How to Get Started With Google AdWords

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More and more music retailers are discovering the promotional power of Google AdWords for their businesses. At 2014 Summer NAMM, Nick Failla, marketing guru and president of Collected Concepts, presented "Google AdWords: The Best Advertising for Your Buck," sharing easy, simple steps to craft an effective Google ad. “Google AdWords puts your bait in front of hungry fish and places your ad copy directly in front of the consumer when they’re using Google,” he said. “You can’t get much more targeted than that.” According to Failla, there are three reasons to place a Google ad: Promoting a competitive or highly advertised product. Even if competitors are running a huge ad campaign for the product, you’ll benefit from their advertising spend. Promoting a unique product. Promoting a special event, such as a charity event. Failla walked the audience through the steps to get started with Google AdWords—everything from signing up for an account and identifying product to promote to creating campaign and reading Google reports. (Watch the full video to find out about these steps.) He also offered smart tips for writing a Google ad, including: • Always start with a capital letter. • Include your name and location in the ad. • Include an end date for any promotion. • Make sure your landing page supports your ad. Google penalizes you if they doesn’t match. • Create a mobile-friendly version of the ad. • Include the brand name in your ad copy if you’re promoting a brand leader. This can help capture consumers looking for the general category of product you’re promoting. • Put yourself in the mind of consumers. Think about all the keywords they might use to search for the product or service you’re advertising. His final thought: “Using Google AdWords will get you in the game and get your business growing.”