Digital Disruptors

This episode we're joined by Ubrik's Digital Marketing Manager, Azhad Ali. He usually spearheads our performance marketing campaigns. He's been in digital marketing since 2008, when he was employee #3 at Ubrik. Now, Ubrik has handled over 100 accounts and AED 30 million in digital media spend. Time-Stamped Show Notes [02:30] Today's topic - a practical breakdown of how to execute your first Google Adwords campaign. [03:15] Specifically, we will focus on the Search Marketing Cycle (SMC.) [04:00] The SMC is a 4-step process of research and planning, execution, measurement, and optimization. [04:45] At the planning stage you figure out what your objectives are and develop keywords you want to associate with your brand, using the information you have about your business. [05:55] The difference between "search term" and "keyword." A search term is what the user types into Google Search, while a keyword is what the digital marketer configures in an Adwords account. [06:25] For example, "where can i get a part-time