Image source: www.seankenney.com
On the 27th of March I had a full day at Google Engage Academy – stuffing my brain with everything AdWords, online display and taking your services and skills to the next level.
I met new people and “new new” people and old familiar faces, learned a lot from Cardinal Path and drank a hell of a lot of coffee 
These are five quick points from everything I took with me:
- Connecting Google Analytics and AdWords is easier then I thought and enables insight in your customers sales funnel from multiple online channels. Nifty.
- Google+ button will play a bigger part in the “search” algorithm in the future
- 80% of all websites in the world are available through the Google display network – as an old online display fox, I see the benefit of cutting out all the other “networks” to get to the websites I want to advertise on (I suppose this can be a budget and a country specific question as well)
- A powerful combination of three; display, adwords & analytics leading to a well built website of course – for online success
- On non-conversion based clients – define success and apply a value to it – even though it’s a download of a PDF, a phone call, a specific page of your customers website.
I’m happy and grateful for getting the opportunity to participate at this event and that Google actually are starting to host these in Gothenburg. Last year I went to Stockholm for an equally amazing day – on another level though. However what I really appreciated this time was the intimate and open atmosphere on the sessions – there was a smaller audience since we where divided up in two groups after your knowledge level.
I was inspired and motivated to nail my certifications when leaving for the day I actually went straight home typing out all my notes and hitting my study books/iPad!
And finally, here is the secret to Dynamic keyword insertion:
- {keyword:default text}
- use exact syntax – no spaces!
- replace default text with something real which AdWords can insert if it cant insert your keyword for whatever reason it may not be able to display the word in your ad.
- Capitalization follows where you place the capital letter in the word keyword, KeyWord, KEYWORD – that’s how your keyword will be displayed in the ad.
Enjoy 
Lastly for you who do not know what Google Engage Academy is – this is a great opportunity to get support and training to further your skills and knowledge about Google’s products. And in return get even better in serving your clients and help small businesses succeed online. You get training, support and get to go to events like these to get inspired to learn more.
