The average Adwords user may be unaware of the breadth of tools available in the platform. Two competitors could both be utilizing Adwords, yet only one is optimizing and leveraging their spend and revenues. Some of these often ignored tools are remarketing and managed placement ads.
Here’s an example of what I mean and why a) you’re company’s Adwords campaign needs to think bigger than just Adwords placement bids, b) why your company shouldn’t be using Adsense.
Case in point, Staples Canada’s website. They, for some odd reason, have Adsense on some of their search results pages and elsewhere in the website. From my experience Adsense only provides mere pennies in advertising revenue. It’s simply not a suitable revenue stream especially when you’re a giant like Staples.
However, evidently Staples doesn’t know they are literally opening the front door permitting competitors on their website and steal their customers.
Here’s how.
In Adwords you can compete for placement in Google’s network of content ads. You can even specify which websites and pages you want to invest more money.
I noticed the Staples opportunity while searching for an Asus Prime (new Andriod tablet). In case you were wondering there’s a massive shortage, NOBODY has it. Imagine if you did have some in stock, all you’d need to do is run ads on Staples website and pull unsuccessful searchers like me with promises of in stock items and BAM, you have a new sale.
Staples doesn’t necessarily rank high for ‘Asus Prime’ keywords, but they are trying to crack into the tablet market by offering a greater selection online and in store. The marketing dollars they’ve invested into increasing their tablet market share can in fact be leveraged by competing firms thru the Adsense placements.
I’m sure after I post this Staples will take off the ugly ads, but in the meantime, if you have Asus Prime’s sitting around, send me one, and then sell the rest at Staples.ca!