Long-time readers will know that my route into marketing consulting came through Google AdWords.
I never meant for it to start that way.
One cold afternoon in February 2012 I walked into a hair salon in Beaconsfield, near London. By good fortune the salon owner was on reception. I asked him if he would like to SMS text messaging, which is what I was trying to sell at the time.
“My accountant deals with all my taxes, thank you.” he responded.
“No no, not taxes. Text messaging. Like on your phone.” I responded.
The salon owner paused for a moment.
“Well I don’t think I need that. But can you get me to the top of Google? You know, in the Google rankings?”
And so started a three year journey into Google AdWords. In those three years I did just about everything you can think of in AdWords. I built campaigns. I setup remarketing. I dabbled with the display network. I experimented with Youtube ads. I fought with conversion tracking.
I also created processes for everything. I created processes for reviewing keywords, for creating ads, for testing ads, for checking quality score. Rather than fumbling around by guesswork I started to build a systematic approach to constructing and managing a successful campaign.
The problem with managing AdWords by yourself is that no one person can be a true expert in it all. The AdWords platform now includes AdWords search, AdWords display, remarketing, mobile ads, shopping ads, YouTube ads, Gmail ads, app download campaigns…
And that’s only within the AdWords platform itself.
Outside of the platform you need to learn how to use a landing page builder, such as Lead Pages, Optimizepress or Thrive Themes. You need to learn about call tracking. You need to learn about copywriting.
It isn’t possible to be a true expert in it all (trust me, I tried). Which is why you end up patching together multiple specialists.
When you start patching together multiple specialists you as the business owner are shouldering a lot of the responsibility. You have to start from a strong foundation.
I’ve been toying with the idea of running an AdWords Foundation course for a while. A course that covers the basics of how to research and setup a solid AdWords campaign.
Once you have the foundation in place you can add in all the specialists. But you have to start off by doing the basics really, really well.
And that’s what we’ll cover in October’s AdWords Foundation course.
Best of all, the course is completely free if you’re a subscriber to my Marketing Clarity newsletter. The newsletter comes with a 30 day trial period, meaning you can try out the newsletter and take most of the AdWords training without paying a penny. After that it’s £20 per month, or £200 per year.
Yes, this is a great big bribe to step a little deeper into my world :-).
If you wake up each morning wondering whether you blew your budget yesterday, you need to be on the training.
AdWords Foundation enrolment ends on October 9th.