Google AdWords Engage for Agencies Program
Google recently launched their AdWords Engage for Agencies program, of which hjc is a proud member. The program provides resources and support to digital agencies such as ours in order to better serve our clients when developing search marketing campaigns.
At the launch event held recently in Toronto, Chris O’Neill, Country Director at Google Canada, presented some interesting trends in the Canadian digital landscape and how search marketing can capitalize on those trends. He focused on three major points:
- The introduction of the Zero Moment of Truth (ZMOT). ZMOT is a term coined at Google to describe the online decision-making moment for a potential customer (or a potential donor as the case may be). Potential donors have been conducting research online for a while now, and that trend is only increasing and gaining mainstream acceptance. Where does that research start? With search, and search marketing can capture and influence those very important first impressions.
- Local is huge. According to Google, 1 in 5 online searches have a local component. Nonprofits can capitalize on this trend by targeting their content and search ads to specific locations. Through the use of geographic targeting and creative copy writing we can increase the relevance of our ads to searchers and ultimately earn more clicks and impressions for our search marketing campaigns.
- Mobile is more than a trend. Search traffic from mobile devices is higher than ever and continues to grow. By 2014, half of all Canadians will own a smartphone. It’s important to remember this fact when developing a search marketing campaign in order to target these users effectively and accurately track results.
Google’s Engage for Agencies program offers us unique resources and ongoing support in order to get the most out of our client’s search marketing campaigns. Did we also mention that Google has given us coupons to help our clients get started? Get in touch with us today and let’s explore whether search marketing is right for you.