Any of you using Google Adwords?
What have been your experiences with Google Adwords and what works well for you?
One thing we have learned is that we get more tangible results (e.g completed transactions which we are able to measure through Google Analytics) when the event we are advertising already has a high profile marketing campaign. So that when people see the ad, they are pre-primed for purchase online.
if the event has a low profile and Google Adwords is one of the primary means of advertising, we get high clickthrough, but not so many instant completed transactions. To me this makes sense, because the Google Adword in this instance becomes an awareness tool, and visitors will have to go away and discuss the purchase decision with others before committing.
Both are valuable but the latter is harder to prove the worth of.
I am aware that in this country many of us are fairly new to using Search Engine Marketing, so any learnings you can share would be helpful to all.
Comments
20 November 2009 - 18:48 PM
Thank you Vicki. We have been looking at using AdWords to build awareness of TBI outside the creative sector - as general brand awareness.
at the same time we are considering AdSense to generate some income. Are there pitfalls you need to be aware of to prevent you appearing on 'inappropriate' sites and also to prevent 'inappropriate' ads appearing on your site
Margaret Lewis The Big Idea Job Editor margaret.lewis@thebigidea.co.nz
Hi Margaret
That is a really good question. I have not used AdSense myself, so I have had to go scouting around for info and found a few useful links posted below.
I have, however, worked previously as Online Marketing Manager for a couple of music websites in London/New York, and been in a position of trying to create a revenue stream from traffic.
I can say from my experience that the revenue is often very minimal for the amount of effort you put in - and for the degradation to the look and feel of your pages in the case of advertising where you have minimal control. And your site traffic has to be very high before you can make any decent revenue.
I got a sense that these were considered some of the pitfalls in the articles and blogposts listed below.
Is anyone else using Google AdSense? I am guessing that there would not be many websites in our sector in this country with traffic levels high enough. You can read about Google Adsense on their website.
http://www.freegoogleadsenseinfo.com/free-google-adsense-information/disadvantages-of-adsense-true-views/
http://www.makingsenseofadsense.com/adsense-articles/adsense-articles.htm
http://www.articlesbase.com/affiliate-programs-articles/pitfalls-of-a-newbie-what-about-google-adsense-24966.html
Vicki
Vicki Allpress Hill Connecting audiences to the arts va@vickiallpress.com
Just to get some clarity here, Adsense & Adwords are different.
Google Adwords allows you to advertise on search engine results and others websites.
Google Adsense is where as a site owner you get paid to display Google Ads.
I would be very hesitant to give 'conclusions' for Adwords trends as every market behaves differently. It is important with Adwords to experiment and learn from your own market. There are far too many variables to make blanket statements.
As a baseline:
- Always measure. Tie any spend to business objectives then measure that (through Goals or Conversion tracking).
- Invest in a professional.
- Set aside an experimental budget to find some benchmarks for achieving your goals.
- Keep refining to improve and achieve your benchmarks.