Integrating AdWords, Analytics and offline advertising Pt 1

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AdWords is great, but it’s not the only place most companies advertise. I’ve seen some pretty horrific attempts at integrating AdWords and offline advertising. My personal favourite was a lazy marketer who simply added the offline message into the keyword list for each ad group without updating the ad copy…

I think this is a pretty important topic so here’s my guide to the single most important thing to do when integrating online and offline advertising.

For example, let’s look at an imaginary car company. They have 4 campaigns (Brand Search, Models, Dealers, Generic Terms) each campaign has a number of AdGroups which should be fairly obvious, a more complete breakdown is below.

• Brand

  • Finance

  • Insurance

  • Car Company Name

• Models

  • 2-Door Convertible

  • 4-Door Convertible

  • 2-Door Sedan

  • …

• Dealers

  • Name and Location

• Generic Terms

  • Car

  • Luxury Car

  • Family Car

This hypothetical company is running a special on 2-Door Luxury convertibles, advertising in traditional media and wants to integrate their AdWords with this advertising.

In my mind, the most important thing to do is ensure consistency across your online and offline messaging. To do this, you need to create an ad group for the particular message, making sure that the ad copy, keywords and targeting all match your message and advertising. It’s important to remember to adjust the ad copy on the product you have on special as well.

So in our example above we would create a new ad group under “Branding” with many keywords relating to the offline ads and the ad copy emphasising the messaging. We would also pause the current ad copy in the “2-door convertible” and ‘luxury car’ ad groups, adding in new ads emphasising the special, taking care in luxury car to tell the searcher that other luxury vehicles are available.

So that’s the basic part of integration, but like all real integration, it should be a 2 way occurence. Stay in touch tomorrow for the basics of integrating offline advertising with AdWords and Analytics tracking.

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