First off, I want to note what an amazing opportunity the Google Online Marketing Challenge (GOMC) is for young adults seeking a potential career in paid search advertising. I want to congratulate you on your participation in the GOMC and encourage you to take full advantage of the challenge, your professors, and Google’s resources during this time.
Being a former participant, I found myself with a whole new career path after the challenge and landed a job I truly enjoy walking into every day. Not many students are able to graduate from college with real client experience in the exact, niche field of marketing they want to work in.
That being said, one of the reasons we love working in paid search so much is the fact there is always something new to learn and new optimizations to be made. In reality the challenge only skims the surface of what AdWords really has to offer, you have much more to learn and discover. Professionals in the real world want to help you grow in your paid search knowledge and have you join us in the near future.
Post Google Challenge, here are some aspects of AdWords to help take you to the next level in paid search.
AdWords Editor is a game changer for making campaign management faster and more efficient, especially when you have bulk changes or are creating a new account for a client. Basically it allows you to import all of your campaigns, make bulk edits, copy aspects of one client account and paste it into another’s, create new campaigns, etc. and then post it live into AdWords. While I don’t recommend using it in the challenge, dabble with it in your free time, it will come in handy working on client accounts in the future.
Seems simple enough but this aspect can quickly become overlooked by challenge participants. Most ad extensions are quick and easy to add and recently have become part of the Google Ad Rank calculation. While you may not be able to add them all I would highly recommend at least adding in sitelinks with descriptions, call extensions, location extensions, and Google+ social extensions during the challenge and look more into the remaining extensions for future use.
Display Network & Remarketing
The Google Display Network is a bit of a different beast than normal Search Network text ads. The Google Display Network, for those who don’t really know, allows you to create text, image, video & interactive ads to be shown on websites, blogs, other niche sites other than search engine results pages (SERPs). Remarketing allows you to specifically target customers that have visited your website in the past and show them relevant ads across the Display Network. While you probably won’t get any real experience before graduation, read up on the features, tips & tricks from some industry professionals.
Every client wants results and while getting clicks on your ads is important, if a customer doesn’t convert by filling out a lead form, purchasing a product, or completing a set client goal, they won’t be your client for long. Sure there are campaigns created specifically just to create brand awareness and conversions don’t matter as much in that case, but majority of the time they do. If you have an ecommerce client, you can track exactly how many sales you have had and how much money your ads have generated. For service companies you can create & import Analtyics goals to track set goal completions. While they aren’t important now, conversions will quickly become one of your most important metrics.
As you should know, Google is constantly changing and testing different aspects of AdWords for the best results. Staying on top of these changes and new betas by reading blogs like PPC Hero or Search Engine Watch and even going straight to Google’s Ad Innovations page will become part of your routine. In paid search you can never get too comfortable with how things are now, always look for what’s next and right now is a good time to start looking.
The point to takeaway from this is that the Google Online Marketing Challenge is a strong but small first step in your career as a paid search professional. It is a career that is centered around constant change and the need to continuously educate yourself to stay on top. I encourage you to look into these aspects of AdWords and beyond if you are serious about continuing your path to work in paid search. Showing potential employees that you are dedicated to going above and beyond to learn more about paid search advertising now, can give you a leg up on your peers.
We are constantly pushing ourselves to increase our knowledge of internet marketing to provide better service to our clients. We take pride in our work and the results we provide each of our clients reflect that. We enjoy working together in collaborative groups and are always willing to extend a helping hand to one another. Feel free to check out our twitter, facebook, and other blog posts like “Foosball: Your Window to our Company Culture” to get a better sense of who we are as a company. If you are interested in becoming part of our team, please read more about our available positions and send us your resume.
I wish you the best of luck in the Google Online Marketing Challenge and all future endeavors in the wonderful world of online marketing.