Google AdWords and Analytics Videos for Businesses
After the Google Talks Channel, Google launched its video channel for advertisers (joined: January 22, 2008), which seems to add something extra to the usual Google AdWords seminar series (the video tutorials). I think I would find the series truly useful if Google decided to address the recurring questions and problems that crop up in the AdWords Google group discussions. Maybe later on. Besides AdWords, we will also hear about Analytics & Website Optimizer, which is cool.
Now here’s the video that I liked most (problem described, technique shown, short and well-rounded). The video is about the different matching types regarding negative matches. Several advertisers know that you can have negative (and exact, phrase, embedded) matches, but fewer know that there are three different negative matching types in line with the general matches: broad negative, phrase negative, exact negative. Here’s a shot with Julie, the host of the Google Video for Businesses show, explaining how to exclude certain keywords from a Wedding Reception Bands AdGroup (often visited by users who are interested in jewelry rather than wedding music specifically):
As you can see, the video does not cover several things, like what about misspellings of ‘diamond’ as a negative keyword, and even more importantly, what about users who you wish to target in an earlier phase of the decision making process, and they only convert in a later phase, whether negative broad match includes plurals and other forms of the stem word, etc. All the questions that are typically coming up in Google AdWords forums, or in trainings. So it seems that the video channel may target basic and intermediate advertisers.
From the official Google AdWords blog:
On this channel, you can watch Fred Vallaeys, our AdWords Evangelist, discuss conversion tracking and bid management, learn the basics of ad quality, receive tips on how to brainstorm negative keywords, or view a webinar on the AdWords Conversion Optimizer.
In addition to videos on AdWords, the channel also features videos of other Google business solutions like Google Analytics and Website Optimizer. The videos are currently organized into different playlists by product and by topic.