Week One Discussion

1. Do you have a client in your mind? If so, what is the name of the client? Is it a nonprofit or small business? 

The client I have in mind is the Holistic Pathways, LLC. This is group for this non-profit was suggested by Rebecca Elliott and I became interested because I took a yoga course at USM last spring, and it really sparked my interest. I feel like the incorporation of meditation and exercise can ultimately benefit anyone, especially someone with stress issues.

2. Contact your client this week or the following week is required. Please refer to my sample email in the week 1 folder. Make sure you communicate the benefit of this challenge clearly. When did/will you contact your client? Are you going to meet with your client in person or through email?

Our team will be communicating with our client via email because Rebecca who knows the owner is deciding to communicate that way. She last contacted her Thursday and we are waiting on a response.  

3. Any question about the challenge? 

My only question as of now is if you are referring to our group project client, just as I listed above. I want to make sure this isn’t a separate project.

Google Ads

1. What is the difference between Google AdWords search, display networks, and Search Network with Display Select? Which approach will help you show ads on YouTube videos? Which campaign approach would you use if you were to reach people when they’re searching for help? 

Google AdWords search allows people to search through Google’s advertising networks to make sure you are targeting your ads towards the right audience. After overlooking the summary about Google Adwords, I realized it can provide an overview of your online marketing plan for a business. You can plan costs, specify your ads, and manage all of your campaigns from this one source. If your ad is not successful there is no cost and better yet you can choose as much money you want to invest. Google AdWords basically tracks how many people click your ads, which you can then study for future advertising. Search Network helps with show your ads on Youtube videos, google maps, and google searches. I think I would probably use the Search Network because most people generally search Google for any type of business/service they are looking for. For example, my mom owns a tanning salon, therefore we made sure that when people in the South Portland area searched tanning, her salon appeared on the Google Maps.

2. Will a lower bid be likely to increase or decrease the keyword’s average position, the number of impressions and clicks it receives? Why? 

A lower bid is likely to decrease the keyword’s average position. The lower bid also will require a more defined search which leads to less clicks and impressions. The key to success is investing more money into key words such as “tanning” versus investing in words like “salon” due to that term being so broad.

3. What do you need to know to measure return on investment (ROI) for an advertising campaign?

ROI ultimately means: Revenue- Cost of Goods Sold/ Cost of Goods Sold= ROI. Using ROI can help one measure the success of the profit made minus the actual investment put into the costs of goods. This can help one plan out future investments and their budget for future advertising.

4. When should you Change the ad delivery method from “Accelerated” to “Standard”? Why? 

One should change the ad delivery method from “Accelerated” to “Standard” once the business is well known and relevant. I also think one should change this to maintain their budget. For example, at the beginning one can invest a lot in their advertising, but once the business becomes steady they can invest a standard amount of their costs into advertising.

5. You were to run a very targeted campaign to reach people who are visiting Japan on vacation and don’t live in Japan. What would be an effective way to target this client’s customers? Which areas should you target? Which language should your ideal consumer speak?

I would use English as the way to communicate with to speak with your ideal consumer. I would then use topics such as “things to do in Japan” “things to do in Tokyo” or big cities in Japan that seem to be tourist attractions. I also think food is a huge part about visiting a country. I would conduct a research on some of the best hidden restaurants in the country.

How do advertisers benefit from using Negative keywords?

Using Negative keywords helps advertisers if they don’t want to be associated with another business’ similar service or product. It helps define and narrow down consumer’s search to lead exactly to their business versus a similar sounding one.

What’s THE PRIMARY benefit of creating multiple ad groups?

The benefit of creating a multiple ad group is so that your ad is more filtered and directs the consumers to your advertisement. It narrows down the audience of consumers who would be interested.

If you bid $2 for a click and the next highest bid is $1.10, how much will you pay? WHY? 

Necessarily, you won’t have to pay. The idea is to be paying more for the next highest bid so that a pay out isn’t required.

A standard Google Ads text ad is made up of three components. What are they?

The three standard Google Ads text ad is made up of display URL, headline for the ad, and a description. Specifically an eye catching interesting description.

Identify a Google Ads tip you found in the reading Google Ads fundamentals or the following learning resources and share it with us using Twitter.  Simply attach a Twitter screenshot to the Discussion forum. 

A tip Google Ads provided was “To drive brand awareness, use affinity audiences to reach TV-like audiences on a broad scale. To reach as many potential customers as possible with an affinity for a specific product area, you might try adding custom affinity audiences”. I found this to be super interesting how they related to view Google Ads similar to the same consumers who watch TV.