Experiencing Google adwords @ work

What a cute vid outlining out Google adwords work!

The organization  I currently work for, relies heavily on Google to make sales. They invest a lot of money to make sure that they stay on top of the search engine rankings and utilize the paid ads and do on going click-rate vs revenue analysis (about once a week). They do this because Google is the main source of revenue and there are many advantages and disadvantages to this method of generating leads and sales. Therefore, this is a recount of my experience in the workplace.

Specific key words

One downside is that when using Google adwords, you really have to make sure that the keywords that you purchase are correct and specific. The organisation I work for is a registered training organization. And thus, naturally, one of the key words they purchased was ‘Training’……. which meant that for about 2 or 3 weeks, I had inbound calls about ‘nursing training’, ‘radio training courses’, ‘hair and beauty training’….. which were completely irrelevant! But definitely good for giggles when you get something completely random! I think I even had ‘dog grooming’ one time!

Beyond  Google

It is essential that the website link and the experience beyond Google is relevant and engaging. The use of Google to drive website traffic and click rates is pretty much made redundant when potential customers don’t stay on the website long enough to purchase any products. This is especially true at my workplace, as a majority of the inbound calls and leads refer to the website, but the feedback regarding the website is negative.

Search Engine ranking is everything

The definite upside to being number one and two on the ranking is the fact that potential customers who are within the information seeking stage of the buying process will definitely pick up the phone and call the first number they see, which places them ahead of the other competitors. Also, the ability to target keywords and different types of people according to campaigns is really essential to driving more sales in specific locations and months of the year. For example, we hold workshops in only Sydney and Melbourne and to drive that demand, we target specific keywords to instigate more inbound calls. This is really essential because holding workshops is a premium service and delivers higher margins.

While this is probably a really critical view of my workplace and how they use Google.. it is definitely worth the analysis, because overall, when an organisation is so heavily dependent on it to drive traffic and sales, the investment has to be used to the greatest capacity. It really demonstrates that it’s not nough to simply have Google do all the work for you, it really goes beyond that to make sure that the process before and beyond typing certain keywords in is made to the highest potential.

If you are interested in a more in depth view on how the keywords is used, take a look at

How does your workplace use google? What does and doesn’t work? Please share and discuss!


Social TV?

So one of my favourite past times is being a couch potato and watching TV! And when I noticed at  TV shows such as Masterchef, the Voice and X factor all had a social media component, I thought it would be a good point for discussion on the blog.

Recently, new reality TV shows have incorporated a new social media medium to their programs, encouraging viewers to vote, chat and create buzz for characters, events and the show in general. For example, in last year’s X factor series on Channel 7, where contestants posted ‘shout out’ pictures to viewers.

On the other hand, SBS has used social media to generate meaningful discussions for their TV programs as well, for example Insight uses twitter and facebook to generate meaningful discussion about topics raised in each week’s episode. Social engagement through a second screen is becoming a useful tool for tv networks and creators to generate buzz and activity.

How is this relevant for marketing? I guess it’s important because viewers who typically skip or channel surf are now more likely to engage in social media during the ad breaks. An article in the Australian Television reborn as newest social medium points out how marketing communications can be integrated to make use of this new social tv. The example given is the US super bowl where ads where developed for new platforms such as tv ad campaigns for smartphones, laptops and tablets, which were aired at the same time that the television ads were running. This increases exposure and awareness, which is always a good thing for marketers. It’s important though, that the messages are streamlined and viewers are not constantly bombarded with the same message and ads. I think social TV has still got a long way to go. I think social tv is the a very good idea, but it will be interesting to see how marketers use this to deliver their messages across given that there are so many new platforms of engagement.   I have a twitter but never considered to participate in the discussions online mainly because I prefer to read/listen to what others have to say before making my own opinion. Here is a video that talks more about social tv and how it’s being used. It also highlights the possibilites and positives of it. Very interesting!

What do you think of this  ‘social TV’? Do you participate in it?