Posts Tagged ‘keywords’

Update: How Google AdWords Has Helped Market Creative Capital

March 3, 2008

A little more than a week ago, I created an AdWords campaign for my book on Google. Before this, I was a keyword virgin.

I’m happy to report that the four ads I created have generated 21 clicks at a cost-per-click of $1.24. Not bad, since I capped my budget at $100 per month. The AdWords software is very easy to use and Google’s reporting tools give you all sort of detailed information about your campaign. Here’s performance data for the last seven days from my “Account Snapshot.”

Last 7 days
Clicks 17
Impressions 54,094
CTR 0.03%
Avg. CPM $0.42
Avg. CPC $1.34
Total Cost $22.70

For most part, I feel like I am getting a good value for $24 I spent so far. Beyond the clicks that directed users straight to my Amazon.com page, Google is also generating massive impressions for my book–and all of those eyeballs come for free. So far, my campaign has generated more than 71,701 impressions. Only 2,000+ of the impressions have come from Google’s search engine; the rest have come from Google’s content network of partner sites. The tools also let me know which ads are performing better than others. This one has the highest click-through rate of .03%:

Save 34% on Hot New Book
Buy the New Book Creative Capital
By BusinessWeek’s Spencer Ante
creativecapital.wordpress.com

Here’s the one thing I don’t like about it: I HAVE NO IDEA IF THE CLICKS ARE GENERATING SALES OF MY BOOK. The reason? Google offers so-called conversion tracking that lets gauge this data, but in order for the feature to work you have to install some code on the landing page where your product is offered for sale. Problem is, Amazon.com does not, as far as I know, allow users to install code on their Web pages. I emailed Amazon about this over the weekend; maybe there is a fix. I hope so.

In any event, this points to the bigger problem facing Google. The clickthrough–Google’s nirvana that generates almost all of its revenue–is falling out of a favor a bit. What advertisers and marketers really want is conversion. And Google and other search/online marketers will probably have to adjust their business models to shift more towards getting paid for conversion, rather than mere clicks. Read this BusinessWeek story by Catherine Holahan and I to learn more about the trouble with clicks.

Creative Capital Joins the Google Economy

February 24, 2008

There are so many options to consider when marketing a book. And I don’t have enough time–or money!–to do all the things I would really like to do. But there is one idea that I keep coming back to: search engine marketing.

If you know anything about technology or business for that matter, it’s that search engines have become a major marketing force. Companies buy and manage tens of thousands of keywords every day because they have learned that search engines offer a very precise and targeted way of marketing–more precise and effective perhaps than any other marketing tool that has ever existed before.

So why not apply search engine marketing to my book? Well, last night I killed 20 minutes before the Memphis-Tennessee game setting up my first Google AdWords campaign. I couldn’t believe how easy it was. I researched a bunch of keywords using the Google Traffic Estimator, which estimates how much it will cost you if a person clicks on the ad tied to your keyword. I ended up buying 10 keywords, including the obvious ones such as Georges Doriot, American Research and Development and venture capital history, as well as a few less obvious ones. And then I created the text ad that will appear on the right hand side of the search results page.

Here’s what my ad looks like:

Save 34% on Amazon Book
Creative Capital: Georges Doriot
and the Birth of Venture Capital
http://www.amazon.com

It felt really neat actually becoming a practicioner of the stuff that I write about on a regular basis. But because I am such a newbie at this I capped my monthly budget at $100. I’m not expecting a lot to come from my Google experiment but you never know. Fingers crossed . . .