3 Steps To Become A Google AdWords Expert
AdWords has grown in complexity over the past years and just like an iPhone, it’s self-innovating by nature. If you’re in the search advertising industry, chances are you’re already behind. If you’re in the PPC/SEM world, and the Google AdWords dashboard is as familiar as your morning cereal, than these 3 following lessons will help you stay ahead of the game.
1- GET BACK TO FUNDAMENTALS
“I think most people can learn a lot more than they think they can. They sell themselves short without trying. One bit of advice: it is important to view knowledge as sort of a semantic tree — make sure you understand the fundamental principles, i.e. the trunk and big branches, before you get into the leaves/details or there is nothing for them to hang on to.”
Spend time understanding what you’re doing and why you’re doing it. When was the last time you thought about why you’re using Search Advertising? Take a moment to understand what you’re doing and why you’re doing it.
Stuck? Google has great resources to help you out. Read through those basic tutorials again again, you may understand a concept in a new way. Retake those certification exams, they’re definitely helpful. And don’t forget Google has fantastic support systems, use them! They’re the second most valuable company on the planet for a reason, there’s always something new you can learn. Go ahead, be Google’s bitch.
2- FORECAST WHAT’S COMING
Forecasting is not a technique, it’s an art. It can turn into a very powerful asset if you get it right. Turn off your device for a couple of minutes and think about where the industry is moving. Ask yourself bold questions (and remember that there is no right answer).
Is Google slowly eradicating organic results?
Are desktop devices dying?
Is Facebook evolving into a browser on its own?
What if Facebook lets us include keywords in its targeting options one day?
What’s gonna happen to Bing?
If you’re drawing a blank and don’t know where to start, these are the things you should direct your attention to straight away:
- Expanded Text Ads: The 25-35-35 characters limit is now enhanced to 30-30-80 + 15 + 15. If you already started making changes, hurry up and keep that momentum going! Remember it’s not a good ideas to simply readjust old ads, you may need to plan a whole new approach to copywriting.
- Remarketing, remarketing, remarketing: in the midst of a attribution model revolution, consider remarketing as a natural extension of your core search campaign. Remarketing requires a 360 vision of all possibilities, robust procedures and a dash of creativity.
- Gmail ads > Soon Inbox ads:If you haven’t experimented with AdWords Display Gmail ads yet, start doing it now. The new Google Inbox was unveiled just days ago, so we’ll see this platform become a new placement for these type of ads. The sooner you grasp it, the faster you’ll adapt. Besides, a lot of companies rely on email marketing as one of their main sales or lead generation channels.
3- REASSESS YOUR METHODS
At this point, you’re already aware of where you are in the digital world and what could be coming. Now it’s time to assess yourself and identify areas of improvement: Optimise yourself before optimising a campaign
- Are your spending too much time on repetitive work? Automating AdWords pays off, and there are plenty of ways to do that. Create industry-specific negative keywords lists, a placement exclusions library, add rules and scripts, try adding ad extensions and remarketing lists through AdWords Editor.
- Plan the way you measure, and do it accurately. Plan ahead before setting up goals and events, don’t track “outbound social link clicks” when you don’t really care about that. And most importantly, cut out the data discrepancies. If your Analytics property is not correctly set up, all your pre-click efforts are going down the drain. Try getting certified on Analytics, it does help.
- Every time you think outside of AdWords, you’re being strategic. Keep doing it. Concentrate on Adwords, but don’t think of it as your only tool. They are just a part of a much larger environment. Think of post-click activity, on other sources of acquisition, on user experience, without ignoring the fundamental principles. Before you know it, you’ll be able to handle all this data like a NASA scientist.
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