Our team believes in the importance of continually making efforts to expand our skill sets and knowledge so we can help our clients achieve success. In keeping with this idea, I recently completed the five courses that Google offers in their AdWords Academy (which is now being rolled into their Academy for Ads program). During the course of the lessons, I took 31 pages of notes (yes, really!), because there was so much valuable content and taking notes helps me to retain information.
While I’d absolutely recommend taking the full course, it does involve a time commitment. My goal was to finish one course per week, so if you did the same, it would take a minimum of five weeks to complete. In an effort to put those notes to good use, here’s a list of my top takeaways and a very high-level look at what I learned.
Top 10 Takeaways from AdWords Academy
Segmenting your website traffic is a powerful way to target different members of your audience so that your ads are more relevant to the people seeing them.
Use your sales funnel to help determine how to segment your audience, based on where they are at in the funnel. Doing so can help you achieve actionable goals like increasing online sales or producing more leads.
Determine high-value members of your audience (for example, previous customers, which are statistically more like to convert than new visitors) and use automatic bid adjustments and broader keywords to reach them.
Remarketing can help increase your ad positions for visitors that have come to your website multiple times without converting.
Take advantage of Dynamic Search Ads! This allows you to identify pages on your site that you want to target, then keywords and ads are dynamically chosen and written for you by AdWords, so that when a user’s search query matches one of the pages you’ve identified as a target, a customized ad, that is always relevant to the user, will display.
Be thoughtful about the pages on your site to which you want to drive traffic, the type of audience you want to attract and the types of keywords you do and don’t want to target. In essence, keep in mind that less, but highly qualified traffic is always better than more overall generic users that are unlikely to convert.
Create audience lists using information from your customer data, such as email addresses. This will allow you to reach your existing customer base, which is a group of people statistically more likely to convert, with custom marketing campaigns.
Use a list of pre-qualified users from your customer data to create custom ads based on their previous behavior and interactions with your business. For example, for a list of users whose email addresses you collected offline, your goal may be to bring them to your website. For a list of users that have made a purchase in the past, your goal may be to re-engage them and show them new products.
Understand the power of display remarketing. On average, customers visit a website at least six times before making a purchase, so if they are seeing display ads for your products, they will be more likely to return to your site.
The biggest mistake you can make is not getting started. Using AdWords requires experimentation, and what works for one business may not work for another. It can also feel overwhelming not knowing where to begin, but it’s better to get started with the basics, making adjustments as needed than to put off setting up AdWords at all.
If you feel like your business can benefit from an AdWords campaign strategy, but you’re not sure where to begin or you don’t have the time to work on it, let’s talk.