Display Network

Have you ever seen ads on the side and upper panels of a website you were surfing? Do they sometimes reflect the website you were just for a while before? This marketing technique is apart of Google's Display Network that I will be elaborating on this week. The display network is essentially over a million apps, videos, websites, and blogs that display AdWords ads. Here are some larger companies that are part of the display network. If surfing on these sites, ads are sure to be seen.

  

Making an AdWords ad for its display network is not too different from the search engine advertising. You can use the same keywords used in a search network ad for the display network. So for example, you have a vegan food line and you notice your audience often searches for vegan recipes. Vegan recipes would be a good keyword to trigger your ad on the display network. In addition to keywords, you can choose topics that if related to a website or video, the ad will appear. For example, if you choose healthy recipes or fitness videos then your vegan food line ad will play before videos of this topic. The goal of display network campaigns is usually for brand exposure as well as clicks. Below is a common example of how the display network looks on host websites. This dynamic is a win-win situation because host websites get paid for letting AdWords ad appear, and the companies displaying the ads get an advertisement space.

Why Choose AdWords in the First Place?

Hello Everyone! Today,  I am going to take it back and discuss why investing in AdWords is a good idea. After doing some research, I came across this blog post, that really summarizes the benefits accurately. Adwords is important because they help small and large companies around the world gain exposure on the internet. This exposure is basically marketing to consumers surfing the web or looking to meet specific needs. In an age where the internet is the most formidable platform in the marketing industry, it is extremely important to understand search engines and how to market through them. Today, this is the easiest and most direct way to consumers. That being said, these are a few reasons why Google AdWords is specifically a great starting point:

1. AdWords is budget friendly. Smaller companies that are willing to spend less on advertising can do so, while larger companies can spend more and have more campaigns. In this way, AdWords is easily scalable to fit the needs of each company.

2. Adwords is highly trackable. Google tracks all the data from campaigns and this allows constant improvement in advertising. Traditional methods like commercials are less measurable and thus lead to difficult-to-understand results.
3. AdWords is faster and easier than search engine optimization, another search engine technique. This is because AdWords is easier to learn and results are near immediate. SEO works to garner search results organically, while SEM is more of paid advertisement. 

The image below summarises the benefits of AdWords or PPC, pay-per-click over other methods.

Getting Certified

The Adwords Certification is a great skill to list on a resume or LinkedIn page, as search engine marketing skills are increasingly in demand with employers.  The certification consists of passing two, 100 question, exams. The first being the Adwords Fundamentals and the second can be chosen from Search, Display, Video, Shopping, or Mobile Advertising. Passing the tests requires some dedication and time, but it is definitelyy worth it! 

The first step is to become partners with Google. Thereafter, on the side panel under "certifications", click Adwords. All six exams are located on this page and can be taken at any time. There are study guides for all the exams as well. However, personally, the greatest tool to passing these exams is to take the Adversting Online Course. These courses are new additions to Google's study kit. The lessons are fun, colorful, and interactive. They actually make studying extremely engaging. Each lesson is about 5-10 minutes long and involves review questions at the end to test what you have learned. To access these courses, first, choose the exam you are looking to take. Then under the "Study for this exam" heading and before the actual study guide is a bolded link, like so:

I've taken a screenshot of the lesson entitled, "Drive results with the Display Network". This lesson takes about 6 minutes to complete. Like other lessons, it involves a brief introduction, lesson, checkpoint, "make it stick" review questions and a recap at the end. This reiteration of the material helps me understand and retain the information.  Here is a portion of the lesson:

As you can see, Google has tried to make the course as interactive as possible. In total every course has under 20 of such lessons. There is also a practice test that can be taken to ensure readiness for the actual- full-length exam. 

From personal experience, I would recommend completing 3 of such lessons a day. The lessons that are harder to understand, should be supplemented by reading over the corresponding study guide. With this method, preparing for and then passing 2 of the AdWord certification exams will take 2 weeks. This is a great way to studying without pressure, time consumption, and cramming. 

I wish anyone who seeks to become certified, good luck! You can do it!

Ad Extensions

Ad Extensions are what make your ads stand out.  They provide additional information that may only be relevant to certain types of businesses or campaign goals. Commonly used ad extensions include site links, callouts, call numbers, and location extensions. Site links provide the top sections of your website that appeal to people. For instance, a site link for Noodles and Company could be "Find Nearest Location" or "Full Menu". These are likely site locations people are looking for when they search for the resultant. In this way, site links make the website faster and easier to access. The following is an example of site links that Nike has utilized for its ad:

Another common extension is the callout feature, which i have previously talked about. Callouts are helpful because they provide additional detail that easily grabs attention. It is important to always add callouts to adds because they are free and lead to higher CTR and quality scores. This picture highlight how callouts look in a search result. Callout phrases like "Over 10 Years of Experience" serve to attract potential clickers. This particular ad contains site links beneath the callouts as well:

Lastly, adding a call and location extension, allows customers to effortlessly contact or reach the company or store. These extensions are especially needed to complete conversions. The examples below show the call button extension for DSW and the location link for the ice cream shop. If the call button is clicked, the consumer will have automatically dialed DSW's contact number. Likewise, if the location link is clicked, Google maps will begin directing the consumer to the ice cream location.

Campaign Strategies

Hi Again! This post is dedicated to AdWord Campaigns. The first step to running a successful campaign is to understand the goal of the campaign. One campaign may be to increase the click-through-rate and another may be garner brand exposure. All campaigns are made of ad groups. It is a good practice for each of these ad groups to contains 4-5 ads. Each group representing a specific theme. Thereafter, after a while of trial, ads that do not perform as well can be improved or paused. Once you have tried to create a campaign you can reach out to AdWords for some general advice, using Adwords Support. It is possible to call, chat, and email a representative. This is helpful because you may be able to learn something new or gain a few new suggestions. There is always room for improvement.

After a campaign has run, Google will begin to offer suggestions, many keywords related. It will scan the landing page, and find many applicable keywords that can be utilized. Another option is the "Opportunities" tab. This is where AdWords provides suggestions for the campaign not only involving keywords but also for ad groups. For instance, an opportunity may say, "Create 2 ad groups from found keywords in beachwear". There is an option to view or apply the opportunity. It is wiser to view the suggestion and change it as needed before applying it to the campaign. This is neat because Google is able to think of relevant ad groups that one may not have thought of. Here is a general breakdown of a campaign.

Using the www.rgbexchange.org/ site, I created a search network campaign for the homepage. Below is one of the ads I made under the ad group: Green Exchange (the theme I chose). 

Creating an Ad with Callouts

Hello Readers! Today, I created my first Adwords ad. The process was easier than I expected and essentially involves inputting company information, product type, and goal. The ad itself is simple enough although it does require some thought. To begin, I first had to create a campaign and specify the goal. In my case, site visits. The ad I generated involves a faux company I made up called SupriseBox. The company's "mission" is to allow busy people to send quick, customizable, pre-wrapped gifts to whoever they would like. This product is perfect for people with little time, no idea what to give, or for around the Holiday season when shopping can become difficult. The description provided briefly explains this idea. The screenshot below provides the gist of the ad I made:

When creating an ad, there are three primary headings: The company name, descriptor, additional details. Another line, with additional information called callouts, may also be added. Callouts are especially important because they highlight what a company has to offer as well as provide more room to communicate to consumers. By doing this, readers will be more likely to click the ad and thus generate website visits. I chose to write "Free Shipping" and "24/7 Service" to show company services that are likely to appeal to the target market of SupriseBox. I also included "Buy One, Give One" because it is one of the goals of the company: social entrepreneurship. In addition, this phrase can be used as a marketing tactic since generosity is typical during the Holiday season. Callouts are considered ad extensions and do not cost an additional fee. It is important to note that because it is an extension, callouts may not always appear. Therefore, all vital information should be left on the description line. It takes about 24 hours for Ad Words to review and approve the ad. Here is how the ad I created will look on a consumer's mobile device once it is approved:

Keywords

Hello! Today, I will be discussing  Chapter 5 from the Introduction to Search Engine Marketing and Adwords book. Here are a few key takeaways about keywords.

Keywords are essentially phrases that trigger an AdWords ad, when searched on Google. A important equation to remember in order to avoid confusion is "search term= search query= search phase= keyword". Basically, these all meaning the same thing and have one purpose: trigger an ad. There are also two general types of occasions that define how Keywords are used. The first is in situations where the searchers know about a specific product, brand, or organization. The second is in which searchers are interested in a non-specific product or service. For instance, examples of the first type are "Apple AirPods" or simply "Apple", and examples of the second situation are "wireless earphones" or "latest phone gear".

Sometimes it is hard to think of all relevant keywords in one sitting. Keywords Planner is an AdWords tool that helps you get ideas. Simply input general information like product or service and the relevant categories. Basically, the goal is to come up with keywords that will garner clicks on the ad. By using a certain clicks goal, a company will establish a conversion goal. For example, "for with 500 clicks on our ad, we aim for 75 product purchases". This is an example of what the Keyword Planner looks like: