Google’s pay-per-click advertising service, Google AdWords, accounts for 98 per cent of the internet giant’s revenue — so it’s a popular place to advertise. But does that mean it’s right for your business? And how do you use it well? The Brand Newsroom team is joined by Lush – The Content Agency’s Zubin Fitter to find out what’s best practice (as soon as they finish chatting about Content Marketing World, that is).

Brand Newsroom is a podcast for anyone who has a say in how companies are communicating — covering marketing, content marketing, public relations, media, branding and advertising.

Here are some key take-outs:

• Google AdWords absolutely can work for your business because it allows you to target your audience effectively. But it’s important to put out several messages to make sure you hit audiences looking for various keywords or phrases you want to rank for.
• It’s a very flexible form of advertising. You can tinker with it to reach different audiences searching for different keywords at different times of day. You can test it, change it, and optimise it.
• Google AdWords isn’t just for big businesses; it’s for small businesses, too. You can set your own budget and if you’re smart about setting the terms so that you’re targeting your audience as well as you can, your money can go far.
• Make sure the ads lead the user to a page on your website that makes sense — that it takes them to relevant information that helps convert them into a customer.
• The great thing about Google AdWords is that there is plenty of data. You can easily find out what’s working and what isn’t and hone your ads to get better results.
• Your Google AdWords spend is not linked to your organic search results.

Here are the links you might need

• Here’s an article on Google AdWords, from Google.

On My Desk

• Sarah recommended Robert Rose and Joe Pulizzi’s new book, Killing Marketing.
• Nic recommended Telum Media.
• Zubin’s recommendation was Think With Google.
• James suggested the book Strengths Finder 2.0.

Have you heard the one about…

Here’s that conversation Sarah had with Robert Rose at Content Marketing World, about his new book Killing Marketing.

And here’s her chat with Joe Pulizzi, also recorded at Content Marketing World.

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