Interviews with Digital Media Thought Leaders
How to Make Google AdWords Work
Podcast Video | Posted by Phil Leigh on January 9, 2010
If you would like to learn how to make Google AdWords be more effective, this interview is for you.
Today’s guests are Dr. Donald Berndt and Ricardo Lasa who are the founders of Sitewit.com. Their company enables users of Google AdWords and similar online ad platforms to obtain better results by employing artificial intelligence to manage campaigns. Sitewit provides an analytical engine to dynamically optimize such ad campaigns as an online service.
Since the Great Recession of 2008 it has become abundantly clear that conventional advertising is not working as well as in the past. This applies to newspapers, Yellow Pages, television, and radio. As a result, sponsors are turning to the Internet.
Many are discovering that Google AdWords and similar platforms from Yahoo, Facebook, and others, can be a better choice for two reasons. First, typically sponsors are not charged unless viewers pro-actively click on the ads. Second, as a result of superior targeting and timeliness, Internet ads are often better at connecting to prospects when they’re ready to buy.
Google’s dramatic revenue growth during the past decade from $0.1 billion to $22 billion is convincing testimony to AdWords’ potential value. However, as they gain more experience AdWords users learn that optimal management of campaigns can be labor intensive. For example, as more competitors bid for the same words and phrases it is more difficult to determine an economic price to pay for the applicable search terms. Thus, for best results sponsors actively manage an increasing number of AdWords variables such as time-of-day, day-of-week, and geography. Theoretically, real-time management of such variables is most amenable to machine intelligence. Machines can monitor thousands of clicks without getting bored or distracted.
The two components of the Sitewit service put machine automation theory into practice. One part is free and the other is an elect-in option available for a modest fee.
First, at no charge subscribers get independent Sitewit data collection and reporting of their Google AdWords and similar campaigns. While Google and the other vendors also offer free collection and reporting, Sitewit’s independence provides objectivity. For example, Google’s natural incentive is to encourage AdWords users to purchase more clicks. In contrast, Sitewit reports are designed to identify the clicks and campaigns generating the best economic return. For example, a search term providing twice as many clicks as a second term costing 90% less is probably a bad investment.
Second, Sitewit’s analytical engine compares the actual results of a campaign with the theoretical results the engine might have achieved if it were dynamically managing the AdWords variables in real-time. Subscribers are notified of such campaigns with an estimate of the amount of money that might have been saved. Should they decide to run the campaign a second time they may elect to use Sitewit’s optimization engine for as little as $29.95. If they do not choose Sitewit optimization they continue to get the data collection and reporting at no charge.
Just about anyone with much Google AdWords experience can immediately relate to the theoretical potential for automated optimization with an analytical engine. Additionally, the potential value of such automation is becoming ever more obvious as the number of sponsors using AdWords grows and competition for key words and phrases intensifies. Sitewit enables you to turn theory into practice.
Categories: Podcast Video
Tags: AdWords, digital-media, Dr. Donald Berndt, Internet-Advertising, online-advertising, Ricardo Lasa, Sitewit
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