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6 Surprising Ways to Use Google
Adwords You Haven't Tried Yet
Pretty much all affiliate
marketers are familiar with Google's AdWords network. It's the most popular
ad network out there, and can produce incredible results.
Most AdWords customers simply use
the network to generate traffic to a landing page where it can (hopefully)
be converted into leads and/or sales.
However, there are a number of additional ways that AdWords can be used to
improve your business.
Forbes recently summarized 6 of them in a must read article. Check out an excerpt of the article
below.
"There's a legend in the digital
marketing world of a college graduate who wanted to work at a large digital
agency.
This enterprising young graduate submitted his resume, and when he didn't
hear back, decided to leverage Google AdWords by bidding on the names of
executives at the large company.
When those executives Googled themselves and curiously clicked on the paid
search adverts, they were taken to the graduate's resume. The executives
were both peeved and impressed, and the graduate was ultimately offered the
job.
Pretty inventive use of Adwords, right?
It defies the classic way businesses use the platform: bidding on keywords
with commercial intent and convincing potential customers to click through
to visit your website. Dermatologists bid for keywords like "fix my acne"
and "dermatologist nyc" while lawn care businesses bid for "grass cutting
service."
It's quintessential cost-per-click (CPC) advertising, and it's often a great
way for business owners to allocate their advertising budget.
The only problem is that Google Adwords can get really expensive when your
competitors are bidding on the same keywords with the highest commercial
intent. (The keyword "asset management" goes for $49.86 per click, and
"lawyer" goes for nearly $55 per click.)
Thankfully, this isn't the only way to use Adwords. In fact, it's not even
close. Here are six unusual ways to use Google Adwords that you probably
haven't tried yet.
Poach Your Competitors' Clients
When your consumers get really close to making a purchase, they Google the
vendors they found along the way to do some final comparing. But what if
your business isn't one of the vendors on their shortlist?
Don't fret. With a little clever engineering in Google Adwords, you can
intercept customers during this final research phase.
Instead of bidding and focusing on industry keywords, try setting up your
ads on the brand names of well-established competitors. By inserting your
business into the conversation when consumers research your competitors, you
give yourself the opportunity to attract purchases from those who are still
on the fence.
In fact, a little Googling shows this is pretty common practice. When you
Google the content discovery platform "Outbrain," you find an ad from its
competitor: Taboola. And when you search "Taboola," you find an ad from
Outbrain.
Tuft &
Needle's Google Adwords campaign that shows up when people Google Casper.
The mattress company Tuft & Needle
takes this a step further. When you Google "Casper," Tuft & Needle's advert
suggests there is a shocking flaw in the competitor's product. "Do Not Buy a
Mattress," it reads, "Before You Learn the Truth."
When you click through, you land on a custom Tuft & Needle landing page with
explanatory videos that discredit higher-priced competitors and offer a
potentially better solution. Ethical quandaries aside, I have to admit this
is a pretty genius use of Google Ads.
This can all get wildly expensive, especially if other competitors are
trying the same tactic, or if the established brand is protecting itself
with its own Google Ads. If this means poaching is out of the budget,
another clever option is to bid on misspelled versions of your competitors'
brand names.
"Bidding on a misspelled version of your competitor's brand can produce
wonders, especially if your competitor is a big name in your industry,"
explains Nick Ilev, Director of Marketing at Gabriel Marketing Group. "In
some cases, more than 10% of searchers misspell brand names. If you
capitalize on those misspellings, you can shoot to the top of the page with
relatively low ad spend."
Target People Who Aren't Ready To Buy Yet
It sounds counterintuitive, right? Why would you want to go after the people
who aren't ready to buy yet?"
To continue reading the article,
please
click here.
If you have any questions/comments on the above, please email
us.
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