The Intern Week 2 – Call only Campaigns, Gap Analysis and more

The Intern Week 2

Week 2 being the intern has now come and gone, and what a week it has been! If week 1 was the ‘eye opener’ then week 2 was definitely the ‘mind tester’. I say this because I began to delve deeper into Google Adwords and take on more complex tasks that required more time and responsibility. These included such tasks as setting up call-only campaigns for 2 different clients, creating a location specific keyword list to be imported into Adwords, and doing a gap analysis for a number of different clients.

Google Adwords to me is not exactly complex to use, however, there are so many different features and functions that one can explore. This week I was assigned the duty of setting up a call-only campaign for an existing client. For those who don’t know, a call-only campaign is essentially where the ad displayed contain a phone number and option to call directly from the ad. This task was quite simple and straightforward, but did take a good 80% of Monday to complete (I think it may have had something to do with the 200+ suburbs and not being able to do it in Adwords Editor! But then again, never can be too sure!). The reason as to why this consumed so much time was largely due to the fact I had to write each adcopy individually so that the correct suburb shows for the correct ad, as well as having to review each ad before its processed.

The campaign for the next client was a lot easier and took much less time, as it was only a matter of pausing the old ads in the adgroups and replacing them with a general call-only ad which would simply be copied and pasted each time. Although this campaign seemed even simpler than the previous, I still somehow managed to leave out 20 suburbs (most likely due to looking at the sidebar, which only displays a limit of 200 adgroups, when there was around 220). This resulted in a displeased client and a valuable lesson learnt by myself. To my credit (because everyone needs a bit of credit every once in a while) it was an honest mistake and I had the remaining adcopies completed within 20 minutes of discovering what had happened. Definitely a lesson learnt!

Continuing with the Google Adwords theme, my second major task for the week was to create a location specific keyword list for one of our clients. For those (again) who may not know, a location specific keyword list is essentially as the name says; a keyword list that is specific to one location or area. One thing that I have taken notice of in my first 2 weeks is that any task to do with location or suburbs generally requires a significant amount of your day, and this task was no different (In fact, this task resulted in my first day staying back past my normal leaving time!). The keyword list itself remained the same across all suburbs, only with the inclusion of the suburb name at the beginning of the phrase. Creating the list was an overall simple task, but not until I was shown a quicker and more simple way by one of my co-workers. I always liked to think that I was confident and skilled when it came to Microsoft Excel, but on that day I was proven wrong and without a doubt thankful for the time it had saved me!

One thing I’ve learnt that’s great about Google Adwords is that you not only have the ability to search through all the keywords and search terms for a campaign, but also to sort them based on conversions, enabling you to see which terms are performing and which are eating away at your budget. My task was to take the top 20 performing keywords and see where our clients ranked in the organic search section of Google. The organic search position of a webpage will depend largely on its relevancy, content, history and a bunch of other key factors. It is no secret that most people don’t look past the second page when searching for something on Google, which is why it is so important for a company’s website to rank well (preferably top 10) if they wish to see the best possible results from a campaign. Essentially, my task was to find all the keywords where the client didn’t rank in the top 10 and note them down, as these will later form the basis of articles and content that needs to be written for the webpage to try and achieve a higher rank. It was interesting to see how frequently using one of the top 20 best performing keywords as search terms would not even see the company make the first page of organic search, almost 75% of the time!

Well that just about wrapped it up for week 2 of being an intern, and what a week it was! To put the whole week into one word would give the result ‘patience’. I say this because the majority of the work was time-consuming and often repetitive, although left me eager to finish and see the results I had produced, which by any way of looking at it would be considered ‘patience’. So with 2 weeks already gone and another coming right up, I can’t help but to look forward to what next week holds!


The Intern

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