By Alan Coleman on 26 Jul 2012
Today, Alan took part in a webinar in association with Fáilte Ireland on how to use AdWords for businesses in the Tourism Industry. [embed]http://youtu.be/BtXjfafpgCQ[/embed] Here are the main take aways from Wolfgang Digital CEO Alan's live Google AdWords Webinar with Fáilte Ireland today. 1/ Google AdWords v SEO Let's dispel the myth that nobody clicks on ads. Nearly 2/3rds of clicks from "commercial intent" searches are on the ads.
SEO listings now take up only 25% of the "above the fold" Google real estate on searches with "commercial intent".
So to get your website in front of searchers, with their credit cards out, Google AdWords is "your only man".
2/ Google v Facebook
What's the difference between advertising on Google & Facebook. In a word "CONTEXT". People go to Google to find information and/or make a purchase. People go to Facebook to catch up with friends & look at videos & pictures. This is why CTRs on Google Ads are 600 times higher than those on Facebook ads. Facebook is a useful branding tool, Google is your best friend for direct response.
3/ Writing great ads
The 3 features of a great adtext are:
- Keyword Repetition
- Unique Selling Proposition
- Call to Action
Think of a search query as a question and your ad as your most relevant, specific & attractive answer to that question.
4/ Search Funnels
The Search Funnels report can be found in your Adwords account by going to tools>conversions>search funnels.
It answers questions such as "how many times do my customers visit my website before they buy?" and "how long is there between the first visit to my website and the purchase?". Fantastic info for understanding customer behaviour.
2012 is "the year of attribution" and the search funnel report is one of the most important attribution tools out there.
4/ Quality Score
Quality Score increases your position on the Google results page and it reduces your cost per clicks. So you get more traffic and you pay less for it! It's how Google rewards advertising that deliver a good user experience. Learn more by watching this great video by Google's chief economist Hal Varian.
5/ Remarketing
Remarketing is possibly the most important innovation in digital marketing since search itself. It follows your websites traffic around the web advertising your products & services to them. It's a fantastic converter which is particularly effective for longer purchase process items. If you aren't already using it get started today!
Out of Time!
With Google AdWords there is always more great stuff to talk about than the clock allows. Here are some items we didn't have time to cover but you might be interested to know.
The Search Term Report
Possibly the most important report in Google Adwords. The question it answers is "What words are the people who see my ads searching". It's a great source of new keyword ideas and of course negative keywords.
To find it go to the keyword report>keyword details>search terms ALL
Irish People way ahead of their European counterparts when it comes to shopping for travel services online
Here are some stats from this month's (July 2012) IAB european online usage study.
Irish people are 33% more likely to be influenced by the internet when purchasing travel tickets than their European counterparts.
Irish people are 37% more likely to be influenced by the internet when purchasing holidays than their European counterparts.
Dont mention the rain!
Thanks to the good folks at Razorcoast & Failte Ireland for inviting me to speak on todays broadcast.
Please feel free to get in touch if I can be of further assistance.
