Google Tool Ebook

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to Improve Your Marketing Effectiveness

Table of Contents

Introduction.....................................................................3 Google AdWords.............................................................5 Google Docs...................................................................8 Google Keyword Tool.....................................................11Google Alerts.................................................................14

Google News.................................................................17
Google Reader..............................................................20 Google Places...............................................................23 Common Questions.......................................................26

2Introduction
Although Google serves as the go-to search engine for many Internet users, there still seems to be a large unawareness for its other tools. Here at HubSpot, we feel it’s important to discuss Google’s various tools as they fit in nicely within the type of marketing we and our customers practice: inbound marketing. As you have noticed, traditional marketing activities have hit the backburner, establishing a stale and ineffective method of reaching consumers. As a response to this changing environment, we need to shift our focus to attract people who are actively searching for products online. That's where inbound marketing comes in. Inbound marketing accurately conveys the challenges your consumers are facing and what types of solutions they are looking for. It takes advantageof the way people communicate and do research. We are using search engines, reading blogs and tapping into our social networks to find answers to questions and make purchase decisions. Companies can utilize these different channels to better target their marketing activities and bring in more sales.

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Introduction

Inbound marketing is easy to measure, allowing you to see your return oninvestment, whereas with traditional marketing techniques, it’s much harder to tell whether the money you spent is actually turning into sales.

One of the key players in this rapidly evolving landscape is Google. While there are numerous search engines out there (Yahoo, Bing, AOL, etc), Google remains the dominant destination people land on for research and reviews.
However, Google is not onlya search engine. It also owns a range of assets that provide marketers with social networking and content creation opportunities. This is what this eBook is all about. Hope the tools we cover here will help you become better at inbound marketing!

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Tool 1

Google AdWords

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Google AdWords
Google AdWords is a provider of Pay-Per-Click (PPC) ads. It allows businesses to createads and target specific keywords. As people search for these keywords, the paid ads appear in Google paid search results.
Does that sound confusing? Let’s break it down. For example, let’s do a search for a dentist in Cambridge, MA. As you can see in the screenshot below, there are two types of results that appear in results:

Sponsored links

1) Organic search results: These search resultsare earned by accumulating a lot of inbound links and SEO authority. 2) Sponsored links: These are search results you pay for in order to rank for a specific keyword combination.

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Google AdWords

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75% of searchers click on organic search. Only 25% of online searchers click on paid results .

Google AdWords Offers Contextual Targeting
As part of the Google Display Network,Google partners with hundreds of websites, news pages and blogs that can feature your ads. “And similar to how it works with Google Search, your keywords determine where your ads are shown on the Display Network,” Google’s Step-by-Step guide reads. When you create a specific ad, Google can match it to a website it relates to. For example, if you’re a bakery and your ad is about a cake, it will fit...