We're going to use AdWords as an example to help you build the mindset around
creating online campaigns while focusing on search engine marketing.
Many of the things you need to consider when building AdWords campaigns
are similar to what you do in creating any online campaign.
Such as the structure, the target audience, tracking,
measurement and more.
>> AdWords works by having companies bid for keywords.
When a potential customer searches a keyword in Google search,
there is an auction behind the scenes that automatically resulted
with the winner ads shown up at the top of the search results.
>> Winners will be decided by a formula that takes into consideration
both the relevance of the ad and the bid.
So let's get started by building our AdWords campaign using Abarkment as
an example.
>> So I'm Andrea, I have been working at Google for about four years.
Mostly the whole time been working with AdWords advertising customers.
Supporting small,
medium businesses as well as some of the Fortune 500 companies.
And so, it's given me a lot of experience to work with
all different advertisers and to see how AdWords can really be flexible for
advertisers of all kinds, all different businesses, with all different goals.
So Google is really great at serving as a platform for
advertisers who want to drive app downloads.
Specifically, I think Google Search is going to be the best
first step for anyone who wants to promote their app.
Google search is going to provide the opportunity for
users to find your app, especially when they're looking for
a product that your app can meet their needs.
So for example, if a user is going to be searching for shopping apps,
they're going to go to google.com, look for a best shopping app, and that's
an opportunity where you can serve your add for those types of queries.
Additionally, we've just opened up Google Play inventory so,
when users are looking for apps within the Google Play Store,
you can now show your ads within the results on Google Play.
So again, if the user is looking for shopping or
shopping apps or whatever it might be.
They can search within Google Play and
that will give you an opportunity to show your ads there as well.
Depending on your experience with AdWords, setting up an app
promotion campaign is similar to any other type of Google Search campaign.
But, if you haven't used AdWords in the past, it's really easy to onboard.
A user can sign up online without any support from Google specifically.
So you can just go online and create an AdWords account but beyond that,
you want to create a campaign specifically for app promotion.
And that is an easy process.
It just walks you through different steps for setting up your budget
as well as your targeting and then you can enter in your ad creatives.
So, when you set up your keyword lists,
you want to remember to think about themes for your keyword set.
So ideally, you separate a couple different ad groups with different
themes for your keywords.
You want to be as specific as possible and
as relevant as possible to your product.
So again, back to the shopping app,
you want to have terms that would be related to a shopping app or
best deals online or shop locally.
Those are the type of terms you want to be thinking about and
what's really the value of your product and
then how do your key words match up to your product.
So keep those as relevant as possible, and
then also separate an ad group for your brand terms.
So obviously you want to capture anyone who's searching for your brand.
Or terms that are most similar to your brand.
You want to make sure that anyone whose looking for
you is able to easily find you.
So those are the things you want to be thinking about with keywords.
You want to make sure they're just really relevant to your product,
to your business.
And that they're going to capture users when they're searching and
trying to find a product like yours.
AdWords is great for small advertisers, for startups.
It's really a platform that allows small advertisers
to compete in the big leagues as well, because it really does come down to
the quality of your product and the value proposition of your business.
So, as long as you can really communicate that in your ads and
figure out the keywords that work best for your business,
then those are the auctions that you really could see yourself perform and
outdo any of the competitors.
So that does take some testing in figuring out which keywords are best for
your business.
You want to stray away from some of the really expensive terms or
really broad terms.
So if I'm selling shoes, I don't want to
bid on terms like shoes or women's shoes.
That's going to be really broad and that's going to be really expensive.
And those are the types of terms that you might see some of those big
companies.
They can afford to to be showing ads for those really broad terms.
But you want to think, what is your product do best?
How can you be as specific as possible to capture the users that are looking
for something that you can provide?
So for example, if user is specifically looking for
a certain type of shoe that you sell.
That's what you want, your keyword and your ad to convey.
So, I think that's what's great about AdWords is that,
it is an auction and it does create a level playing field where
you can decide which terms do you really care about?
Those are the terms that you're willing to bid on and pay per click.
And if you can communicate that within your ad and
drive them to the best landing page that you can offer a user,
then I think you have a really good chance of those ads delivering for you.
So one advantage to Google AdWords is with Android users,
we actually don't need to set up any additional tracking.
So we do have a code list tracking,
and that's just because Google owns the Android platform.
So we're able to know when users download the app.
You can see when a user actually clicked on your ad and
then when they actually downloaded the app, all within AdWords.
Now, as far as iOS and tracking that,
that's where you need an additional tracking system outside of Google.
So that's where you're going to have to research for a third-party SDKs.
But yeah, there's a lot of great things that you can do to get started with
AdWords that don't require a lot of additional technical integration or
implementation.
A lot of it is pretty much all there for you within AdWords.