Monthly Archives: July 2009

Using Conversion Data To Improve Google AdWords Management

To improve your Google AdWords management account we need to analyze conversion statistics, determine your rate on investment or ROI, and improve your campaign performance by analyzing this data.

Once you have activated conversion tracking and implemented the code on whatever page you would like to track, two new columns will appear on your campaign management screen. The two columns are cost per conversion and conversion rate. These two columns will give you a quick rundown, but nothing like the report center will get you.

The conversion rate will let you know the percentage of clicks that become conversions in your Google AdWords marketing account, while the cost per conversion lets you know how much it cost to get a conversion. Again this data only gives you an overview of how your account is doing. The next blog will discuss how to utilize the report center to get specific and detailed information on your conversion tracking.

Windy City Strategies account managers have been in the Internet marketing industry for over 10 years and will improve your Google AdWords management with our industry leading Internet marketing consulting, search engine optimization and pay per click management.

Verify A Company Is A Qualified Google Advertising Professional

So you are looking for an AdWords Management company, and of course everybody says they are the best, but how do you know for sure? Well, do your research is what I tell people, but there is one constant that you should always look for when working with a Google AdWords marketing firm, and that is, make sure they are a Qualified AdWords Company.

How can you tell if they are a qualified company? Well Google AdWords takes many measures to make sure that users are not conducting business with unethical individuals and companies, and that they truly are a Google advertising professional.

The best way too make sure that they are qualified is to look for the AdWords Qualified Individual or Company logo that is visible from the individuals or company’s website. Click on it, and it should direct you to a page hosted by Google, with a prefix starting with http://adwords.google.com/select/professionalstatus. This page will contain Google’s validation that the individual or company has attained Qualified status through the Google advertising professionals program.

It is important when looking at Google’s professional status page to see the name of the business, make sure the url is hosted by Google, and that Google’s validation for the individual or company is present.

If you do not see the logo or status page, you can ask the professional for the page, but that should be a cue for you to not deal with this individual or company.

Windy City Strategies account managers have been in the Internet marketing industry for over 10 years and will improve your Google AdWords management with our industry leading Internet marketing consulting, search engine optimization and pay per click management.

Local Business Advertising and Your Website

So lately I have been discussing the many flaws that I believe are the case for using Dex Knows, Yellow Pages, Yellow Book, Super Pages, Reach Local or Yodle for local business advertising, but this one cuts the cake for me. They don’t use your website!

I am going to use an example in this blog, so you can see what I mean, but let’s discuss what a business owner would do once they have a website. This is simple. You want to brand yourself in your local area, and offer information to potential or current clients. Now how do you get traffic to your site? Well as most may know, there are 3 main search engines to use, Google AdWords marketing, Yahoo Search Marketing, and MSN AdCenter. With many local business owners trying to stay as lean as they can, most do not have the time to do their own advertising, so they hire a professional Internet marketing company to get traffic to their site. For as low as around $400 a month for management fees, you can’t hire an in-house individual.

Now all the R.H. Donnelley companies are out there like Dex Knows, Yellow Pages, Yellow Book, and Super Pages advertising on the TV, Internet, radio, and even call you on the phone, and with the phone books being so popular for years, people still flock to get service from them. That is fine as long as you understand what they are doing to you.

Let’s look at an example. Search on Google for Algonquin Illinois dentist. Many searches will come up, and it will change constantly, but let’s see if you can find this ad:

Overmyer Brian DDS

Need a dentist in Crystal Lake?
Help with all your dental needs!
www.overmyerbrianddsyp.com

This a Dex Knows ad, and you know that because they add yp or dex to the end of the url. Now, let’s go to the website they are promoting; www.overmyerbrianddsyp.com. Right off the bat you will notice this is a Dex Knows storefront page, because of the logo at the top left. I believe the storefront is great for people that do not have websites, because it does provide some good information, but it is not personable. Now in blue, there is a link for website, which is Dr. Overmyer’s real website that he paid for. Click on it and you will see that it goes to www.crystallake-familydentistry.com. A beautiful website that Dex Knows has decided not to use. Why? I don’t know. In fact once you leave Dex Knows you lose that storefront, and now you are back to a site that most likely has not gotten a lot of clicks, because they did not use that site. You pretty much wasted advertising dollars, and now may be soured on ppc bid management.

Windy City Strategies account managers have been in the Internet marketing industry for over 10 years and will improve your online marketing with our industry leading Internet marketing consulting, search engine optimization and pay per click management.

Local Business Advertising Companies

With local business advertising being such an integral part of the Internet, a lot of companies try to capitalize, but most are not doing it well and cheating the customer.

Some of the larger companies for local business advertising is Dex Knows, Yellow Book, Yellow Pages, Super Pages, Reach Local, Yodle, etc. These companies take on as many customers as they can, and enter you into one of their already made templates of keywords, and get you online as fast as possible. There are several problems though. The biggest problem is customer service. What do they tell a customer when they are doing Google AdWords marketing, and they want to be listed higher? Now what if they do list you higher, and then another one calls? It is a revolving problem that will never stop until the client quits and goes elsewhere. I guess this explains why R.H. Donnelley declared bankruptcy.

At Windy City Strategies, we only take one client doing the same service in a geographical area, so we don’t have to deal with these problems, and more importantly be fair to our clients.

Windy City Strategies account managers have been in the Internet marketing industry for over 10 years and will improve your online marketing with our industry leading Internet consulting, search engine optimization and ppc bid management.

Local Business Advertising

With close to 80% of businesses being local in nature, local business advertising is critical.

Local business advertising is where you can target the audience looking for your product or service in your area. If you stray too far away from that area, you start to lose your target audience and now you are paying for something that is not qualified traffic. You definitely do not want to do that.

There are many companies that say they do local business advertising like Dex Knows, Yellow Pages, Super Pages and Yellow Book, but the problem is they are taking everybody and anybody in a certain area so you can’t differentiate yourself from your competitors. You can’t call them to get listed higher, because everybody in that area is making that same call. Here at Windy City Strategies, we only take one client in a certain area selling the same product or service, and we guarantee it. We feel that this is fair to the client, and they do too.

Windy City Strategies account managers have been in the Internet marketing industry for over 10 years and will improve your online marketing with our industry leading Internet consulting, search engine optimization and ppc bid management.

Internet Marketing Consulting Your Website

As an Internet marketing consulting firm, we get clients that come in and want their website “optimized, or “SEO’d” but they are not actually sure what that means. Like most fields, people know enough to be dangerous, but are not experts. It’s a little like calling an investor banker, and telling them you want to invest your money. That could mean a lot of things, and they will advise you the right way to go.

So when Windy City Strategies consults a client like this, we give them a run down on the different types of marketing and why this would work better than something else. Now most clients want to show in the natural listings for terms they believe to be their main audience, and we always ask, how they know this, and it comes down to beliefs, but no real concrete results. Now I have no problem with that, and who am I to say that is not correct, but with Internet marketing we can get quantitative proof just like an investment banker will show profits or losses. This is why we always recommend to our clients to start with ppc bid management and implement analytics and track your results. Within a month or two, you will have a pretty good idea of what is working and not working.

If you went the route of going with Search Engine Optimization (SEO) right away, you may not get this data for another 4 months, and that is not good if it did not work. You must supplement your advertising with Google AdWords management, Yahoo Search Marketing, and MSN/ Bing, and work on the natural listings at the same time based on quantitative results.

Windy City Strategies account managers have been in the Internet marketing industry for over 10 years and will improve your online marketing with our industry leading Internet consulting, search engine optimization and pay per click management.

Google AdWords Management Contexual Targeting Part 3

So the last couple blogs we have discussed why contextual targeting is different than search, and the do’s of the Google AdWords management content network. Today, we are going to discuss the don’ts, which are just as important as the do’s. Well let’s get to it.

1. Don’t create different URL’s per ad group.

2. Don’t bid at the keyword level. Again, remember keywords are just to theme your ad group, so your bid is applied at the ad group level. Does no good to bid at keyword level.

3. Don’t use keyword matching options. Only use the broad match, because it is only used for the ad group theme. Exact and phrase match do you no good. 10-15 theme keywords is best.

4. Don’t include single and plural words. Use one or the other and complete your ad group theme to optimize you ppc bid management.

5. Don’t create just one ad group per campaign. You can and should setup more than one ad group, and so several themes.

Windy City Strategies account managers have been in the Internet marketing industry for over 10 years and will improve your Google AdWords management with our industry leading Internet marketing consulting, search engine optimization and pay per click management.