AdWords is Google's largest source of revenue. Used by small businesses instead of traditional ad agencies to build their businesses. But many small businesses that use it don't stay with it long. It was our job to help solve the problem.
Small business owners are busy people. So they don't have the time to spend hours searching the net for help resources, if AdWords isn't generating results for them.
They also often miss the human connection traditional ad agencies offer. It's hard to "bond" with a webpage.
To solve the challenge, we had to address both of these issues.
Our answer was to take Google experts out from behind the interface. So they could deliver expertise with a human face – and answer questions from real users. Through online “Google Hangout” sessions.
No more wasted hours searching for sites that can help you use AdWords. All content would now be video-based and live on an AdWords Hangouts hub. Making it easy to find relevant upcoming sessions – and search archived content by category.
All AdWords Hangouts would have a unified look and feel. To deliver a strong "branded feel to the support we would offer. A young, bright, modern template would be at the heart of this – to reflect the new generation of small businesses AdWords serves.
Just because you're a tech expert, doesn't mean you're a great presenter. So I created resources to enable every Hangout host to deliver their knowledge clearly, effectively, and compellingly.
To retain users our goal wasn't simply to create a passive "Help" resource. But to develop a new, active community around AdWords. As users engaged with content providers and other small businesses, sharing tips and information and collaborating in each other's success.
“Googliness” is a key Google property. In messaging, it means a removal of spin, wordplay or addy-ness. To create a simple, clear, inclusive voice.
I also developed messaging templates for Hangout hosts to market upcoming Hangouts in a "Googley" manner. WHich means no puns or overclaim. Just a clear focus on end-user benefit. And a structured format demonstrating how each Hangout delivers it.
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"No one understands how to build major brands like Mike. And no one has more discipline in doing it. Sure, he's a great creative talent - but he's also a very strategic mind. The sort of mind we needed to help kick Visa Signature to the next level. Mike is talented, passionate, driven and dedicated to delivering change. I'm fortunate to have worked with him!"
RUDI ANGGONO, Head of Creative, Google