Demo: Designing Google AdWords

We talked about how Google AdWords can be a great way to push and test your understanding of the think, see, feel, do that you created against your persona. And particularly if you’re in a very data-driven environment, a place that’s maybe not that comfortable with the design process, this is a great way to show just how actionable these personas really are. So, I have here a Google AdWords template that is in Appendix D of the venture design document and this has a set of tables that have the appropriate amount of characters for what you can put into the various parameters of the Google AdWords ad.

So when you actually render these, the headline looks like this that you see in blue, and this is the description line and so forth. So I’m going to go here and we’ll do Trent the technician and we’ll use the think angle. And we’ll look at the tension between how he thinks things should be versus how they are right now. And as you remember or maybe remember, that was he thinks the dispatch process should be more systematic than it is, that he should end up less stuck in traffic and less so on jobs that are good fit for somebody, more so a good fit for somebody else.

And so what would Trent be searching for if he wanted to solve this problem for himself. Probably, he’s not the guy to go pick out the software. But just let’s pretend he is for the purpose of this exercise. Well, he might search for HVAC dispatch or HVAC dispatch solution. And then if we’re going to use the think angle, what would be a good headline? Maybe something like, A Better HVAC Dispatch.

And then what would be our description line? So if we got his attention with that, then what would we want to say? Maybe something like, I’m tired of sitting in traffic. Tired of sitting,

In traffic.

What’s the answer to that question? We have a better idea, let’s talk. So we have a better idea. Maybe an exclamation point for emphasis. Let’s talk. Let’s.

And the display URL would just be wherever we want to take them, and I don’t have any notes to myself. So this is something we can take now. And if we wanted to, we could run this and see what actually happens. But this is a great way to think about your persona in testable, actionable terms. And it’s just one way to do that but it’s a nice easy way to do it early on.