enough clicks to know for sure the winner is a sure thing. Again, let http://www.splittester.com decide their fate. Rule of thumb: 20+ clicks on each ad.
10. Ignoring negative keywords: Just about ANY ad group should probably have some negative keywords. It should always be on your checklist. It increases your Click Thru Rate because your ads don’t get shown to people who shouldn’t see them. Less waste.
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Posted in adgroups, adwords, adwords campaign, digital marketing institute, google adwords | No Comments »
Friday, December 11th, 2009
Online advertising spending on the USA is set to drop this year for the first time since 2002. eMarketer estimates online ad spending will be down 4.6% this year. However, the slowly recovering economy, combined with basic structural changes in how marketers and the public use media, will lead to Internet ad spending growth in early 2010
The various components of online advertising react differently to cyclical and structural changes. While one format might show relatively healthy growth in the recession, another suffers due to the same economic climate. For example, pay per click advertising will grow by 2.2% in 2009, while classified ad spending will decline by 30.2%. Even during 2010 and 2011, eMarketer projects search will continue to grow at mid-single-digit rates, while classified spending will decrease again both years.
The full report is available here
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Tags: pay per click advertising
Posted in adwords, adwords campaign, social networking training | No Comments »
Monday, December 7th, 2009
ICT players Microsoft, Dell, IBM, Siemens, Eircom and Lionbridge have warned that reskilling and training are crucial to secure the 80,000 jobs outlined in the Government’s green strategy.
The companies who sit on the board of Fastrack to IT (FIT), an innovative programme now in its 10th year, focused on returning long-term unemployed individuals to the workforce, say that in one niche alone – wind turbine maintenance – as many as 1,500 jobs could be created.
Government announcement welcome
The group welcomed the Government’s announcement that 80,000 jobs could be created through the emerging green economy sector they but highlighted the point that these jobs are of no use unless Irish people have the skills to work in them.
FIT in partnership with industry, government, education and training providers, mainly FAS and the VECs, as well as with local development agencies, has successfully trained 8,000 long-term unemployed people over the past decade.
The Digital Marketing Institute is also playing it’s part – during the coming year, the company, Ireland’s only training firm specialising in digital marketing, is expecting to re-skill up to 500 marketing professionals in Ireland and UK.
Read the full story in Silicon Republic
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Tags: digital training, digital training course, online marketing course, training
Posted in Main Category, Online Marketing, adgroups, adwords campaign, digital marketing institute | No Comments »
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