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There’s a legover in the digital marketing world of a college graduate who wanted to work at a large digital agency.

This enterprising young graduate submitted his resume, and when he didn’t hear baông xã, decided lớn leverage Google AdWords by bidding on the names of executives at the large company.

When those executives Googled themselves & curiously clicked on the paid search adverts, they were taken to the graduate’s resume. The executives were both peeved & impressed, & the graduate was ultimately offered the job.

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Pretty inventive sầu use of Adwords, right?

It defies the classic way businesses use the platform: bidding on từ khoá with commercial intent & convincing potential customers khổng lồ clichồng through khổng lồ visit your trang web. Dermatologists bid for keyword lượt thích “fix my acne” và “dermatologist nyc” while lawn care businesses bid for “grass cutting service.”

It’s quintessential cost-per-click (CPC) advertising, và it’s often a great way for business owners khổng lồ allocate their advertising budget.

The only problem is that Google Adwords can get really expensive when your competitors are bidding on the same keywords with the highest commercial intent. (The keywords “asmix management” goes for $49.86 per clichồng, & “lawyer” goes for nearly $55 per clichồng.)

Thankfully, this isn"t the only way to lớn use Adwords. In fact, it’s not even cthua thảm. Here aresix unusual ways to use Google Adwords that you probably haven’t tried yet.

Poach Your Competitors’ Clients

When your consumers get really cđại bại khổng lồ making a purchase, they Google the vendors they found along the way to vị some final comparing. But what if your business isn’t one of the vendors on their shortlist?

Don’t fret. With a little clever engineering in Google Adwords, you can intercept customers during this final retìm kiếm phase.

Instead of bidding and focusing on industry keywords, try setting up your ads on the br& names of well-established competitors. By inserting your business inlớn the conversation when consumers retìm kiếm your competitors, you give yourself the opportunity khổng lồ attract purchases from those who are still on the fence.

In fact, a little Googling shows this is pretty comtháng practice. When you Google the content discovery platkhung “Outbrain,” you find an ad from its competitor: Taboola. And when you tìm kiếm “Taboola,” you find an ad from Outbrain.

The mattress company Tuft & Needle takes this a step further. When you Google “Casper,” Tuft và Needle’s advert suggests there is a shocking flaw in the competitor’s product. “Do Not Buy a Mattress,” it reads, “Before You Learn the Truth.”

When you cliông chồng through, you land on a custom Tuft & Needle trang đích cần seo with explanatory videos that discredit higher-priced competitors and offer a potentially better solution. Ethical quandaries aside,I have sầu to lớn admit this is a pretty genius use of Google Ads.

This can all get wildly expensive sầu, especially if other competitors are trying the same tactic, or if the established br& is protecting itself with its own Google Ads. If this means poaching is out of the budget, another clever option is lớn bid on misspelled versions of your competitors’ br& names.

“Bidding on a misspelled version of your competitor’s brvà can produce wonders, especially if your competitor is a big name in your industry,” explains Nick Ilev, Director of Marketing at Gabriel Marketing Group. “In some cases, more than 10% of searchers misspell brand names. If you capitalize on those misspellings, you can shoot lớn the top of the page with relatively low ad spend.”

Target People Who Aren’t Ready To Buy Yet

It sounds counterintuitive, right? Why would you want to lớn go after the people who aren’t ready lớn buy yet?

According to lớn John Leo Weber, the VP of Marketing at, it all boils down to different interpretations of the value Google Adwords provides.

“Most advertisers bid on high buyer-intent từ khóa because they see Adwords as a conversion engine,” says Weber. “Instead, advertisers should treat Adwords as a traffic engine. You can bid on lower buyer-intent keyword khổng lồ bring traffic to your site, and put people into funnels lớn be targeted in other ways."

In this mindmix, a non-conversion on the first visit is an opportunity, not a loss. As long as you have sầu marketing funnels in place to lớn capture và nurture your leads, you can get potential customers for a faction of the cost, & then use those other marketing channels to lớn convert them down the line. In other words: rekinh doanh with a twist.

When you have sầu high commercial-intent keyword going for $50+ per cliông xã, this top-of-the-funnel tactic starts to seem pretty appealing.

Figure Out Who You’reNot Selling To

Imagine you sell software that helps independent physicians manage their medical practices. Your sản phẩm is not designed for large healthcare systems, so you wouldn’t want one as a customer.

If you target keyword lượt thích “medical office management software,” you’ll reach your target audience. That’s great, but you may also get people searching for software to tư vấn the management of large practices.

This exact scenario happened khổng lồ Beth Cooper, Marketing Manager at KNB Communications.

“The fact is, no matter how great your hàng hóa is, there are some people you simply aren’t selling to,” said Cooper. “The trichồng is khổng lồ figure out who those people are & think of keywords around them. AdWords lets you add them as ‘negative sầu keyword,’ meaning they will not show your ad to lớn people who use those tìm kiếm terms.”

By using negative keyword such as “hospital” & “large,” Cooper weeded out people searching for things lượt thích “hospital management software” or “large medical practice management solution.” She also used negative sầu từ khóa lượt thích “free” and “open source” because the client wouldn’t want khổng lồ pay for clicks if people were looking for a miễn phí software product.

Why is all of this important? Negative sầu keyword can save you money, big time.

Remember: you pay for each cliông xã in an AdWords campaign. You don’t want to lớn pay for clicks if the clicker most likely will never be a customer. So further targeting your campaigns will give sầu you better bang for your buông chồng.

Using negative keyword also improves the quality score Google assigns each of your ads. A better quality score means higher ad rankings và -- you guessed it -- a lower cost per cliông chồng. The ultimate win-win.

Support Your Organic SEO Initiatives

According to lớn 2017 data, Google searchers cliông chồng on Google ads about 15% of the time. The other 85% goes straight to the organic results -- that is, the search results that are not Google ads.

That’s why tìm kiếm engine optimization (SEO) remains a cornerstone of digital kinh doanh initiatives. By creating valuable content và optimizing it khổng lồ rank for carefully-considered từ khoá, you convince Google lớn rank your website for key terms & phrases in the long run without having to pay each time someone clicks.

Of course, writing high chất lượng content is incredibly time-consuming, & it can sometimes take months before the results of a SEO campaign come lớn fruition. So how bởi vì you know which keywords are worth your attention before you dedicate months of writing, optimizing, generating traffic & building backlinks?

Google Adwords can help.

“Adwords data is invaluable for SEO từ khoá research,” explains Elliott Brown, an SEO và marketing consultant. “If people are willing to lớn pay for traffic from certain từ khoá, it"s worth making an effort to lớn get that same traffic for free.”

While it may take weeks or months to lớn push organic results higher in tìm kiếm, you can see the results of your PPC ads the same day you launch a chiến dịch. And writing an advert in AdWords takes way less time than developing long-size blog nội dung.

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“By determining which keywords are most effective in driving traffic khổng lồ your trang web, you can double baông chồng và include those in your SEO strategy,” Cooper agreed.

To that end, remember lớn mô tả your Adwords data with the team responsible for generating organic traffic. Doing so can help align everyone"s efforts around the most profitable keywords for your business.

And once you’ve determined the right keywords to lớn target when you create your new nội dung, try using Google Adwords to lớn drive sầu supplemental traffic there too.

“PPC ads are not going khổng lồ magically increase your organic rankings; you can"t pay to vì chưng that,” said Cooper. "But PPC can help khổng lồ catalyze your SEO efforts by increasing traffic và proving to Google that your page is relevant lớn certain searchers. This in turn helps your page appear more often in relevant searches, và much more quickly than with SEO tactics alone.”

Create Some Buzz And Go Viral

Every platsize that hosts content has the potential for virality, and ad platforms are no different.

Remember the time that auto salesman posted a brutally honest Craigsmenu ad for his 2002 car that got the Internet buzzing? Or what about the time Geiteo released that Hump Day camel commercial & that’s all people ever said around the office on Wednesdays?

There’s no reason you can’t apply those same creative tactics lớn Google Adwords too.

“One of the most creative sầu usages of Adwords I"ve seen was for Cinema L"Amour, an Erotic Cinema in Montreal,” said Philippe Côté-Léger, Online Marketing Director at Lab Urbain.

“They were bidding on the keyword Kleenex. I don"t remember the exact ad, but I guess you can figure out what they were saying!”

To be sure, virality on Google Adwords can be tough to achieve sầu, especially when you’re up against super relevant ads on high-volume keyword. As funny as it may be, an erotic cinema’s ad for Kleenex is likely lớn earn a low unique score from Google và get buried without much attention.

Instead, try focusing on hyper-targeted and longer-tail từ khoá with less tìm kiếm volume.Or try targeting something that’s more timely, lượt thích an upcoming industry conference or event. Take it from the enterprising young graduate I mentioned earlier: by doing something completely unexpected for the right audience& bidding on the right keywords, you canmake a life-changing impact.

Though the use of ASCII art in Google ads is now banned, here"s a German tự động company’sinspiring approach to lớn textual advertising from years ago.

Quickly Gauge Customer Sentiment

Want to lớn see if your new brand messaging will resonate? Need to lớn know if your lathử nghiệm headline ideas are as good as you think they are?

To answer questions like these, business owners often rely on expensive research studies. But with Google Adwords, this kind of data may be more accessible (and cheaper) than you ever thought possible.

Paul Bromen agrees. He’s a serial entrepreneur with several thiết bị di động game apps under his belt that have sầu amassed millions of downloads.

“My favorite way to use Google Adwords is to test out new ideas,” said Bromen. “Before I start a new business I run several campaigns designed to lớn kiểm tra sản phẩm offerings. I put ads next to similar products or in the broad category. Anything with over a 4% cliông xã through rate is a great opportunity.”

That kind of speedy feedbaông chồng can be critical for testing out the viability of a new business idea. That’s no joke, considering thatmột nửa of startupsfail in the first four years.

“I was once hired by a budding entrepreneur who wanted lớn launch a vintage-inspired clothing cửa hàng online,” said Andrea Atkins, Marketing Evangedanh sách at Revere.AI.

“She was hesitant lớn launch until she knew the business idea was a profitable one. So instead of building an entire e-commerce store for her, waiting for a large inventory shipment, and integrating with payment processors, I built her a trang đích with 8 product photos & PayPal "Buy Now" buttons.”

The success of the Google Adwords campaign proved the product/market fit.

“It ultimately gave sầu her the confidence she needed to move forward with a complete trang web build, & a successful business launch,” said Atkins.

Ryan Erskine is a Senior Brand Strategist atBrandYourself, where he helps people take control of their online presence. Visit histrang web,follow him onTwitter, andread hisbook here.


Ryan Erskine is Director of Client Services at, a leading online reputation management firm, & the first DIY platsize that makes it simple for people khổng lồ take control of their own search results. As a 24-year old copywriter writing marketing copy for startups and major brands, Erskine joined BrandYourself as a Brand Strategist to help empower individuals to lớn tell their stories too. He has helped lead the company through rapid growth, including a notable appearance on Shark Tank và an award on the Inc 5000 các mục of fasthử nghiệm growing companies. Erskine is the author of Online Reputation Management: The 28 Day Challenge, a guide lớn help people strategize, build, and maintain a powerful digital presence.