There is an Easter egg hidden in Google AdWords. Tucked away in your campaigns is a tool that will make you rethink mobile search and its implications for your business. Yes my friends, there is a Google Mobile Keyword Tool.
To access this tool, you must have an AdWords account with some odd specs set up.
The easiest way to get there is to open up AdWords Editor and create a new paused campaign with a paused ad group. In that new ad group toss in a random keyword and create a single mobile ad. Click-to-call or one with a link, it doesn’t matter the kind of ad you create. Now upload that sucker and head over to Google AdWords.
Log into Google AdWords and drill down until you are in your new ad group with one little mobile ad. Click on the Keywords tab. Next to “+ Add keywords:” there is a link to the Keyword tool. Click it.
This should look pretty familiar to you. We’re now at the Google Keyword Tool! I know what you’re thinking. “Joe, you made me do all of that when I could have just Googled “Google Keyword Tool” and been done with this? I hate you and your entire family.” Look up in the upper right corner. You’ll notice that your mobile ad is there. That’s a little different, now isn’t it? And if you read the text before the tool input, it says that the results are geared towards mobile searches.
Go ahead and use the keyword tool as you normally would, but check it out: the search volumes and cost per click data are associated with mobile and not with standard search.
When you clicked on that link back to the Keyword Tool back at the ad group level, something magical happened. Google looked at the oldest ad in you ad group, saw that it was a mobile ad, and is now giving you data that is all about mobile. If you accessed the tool any other way, you would get the standard search data.
I know it’s a lot of work to reach, but the Google Mobile Keyword Tool is a great gadget to help you determine if mobile search should be the next step in your marketing plan.
Thanks for the image goes to salomonrbc via Flickr.
I’m always looking at new advertising avenues to present to my clients. Traditional paid search and search engine optimization can only get you so far in the competitive web spaces. If you are in an industry that is brutally competitive online, you may want to start looking at new advertising methods to keep growing your business.
Here are my top 5 non-traditional avenues for online advertising:
- Google Local Business Ads – For some strange reason, not everyone using Google AdWords is taking advantage of these ads! Once you confirm your business’s location (or locations) with the Google Local Business Center, you have access to listings specifically designed for Google Maps. From what I’ve seen these are dirt cheap ads. They work great for hotels and restaurants and are perfect for customer service purposes.
- Mobile Ads – The mobile space is growing quickly. With a push from retailers on 3G phones, people all over are constantly connected to the web in new ways. Our pals over at Google make it easy to target cell phone internet users. In your campaign settings, you have the option to target iPhone and Android phone users where you select if you want to be in the content network or not. They also offer you the ability to create mobile ads. These ads can send people to a mobile site or you have the ad viewer click to call you. For as little as 5 cents you could get a qualified phone call. Also companies like AdMob allow you to buy advertising within iPhone apps. For brand advertisers, this is a great solution.
- Pay-Per-Call – For many of our clients, phone calls are incredibly valuable. AT&T has a program that allows you to only pay for ads when someone calls you. Their Pay-Per-Call ads get you placed on many online and mobile sites like AOL and Yellowpages.com. Unlike other forms of paid search, you don’t bid on phrases; you bid on categories. While this is bit different from what most people are used to, it works quite easily. Pair this with a call tracking solution and you would know exactly how well this works for your business.
- YouTube InVideo Ads – YouTube is the big player in streaming video. As you have been watching videos about unicorns or checking out Japanese game shows, you may have noticed there is a new block of ads being served up to you… in your video. The InVideo ads are popping up in the lower 20% of YouTube videos. This new way of reaching an audience is easy to set up. In your Google AdWords account, create a new campaign and adgroup. In your new adgroup use the placement tool and type in YouTube.com look around for the InVideo placement options. Add the different categories you desire to your adgroup and you are good to go! (I would recommend adding in keywords to this adgroup too. This will increase the relevancy of your ads.)
- LinkedIn Ads – LinkedIn is a giant social network geared towards business networking. If you don’t have a profile over yet, bookmark this article and go set up an account. LinkedIn’s DirectAds is their internal pay per click program. While you cannot target keywords on this platform, you can target very specific qualities you would like the person who sees your ad to have. For instance, you could target people who work in IT at construction companies that have between 51 and 200 employees. How about male legal professionals in the medical industry? Or 18 to 25 year olds in Canada who work for non-profits? The list goes on and on. You won’t see giant volumes of traffic from LinkedIn, but you will see highly targeted traffic.
Chances are all 5 of these methods will not work perfectly for you, but they are all worth a try. You never know when an unsuspecting source of traffic will be the next big thing.
Image courtesy of MIAD Communication Design.