I divided this post in three parts. The first part regards the building of the campaign; the second part the analysis of the results; the third is dedicated to the conclusion.
As usual, you comment and advises are more than welcome. You can write to me in private or share it in this post.
Just before Christmas holiday I received a nice letter from Google. They gave me 50 euro to spend in “Google AdWords”. Also the king of the advertisement on line uses the “old” marketing off line. Well: it worked; I decided to add 50 euro of my marketing budget (I confessed, I didn’t ask the opinion of Martin, our marketing director but… it’s Christmas!) to test this new tool.
After saying Happy Christmas to my team, I called my wife to inform her that I would be late for dinner and… I press the button “START NOW”
the first screen of AdWords
Ok. I have already a Google account. The start is easy. I am already in AdWords account. I finish the setup of the Account (bloody bureaucracy) and then ‘Create my first Campaign’; I am getting excited.
I have to select where to run the campaign and the language. This is not an easy choice: My Company is active in Belgium and in Luxembourg. This means 3 official languages and English as international language. I decide to run the campaign only in Belgium and to do it in English.
Then I press the help to understand what is the ‘Networks’ and ‘Bidding’; these guys know their job: the help is easy to understand and push you to carry on.
I accept Google’s advise to leave to him the management of these two important variables;
I ignore all the advances features of this section (the patient of my wife has a limit).
Now the creativity part: the Ads. My Italian fantasy start to fly but the space is quite limited. That’s the result: For ICT RESELLER ONLY – value add distributor in networking and communication. I doubt that Martin will ask me to become his assistant.
What’s now? The choice of the keyword. The tough part.
Fortunately Google offers a very nice and powerful tool: the Keyword Tool. It was worthwhile to stay longer in the office only for this tool. In less than one hour my list is ready and with it also my Campaign.
Google is telling me that I have to wait at least 7 days before starting the analysis. Great: it is not too late to irritate my wife and I can turn on my computer after opening the Christmas gifts with my two girls. This is Christmas.
the keywords generator
Last day of the year. I know, I shouldn’t look at the computer today but… I am curious to see how my Adwords Campaign is doing.
The Graphic is very nice; the number not so much but no panic: I press the tab of opportunities.
I am a little bit disappointed; Google is just suggesting some further keywords. I heard the boss: I add the new keywords and I give to my Campaign another couple of weeks to see what happen.
graphic of the first Ad in English
Nothing. The graph of Impression and clicks is flat like the encephalogram of a zombie. The opportunities tug suggests some other keywords. I decide to change strategy. I add a second advertisement in French and I add keywords in French, bien sur 
Results look better. Good, I have something to say to Martin (and to you).
graphic of the second Ad in French
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What’s more?
Google AdWords: can this tool help an ICT distributor? – The analysis of the results of my first campaign.
Create your first campaign with Google AdWords (AdWords Adobe Presentation)
AdWords Beginner’s guide (AdWords Static Page)
Google’s keyword Tool (Google Static Page)
AdWords: Building and Organizing an Effective Keyword List (Blog)
Getting Started with AdWords – Part 1 (Blog with video)
AdWords Contextual Targeting Tool (Google Video)
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