Google Ads is like a bridge connects customers and the  companies. There are several steps if we want to put ad advertisement on the Google Ads.

1. Think about the goals

2. Think about who is/are the target customers.

3.How much money want to spend for the ads.

4.Create an ads

5.The ads will be shown on the Google website page.

Because Google have billions of users in the whole world, so if we put the advertisement on Google, then more and more people will see. Google is an excellent choice for advertising. 

Choose where customers see your ads:

There several different ways of presenting an advertisement. The format should be decided by the content of the ads. There three most common way of presenting an advertisement:

1. Text with clickable link to show the websites directly
2. An image shows the website or social media accounts information
3. A video to show the products in a better way.

People need to choose the format of the advertisement by needs. Choose the best way can maximize the value of advertising.

Create effective text ads:

The text shouldn’t be too long, so the content of it should contain key information. The content of the ads should be interesting that can cause people’s interest by several words, so that they want to get more information. 

To write an effective text have five following steps:

1. Highlight what makes you unique
2. Use a call to action
3. Include sale terms
4. Match your ad to your keywords
5. Match your ad to your landing page

A creative and effective text ads can make people have interests to buy products. The ads is important. 

Enhance your ad with extensions:

After creating the basic part of the advertisement, we also need to put more information more details into the ads. For example, put the website link on the ads so people can click the link and buy the products directly. Put the email or phone number for customers to contact you, and put the store address if the it is a physical store. 

Choose the best campaign types:

To start an advertisement with Google ads, the first thing is to create a campaign. The type of campaign should be decided by the goal. Different types of campaign have different function can help people to reach their own advertising goals. 

Main campaign types on Google Ads:

1. Search campaign
2. Display campaign
3. Search campaigns with Display opt-in
4. Video campaign
5. Shopping campaign
6. Universal App Campaign

About the campaign, it has different ways of setting:

1. Campaign name
2. Campaign type
3. Networks
4. Devices
5. Locations and languages
6. Bidding and budget
7. Ad extensions
8. Additional settings

Organize your account for success 

After creating the advertisement, how manage the account later is also very important. The way of running the account can decide how many people will see the advertisement, how competitive in the market. 

Several tips can help people to organize the advertisement in a better way

1. Create separate campaign for different parts. Try to be more specific and put more information in different area.
2. Create separate ad groups with relevant keywords and bids for each product or service.

Key words can make people more easier to find what they want, people can find your ads from searching key words on the websites. 

3. Explore if a Google Ads manager account is right for you

If you feel this account doesn’t work well for you, then don’t waste time, try to find some other tool that can help you in a right way. 

Reach customers with targeting:

Clarify the target customers is the key of a business. Decide who are people you are going to sell the products. Based on what they need to design more products that your target customers will like. First, who you will sell to, where you can sell your products, what are your products. Three essential points to make the process easier. Reach the target customers can then try to reach the goal. 

Help customers find you: 

Understand what are the customers need, and then make the plan to help the customers find you in an easy way. Put the key words try to be more specific. Link the website that customers can buy your products directly. Put the advertisement in some obvious place, where will cause people interests. When you are thinking, try to make yourself as a customer, think in a different way. 

Control which searches trigger your ads:

If customers can see your ads from searching on the website by typing key words, that would be wonderful. So the key words list is really important, when you are building your key words list try more put more factors into consideration. Make the keywords list can attract more potential customers, if they don’t buy the products now, it doesn’t matter, at least they have a memory they know if need the products they can buy from you.

Make your ads seen:

How many times others can see your ads can decide how many products you will sell. Make your ad can be seen as many as possible. If you don’t know what to do, the Google Ads auction will help you to build a better advertisement. 

Match media cost models with your budget:

There are several ways to enrich the market by using social media depending on the budget. Five types can be chosen depending on needs. CPM, CPC,CPA,vCPM,CPV. 

Can also choose with cost-per-click, can choose mix plan, can choose a cost model based on the goal. 

Determine a good bidding strategy:

Without a proper bid, you cannot do the auction. There are two ways to manage the bids, one is manual bidding, one is automated bidding. Most people start with the CPC, cost per click. Three ways to determine the CPC bids:

1. Bid simulator
2. Keyword planner
3. First-page bid estimates

Adjust bids to favor performers:

Think for customers ,what they will be interested in, what kind of advertisement can cause the interests to see what’s going on. 

A bid adjustment allows people to raise or lower your bids in some special situations. This is for you to make change on time after a period of time, if it doesn’t follow what you believe, then make the change by this way.

Seven ypes of bid adjustments are available:

1. Device
2. Location
3. Time of day
4. Top content
5. Targeting methods
6. Remarketing lists for searching ads
7. Interactions

Align your budget with your goal:

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People should build a plan for your budget. How much you want to spend for a whole advertisement, how much you want to spend for each day. 

There are four different ways to calculate the budget.

1. Calculate based on your monthly budget
2. Calculate based on your average cost-per-click
3. Find your campaign’s recommended budget
4. Check your ad delivery method

Example: I used to sell some clothes online, and I also did the advertisement, it was per month plan, but a lot of people saw the ads can come to me and buy products. This is the best thing. 

I think it was worth the money. 

Evaluate campaign performance:

After paying the money for advertisement, we need to check the result after a while, to see how it goes. Evaluate campaign performance is very important, it can show whether the advertisement worth the investment, should we continue or not. Analyze the statistics about the advertisement is necessary. What was the rate of return about my investment for advertising. For me, I used to calculate the rate of return and I was satisfied, the advertisement did bring me more customer and more benefits. 

Avoid editorial errors:

The editorial errors is not a huge thing, but it will make people think you are not a serious person, you didn’t pay enough attention when you were doing the editing. People probably will have a bad impression about you and then don’t buy the products. The editorial errors is like spelling mistakes, grammar mistakes, the punctuation mistakes. The details can show people your attitude, so double check the work before posting something for the websites. 

Address trademark disapprovals:

We can the status of the ads to see whether it was approved or not. If the ads is not approved, remove the trademark from the ads, it would be no problem. 

The trademark need the authorization, so get prepared if you want to use it. 

From my experience, don’t use the trademark thing, because it will waste a lot of time for you to find the papers to prove the trademark. Sometimes, it might cause some trouble if you use in a wrong way. The easiest way to get an advertisement alive is to remove the trademark if it is disapproved. 

references:

https://academy.exceedlms.com/student/path/3132-google-ads-fundamentals

https://academy.exceedlms.com/uploads/resource_courses/targets/11201/original/index.html#/id/5759d90effd7aa405d184757

https://academy.exceedlms.com/uploads/resource_courses/targets/27672/original/index.html#/page/57460fc5a79a263e3579f237

https://academy.exceedlms.com/uploads/resource_courses/targets/27735/original/index.html#/page/574478eea79a263e3579f12b

https://academy.exceedlms.com/uploads/resource_courses/targets/27626/original/index.html#/page/58f0cbcd9df876a405f13542

Introduction:

Nowadays, people use social media a lot, a lot of people will use them everyday. Social really a lot of influence and very powerful right now. People need to have a good image on the social media. Some people will find some jobs or want to hire some people by looking the information on some websites, LinkedIn is the most common website in business.Over 1million searches come from LinkedIn. (Bert Verdonck),Many employers will try to find their employees on LinkedIn, so the profiles are important, they provide some your personal information to others, the profile need to be very good.

Get Started with the Essentials:

First, before we get started, we need to understand why the LinkedIn profile is so important. Like I mentioned in the last paragraph, there are over one million times of searches come from LinkedIn, it is very popular. A lot of people will use it pretty much, we need to show a good image for ourselves. Many companies will also want to hire some people from there, post some positions, or want to find a job on LinkedIn. If we have a good profile, we have bigger chance to be hired by a company. Because all information about us can be found in the profile, they will have a good impression for us. Other people will think, this person is a responsible person, is a patient person, put all the details there. The profile is the bridge for ourselves and the people who will be interested in us. Like a company, or customers. After they saw the profile, they will have a general idea about us, about the brand, they will know whether we are the

people they are looking for, they think we fit all the requirements, we probably can get a call for the interview or receive some e-mails from the companies. If the it; its the customers, then they won’t buy the products. If we make the profile with a lot of details, like working experience, like education, people will know us more immediately. As a brand, we should post the photos of the products make people can have an idea about it.

About the profile, we should put our name and choose a professional picture for it. Show your image to others, should be a nice and clean, look good, wear a shirt or some proper clothes for working pictures. Make some update for the headlines, make the whole profile into several different parts. I separate the profile into my basic information, my education, my work experience, my hobbies, characteristics, etc. It can help people to make the profile to be more organized, easy for others if they want to pick out some key information about you.

You contact information:

Always leave your contact information is beneficial for us. It can make people to find you. We could be lose a lot of chances because the customers couldn’t find enough the contact information, how and where they can buy the products, or consult about the products. they couldn’t invite us to an interview or couldn’t know more about us. We will lose the chance of getting a job because of no contact information in the profile. As a brand, we should link some website information in the profile too, easy for customers to find.

• 

We should also leave a contact information like phone number, emails address, the way that we use them a lot and can check the message and reply as soon as possible. This is important and should be efficient. If the products have some problems, we need to solve the issue for customers as soon as possible.

Your summary:

The LinkedIn should have a summary about ourselves or about the products. The conclusion can make use less time but contain more information. Put the key points in the conclusion, easy for people to read and save more time.
We can make a short video to put on the LinkedIn, we can shoot a video for the introduction for ourselves. That can attract people in a positive way.

Your experience ,Create your

own brand:

Most of people will work experience before, these are the advantages for us if we want to look for a job. The employers will see the experience of you, if we did the related job before, we can have a higher chance to be hired. For my LinkedIn, I put all the experience and the information, if the employers want to know about me, just look through the profile they will know most of me. I put the job description, put the employers comments about me. It help me to get the job and receive several calls

from different companies, I believe it really works. Facebook, instagram, snapchat, these kinds of powerful media should also be

one the of ways for us to use to do the advertisements. Try to put more and more information there, make people know more about you.

Skills and recommendations:

For LinkedIn profile, skills should be put in there as well. These are several key words tags for us to choose, or we can edit the tags by ourselves. The skills can be social media skills, communication skills, software skills, all of these can gain extra points for impression, the more and better. Regarding these skills, the company will know whether we fit the qualifications of the jobs.

If possible, put some working samples there, like design, like marketing, put the best examples from ourselves, they will be seen directly and people will know more about you. They know your skills and your talent.

Education skills:

Education is like a base for the knowledge, the more we learn, the more will get, the more chances for us. For example, if person with a master degree and person with a high school

• 

diploma, I think I will hire the master degree one. The working and studying ability sometimes, have better learning and solving issues ability. The education can one the advantages, so put the education skills in the profile.

Make the most of your personality:

Different people have different personalities, and

different personalities fit different kinds of jobs. I am
an outgoing person, I can do the group work, I love to
talk to people, I love to do the job on time……
Personalities can make people know you better and
people want to find an easy and outgoing persons.
My personality make me have a chance to do the
marketing job, to do the human resources job, to do
customer service jobs….If there is a very quiet
person, doesn’t like to talk to people, feel uncomfortable to do the sales jobs, then a lot of jobs don’t fit this person. Try to describe yourself as much as you can, you will have a bigger chance to get the jobs you want, the employers can provide a good you are satisfied with.

Conclusion:

Try to more information in your profile, should have details there. We also can invite some friends to join us to make an account in LinkedIn, if you do have some friends who are using it right now, send a friend request to them. They maybe have some information or recourse that can be used by you. Take the chance anyway.
Take myself as an example, I am a collage student at Nait right now, major in Finance, degree program. I am an outgoing person, love to work with people, talk to people. I love to travel for my job for business if possible. I want to know more people during working, want to do some financial jobs.

References:

https://www.lynda.com/LinkedIn-tutorials/Welcome/512777/581571-4.html?

srchtrk=index%3a1%0alinktypeid%3a2%0aq%3alinkedin+profiles+for+social+business+succ ess%0apage%3a1%0as%3arelevance%0asa%3atrue%0aproducttypeid%3a2

https://business.linkedin.com/talent-solutions/blog/linkedin-best-practices/2016/7-linkedin- profile-summaries-that-we-love-and-how-to-boost-your-own

http://brrand.co/wp-content/uploads/2018/11/professional-bio-on-facebook-template- definition-powerpoint-examples.jpg

https://content.linkedin.com/content/dam/business/marketing-solutions/global/en_US/blog/ 2018/03/punch2prof8.jpg

Introduction :

Nowadays, people use social media a lot. In business we also have several options of digital marketing tools for business. However, they can be difficult to run. Anson Alexander will provide some tips for us for choosing the most effective digital marketing tools. He wants people can save more time and more money after learned this course.

Foundations of digital marketing:

There are some of the different areas of digital marketing will be contained int this course. A lot of company need to rely on some paid tools, but with using free tools, if you really know how to run the social media, it will work better then the paid ones. In social media, there were free post and paid post. The free one is just like the normal ones, the paid posts are need to pay extra money to let more people can know your posts. Youtubers did this a lot for gaining subscribers, reaching a wider audience. I tried this too before when I was in China and tried to make a video channel for myself and shared my stuff like those famous person on the Internet, want to have more people follow me, I used the paid posts.

It is important to choose the right tool that fit us. If the tool is right, we can save more time but the result is better. We can try some new tools sometimes, new things don’t mean they are bad, just not that popular yet, maybe it will work well we just don’t know. We should use some traditional tools that were proven by time. If we decide to use the paid posts, we should try the free trials before to see whether it really works well, if not we can pay the money to continue, if not, it is just waste money.

Social media marketing:

Anson mentioned a social media marketing idea, called organic social media marketing. It means that in social media marketing we should have some thoughts about we should consider, some of the top tools we can use, the ideas that are related to marketing. Like facebook, instagram, twitter, these are the powerful and can influence a lot of people. If we want to pay the money to do the advertisement on the social media, these kinds of famous softwares would be the best choice.

When people think about the social media marketing, people always think about two different ways. We can the regular posts and the organic post to the personal information profile, we can also pay for the display those advertisements. Like a 15 seconds of video in front of the Youtube video, that should work really well. Anson talked about the social media posting. We should promote our accounts when we do the posting.

Different methods of digital advertising:

We should use different ways to do adverting due to different types of tools. There are some ways to help us with the digital marketing. He also set an example, when we search google, we will see some links up at the top of the webpage. They paid the money for doing the advertisement, and google have so many users in the whole. This is definitely a right way to promote the company or business.

If it comes to display advertising, we should choose some websites or social media that will have a lot of users, Google Ad Manager

is a good one, a lot of publishers online. They will help you update the advertisement, they did it for years. Sometimes, if you don’t know how to do something, try to ask some help from others. The advertisement should be look really nice so people want to buy some products or they have the desire to know more about the business.

Search engine marketing is when we pay the money to do the advertisement, like a website if you want to do the advertisement to let more people to know and see your advertisement, you can pay to put the advertisement at the top of some search page. They will say the advertisement is sponsored or promoted. Anson suggested us to choose google if we want to do the advertisement, google is the king in this industry because of the numbers of users from all the world.

When the advertisement is a video form, we have several platforms for us to choose. We should choose the platforms we can use, they should be really benefit the business the most. Mobile advertisement is another way of working, most of the time people will use some apps, so if we want to do the mobile advertisement, we can sponsor some apps, to make them put the advertisement when people just open the app, or we can link some links at the top of and apps pages just like the website advertising.

Content Creation and curation:

For an advertisement, the content is really important, it can decide whether will have interest of it. So the content must be good. When we want to create the content , we can choose several options to help to get a better content. Adobe Spark work as a graphic design software. It can help people to do the design, to do the video, to make the slideshows, a lot of different forms of the advertisement.

Email Marketing:

Most people use email in their daily life, this is a good way to do advertisement as well. However we should think before we make our decisions. The email size is important, if we have a longer email list which means we have more people to inform if we want to send an email. Basically, the more money we pay, the longer email list we can get. The email list is our potential customers.
About the email marketing tool, the first choice is HubSpot. It started about 2004, so they have 15 years of experience. It is probably known as a leader in the industry. We should choose the leader of the industry to get the good result.

Affiliate marketing:

There are tips for us to choose the right tool we can use to do the advertisement, choosing an affiliate marketing network is not easy. First, we need to look the payment system, and have a idea how much do we need to pay if want to do an good advertisement, probably need to do for several times, the money can affect a lot.We don’t want to paying out the commissions, only if they click the link we can pay for the advertisement.

There are a lot of affiliates, we don’t know every one all of them, so better choose a leader of the industry they have a lot of experience, and very good skills, therefore, we pay the same money can get the most beneficial method.

Conclusion:

Digital marketing is important, because it is visual, people need to see the advertisement. Pictures, videos and slideshow and so on they are all the digital marketing. We need to choose the leader of the industry if we want to do the advertisement. Choose a reasonable, and most beneficial one for us the goal.
We will meet a lot of times that some website will put some advertisement at the top or at the side of the webpage. Facebook put some sponsor advertisement all the time too. Because it the software that a lot of people are using everyday. Facebook is the leader of the social media. If we want to the advertisement, facebook is a very smart choice. I saw Sephora and Sportchek’s advertisement at the Facebook page, they sponsored the Facebook, people will know more about their deals and they check their websites to buy something. Social media advertisement is necessary in business.

(https://ads.google.com/intl/en-ca/start/?sourceid=awo&subid=ca-en-ha-g-aw-c-dr_df_1!

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Last two pictures from my own facebook page, did the screenshots.

Develop a strategic approach ：

In the video, Martin said business should have a pipeline of some new ideas for the products or some services the customers will love, otherwise, the business will fail pretty quick. Customers are everything of the business, if they are not satisfied and then the company would make money. So, their opinions are very important, people need to listen to the customers and get some feedback from them, try to improve the parts that are not good enough yet. Ones way can get the feedback from the customers is listen their voices from the social media. Customers will write some feedbacks on the websites or their own account or the company account, marketing people need to read all of these and have an idea how was the products. After got all the comments and feedback, the business knew how to do next. In marketing, understand the customer needs is the key. Only if people know what the customers want, they can provide the products fit their needs and they the company can make money. As long as people need some products, they will pay for that, because they need to have them.

How to get started:

In online activities, 93%of them begin with search. “Search results are like the new front page”. (Martin Waxman, Social listening for marketers) If we want to get some results from the social media, we can search the company’s name, the products’ names and the competitors’ names, search by using the keywords. Searching in the website like Bing and Google by inputting phrases or products names and company names also can get some related resources, which is also a practical way to get information. We can do the same thing when we search on those social media softwares. 

Martin believed that some companies post the news on the social media for people to see is not an efficient way, he suggested to use Hootsuite to manage the account. He used Landon’s hotel as an example and showed how to use the Hootsuite to build and manage the social media account for a company. 

Social listening in action:

Some companies in the market just focused on their own business, they ignored the outside world. The outside world means the customers, their competitors, also the market. A company need to focus on both internal and external of the company. Company needs to what others are doing too. If there were some other companies had provided the services that this company didn’t have, then if customers need this service, customers will choose other companies. In this situation, the companies had more services and had a lower price will have more chances to get more money and attract more customers. 

Customer service was very important, got some comments from customers after they bought the products or services. Good customer services can help the company to build good reputation and image in front of the public. And also, customer services part is responsible for helping customers with any issues they met. Social listening skills can help company get through the crisis. For examples, if there was a company that sold some bad quality products to their customers, and all the news and social media were taking about this, the leader of the company can post something to show their attitude on the social media, to make people know the company will refund the money or exchange some good quality ones for their customers. The skill of managing crisis in a business was significant, if a crisis made a company lost the reputation and they couldn’t handle it properly, then the business was in a big trouble. 

Conclusion: 

Social media is a powerful and effective tool in the modern society. Social listening is a necessary process of running a business. Knowing the customers’ feelings, business competitors’ behavior was very important, it helped the company to improve in a better way. 

Examples: I used to buy an eyeshadow platte from Sephora, it was so popular so there was no stock in the store, I had to buy it online. So I ordered it and waited for about  a week. However, when I finally received the eyeshadow platte, it was broken, the powder went everywhere when I just opened it. I called the Sephora customer service, they said it was their fault, they will send me a new one right way. The attitude was really good, and they helped me to deal with it as soon as possible. I also post it in the social media, at the official eyeshadow brand account, I put the picture of the broken platte too, and then the account sent me the private message to apologize and gave me a coupon. After it was solved, I posted the good comments again let people they were a good company, if customer did receive a broken product, they would  exchange or refund, solved the problem in a positive way.

Reference: 

https://www.lynda.com/HootSuite-tutorials/Welcome/546104/621980-4.html?autoplay=true

https://cdn.lynda.com/course/546104/546104-636319181228373389-16×9.jpg

https://image.slidesharecdn.com/e9560cb7-3509-4263-b1b1-d6819842054f-160616022638/95/sociallisteningmarketresearch-2-638.jpg?cb=1466044008

http://greenbookblog.org/wp-content/uploads/2014/05/Social-Media-Listening-Image-two.png