Join Adriaan Brits for an in-depth discussion in this video Google AdWords display, part of Online Marketing Foundations: Digital Marketing Research.
- [Narrator] If you're a media buyer…or marketing campaign specialist,…you probably want to use research…to understand more about the availability…of ad inventory and the key players…in display advertising for your industry.…You also want to obtain cost estimates…before starting a new campaign.…This is not only useful in determining…how much you will spend to buy advertising,…but it will also help you to know…which publishers you can approach directly…to discuss native advertising opportunities…with some credible publishers who can…link directly to your website.…
So right now, I'm signed into Google AdWords.…And you can do the same, and once you've…logged in, you can head over to Tools.…If you click on Tools and scroll down…to where it says Display Planner, just select that.…And now underneath Find new targeting ideas,…you can select the first area here,…which says, "Search for new targeting ideas…"using a phrase, website, or category."…Now let's imagine that your industry is luxury homes.…
Perhaps you're selling luxury homes.…
Adriaan Brits consults with organizations all over the world at improving their market research practices. Here, he shares his knowledge with you. Using data from big (and free) online ecosystems such as Google, Facebook, and LinkedIn, Adriaan shows how you can measure consumer demand, trends, market competitiveness, and direct competition. He also introduces some premium toolsets used by professional marketers. By the end of the course, you'll have the skills to conduct your own independent research and investigate your customers and competitors online.
- Conducting quantitative and qualitative research
- Understanding the limitations of what you can research online
- Using Google AdWords, Facebook, and Amazon to measure demand
- Using LinkedIn and Google to measure competition
- Seeing marketing research in action
- Using free or premium tools to carry out online research
- Using Alexa, SEMrush, and SimilarWeb for in-depth research
Skill Level Appropriate for all
Q. This course was updated in 12/2017. What topics were updated?
A. The following topics were part of the update: professional research tools, SEMrush, and SimilarWeb.