Last week during my online advertising panel at the Personal Democracy Forum, we spent some time discussing when and how to use a Google Surge. This followed up another panel at the AAPC annual conference when we also spent some time discussing a Google Surge. Since it is Google Surge season (if you haven't started running one by now, you are too late), here's what we discussed....
- I like using Google's Ad Planner for forecasting a daily spend. If you have a Google account manager they can also provide forecasts, but personally I've found my own personal forecasts are closer to what we spend.
- Generally speaking, a Google Surge is not for the cheap advertiser. You will spend a LOT of money if you do it correctly.
- Do not expect to generate any donations from it and if you think you want to, you are running the wrong online tactic. This is a branding, messaging, and Get Out The Vote tactic.
- We have successfully generated email and petition signups as long the message is a current hot topic or you have a great creative; otherwise, don't expect any decent CPAs and if you think you have a good, pertinent message, test your way into it because you can blow your money quickly,
- Speaking (really writing) about creatives, I prefer TV commercials as my creatives. Your offline agency has spent a lot of time and money testing the message and building the creative, so why reinvent the wheel? Google makes it super easy for you to use it - either run a click to play video or a YouTube video ad or if you have the money, use a rich media vendor like Mixpo.
- Finally, the geo-target is your most important factor, but also take a look at the settings available in Google so you can fine tune your marketing.