Account Management

This week in my Search Engine Marketing class, we learned about the importance of creating and managing an AdWords account. An AdWords account allows for a business to create campaigns and Ad Groups that can easily be seen by the target market and attract potential customers. In order to have an effective AdWords account, the account must acquire a level of organization. This will not only help customers identify with keywords that are connected to the product or service, but the business will spend less time managing the account daily. This allows for the individuals who run a business to spend more time in other areas concerning business operations.

As continued reading about AdWords accounts I found that there are three important things to remember when creating a structure for and account;
     1. Organize the campaign to mimic the company website
     2. Create separate campaigns for "multi-region" advertising
     3. Use AdWords Editor to manage the campaigns

All-in-all, I learned that an organized and well-managed AdWords account will help a company reach the customer and increase the Quality Score(estimate of the quality of ads, keywords, and landing page). With a higher Quality Score, a company can potentially lower prices and acquire a better ad position.

In addition to what I have learned about AdWords accounts, I found an article titled Why Account Structure Matters for Every AdWords Account. The author of this article did and audit of a large AdWords account and found some functionality issues due to the unorganized structure of the account. The author found that the account quite frankly need to return to the basics. I agree. Each account needs organization. This goes for an account that is simple, like the one I am building for this course, or advanced, like that of an established company.

Here is a link to the article I previously mentioned.

In bringing your attention back to the structure of a well-organized AdWords account, this video is helpful.

What is AdWords?

The Internet has become our greatest tool, and in some respects, has ruined us. I have found arguments to defend both sides in the past, but in my opinion the internet and search engines such as Google has been more helpful than not. As a college student who does not always have the right answer, Google has become my primary means of searching for results. My searches range from synonyms of the word "relentless", to where the closets auto shop in the Lisle area is located. Billions of people do exactly what I just described on a daily basis, and Google always has an answer.

Do you ever stop to think how Google finds results for your question or topic so quickly? I know I have. There are many times where I literally stop and wonder who decides which results will appear and how many. Prior to taking this Search Engine Marketing course, I had no idea what the answer to that prolonging question was. Just last week I found out that AdWords and the Ad auction have everything to do with how Google decides what results will show up after I click "Google Search". My knowledge of AdWords and how important they are was nonexistent. The few examples of AdWords Dr. Kelsey gave and the reading I did on Understanding AdWords has been helpful thus far.

Up to this point, I understand that the process is not difficult, but rather depends on the "bid a company makes, the quality of the ad or website, and the expected impact". The next time I see a small yellow box with white letters reading "Ad", I will remember that there was a process leading to how that piece of information got to the Google results page.

This link below gives a brief explanation of AdWords. This and other sources, have helped me and will help me as I learn more about search engines and how to market using those tools.