Google Adwords Best Practices

Part
01
of five
Part
01

Google Adwords - Case Studies 1

According to research findings, two organizations that handle their digital marketing strategy in-house i.e. within their organization are Amazon and Best Buy. Even though information on how the companies use the Google Adwords strategy was unavailable in the public domain, research uncovered a significant amount of information on the in-house creative agencies and best practices in handling digital marketing strategy in-house. For instance, Amazon's in-house creative agency was established to ensure the company is focused on delivering relevant digital content to its customers. A detailed overview of these two organizations and how they handle their digital marketing strategies in-house follows below.

CASE STUDY #1: AMAZON

Best Practices in Handling Digital Marketing Strategy In-house

CASE STUDY #2: BEST BUY

Best Practices in Handling Digital Marketing Strategy In-house

RESEARCH STRATEGY:

We started research by looking for case studies and best practices of e-commerce and retail companies that handle their digital marketing strategy in-house. Even though outright case studies and best practices that met the research criteria were unavailable in the public domain, we were able to identify a significant amount of relevant information that we used to create insightful case studies. However, after doing a comprehensive search for relevant information using a number of unique research strategies, we were unable to provide information on the use of Google Ads (formerly Google Adwords) within the in-house digital marketing strategies of the identified organizations. A look at these research strategies follows below.

In our first strategy, we targeted our search for relevant information on the use of Google Ads in in-house digital marketing strategies for Amazon and Best Buy to advertising resources like AdAge and AdWeek. Our aim in using this strategy was to identify any information on the use of Google Ads in these resources because they usually contain insightful information on a number of marketing and advertising concepts. With this strategy, we were unable to find any usable information, but we did find general information on the marketing campaigns of both Amazon and Best Buy.

In our second strategy, we targeted our search for relevant information to business and news resources like Chron, Forbes, CNN, and Reuters. Our aim here was to identify any news articles that contained usable information because these sources are usually rich in business information on concepts like marketing and advertising. Using this strategy, we were unable to find any usable information, however, we did find general marketing information in regard to both Amazon and Best Buy that we were unable to integrate into the research findings.

In our final strategy, we targeted our search for relevant information to business intelligence resources like Crunchbase, Bloomberg, Owler, among others. Our aim in choosing this approach was to look for any available information on whether Amazon and Best Buy use Google Ads in their in-house digital marketing strategies. However, after doing an exhaustive search for relevant information, we were only able to identify general information such as the web technologies used by both Amazon and Best Buy with specific information on Google Ads remaining unavailable. We attributed the lack of publicly available information on the use of Google Ads in the digital marketing strategies of Amazon and Best Buy to the fact that these organizations have not reported such information in the public domain.
Part
02
of five
Part
02

Google Adwords - Case Studies 2

According to research findings, two organizations that handle their digital marketing strategy in-house are Target and eBay. Even though information on how these organizations use Google Adwords strategy was unavailable in the public domain, research uncovered a significant amount of information on the internal creative agencies and best practices in handling digital marketing strategy in-house. For instance, Target's in-house creative agency was rebranded from Target Media Network to Roundel to ensure it communicated a more focused message to both the brands sold by Targets and those that are not sold by Target. A detailed overview of these two organizations and how they handle their digital marketing strategies in-house follows below.

CASE STUDY #1: TARGET

Best Practices in Handling Digital Marketing Strategy In-house

CASE STUDY #2: EBAY

Best Practices in Handling Digital Marketing Strategy In-house

RESEARCH STRATEGY:

We started research by looking for case studies and best practices of e-commerce and retail companies that handle their digital marketing strategies internally. After conducting a thorough search in reliable resources, we noted that outright case studies and best practices that met the research criteria were unavailable in the public domain. However, we were able to identify a significant amount of relevant information that we could use to create insightful case studies. Additionally, after doing a comprehensive search for relevant information using a number of unique research strategies, we were unable to provide information on the use of Google Ads (formerly Google Adwords) within the in-house digital marketing strategies of Target and eBay. An overview of these research strategies follows below.

We began by searching for relevant information on the use of Google Ads in in-house digital marketing strategies for Target and eBay in advertising resources that included AdAge and AdWeek. Our aim in using this strategy was to identify any relevant information on the use of Google Ads in the target resources because they usually contain insightful information on marketing and advertising concepts. In the end, we were unable to find any usable information, but we did find general information on the marketing campaigns of both Target and eBay that was irrelevant to research.

Next, we targeted our search for relevant information to business and news resources like Chron, Forbes, CNN, CNBC, and Reuters. Our aim here was to identify any sources that contained usable information because the target sources are usually rich in business information on business concepts like marketing and advertising. With this strategy, we were unable to find any useful information, but, we did find general marketing and advertising information that we were unable to use in research.

In our last strategy, we focused our search for the required information on business intelligence resources like Crunchbase, Bloomberg, and Owler. Our aim here was to look for any available information on whether the identified organizations use Google Ads in their in-house digital marketing strategies. However, after doing an exhaustive search, we were only able to identify general information such as the web technologies used by both Target and eBay with specific information on Google Ads remaining unavailable. We attributed the lack of the required information in the public domain to the fact that these organizations may have not reported such information in the public domain.
Part
03
of five
Part
03

Google Adwords - Tracking Metrics and Selling Products

Some strategic insights on how e-commerce and retail companies track their business metrics include the use of special analytics tools and the use of inventory management systems and customer relationship management systems. On the other hand, strategic insights on how e-commerce and retail companies sell certain products to target markets include the use of competitive pricing models, the use of discounts and offers on such products, and referral marketing from existing customers. A detailed overview of our research findings follows below.

USE OF SPECIAL TOOLS TO MONITOR BUSINESS AND KEY PERFORMANCE METRICS

INVENTORY MANAGEMENT AND CUSTOMER RELATIONSHIP MANAGEMENT SYSTEMS

USING COMPETITIVE PRICING MODELS

DISCOUNTS AND OFFERS ON CERTAIN PRODUCTS

REFERRAL MARKETING FROM EXISTING CUSTOMERS

Part
04
of five
Part
04

Google Adwords - Tools Used

From research findings, some tactical insights on the kinds of tools to use when monitoring the lifecycle of a marketing campaign includes the use of analytical tools, SEO tools and survey tools to measure the performance of campaigns and understand customer reactions to marketing efforts. On the other hand, tactical insights on the types of analysis to perform during the lifecycle of a marketing campaign includes an analysis of website statistics and an analysis of sales reports while a best practice in monitoring the lifecycle of a campaign is putting in place a comprehensive marketing campaign analysis and monitoring framework. A detailed overview of research findings follows below.

ANALYTICAL TOOLS

SURVEY TOOLS

SEARCH ENGINE OPTIMIZATION TOOLS

  • In the case of e-commerce and retail companies that have an online presence, SEO tools form a very important part in making marketing campaigns a success.
  • SEO tools are primarily used to help improve and guide an organization's SEO tasks so as to improve search rankings within popular search engines like Google and boost exposure.
  • To create fully streamlined SEO such "companies need to take into consideration all aspects of SEO and have the right tools in place to efficiently optimize and target customers."
  • There are different types of SEO tools that are used to perform different types of tasks in marketing campaigns.
  • Examples of the main types of SEO tools include:

ANALYSIS OF WEBSITE STATISTICS

ANALYSIS OF SALES REPORTS

BEST PRACTICE: PUTTING IN PLACE A COMPREHENSIVE MARKETING CAMPAIGN ANALYSIS AND MONITORING FRAMEWORK

Part
05
of five
Part
05

Google Adwords - Hiring Marketing Manager

From research findings, some of the organizational insights on the right kind of marketing manager to hire include a consideration of skills and experience level, time and budget management ability, a consideration of education and qualifications, and the ability to study business using available data and metrics. On the other hand, companies that hire marketing managers have a departmental organizational chart because this structure allows all marketing and non-marketing employees to understand what their role is in the marketing department. A detailed overview of research findings follows below.

CONSIDER SKILL AND EXPERIENCE LEVEL

TIME AND BUDGET MANAGEMENT ABILITY

  • Another important organizational consideration that companies must consider when hiring marketing managers is an innate ability in the management of time and budget allocation.
  • This is because the majority of marketing managers operate under strict standards when it comes to budget because either the budget is determined and set by other personnel or because they are working with a limited amount of capital.
  • According to research by Gartner, on average, companies spend approximately 12% of their annual revenues on marketing.
  • The above statistics points to the availability of only a limited amount of capital for marketing managers to spend on one of the most critical business function of any business i.e. marketing and advertising.
  • Time and budget management ability is part of the organizational skills that marketing managers must have in order to efficiently perform their work related duties.
  • Consequently, time and budget management ability is a key organizational insight to consider in order to hire the right kind of marketing manager.

CONSIDER EDUCATION AND QUALIFICATIONS

ABILITY TO STUDY BUSINESS USING AVAILABLE DATA AND METRICS

INSIGHT ON ORGANIZATION CHART FOR COMPANIES THAT HAVE MARKETING MANAGERS

Departmental Organizational Chart

  • The organizational charts for companies that have marketing managers and those that plan to hire marketing managers should be in the form of a departmental organizational chart.
  • A departmental organizational chart is effective for the above mentioned organizations because it enables the segmentation of the organizations into departments resulting in the existence of a marketing department.
  • With a marketing department in place, "marketing employees and other employees of a company will be able to easily understand what the role of each person is in the organization and in the marketing department."
  • Examples of employees under a marketing departmental organizational chart include vice presidents of marketing, marketing managers, marketing directors, market researchers, public relations employees, and designers and creative service employees.
  • Consequently, the organizational charts of companies that have robust marketing functions should be in the form of departmental organizational charts.
Sources
Sources