Google AdWords – Not just for search marketing
Last week I renewed my Google AdWords Professional certification. If that sounds like fun to you, it’s not. It involves taking a 117 question test that takes up to an hour and a half.
How do you prepare? Personally, I knew I could pass the test without studying. I practically use AdWords daily and keep up with the changes they make to it.
But because we have an upcoming class on Google AdWords, I thought I would dig a little deeper. So I literally spent about five hours reading all of the information that Google provides. It was long and tedious. It was a good refresher and I’m more ready than ever to teach the class later this month.
By the way, I ended up only getting 7 of 117 questions wrong. Not bad. Upon further review, the 7 questions seemed to be in topics such as reporting and billing. The fundamentals I had down.
So what was the biggest benefit to doing all this?
In reviewing all this information, I started to think about what pieces of Google AdWords I could use more efficiently. The one that kept hitting me was not the radio, newspaper, or even television ads they now offer. It was the content marketing.
Content marketing on Google means showing your ads on other websites (not search engines). Google now offers some really great ideas and tools for doing this.
The key is to treat it completely differently than search engine marketing. It needs to be in its own campaign and the keywords and ads need to be very different.
I think I’ll be covering this often-forgotten concept in detail at our upcoming class on AdWords.