Marketing in 60 Seconds - What are Google Ads?

Here is a video I produced with the help of a freelancer, to tell the visual story of how Google Ads work in less than sixty seconds. For more free learning material, including free textbooks on Social Media Marketing and Google Analytics, please visit http://www.casamarketing.org






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Learning Adwords: Setting a Campaign End Date

Google Adwords is a good thing to get familiar with for anyone who is interested in Digital Marketing. The tool generates tens of billions of dollars of revenue for Google each year, and helps businesses to compete in the online marketplace. (For interested parties, there are a few videos I found helpful for students listed at the end of this blog post.)

If you're interested in learning Google Adwords, you'll need to start an actual Adwords account at some point, and for beginners, there are some helpful things to keep in mind.

One is that you can enter your billing information, and potentially spend as little as $25, and you might get an email from Google offering an additional $100 of credit to spend on ads.

The other important thing that's easy to overlook is that Google may keep your first ad campaign going, with no end date. True, many businesses have campaigns that are ongoing - yet not everyone has unlimited resources. So it's good to know how to set an end date for your campaign.

To set an end date to your campaign, go to Adwords at http://www.google.com/adwords, sign in to your account, and click on Campaigns.


Then look for the campaign link and click on it (ex: Campaign #1)



Then click on the Settings tab, and select the Edit link in the "Type" row:


Then click the All Features radio button, and then the Save button:



This will give you access to "advanced settings" - for whatever reason, Google considers setting an end date to a campaign as an advanced feature.

Scroll down on the page until you find Advanced Settings, and click on the "Schedule" link:


Then click the Edit link in the End Date column:

Then click the radio button under "None" to enable the calendar:


And click in the blank field to bring the calendar up:


Now you can navigate through the calendar to choose and end date - click on the date to select the desired date:



(and click Save after you've selected the end date)

Now your campaign should have a nice end date set, and Google won't endlessly drain your bank account!


Congratulations on setting an end date for your campaign. Best wishes with learning Adwords.


Short videos to check out if you're new to Adwords:


What is Adwords? (UK)


What is Adwords? (US)


Ad Writing TIPS


Adwords Fundamentals (longer, paired to Certification exam)
https://www.youtube.com/watch?v=lCG3Rp6LDbw
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LinkedIn Top 25 Skill trending 2013-2014

I looked up this year's top skills for LinkedIn - the top skills across *any* field that got people hired, and it was pretty interesting to compare with last year's list. As a professor of Marketing, it has implications for the courses I teach, but I think it's also relevant to employee development at agencies, as well as trends in demand.

Anyway, I took the graphics from 2013 and 2014, highlighted marketing-specific areas, and the most interesting thing to me was that social media marketing dropped entirely off the top 25 - in 2013 it was #1. (I don't think it has vastly changed in popularity, but it can be considered a core area in digital marketing, which is #16).


 (Click on the above to see a larger version, I've also included the years separately below)
 


Some highlights for me:
  • Business Intelligence jumped from 11 to #6
  • Digital Marketing as a "general" field dropped to 16 from #7
  • SEO/SEM jumped onto the top 25 at #5
  • "Marketing Campaign Management" jumped onto the top 25 at #12
  • These are the top skills of any field that got people hired, not just IT/business.
To me, this reflects the continuing rise of analytics, and I agree with the interpretation in the 2014 article, and "technical marketing" seems to be a good way to capture it:

Rise of the technical marketer. In 2012, Gartner analyst Laura McLellan predicted that by 2017 CMO’s would be spending more on technology than their CIO colleagues. With digital, online, and SEO (search engine optimization) marketing skills in our global top 25 this year, there’s strong evidence that this prediction may be coming true.

As the rise of tools to manage marketing continues to evolve, the technology grows, and the technical skills required to manage it continue to be in demand. I think the trending also reflects "ROI" - where the demand for analyzing return on investment continues to grow.

For example, there has always been a need for SEO/SEM, and marketing campaign management, but it seems that the tools and technology surrounding these areas is probably driving the need for more skills in this area. In both areas, the complexity of managing marketing campaigns has increased, and tools have emerged to make it easier, so there's continued growth in SEO/SEM, but also growth in the tools.

And it looks like Marketing Campaign Management most likely refers to overall cross-channel marketing, or "cross-tool" marketing, being able to step back and look at the overall campaign, using multiple tools -- or using tools designed to help automate, such as Marin, Kenshoo, etc.

-Todd

For reference:
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