Google’s own provided tools for search marketers.
I recall thinking as a youngster, “Writing a book must be the toughest job anyone would ever need to accomplish”. Sitting in front of a blank page trying to come up with some way to fill the 3-5 assigned pages on such- and-such topic.
I’ve since become a windbag and keeping ideas succinct so someone might actually READ the book remains the greatest challenge now.
If you’re like me you might have a pile prose sitting around collecting (probably digital) dust. Well if you have a blog or are passionate to the point of being an open faucet then you might consider collating your masterpiece into a table of contents and put the suck up for sale.
As you’d imagine with everything, modern technology has taken much of the pain of getting your words out to the presses.
Here’s great insight from the book by one of my heros, Guy Kawasaki, who always reminds me to bring my humanity to work. Thanks!
And also this:
It’s hard to plan for nonlinear purchase paths, but programmatic advertising can help, enabling brands to reach the right person with the right message in the moment of opportunity. Brands can use programmatic to assemble a consumer’s micro-moments in just the right way—like joining puzzle pieces together—to see a detailed blueprint of consumer intent
83% of all display buys will be programmatic by 2017. That’s what Google has to say about programmatic on their google+ page. What that tells me is that if you’re not able to harness the power of the tools to deliver relevancy then you might as well not even bother.
The proliferation of devices means that people are connecting their experience across tabs, workstations and devices while on the way to the store to buy the product in person. This makes the marketers job so much more difficult when trying to understand the patterns of their buyers. Fortunately Google has mostly solved the problem for you.
Some say programmatic is the death of creative. I liken it to the death of folk music. The music never died, just it’s audience. It just means creatives have to be.. well …more creative. For those who are inclined to set and forget their campaigns, they will find that Google does a very decent job of managing the interactions for them. However those that are accustomed to squeaking into the first page with lower scores will always be obliterated by those who can generate killer ad copy.
Good luck on your programmatic journey. Please let me know what tips and tricks you’ve discovered that make or break your campaigns.
Download the Lynda.com app to enjoy on-the-go learning.
This is a quick follow-up to the article I posted recently about the Top 100 Most Expensive Search keywords of 2015. In this article I commented on the total lack of willingness most Adwords marketers have for optimization which can result in a lot of waste and very poor ROI. Yes we want the clicks, but we want the right clicks.
I was really impressed by the candor Brad Basteole used in discussing how to do the job well. I think it’s very important to note that although all the topics of the Adwords certification were covered, it’s incredibly valuable to learn this from an outside perspective other than Google.
So if you’re trying to pass an exam, or just want to be better at your Adwords marketing job, I highly recommend you check these videos out.