Webinars Webinar Series Debrief | Google AdWords

In April 2018, Regional Arts Australia ran a webinar series on digital presence, in particular on Google Analytics and Google AdWords for artists and arts organisations. The webinars were run by Erica Stacey from Scout Digital Training.

If you missed the webinar, read on for insights and tips and if you would like the link to the webinar, please contact us.

And for more information, check out the Scout Digital Training website, which has more blog posts and resources on both Google Analytics and Google AdWords.

What is Google AdWords?

When you undertake any google search, you will have organic search results and there will be advertisements that also sit on the page. These are Google Adwords. They look very similar to organic search results but they have a little term saying ‘Ad’ next to them. This is done on purpose to make the results look as cohesive as possible so it looks like a nice smooth list and everyone has an even playing field with how their ads look.

How does AdWords work?

Google AdWords is actually an incredibly fast auction for each search query and Google then shows the ads in order based on ‘ad rank’.

Ad rank is based on:

  • Your bid
  • The quality of your ads and landing pages
  • Ad rank thresholds (better quality ads are higher)
  • Search context (location, device, user signals)
  • Expected impact from ad extensions

What is Google Ad Grants?

  • Google AdWords is paid advertising to enhance your presence on the search engine. Not for profit organisations may be eligible for USD$10,000 monthly of paid advertising through Google Ad Grants,
  • If you want to know whether you are eligible for a Google Ad Grant, visit https://www.google.com.au/intl/en/grants/

Choosing keywords

When selecting keywords to use in your ad campaign, focus on high quality, relevant keywords and think about what you want searchers to be looking for.

When choosing keywords:

  • Brainstorm potential words and phrases
  • Ask people not connected with your organisation to make suggestions
  • Check your Google Analytics for insights
  • Use online keyword tools
  • As part of the setup, AdWords will suggest keywords
  • Remember: keywords are not case sensitive, AdWords recognises singular/plural variations and keywords can be added/paused once a campaign is active
  • You can also chose negative keywords during setup. This means that ads will not show if the search term includes a negative keyword.

Writing effective ads

  • Effective search ads are specific, attractive and empowering
  • Highlight what makes you unique
  • Match your ads to your keywords and to your landing page
  • Include relevant details
  • Avoid being vague
  • Encourage action
  • Experiment with what works
  • Consider professional editorial standards such as refraining from excessive punctuation and repeated symbols and avoid all capital letters and strange capitalisation
  • Don’t aim for the most impressions or clicks, but rather for the best and most relevant impressions and clicks

Thanks to Scout Digital Training for the above information.