3 Things I Learned at Google Boot Camp in NYC

IMG_2152Our newest PPC Account Manager, Clay McDonald, recently returned from a trip to Google's office in New York where he spent three days undergoing an intensive "boot camp" style training, straight from the source.

Don’t neglect the fundamentals

Since Google recently reduced the number of ad positions on the search results page, it’s critical ensure high relevancy between your ad and users’ searches. There are plenty of advanced strategies that can help fine tune an already successful campaign, but getting the fundamentals right matters now more than ever. Thoughtful keyword research, writing clear, salient ad copy, and thinking like a potential customer will lay a solid foundation for later optimizations.

Choose the right tools for the job

Over time, Google has added tons of new tools and features that can help advertisers address a wide variety of niche situations. However, not every tool is right for every job, and it’s all too easy to spend time, attention, and money on tools that don’t add the most value. It’s up to the account manager to match the PPC strategy to the right tools, settings, and features that will help Adwords serve the right ads to the right people, as efficiently and economically as possible. Ad extensions, location-based bids, dynamic display ads, and other tools can allow an advertiser to reach more customers for the lowest cost, but they must be carefully selected and implemented.

IMG_2159Mobile is the biggest opportunity (and possibly the biggest threat) in 2016

Modern consumers don’t just go online, they live online with internet-connected devices - smartphones, tablets, and even watches - in reach at at all times. Ubiquitous internet access has changed how people search for information. For example, searches that include the words “near me” or “nearby” have doubled in the last year. Especially as larger phone screens become the norm, people are moving from desktop to mobile to access the internet. Mobile-specific ads and (perhaps more importantly) mobile-friendly websites are necessary for brands to reach their customers, regardless of where they are or what device they are using at the moment they begin a search.