As part of the Digital @wareness team, we gotten a few requests for Google Adwords from clients recently.

It seem advertising on Adwords have become a popular alternative at times of credit crisis these days.

So what does Public Relations got to do with Google Adwords?

First, there is the analysing of the websites to find out what keywords for the Adwords.

This is done with Google Adwords tool. Sometimes, the suggested keywords do not match the clients’ overall messaging. Hence, that is when the Public Relations side of things come into play. You have to consult with the client on what keywords to use in the overall messaging and to make that constant in the site.

After you have analyse the keywords, the next thing clients would ask is cost estimation of using selected keywords for adwords.

This is also the easy part with Google inbuilt sandbox.

The next two parts of Google Adwords is where I feel is often neglected by those looking to use Adwords. That’s the Ad Copy and the Landing Page.

For most Ad Copy I have seen on Google Adwords, the problem is they seem to be display ads rather than an ad calling for the Google searcher to click on it.

Amazingly for the month of Oct, I changed the ad copy for EASTWEST PR and we saw an increase in page impressions by 84% compared to the previous months.

The Landing Page is also often overlooked. Most Landing Page goes to the company’s main site which tells the visitor nothing. The landing page should often be a page which allows the visitor to download exclusive content like case studies or solutions but requires the visitor to enter a few contact details.

Entering the contact details is a sure way of calculating your return on investment on Google Adwords.

This is where Public Relations come in too. For example, the PR person would have to work with the client to come up with the right case study or solution brief.

This is just one part of Digital @wareness and there are many areas which I will explain in the future.

4 comments

  1. Averal Lim  

    November 6, 2008 at 2:00 AM

    That is quite interesting, I have been marketing my boyfriend's wedding photography on google ads and o boy, you got to turn off content network sometimes as it cost a huge bomb and is not actually the targeted reach. You might want to focus on investing more on the google search key words then the content network (that means you ad can appear on any websites with the keywords on them). After I changed my strategy i saved a huge bomb and i am still able to direct targeted search to the website. (you might want to search google for wedding photography and see Affordable Photography pop out!) ^^

  2. Aaron Koh  

    November 6, 2008 at 10:56 AM

    Thank you for the tip, Averal.

    You are right. The impressions on content was higher than search, but search had a higher click through conversation rate by more than 300%.

    However, the keywords from our clients are the very very end of the longtail hence they would be glad if the ads appear on content.

    While you have saved on the adwords cost, what was your Return on Investments?

    Maybe you might want to consider to do a pdf on Steps to Prepare for your wedding shoot! and get people to download it with their contact details.

    Hope this helps.

  3. Averal Lim  

    November 7, 2008 at 1:48 AM

    ROI is hard to calculate for my boyfriend's photography business as he gets calls and emails from all over the place. But i roughly estimate that 1 - 2 clients a month that eventually signs a deal from the result of online marketing, which is not bad in my opinion as it is a high cost service. I am still looking at other alternative sources although.

    haha, is there a program that i can use to make them fill their contact details in exchange for the PDF file? My html is very bad...

  4. Aaron Koh  

    November 7, 2008 at 9:24 AM

    Let me ask around.

    Or the alternative is you could do a simple contact form, get their email and then send the PDF immediately.

    You might also consider doing a blog with the angle of "preparing for your big day".

    This way you start the conversation with visitors too.



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