In this article, you will get to know our AdWords specialist Kevin Gullstrand, who also offers some tips on what you should think about regarding your advertising in Google.
An AdWords Specialist, or what should now be called a Google Ads Specialist after Google’s name change on their popular advertising platform, is a person who specializes in creating and managing ads in Google.
Hi kevin! Can you briefly tell us about what you do at Nivide?
”My main job is to help our customers be better visible in various digital channels. It can, for example, be about developing advertising campaigns in channels such as Google, Facebook and Instagram.”
What does your everyday life at work look like?
– ”A large part of my working time consists of analyzing and improving our customers ’advertising. I work mainly with tools such as Google Ads, Facebook Ads and Google Analytics to get as good a picture as possible of how customers’ ads perform. Based on the analysis, I then take a number of steps; it can be, for example, adding negative keywords, adjusting bids, changing ad text, and adding and removing keywords. ”, he says.
”This is interspersed with keeping in touch with our customers on an ongoing basis to keep me updated on what is happening at their company. We do not want to be a provider of a service, but we would like to work closely with our customers because we see that ”If we understand what is important to the customer, we can make better ads while keeping the customer updated,” he continues.
Can you give some concrete examples of why companies choose to advertise in Google?
”The most common reason is that you simply want to be visible to those who are looking for the products and services you offer and in that way create increased sales in their e-commerce or get more inquiries from potential customers.”
”Another reason may be that, for example, you want to link a certain competence to your company and want to be seen when someone in the target group is looking for vacancies in Google.”
Hur använder du Google på ett effektivt sätt för att exempelvis öka antalet köp, beställningar eller förfrågningar? Här har vi sammanställt våra mest populära artiklar.
E-bok om sökmarknadsföring
If I as a company are considering advertising in Google – what should I think about? Where do I start?
– ”It can be a good idea to first of all form an idea of what your customers are looking for and then ensure that the information is on your website. Many people do not think that customers do many so-called informative searches, ie searches where they ”Looking for tips, inspiration or help with their problems. They may not be ready to buy yet, but are still interesting to expose your business to, so you can help them and they choose you as a supplier in the long run.”
A common question we get is how big a budget you should put in your advertising. How do you think here?
– ”It is difficult to give a general recommendation because things like competition and search volume affect this. If you want to be seen on keywords such as” conference facility ”, which can cost anywhere between SEK 20-100 per click, this means that a budget of for example, SEK 100 per day is not enough that far ”, says Kevin.
”We always give our customers a recommendation based on their circumstances and which keywords are relevant to them and how the competition looks on them. In the end, it is the result that counts, so everyone can start with a smaller budget and gradually expand this when we see that the advertising gives the desired result. ”
Is there anything else you should think about?
”A common mistake we see in many companies is that advertising in Google is not configured correctly, which means that you spend money on clicks that will never generate results. Often so-called matching types are used in the wrong way and you do not work continuously to add ”So-called negative keywords – keywords that you do not want to appear on. Many people think that Google only shows the ads on the keywords you enter, but if you have not used matching types correctly, then Google can show the ads for irrelevant searches”, says Kevin.
Why consider hiring an AdWords Specialist?
Saker att tänka på innan du anställer en AdWords-konsult "Many of our customers experience that Google Ads is complex and time consuming. They also want to ensure that the money they choose to pay to Google is managed in a good way and that they avoid making mistakes. So you save time and can feel ensure that the advertising is handled by a certified specialist. "
Tell us more about the certification?
”Google offers an opportunity for individuals and companies to become certified in their tools, such as Google Ads. This means that a certified person has undergone tests to confirm their competence in the tool. Companies that are Google Partners have also undergone a quality check by Google and manages advertising accounts that spend at least $ 10,000 over three months, ”says Kevin.
Finally – how do you think search marketing will develop in the next few years?
– ”It will be interesting to follow how trends such as AI and smart gadgets affect search marketing. As more people start using smart speakers, such as Google Home or Alexa from Amazon, the number of voice searches will increase. Then we will ask more questions. to the search engines (”When …? Where …? How …? Which …? and so on) which will place new demands on how companies work with search marketing”, he concludes.
Follow Kevin on LinkedIn where he regularly offers tips and inspiration about digital advertising
