Most people think of Google Adwords as a tool for acquiring new clients cost effectively. And of course it is a good direct marketing tool. However creatives and advertising agencies should use it as well.

As an advertising agency you need to get as much information as possible about your audience. You want to know their need, their interests etc. Adwords can give you this information. It gives you focus, some clues to brainstorm on. Yes it makes a difference if you know that people are looking for blue shoes lately in stead of red ones. So learn more about how to use Adwords as a market research tool.

Besides Adwords as a research or inspiration tool. It can also be a good tool for branding, getting attention etc. Of course you can learn more about Adwords for branding. However you don’t see much of a creative use of adwords yet.

Most Adwords Ads are like “need a car?, come to us” which is of course effective in DM. But Adwords for branding will need a different approach. What about using estrange statements like “My car is better than yours” or using slogans and redirect to customer feedback “BMW Sheer driving pleasure, want to see what others think” etc…

Start building or reinforcing brand associations.