There’s a legend in the digital marketing world of a college graduate who wanted to work at a large digital agency.
This enterprising young graduate submitted his resume, and when he didn’t hear back, decided to leverage Google AdWords by bidding on the names of executives at the large company. When those executives Googled themselves and curiously clicked on the paid search adverts, they were taken to the graduate’s resume. The executives were both peeved and impressed, and the graduate was ultimately offered the job.
Pretty inventive use of Adwords, right?
It defies the classic way businesses use the platform: bidding on keywords with commercial intent and convincing potential customers to click through to visit your website. Dermatologists bid for keywords like “fix my acne” and “dermatologist NYC” while lawn care businesses bid for “grass cutting service.” It’s quintessential cost-per-click (CPC) advertising, and it’s often a great way for business owners to allocate their advertising budget.
The only problem is that Google Adwords can get really expensive when your competitors are bidding on the same keywords with the highest commercial intent. (The keyword “asset management” goes for $49.86 per click, and “lawyer” goes for nearly $55 per click.) Thankfully, this isn’t the only way to use Adwords. In fact, it’s not even close. Here are six unusual ways to use Google Adwords that you probably haven’t tried yet.
Google PPC may be one of the easiest ways to generate traffic to your website and make some decent profits from your AdWords campaign. Google AdWords is the most popular form of pay-per-click advertising for small businesses, partly because of Google and their AdWord advertising popularity and partly because it allows you to control your expenses by setting daily maximums for each ad in your Google AdWord campaign. In your Google AdWord campaign, you set how much you are willing to PPC (pay per click) and how much you’re willing to spend a day. These numbers in your Google AdWord campaign determine how often your actual will show on a viewer’s screen when she hits the search button. Advertisers who have set their AdWord Campaign budget highest, and are bidding higher on that particular keyword, show up first in Google’s Sponsored results.
Google AdWords advertising usually starts as a trial and error for marketers new to using AdWords. It comes down to you having to spend some to make some. And oftentimes, you are going to find yourself losing a lot more than you’re making. It’s going to take a lot of reading and research to really learn Google AdWords, how it works, and how to become profitable from it. An AdWord campaign is more than guessing and throwing numbers together. To become a Google AdWords professional, you MUST study your niche, choose your AdWord keyword list wisely, and refrain from bidding wars. Bid on what you feel comfortable with. Once you start making more money from your Google AdWord campaign, then you can slowly start upping your bids, but NOT right away.
Google AdWords allows you to run numerous AdWords campaigns at the same time. This is key. One of my best practices is I test different ads to see which one is converting better. For example, I may have my header title ‘Guide To Google AdWords for one ad.’ For my description, I may put something like, ‘My Definitive Guide To Google AdWords has helped make people $1 million a month.’ That would be my first campaign. I would target keywords like Google ad word AdWords advertising, AdWords campaign, AdWords help, Google AdWords professional, Google advertising, advertising on Google, and so on. I would try something like ‘AdWord Advertising Really Works’ with a different description for my second campaign. After about a week or so of checking the stats in the AdWord campaign, I would know exactly which ad is working the best and which one I should ditch.