Yes It Is Google Surge Season

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....

1. 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.
2. Generally speaking, a Google Surge is not for the cheap advertiser.  You will spend a LOT of money if you do it correctly.
3. 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.
4. 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,
5. 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.
6. 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.

PardonMyFrench,

Eric