The 9 Best Google Online Marketing Challenges to Build a Team

Google AdWords Editor’s Challenge: Build a winning AdWords campaign in 2 weeks

Leveraging your digital marketing agency’s extensive online marketing knowledge, you are tasked with creating an effective AdWords campaign in just 2 weeks for a global consumer goods company. You will be working directly with the agency’s manager of digital marketing to define KPIs, set objectives and benchmarks, and review and analyze results. This is a real-world challenge, and it’s not a marketing fluff piece — you’ll need to pull out your favorite digital marketing tools, such as Google AdWords, to meet the deadline.

1. Create compelling content to attract, engage, and educate your audience

The content you create should be high quality and should be designed to educate or entertain your readers while also being compelling and interesting enough to draw them into an action or purchase moment. Ideally, your content should be both entertaining and educational, and it should be engaging enough to keep your audience coming back for more.

2. Position your content so that it drives organic search traffic to your website

The goal is to have your content, products, and services showcased in the most viewed and most relevant positions on Google search results pages (SERPs) so that your target audience can easily find what they’re looking for.

3. Build a foundation of marketing analytics to understand the success of your campaign

Even after you’ve launched your AdWords campaign and started to receive results, it’s still valuable to track its performance over time in order to determine which strategies are working and which ones need to be adjusted.

To do this, you must first set up marketing analytics on your website. This can be done using a tool like Google Analytics.

After that, you can use the analytics tool to track the success of your AdWords campaign. For example, you might want to set up a goal to get 100 organic searches per day for a product or service you promote. Then, you can measure the performance of your campaign by tracking its key performance indicators (KPIs).

4. Measure the success of your AdWords campaign by analyzing key performance indicators (KPIs)

Once you have set up your analytics platform with key performance indicators (KPIs) for your AdWords campaign, you can use this information to track its performance over time and adjust your strategy as needed. Some examples of KPIs you might want to track include:

  • Searches
  • Engagement (clicks, form fills, and conversions)
  • Cost per paid click
  • Conversions
  • Average order value
  • Product recall (unhappy customers)
  • Average session duration
  • User engagement (likes, comments)
  • Prospecting leads (leads generated from organic search vs. paid search)
  • Profitability
  • Brand affinity (how well does your product or service connect with the public?)
  • Brand recall (does your product or service come to mind, or are people confused about what you offer?)
  • Market share (how big is your audience compared to your competitors?)
  • Social media (what is the presence of your brand on social media platforms like Twitter and YouTube?)

The list of KPIs you might want to track is completely up to you. The key is to set up a dashboard where you can track these numbers and keep an eye on the overall performance of your AdWords campaign.

5. Identify and analyze areas of growth

With any marketing campaign, it’s important to measure the results of your efforts and evaluate how you can do better. The good news is that with Google Analytics you can set up automated emails (or other notifications) to be sent to you when a new metric is reached (or surpassed). So, if you’re searching for a digital marketing agency and see that your website is getting 100 searches per day, you can be sure that you’re expanding your reach to more people than you had previously. This is a key indicator that your strategy is effective and that you’re on the right track.

However, in order to improve, you need to look for areas where you can do better. If you notice that 80% of your searches are for a product or service your agency promotes, you’ll want to figure out why this is the case. Is there a specific word or phrase people are using to find your product or service? Are people simply searching for the nearest Walmart? Are you sure that this is the kind of attention you want to attract? Can you track where these searches are coming from and if so, can you find out whether or not this is the kind of attention you want to continue attracting? These are the kinds of questions you need to ask yourself in order to determine where you need to improve and grow your campaign.

6. Use paid search to gain more organic search traffic to your site

Paid search is a form of online marketing in which you pay to have your product or service (usually a keyword) included in the results of a Google search. If someone searches for a specific product or service and your website appears in the results, you’ll want to click on the “view website” button to find out more about your product or service.

Paid search is one of the most effective ways to grow your organic search traffic to your site. Just remember that this doesn’t happen overnight. It takes time and a little bit of experimentation to see results from your ads.

If you want to know more about paid search, check out these Google AdWords tutorials:

  • How to set up Google AdWords
  • Budgets, keywords, and ad groups
  • Cost-per-click pricing in Google AdWords
  • Pricing and bidding strategies in Google AdWords
  • The Google AdWords API
  • Using the Google AdWords API to Integrate Your Marketing Automation

And if you’re looking for more information on SEO, here are some helpful tutorials from Google:

  • Search engine optimization: the beginner’s guide
  • The basics of SEO
  • How to make your website content work harder for you
  • An overview of SEO ranking factors
  • Optimizing your website for search engines (a/k/a SEO)
  • Writing high-quality content for your SEO strategy

7. Analyze the performance of your website’s content (e.g., blog posts, videos, and so on)

To create compelling content that will attract, engage, and educate your audience, you need to analyze the performance of your website’s content. You can do this using a tool like Google Analytics to track the traffic (and corresponding engagement) generated by your content.

Google Analytics will tell you the performance of each individual piece of content, including:

  • Blog posts
  • Videos
  • Podcasts
  • Gifs
  • and more

You can use this information to:

  • Find content that is performing well and determine its optimal publishing schedule
  • Determine the ideal word count for blog posts
  • Estimate how many videos you should make based on your site’s traffic
  • Choose the right social media platforms for your content
  • and more

The key is to look for patterns in your data so that you can continually improve the performance of your website.

8. Use SEO to ensure that your website shows up in the right places

Since the early days of the web, search engine optimization (SEO) has been one of the most popular topics among online marketeers. And it’s not hard to see why. SEO ensures that your website shows up in the right places (i.e., the top results of a Google search) by taking into account the various factors that influence search engine rankings.

These factors include the words and phrases used in the title of your website, the content of your website, your website’s backlink profile, and so on.