Google AdWords

Google AdWords: Concepts in 25 Words

July 25th, 2006 · No Comments

Since late last year, Inside AdWords (The official source for information about AdWords), has been encouraging people to describe “how to be successful with AdWords in 25 words or less.” Most submissions come in the form of lists, but a conceptual description is the first thing that came to my mind. Here it is as I first jotted it down.

“Draw the tightest line from your prospects exact thought at the time of search, based on their keyword, to your most appropriate landing page.”

Since then, I see that a better version of the same concept has been posted and credited to James F. Here it is.

“Understanding what the searcher is looking for and giving it to them in the most efficient way from keyword selection through to landing page content.”

Both of these conceptual snapshots enter into the further reaches of AdWords strategy. Beyond keyword selection and creatives (ad text), beyond testing and metrics, into the realm of analysis and empathy. You need the structure, you need the data. But if you and your advertising team are not constantly taking a comprehensive look back into the minds at the other end of the process you will lose out to your competitors that do.

We will be looking further into the relationship between structure, metrics, and analysis in future posts.

Tom Hale - AdWords Specialist