Week 14 - MKTG 3349: Creating a Successful Google Ad Campaign

In review, a Google ad campaign is a paid system of advertising that aims at getting your business result appear first. From a business standpoint, it is essential to have a clear goal with specified achievements. With that, it is also important to post accurate content at all times. If you post false news, then your credibility and reputation will suffer and severely impact performance of your ads. In addition, you have to have the mindset of the user and question things. Accessibility on multiple platforms is highly beneficial and such an advantage over those that lack the capability.

Ultimately, there is a learning curve when you first start a Google ad campaign. Therefore, it is to your advantage to test out new bidding strategies (as an example). Once you find the optimal plan for your business, you will see the performance rise. Always monitor new trends in hopes to gain the competitive advantage as soon as possible.

Week 15 - MKTG 3349: Review/Wrap up

I hope you all learned some valuable information from my posts and share findings that I may have not discussed. Search engine marketing is a field that was fairly new to me just a few months ago, and I feel that I have gotten a strong grip on the topic.

Search engine marketing is a business opportunity that explores increased exposure typically through paid advertising via browsers such as Google. This is not easily achieved by every business because there is always restrictions such as budgeting and ROI. Search engine results is a competitive atmosphere as all entities are trying to lead the industry by example. It is highly important to keep a close eye on the statistics to ensure the success of your search engine marketing strategy. 

I also would like to suggest that you connect with Todd Kelsey on LinkedIn if you wish to learn more about digital marketing. Lastly, I would like to wish you all good luck with future endeavors.

Week 13 - MKTG 3349: Certification Significance

Certifications are additional achievements that display you are skilled and knowledgeable of a particular software or area. If you surf the internships and job postings on LinkedIn, you will find numerous positions that require or prefer certifications. While they are not a necessity for starting a new career, they most certainly make you look like a more valuable candidate.

In my experience from internship hunting, many interviewers point out the certification and use it to generate questions. During these interviews, I would recommend stating that you are certified just in case the candidacy process is automated through keywords on resumes. Nonetheless, certifications seriously improve your chances for landing a new job and indefinitely make your LinkedIn profile stand out from the rest. I also recommend adding other information such as course history (from higher education) to your profile as I was advised by Todd Kelsey.

Week 12 - MKTG 3349: Surfing the Tsunami

Many businesses now are relying on artificial intelligence as support in the work environment as well as being implemented into new products. This is because AI is highly efficient at data gathering and processing optimal results. With AI becoming a trend, many people are going to want to finish their education in fields that have better security. Technology is constantly changing to make our lives easier and simpler, but as time passes the more vulnerable the job market becomes.

How does this relate to search engine marketing? AI could soon impact SEM because it improves the current marketing strategy in an efficient manner. From an employers standpoint, it is quickly automate processes that may take humans extended periods of time to work out. Also, it yet another way to differentiate your business model through technology of the future. It is important to keep an eye out for trends regarding AI so you have a better grasp as to what the future may hold for your career. While this is all speculation, it is hard to say what is to come for jobs in this field. I encourage better educating yourself over AI at accenture.com as it provides great insight (link at the bottom). Here are some of the most threatened jobs due to growth of artificial intelligence.

• Telemarketing 
• Couriers
• Support Specialists
• Market Analysts

https://www.accenture.com/us-en/services/digital/what-artificial-intelligence-really?c=acn_glb_artificialintelgoogle_11050550&n=psgs_1019&gclsrc=aw.ds&&gclid=Cj0KCQjwybD0BRDyARIsACyS8msEsY0Rdw_tx0wjeDHORbhstkiVpYuVQSYfcDO0iLCFHWG3WAnUYiUaAn7pEALw_wcB

Week 11 - MKTG 3349: Display Networks and Call Extensions

Call extensions are compatible with any search ad, but some restrictions remain with the display network. This is referring to the type of campaign and where it can reach an audience via apps or websites. One important thing to note is that display network call extensions will only appear on modern smartphones, excluding desktops and old cellular technology.

When implementing call extensions to your search ad campaign, you want to make sure that you are allowing your reach to appear on the display network via smartphones, tablets, and laptops. Also, you can create your ad to appear as a quick dial button during business hours versus a number for information purposes. This is a really neat tool I suggest using because it provides users with an ease of access to seek for your services/products. Also, through search ad call extensions you can turn on call reporting which returns detailed data regarding conversions.

Week 9 - MKTG 3349: Presence

One of the key ways to build presence on engines is ranking and bidding. These are because both focus on getting users attention since most people click on the first few links in a search result. Also, it is important to provide links to social media, websites and other useful links to get users to become fans. Exposure is the first step of the process, and then we hope that users attempt to learn more about the brand.

What is search engine presence? This is the visibility, reputation and awareness of a business on browsers such as Google. For example, businesses that show up late in search results have a low presence. While this partially depends on keywords, using Google analytics can be useful to judge what your presence is. Here are some general tips to create a stronger presence on search engines.

• Master SEO 
• Build an email list
• Competitive products/content
• Personalization

Week 8 - MKTG 3349: Optimization

An optimization score is a prediction of how well your ad may perform. In order to receive a strong optimization score, your search engine ads will have to align with trends and remain relatable to the audience. Google ads data can help provide recommendations to help uplift your score. These suggestions are based off ad history, trends, search volume etc.

Why are these recommendations helpful? First of all, they can help your ad get more of an impact on your budget. There is a quick apply tool that analyzes better keywords for your advertisements and applies Google recommendations. Similarly, if it contradicts your search engine marketing plans, there is an option to dismiss. These are some of the key points in generating higher optimization, and it is in your control so take advantage!