How to use Google Adwords and Google Analytics in 14 Easy Steps ·
Oct 27, 2009
1. New keywords, new ideas and new customers
You're already bidding on the obvious keywords: "pet," "stick," "pet stick," and the like, but you want to find additional words that will attract additional customers. So you use Google's Search-based Keyword Tool to uncover hundreds more terms you never considered, including a few gems with low suggested bid prices. You also spot the term "virtual pets," which sparks a few ideas for some non-traditional Pet Stick marketing. Other terms, like "pet insurance" and "pet supplies," also get you thinking...it's complicated owning a real pet. Why not test some ads on these terms that position Pet Stick as the fun and easy alternative to real pets?
2. Cheap and effective testing
There's more than one way to market a pet stick. So you test-market a few different messages through Google Search to identify, quickly and inexpensively, which ones resonate with which audience. Within weeks you discover that the messages 'the fun and easy pet alternative' and 'a new novelty gift for a new generation' do well with their respective search terms. Other messages, including team favorite 'a pet that's truly all bark and no bite,' don't do as well...useful feedback you can bake into your future campaign.
3. Five market insights in five minutes
Your search campaign just started, but you've already figured out that most of your impressions are coming from the keyword "novelty gift." So you use Google's Insights for Search tool to get a better grasp on this market. You learn that searches for "novelty gift" have some seasonal quirks you weren't aware of, and you notice that interest levels for the search term in the U.K. far exceed those in the U.S. (Australia and South Africa aren't far behind). And a glance at 'related search terms' reveals that the novelty gift crowd also responds to "gag gifts" and "funny gifts"...insights that support your agency's recommendation for a humorous approach to your ads.
4. Quick and easy online media planning
Your company may be based in the U.S., but you can deliver anywhere in the world, and Insights for Search says you've got untapped markets in Australia, South Africa and the U.K. Unfortunately, you know next to nothing about overseas online advertising. No problem. Google's Ad Planner lets you find the top sites that reach your audience overseas. A few clicks and you find the top gift shopping sites that accept your Google ads and reach Australian, South African, and British users.
— Zeus ::)
