I received this brochure in the mail the other day. It’s advertising a “Google Online Marketing Boot Camp.”
(At first glance, I thought it was actually GOOGLE themselves putting this out. I mean, you see the big bold logo with the trademark symbol). But then you look at the fine print – “not endorsed or sponsored by Google, Inc.” )
It’s a 3 day course that teaches the basics of
1) SEO (as much as you can learn in a day I suppose)
2) paid search (or AdWords, SEM, pay per click, PPC – whatever you want to call it)
3) Google Analytics
They even print the course outline in the brochure. Which, I gotta hand it to them, is pretty ballsy. They must be targeting a relatively unsophisticated audience because once you have the outline, you could just do a Google search on any of those topics and find the information. And it’s not like these are complex, highly advanced marketing tactics or proprietary “tricks” or strategies or something that they devised themselves. Judging from the outline, this is pretty basic stuff. You wouldn’t really have to break your back to compile all this yourself.
Anyway, the thing that got my attention was the cost. It’s $1,500 for the course. $1,500!
It showed to me just how VALUABLE this information is to some people. And it gave me an idea. I’m not an expert on SEO or Google Analytics, but… I AM an expert on paid search.
I can teach the basics of paid search. I’ve DONE it. It’s not rocket science.
So in the upcoming weeks, I’m going to develop an “AdWords How To” (or “how adwords works” or “adwords guide” or something like that). This will go over the basics of a paid search campaign (or AdWords since it’s basically synonymous with paid search at this point – sorry, Bing). How to set it up, how to write the ads, set the bids, etc. A step-by-step, simple, straightforward guide.
Here’s the proposed outline:
- Paid search: how it works, what’s it all about
- AdWords campaign structure
- How to setup a campaign step-by-step (how to target by device, location, etc)
- How to do find keywords
- How to setup “Ad groups” (aka how to categorize/segment keywords)
- How to write ad copy that works (<— already done!)
- How to set bids
- How to set budgets
- How to track and measure campaign performance
- Expanding your campaign (MSN Bing/Yahoo!, Google display network, Facebook, etc)
Look for it in the upcoming weeks!