My reflections on Ad Word training with Perry Marshall.

I had a great day doing Google AdWords with Perry Marshall at the New Media Manitoba building in Winnipeg.
Perry is a world leader on Google Ad Words. Google Ad Words is the technology behind the ads that are presented on Google both when you do a search but also when you are consuming content like on Globe and Mail or Kijiji.

I am planning on creating an Ad Word strategy for Narrows West, one of my clients. They are land developers that are creating a resort community on Lake Manitoba and selling lake front property, primarily to Albertan’s.

Google Ad words allow you to segment who you want to sell advertisement to, for Narrows West it would be Alberta. From within that province we can bid to show an ad every time someone types in Kelowna hotel ( Kelowna is located about 8 hours west of Alberta. )

We could then create an ad that says “Why head west to rent when you could go east and own property” and then they would click through to a landing page where we could tell them “Albertan’s just like yourself have purchased land here” and then push a video of an Albertan family dressed in Calgary Flames gear talking about how much they like spending summers in Manitoba.

Ad words allows you to segment a geographical interest and give them content based on what they are interested in.

Another aspect of Google Ad Words that blew my mind was that you can use it for testing things like logo color or tag line.

Pretend you are rolling out a new logo for your company but you’re not sure exactly what color palette to use.

Sites offer display ads which you will notice on your web mail, Kijiji, newspaper sites etc…
You could rotate three different versions of your ad on sites where your target market congregates and see what is most likely to get a click through. The one that gets the most clicks is the one you use. It’s a great focus group you can deploy in a few minutes and have instant results for a low price.

There were a ton of other concepts that were discussed that I look forward to helping my clients with in the future.

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