Ads Run the World

((And So Do Girls))

As a marketer, advertising is an important part of an overall marketing plan. Ads run the world these days and what better way to remain top-of-mind in search results than to introduce an old friend; Google AdWords. Known more recently as Google Ads Search or Pay-Per-Click (PPC), the approach can have steps that are sometimes easily missed.

Let’s dive in.

Google Search and Keeping Keywords Relevant

Google search is also known as search engine marketing (SEM). Keywords are crucial in this approach. When a marketer sets up a Google search campaign, the list of keywords should be relevant. For example; when your company owns pre-owned inventory of automobiles or airplanes, be sure you’re not looking at keywords from your company’s perspective. You as a marketer might describes this as pre-owned inventory. Most likely, prospective buyers are searching for the words “used car” or “used airplane” instead of “pre-owned”. Being able to jump into the mindset of your consumers is going to be essential when setting up your keywords for a campaign.

Keep relevancy at the core of any Google search construction.

The Search Result and the Haunting of Meta Descriptions

               When creating your SEM title tag and meta description, ensure you as the marketer are thinking through each and every step in the setup process. Title tags do not need to be fancy or clever. These should be straight forward and match the searches being performed. Meta descriptions can have 130-160 characters in length, allowing marketers to stay concise with their messaging.

               The one mistake some marketers make is when they forget to add a meta description. Don’t let this be you. Google will end up pulling copy descriptions from your company website in place of the meta description on the search result. If this happens, the descriptions may not match the search entirely, and the description copy will trail off, leaving out the concise messaging mentioned earlier.

Don’t get haunted by the default pull of website copy for meta descriptions.

So What?

If you’ve taken away anything important from this post, I hope it is this. As a marketer, you should be relevant in your keyword search or you will be wasting dollars with SEM; and do not let Google dictate what your meta description says in your search ads. This will deteriorate your brand and leave you with unfinished sentences sitting in the search results. So, let me ask you this, who run the world?

Did you enjoy this post? Read about how to create a successful email nurture stream in my last post here.

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