|Why Google Needs a Newsletter|
Top X Reasons
Google has needed a better communication system for a long time. A regularly updated newsletter, or even a regularly updated blog (which could even be categorized into sections, and then RSS subscribed) would go a long ways toward not only letting advertisers know Google cares if they stay around, but arming users with knowlege about the system will make a lot of relationships go smoother on both sides.
Top reasons Google Needs a Newsletter (not in any order).
1. Release of new features. I can point to MANY threads where someone says, 'wow, I just found this tool', and the tool has been available for over a month.
2. Clarification of Tool features. Does the traffic estimator take into account AdSense stats? Why does the estimator not take into account phrase/broad matches of other advertisers when estimating new keyword bids and positions?
3. Promote their own program (this seems like such a nobrainer), but there are people who don't know what AdWords is - don't know about internet advertising, and don't realize those listings are paid. Proactive marketing would help Google's marketing.
4. System changes. Google has a very complicated formula, this formula changes on occasion. Letting people know about the major changes (ad text being considered relevant), will go a long ways toward answering less support emails/phone calls.
5. 'How To' sections. I can list numerous articles which would be helpful for Google to write. (What todo if you think you've encountered click fraud. How to maximize AdSense revenue. What makes a good ad. Ad & Landing page interaction. How to organize an AdWords account. System settings: What does the 'select language' really do?)
6. FAQ releases. Google updates their FAQ (or adds new ones) fairly regularly. A list of updated FAQs would be very useful.
7. Policy Changes. Google has made affiliate policy changes, official announcements on what is/isn't allowed, how to be approved for pharm ads, etc. Announcing these to interested advertisers instead of quietly posting them on the website would keep advertisers informed.
8. Bridging the Communication Gap. The number one complaint against Google is communication. Regularly updated information will make it seem that Google walks outside of the 'plex on occasion to proactively give people information.
Nothing springs to mind that I would like to add to that list, so I'll just say that I agree entirely.
Official explanations on any changes to service and/or tools that may help (or hinder) my marketing efforts through G's adwords machine would be much appreciated.
Developments in adwords seem to come thick and fast and communication from G regarding these is noticeable by its absence.
The newsletter is not a need, but a NECESSITY - especially for the advertisers.
I spent a lot of time diging in this forum. I am sure, that the newsletter would save a lot of my time, so I can get more customers for me (and it means for Google).
Many of eWhisper's reasons require quite deep knowledge of the system, so my recommendation is:
Start the newsletter for G.A.P.. There will be no need to write basic staff, we know how the things work and we NEED to know the changes. It will bring the profit for Google and for us, too.
If we will not persuade Google, that such basic thing as the newsletter for partners (I mean advertisers) is a NECESSITY, then stockholders really shoud do.
The stockholders should ask: "Hey, why are we loosing our money? Why do not you communicate with your partners the proper way? Why the partners have to loose thier time by digging for info? We want them to make money for us!"
If the Google starts the newsletter for a common user, it is good. If not, I do not care. It is their decision how they do their own marketing.
But if the Google does not care for the people who make them money, it is a real shame.
Sorry if this spot is quite emotional, but I feel like crazy - think about it: something so important, so common... others are pushing it on you so hard. With the Google you can help your customer to measure if the ad converts the user into subscriber of their newsletter. So it seems, that people in the Google know, how important the newsletter is.
Why they do not use it for themself?
Why we have to ask for it?
|I can point to MANY threads where someone says, 'wow, I just found this tool', and the tool has been available for over a month. |
Yeah. Myself. Yesterday. The "disapproved ad tool".
Another good idea for a newsletter would be polls or comments on new things in the pipeline.
Have to agree entirely too - a newsletter/blog/RSS feed is a must.
At the very least, make a newsletter for us G.A.P.s!
|Why Google Needs a Newsletter |
Many thanks for starting this thread eWhisper! You can bet I'll be following in closely, and also sending along a link to the entire thread to the right folks later in the week.
So, I hope that everyone will weigh in with their opinions, whether 'yeah' or 'nay'. ;)
I've given some strong hints in recent posts on a newsletter. Google is one of the few companies in the world that does not see the need to inform their customers.
I'm convinced that I could write a "tips and tricks" section that would boost G revenue.
I couldn't agree more! The fact that Google keeps its customers in the dark so much of the time is baffling to me. I'm assuming they want to continue to grow. We can help if we are given the tools to do it! A newsletter would be a HUGE step in this direction.
We've been harping on about this for a fair while now, thanks for bringing it back to the fore eWhisper. A newsletter could be a way of getting back in touch with both the small and the large businesses who use Adwords...
When I pass on the link to this thread, I just wanted to make sure that this piece of information is quietly included:
Warning!> Shameless Self-Promotion Ahead <Warning!
Have I ever mentioned in this Forum that, in a past lifetime, I wrote/edited a quite excellent bi-weekly email newsletter for another company? Gosh, I sure would like to be a part of that sort of effort again. Heheh.
Seriously, though. Thanks for the well-stated comments in this thread.
Did I mention I beat that shameless promotion by almost a year in posting about it...
May 18th, 2004
|I'm still waiting for that G job posting to write AdWord FAQs and eBooks - I just keep seeing ad manager & client service positions |
We'll put in a good word for you, AWA :)
And in the newsletter, AWA can write some Case Studies. Some stories about big companies are fine. But let's also include the mom-and-pops that are out here making the world go 'round. Let the average Joe see a Case Study where he can say, "Wow, that company is just like me. And if they can benefit from AdWords, so can I!"
What would the reader want to know in a case study? Had the company advertised online before; why did they start using AdWords; how much did they start out spending; what is their monthly budget now; did they use a third-party or do it in-house; how did they research keywords; how did they draw attention with their creative; how did they organize their Ad Groups; what was their CTR; etc.
People like to see real life, not just theory. I think Case Studies would be great, and there should be an unlimited supply of companies willing to submit their stories for consideration.
Thumbs up from over here..
I completely agree with all the above. I would also save and file them to easily come back to topics I want to explore later
|I would also save and file them to easily come back to topics I want to explore later |
With that in mind; if structured and presented in the correct way, key tutorial elements of any newsletter could at a later stage form the basis of a practical, hands-on "How to..."/ebook. Indeed, G could include "Tips from the Experts - an Insiders Guide", using the indepth knowledge found in fora such as this...
Great ideas eWhisper.
They could also use the newsletter to personalise the relationship - you know, even have a "meet the Adwords team" section - maybe with a pic of AWR and his typewriter collection :)
Google's the only company left in the world who doesn't foist a newsletter onto anyone who's ever given them an email address.
Someday I will run out of labels for all the silly newsletters I receive, don't want to read now, but don't want to lose in case I ever need to reference them.
Google does a fine job of informing me of new features and much (not all, admittedly) of my curiousity is sated by the unusually clear and succinct support section, so I'll be the lone vote of "nay." Every vote counts, right? :)
Whoisgregg, sorry, but it is a big difference if the company sends newsletter to "anyone who's ever given them an email address" or only to people who really want it.
Yes it is a very good idea. Often people find new features out by visiting this forum instead of directly from Google.
[edited by: sem4u at 12:52 pm (utc) on Feb. 17, 2005]
AWA, it's a good way to improve the bottom line. You could address common issues of the day - like click-fraud. Reassured spenders spend more.
Excellent post, eWhisper. The overall suggestions seem very Adwords centric (Duh, why do you think this is in the Adwords forum, Macro?). How about a separate one for Adsense publishers? And one for the ..... er, never mind, I can't see you doing one for the SEOs :)
Hey, since better communication seems to be a big part of this thread, I wanted to give you all an early heads up - although there'll be a message in the UI appearing before too long.
(Plus, it lets me bring this thread back up to the top. Heheh.)
Anyway: this Friday, the 25th, the AdWords system will be unavailable from roughly 9 p.m. to 12 a.m. PST (US) for maintenance.
The work will, of course, be accomplished as quickly as possible - since no one is particularly fond of unavailability. ;)
Ads will continue to be delivered as normal, BTW. So, no worries there.
Wow, busy day. 6:10 pm, and my first post of the day!
FYI - Some of AdWords competitors send this type of info in emails, as an opt-in announcment newsletter, and it's very much appreciated.
I think there are two types of communications I'd like to see from Google.
1. A regular newsletter like in post 1.
2. Announcement lists for one time issues like this. Advanced warning is much appreciated.