Google Text Ads - Both a Science and an Art Form
By default, social media marketing will work to improve a company's search engine positioning on Google, Bing and Yahoo as well. These and other search engines are incorporating more and more social media in their search results, including Facebook pages, LinkedIn groups and blogs. In addition, these search engines are incorporating Twitter and Facebook status updates as well, selecting those status updates that are shared the most (commented on, liked, retweeted, etc.) and showing those status updates in more and more search results, known as “trends.”
Google Text Ads, using their AdWords online software, is a whole different matter. AdWords has become refined enough that they provide the science in a way that is unrivaled in search engine marketing today. We have found that the "trick" to making it all work to its best potential is an art form, of which we try to summarize as follows.
- We start with a first set of key words you would want your site to be found with when an online user is entering in their search term query. We set the regional demographics of who the ad is shown to, as well as set the daily budget and maximum CPC at approximately $1.00 per click.
- We watch the performance of this first set of key words and using Google’s AdWords software, add additional key words Google suggests that are related to this first set we selected.
- We then analyze all of this after about 10 days of the campaign running, fine-tuning each individual key word based on how it’s performed (click-through ratio, impressions delivered, etc.), it’s position relative to competitive ads running, and it’s overall quality score as ranked by Google. Key words that are performing poorly are discontinued and the campaign’s final fine-tuning is done after about 2 weeks of analyzing this empirical data provided by Google, allowing each individual campaign to be optimized based on real-world performance.