Do you think Google has the ability to make you more money? I do.
That’s exactly why we offer Google AdWords Training! Google AdWords is Google’s advertising system and if you do it right, you can definitely make money. (Trust me. I do.)
Our next class is coming up quick – September 10, 11, 2009.
And I have some good news! I just got an email from Google offering me free coupons. So guess what? Everyone in the class is going to get two $100 coupons of free Google advertising just for attending.
So lets do the math…
The class normally costs $399.
If you subscribe to our newsletter, you automatically get $100 off. That brings the cost down to $299.
But for this class only, you will also get two coupons for $100 off. If you factor that in, you get the two-day class for $99!
I’ve never had an opportunity like this before (and may never again). So please take advantage of it. In fact, I encourage you to learn more about this class and register soon as there are only a few openings left as of today.
See you then!
PS: As a full disclosure, the two $100 coupons you get need to be used on new accounts. However, if you already have an account, you may just want to kill it and start over after our class anyway. (That happens a lot.)
So the announcement was finally made this morning that Microsoft Bing will now power Yahoo search for 10 years! You can read the details here and read Danny’s notes on the conference call and Q&A here.
This is good news for advertisers!
Let’s face it. We all start our search campaigns at Google AdWords. They own by far the majority of all searches. We fine tune them, our competitors start bidding like idiots and it drives our prices up. We’re forced to do the things we should do like A/B test ads, landing pages, etc.
We do all this because we want to be the best we can be on Google to get the best price.
Do we advertise on Yahoo and Microsoft? It depends on if we have the time, energy, and desire. Each had a small piece of the pie. So even if we did eventually move to Yahoo and/or Microsoft, it was always later.
For myself personally, I would simply copy what worked in Google. It wasn’t worth much else. Microsoft and Yahoo were just too small to care much about.
Now there will be one tool (MS AdCenter) to get on both. I know I’ll be jumping in a lot quicker now. MS has always had good ROI for several of our clients and Yahoo wasn’t bad either.
If I can now advertise all in one tool (for both Bing and Yahoo search), I’m more likely to do so and to improve it.
Great news for us as advertisers. Hooray!
What about users?
The news might not be quite as good here. If you search at Yahoo or search at Bing, will you get the exact same results? Probably.
If you can’t find what you want at Google or Yahoo/Bing, where do you go next? Nowhere really. Maybe Ask? Twitter?
However, the truth is that when you search on Google now and don’t find what do you want, what do you do? Honestly?
You go back to the search box and type in different (or longer) phrases. Market research shows that very few people switch engines.
So I guess it’s not that big of a deal after all.
The bottom line? It’s great news for us. I’m sure it’s great news for Microsoft. (We’ll see over time if it’s great news for Yahoo.)
For my clients and students, I’ll be in touch regarding what this will mean specifically for you as more details come out.
Yesterday, Google announced that you can now create campaigns for the content network that can be targeted via placement targeting and keyword targeting, not just either one.
Let’s break this down, they I’ll give you a couple ideas on how to use this effectively.
To start with, we are talking about the content network. In other words, these are ads that will only show up on other websites, not search engines.
We always have been able to use placement targeting. This means we could decide which sites we want our ads to show up on. In other words, you could build an ad for your product, but only show it on certain websites.
We have also had keyword targeting. This was another method of narrowing where your ads were shown. You could say that you only wanted your ads to show on pages that were about “dog food” or “blue widgets” and Google would show your ad on any sites (in their content network) that are on that topic.
So what’s new?
You can now do both. In other words, you can create an ad and show it on specific topic pages on specific sites.
Ideas on how to use it…
Shopping Search Engines! Create an ad specifically for your product line and show it strong on Bizrate, Shopzilla, Shopping.com, Amazon, and Ebay. These are sites in which people are looking to buy. Show your ad strong there.
Specialty sites. Run a Placement Performance Report on your generic content campaigns and find the sites that bring conversions. Create specific campaigns for those sites and for even more keywords. Bid strong there.
Lately, I’ve been asked to do several audits of Google AdWords campaigns for friends, colleagues, students, and former clients. (That’s one nice thing about having less clients, it frees me up to do enjoyable things like that.)
After doing a few Google AdWords Audits, here are the best tips I have.
DoubleClick has approximately 60% of all display ads (ads on other websites). Google already has about 75% of all search ads. Google will likely combine all this very soon into one interface – Google AdWords!
In other words, if you want to advertise on either another website or a search engine, the only place to start is at Google. This forces more advertisers to use Google (often exclusively). The logical reaction would be that more publishers will use Google to show ads.
Therefore, those percentages of 60% and 75% will grow! This is especially true given the powerful brand that Google has built up.
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.