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.
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.
Syzygy
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.
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'. ;)
AWA
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.
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.
:) AWA
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 :)
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.
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...
Syzygy
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 :)
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? :)
[edited by: sem4u at 12:52 pm (utc) on Feb. 17, 2005]
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 :)
(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!
AWA
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.
