25 September 2011

Thursday 22 September 2011 we visited the 'Learn with Google event 2011' in Brussels. It was the first time that Google organised such an event in Belgium. The day was devoted to the question 'how to get the most out of AdWords?'. The presentations were given by David Booth, senior founding partner at Cardinal Path (USA).

Since the level of AdWords knowledge in the room varied a lot (and David Booth appropriately anticipated so), many subjects were known substance for us. Nevertheless, we have listed a number of interesting points from the presentations that we would like to highlight:

• 60% of the AdWords revenue in Belgium comes from foreign advertisers. For other European countries this percentage is 20% on average. This huge difference shows that there are still many opportunities for national advertisers in Belgium.
• The Google+ button has been integrated into AdWords text ads already some time ago, but since a few days the Google+ button is also integrated in so-called AdWords display ads and image ads (banners). Google+ is growing and a targeted approach is necessary.
• Not new, but very important to highlight: focus on Quality Score! Quality Score optimisation enforces higher positions, lower costs and as a consequence an increase of your results (for example, a higher Return On Investment). Ensure 100% relevancy and the perfect landing page!
• In addition to the AdWords conversion optimiser for search campaigns, a conversion optimiser for Display Network campaigns will come. Currently it is still in beta. The exact date that the Display Network conversion optimiser will be available for all AdWords advertisers is still unknown.
• AdWords ad extensions appear relatively unknown in Belgium. The positive consequence is that the various extensions are little used which allows advertisers to serve distinctive AdWords ads. Make full use of sitelinks extensions, call extensions and location extensions! Product extensions are not yet available in Belgium. Sitelinks and call extensions are in principle suitable for all advertisers, location extensions only for advertisers with one or more physical location(s).

If you have questions about any point in this short report or if you wish to receive a proposal tailored to your situation, please feel free to contact us.