Enform and Google Adwords Certification

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We’re delighted to be able to congratulate our team member Debbie Dankworth on becoming individually qualified under the Google Adwords Certification Program, specialising in Search Advertising.

Debbie is a hands on marketing professional with over 20 years experience and her Adwords Certification adds a significant tool to her set of skills as a digital and online marketing expert. Enform are very proud to have Debbie as an associate and we look forward to adding more value to our clients SEO and SEM needs.

Google Adwords Qualified individuals are globally recognised and have had to sit a number of exams to achieve the qualification demonstrating a close understanding of Adwords, campaign deployment, management and measurement. Qualified partners and individuals are also listed in the Google Partner directory.

Enform believes that Search Engine Marketing (SEM) is becoming increasingly important as the Search Engine Optimisation (SEO) space becomes more and more crowded. Native search through good SEO is still critical for long term brand awareness and creation of core brand value but SEM is the tool to help launch product and company idea’s promotions, marketing communication programs and anything that is time critical.

This makes SEM a particularly effective tool to quickly create and deploy campaigns to drive traffic and customers to your site, e-commerce store or social media resource. A simple campaign can be created and deployed in under an hour with results visible almost immediately. Equally, the campaign can be turned on or off in seconds but Google Adwords management console allows that to even happen automatically.

Setting up an Adwords account is free and relatively easy, so why use an agency or Adwords professional? To quote Google themselves;

“Like many advertisers, you may not have a significant amount of time to invest in learning AdWords and managing your own advertising account. Hiring a professional can help save you time while maximizing the return on your investment.”

From our point of view, we see the difference a high quality score can make to the cost and effectiveness of an Adwords campaign. This directly goes to the argument of ROI and there are countless horror stories about peoples blowing their entire budget in one day. Yes, you can do it yourself but wouldn’t you rather be running your business or your marketing strategy?

Google Adwords is still the number one search engine marketing tool and accounts for the bulk of all SEM ad spend globally. That’s why we strongly support the Google Adwords certification program to make sure our clients get the best support in this important area.

Congratulations again Debbie!

Google “Instant” Changes The Way We View SEM Campaigns

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Google’s launch of “Google Instant”, a speedy new search offering that lets users search as they type has a number of implications for SEM. With Google Instant, the search engine technology is capable of predicting a user’s search query — in gray text — before he or she finishes typing it.

A great enhancement for the user with some quirks or its own but it has become widely assumed that the introduction of Google Instant is going to boost search prices for advertisers. The reasoning is this: Because the user could choose a search result before finishing writing out his or her query, advertisers may be forced to bid more for more common terms.

Maybe so, but maybe not, says Greg Sterling, principal of Sterling Market Intelligence. “I don’t think we should prematurely jump to conclusions. Let’s see how this has played out in a few weeks or months from now,” he tells MarketingVOX. Instead of pricing rising, they could fall as marketers double down on their organic search processes in response, he suggested.

In the meantime, here’s some issues and questions raised by the new technology as it relates top online marketing;

  • More people will focus on fewer searches. That is, it is probably likely to increase competition for fewer keywords.
  • Long-tail search gets de-emphasized. The current paradigm of building a series of relevant keyword strings for “long-tail” searches will need to be re-evaluated.
  • Google Instant is going to crowd out the short-term and amateurish marketers. Good news for marketers that take SEM seriously as it should preference those that take a more analytical approach to SEM

Enform’s research shows that Google’s share of inbound search generated traffic is still around 95% of the total and may have even grown in the last 12 months. Based on that sort of dominance, a strong SEM strategy harnessing Google’s strengths is essential any but the advent of Instant make this critical.

Source  – Marketing Vox