September 27, 2016

The Cloaca Maxima of AdWords

If I asked you what the longest-standing monument is in Rome, which would you say?

A) The Forum

B) The Coliseum

C) The sewer system ???

Yep, it turns out the oldest (and still functioning) monument in Rome is the Cloaca Maxima; The Great Sewer.

Cloaca Maxima

The Cloaca Maxima dates from the 6th century BC, when it was commissioned by Tarquinius Priscus, fifth king of Rome. The early Romans, perhaps correctly, believed that to appease the Gods and secure the future of the city they needed to cleanse it. For 2500 years, right up to the 19th century, Cloaca Maxima was the only working sewer in Rome.

If you have ever managed your own AdWords campaigns, you will know it can sometimes feel like you are working in the sewer. You set out in the morning to build the coliseum, and end up wading around in the sewers looking at graphs, numbers and search query reports.

I see a lot of talk about the more glamorous sides of AdWords. Things like remarketing for search. Tablet-only campaigns (hurrah!). Mobile call-only campaigns. Shopping campaigns. Youtube campaigns.

In my experience all of these things only work when you start with a solid foundation. You have to start by doing the basics right – or at leastunderstanding the basics, if you choose to work with an agency.

The basics for me usually include a focused, well organised search campaign, and a basic remarketing campaign. It’s still true that if you can do both of these things well you’re ahead of 90% of the other advertisers.

I have some very specific ideas on how these fundamentals should be done.

I don’t claim to have ‘the best’, or ‘the only’ way to setup an AdWords campaign. But I do have a way that will give you a solid foundation with minimal time in the sewer.

AdWords Foundation starts on October 10th, and is free to Marketing Clarity newsletter subscribers. If you spend any money at all on AdWords you should make time to join us.

Details here

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.