Google Partners, AdWords Certification

 

These days, if someone wants to know anything about your business they don’t call or open your door they just search for you online. It can be hard to understand the complicated analytics and data gathering involved in understanding how people are checking you out and how to increase their frequency. Google is awesome and offers free classes and certification in their search engine analytics. Not, only is it free, but it is also incredibly relevant to the career of a Marketer.

The Google Partners site Google Adwords gives you the knowledge needed to put together a good list of keywords and offers you ways to increase your presence online by utilizing various forms of online advertising. Whether it’s before a video, or in an app, your ads can be displayed wherever you want them for a fee based on the number of clicks that you will receive.

As a Marketer working with outdoor brands I would be able to select specific target audiences for the ads that I push. Instead of the “spray and pray” methods of the past, this technology will allow me to single out people who are, let’s say, shopping on outdoor apparel websites, watching videos about hiking or mountain biking, or even just googling information about an upcoming road trip. It’s great because it makes the consumer’s ads more relevant and enjoyable and the advertiser’s art more effective all at the same time.

Here’s my certification,

Screen Shot 2017-04-16 at 11.11.20 PM

Google offers tons of classes and video explanations of their programs and then gives you the chance to take their exam and get certified. It was a great experience, and I learned a lot about the power of analytics. This will definitely be a skill and a knowledge set that I bring into my career and a new opportunity that I can offer my future clients.

 

 

References:

Google AdWords. https://www.google.com/adwords/?channel=ha&sourceid=awo&subid=us-en-ha-g-aw-c-bk_hv_exa_1!o2-69678485-176465420077-google%20adwords&gclid=CM7kzfTUq9MCFYW3wAodYZMGwg

Janizewski, L. (2017). Google AdWord Certificiation [Screenshot]. Google Adwords.8

 

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Close Ties: Social Media and Public Relations

7:30 am, the alarm wakes you up, and if you’re like me, you take a long pause, evaluate your life decisions, and while still disoriented, you roll over and grab your phone. Then, you proceed to check your various social media platforms. How many likes you got on that photo you posted on Instagram last night, check birthdays on Facebook, and maybe see what’s happening in the Twitter-verse. Social media has become a part of our lives these days, as of March 2017, the average person spends nearly two hours on social media every day (Davidson, 2015). Corporations and Public Relations professionals would be insane not to utilize this valuable time to get their various messages out and connect with their audience.

We use SM for everything, whether it’s checking what reviews for the restaurant we’re considering, catching up on the news, or simply Facebook-stalking a new friend, SM has become a part of our lives. “Social media emerged as integral for cultural maintenance at every point in the circuit of culture.” (Vardeman-Wnter, 2015). It’s grounded in our culture, and corporations aren’t taking it lightly. Public Relations practitioners have utilized it relentlessly as a means of establishing personal connections with the public and creating a corporate voice that extends past a group of practitioners. Being a part of the culture is an important goal for PR and social media is simply a way to fulfill that goal.

Communication is key, and social media has proven itself a great way to do just that. Francine Charest conducted a focus group of professionals that utilize social media management and found that nearly all corporations that consider the general public as a target audience have a specific SM team devoted to pushing messages on all platforms, and without them, they would be falling behind the competition. “Indeed, it may be difficult for an organization to achieve its communication objectives if it does not have a dedicated team for SM, adequate monitoring tools and, of course, a realistic budget.” (Charest, 2016). Public Relations is still learning to utilize SM and how to target specific audience influencers as a way to gain media recognition and further push their brand and propel their company into the public eye.

Some professionals have argued that social media public relations is just a poor excuse for communication, but I beg to differ, poor communication would be not utilizing the tools in front of you, and social media is a big tool. SM is an outlet that reaches an extremely wide audience, these days everyone and their great-aunt has a Facebook, it’s no longer just for young people. PR practitioners can utilize this form of mass communication as a way to establish a dialog between brands and their consumers, after all, public relations is all about creating relationships and engagement between organizations and the public (PRSA, 2015). Museums have started utilizing the tools of SM as a way to reach out to the public and establish new audiences. They have found that utilizing an online experience as well as a physical one creates a new sense of engagement with the younger generations, and brings new people through the doors (Bojana, 2016).

Social Media is a tool that can and should absolutely be used by Public Relations practitioners as a way to further engagement and establish new audiences. Every day, people are scanning various forms of SM platforms, and it’s important for practitioners to establish a presence on these platforms as a way to reach the largest audience. SM is not a poor form of communication, it offers a new way for a brand to share experiences with the public and establishes an easy way for consumers to communicate directly with their favorite brands to further connections and relationships. Public Relations and social media have a clear connection in this day and age, and it is important that practitioners utilize SM to the fullest.

References:

Davidson, L. (2015, May 17). Is your daily social media usage higher than average? TheTelegraph. Retrieved March 25, 2017, from http://www.telegraph.co.uk/finance/newsbysector/mediatechnologyandtelecoms/11610959/Is-your-daily-social-media-usage-higher-than-average.html

Vardeman-Winter, J., & Place, K. (2015). Public relations culture, social media, and regulation. Journal of Communication Management,19(4), 335-353. Retrieved March 24, 2017, from http://www.emeraldinsight.com/doi/abs/10.1108/JCOM-11-2013-0079

Charest, F., Bouffard, J., & Zajmovic, E. (2016). Public relations and social media: Deliberate or creative strategic planning. Public Relations Review,42(4), 530-538. Retrieved March 23, 2017 from https://www.researchgate.net/publication/300411279_Public_relations_and_social_media_Deliberate_or_creative_strategic_planning

Yann, A. (2015, November 30). What is Public Relations? PR Definition: PRSA Official Statement. Retrieved March 25, 2017, from https://apps.prsa.org/AboutPRSA/PublicRelationsDefined/#.WNahWRLytP0

Bojana, S., Karlíček, M., Stříteský, V. (2016). Adoption of Social Media for Public Relations by Museums. Central European Business Review. (.pdf)

 

SEO: Digital and Online Media Skills I’ve Learned in My Marketing Classes

We live in an incredible time where anything you want to learn can be attained through a couple searches online. Marketers have adapted to this online age and have place ads and media all across the web in hopes of grabbing your attention. In fact, according to CBS, every day we see over 5000 adverts as we go about our day! With all of this information available to consumers, it can be hard to compete.

It doesn’t have to be hard, and of course, the answer to this problem can be found with just a few clicks. In my most recent Marketing Class (100-1k), we focused on Search Engine Optimization; the process of crafting your media in a way that makes it more discoverable based on the keywords and phrases that you use in your content. Consult with any Digital Marketing (1k-10k), Internet Media (100-1k), or Online Marketing (100-1k) guru and they’ll tell you the same thing: SEO is not only interesting, but these days its completely necessary if you want to get ahead.

I’m Taking Steps (100-1k) towards Learning Digital Marketing (100-1k) and all forms of online Advertising (10k-100k) and Public Relations (1ok-100k). In that effort, this blog is going to utilize keywords and promote Search Engine Optimization as a way to grow my brand.

Using Google Adwords’ KeyWord Planner (will require you to sign in using a google account), I was able to plan out specific keywords for this blog (in bold/uppercase above) and I was even able to see how many people search those terms monthly! Google Adwords has some wonderful tools that you can use to create a search engine optimized blog, website, or any other form of media you have online.

 

References:

Google. AdWords. Retrieved March 15, 2017, from https://adwords.google.com/home/tools/keyword-planner/

Johnson, C. (2006, September 17). Cutting Through Advertising Clutter. Retrieved March 15, 2017, from http://www.cbsnews.com/news/cutting-through-advertising-clutter/