google-adwords Archives

Webconsuls Recognized As Google AdWords Certified Partner

Monday August 22, 2011

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Webconsuls has recently been recognized as a Google AdWords Certified Partner. This certification is given to companies with Pay-Per-Click managers who currently run successful Google AdWords marketing campaigns and have also demonstrated in-depth AdWords knowledge by passing multiple professionals exams created by Google.

Google has created the Certified Partners Program for businesses that are looking to use Google marketing as a business tool to create more business but don’t have the knowledge or time to successfully manage an AdWords campaign. The Google stamp of approval lets potential businesses know about companies with a high level of expertise and a significant amount of history in the medium.

Our PPC Specialist Keith Hansen is our Certified Google Partner. Before joining our team over four years ago, Keith was a Yahoo Search Marketing specialist. He was trained from the inside of the industry, a real advantage in this very competitive marketplace. As a result of this new certification, Webconsuls and Keith will have access to next-level Google training and resources, as well as $100 in promotional credits to new businesses who are interesting in trying Google AdWords to promote their business goals.

Let us create a PPC/Google AdWords marketing proposal customized to your business goals and web site so you can see how it works and what it brings to the table. Here is some basics on the value AdWords provides, and why it is so successful:

You set the cost- we can work with any budget.
Reach 84% of internet users.
Track-able to the penny- ability to know what works and what doesn’t towards optimization.
Complete Control- come up on Google searches for the keywords your target audience is searching.
Find searchers looking for your service/product!

Read more about Pay Per Click campaigns here and feel free to leave a comment or question. Keith will be happy to join the conversation.

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Google AdWords is allowing some of its established clients view and actually use it new interface, which is in the beta stage. This new approach is designed to ‘make campaign management faster, clearer, and more intuitive’ in their words. And I must say, that while I am still getting used to it, the new interface is also prettier in a way.

Here are some other notable differences:
1. Custom Graphs on every management page
2. Single tab editing for keywords
3. Bid Editing all on the keyword tab, no longer needing a separate page
4. New Reports- search query and URL reports
5. Specific Content Management tab- for better assessment and custom bidding

It is always good to see the big search engines attempting change and progression when so much of the time complacency and ignorance are the big criticisms of a company that knows it is the biggest dog in the yard.

Has anybody else tried this new interface and found anything super useful or even found bugs to look out for?

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Google has created another AdWords tool for finding keywords to put in a PPC account, creating more competition, bidders, which therefore raises the price in addition to other factors. This time the tool proposes that it finds relevant keywords by ‘matching (keywords) to specific pages of your website with your ad and search share’. To translate, it is trying to provide keywords not currently in the account that are best for the account as determined by looking at the whole picture- website, ads and budget.

Of course past PPC blogs on ‘helpful’ tools created by the big search engine giants have made my tone a bit cynical. These tools are created at best based off user demand, but always tailored to and quietly aimed at revenue. This is not to say that there isn’t utility and useful qualities of a tool like this one, but it is important to read between the lines.

I used the tool for the first time on a current account I manage, and found some keywords I didn’t currently use; but nothing major or shocking. Having said that, that is the way it should be. This should be a comment that I am doing my job as a Pay Per Click administrator. On the other hand, this tool may be helpful for business owners who are attempting to run the marketing themselves and have to balance the business with the marketing.

The tool can be found in the Campaign Management tab, ‘tools’ sub-tab left-hand column. Use of the tool is simple- put the web address in the search field and in another box type the essence of the topic to be explored. The parameters included in the results are keyword suggestions, monthly searches, competition as a bar graph, suggested bid and ad share.

Use this tool in addition to the Keyword Tool, but in both beware of general and expensive keywords that will not return a positive ROI.

Do you need help with Google AdWords or any PPC tools like this one? Let us know at Webconsuls.com.

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I have recently come into contact with a Phishing scheme where an owner of a Yahoo Search Marketing sponsored search account was emailed falsely as Yahoo. The account owner then logged into this fake page giving the phishing thieves access to that account. The thief then hijacks the account using someone else’s money to pay for advertising until the fraud is captured and stopped by Yahoo themselves. Whats more is that the thieves even leave the previous advertising campaign active and running so that the owner will not notice any difference until logging in to the account itself.

Similar fraudulent tactics have been widely publicized with eBay. Again, this is not Yahoo or eBay’s doing and that parent company does give all stolen funds back to the rightful owner. But the best case scenario is a major headache and time wasted researching the issue and dollars lost/refunded.

In conclusion, do not ever log-in to any account of any type using a hyper-link from an email. Always go to your normal log in page to enter in private information. I promise you will not notice a difference in the fake and real log in pages- these guys are pro’s. Save the irritation and time. It can happen to anyone not paying attention.

Here is Yahoo’s company line on the matter- http://www.ysmblog.com/blog/2008/12/12/no-phishing-here/

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Merge your duplicate gmail contacts with this new feature found in Gmail’s Contact Manager.

1. Sign into your gmail account. Select Contacts.

2. To eradicate all the duplicates in your contact list select All Contacts.

3. Select your duplicate listings.

4. Select Merge these 2 contacts.

5. Check your entry for edits.

6. Press Save.

Merging your contacts this way is not only a convenient way to keep your database clean and organized it will prevent you from losing a contact on Google Talk. Prior to this feature I had tried to manually merge contacts together and inadvertently dropped an important Google Talk contact (sorry Dennis). Had I had this simple but necessary feature that would not have happened.

Be sure to sync and backup your phone prior to merging contacts to insure you have a current backup.

Great addition Google. Thank You.

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The Google AdWords ‘local business ad’ is one of the forms you may choose to create for your keyword listings. If your business is localized to any extent, this is probably very helpful. To take it a step further, if your business takes ‘walk-in’ traffic and/or has a brick and mortar presence, then this functionality is a must.

If you have ever done a Google keyword search where your query included a location, you may have seen this type of ad appear. Underneath the sponsored results but before the organic results, a google map will appear with points on the map representing local results for your query. An easy example would be local pizza restaurants- a business-person is traveling and doesn’t know the area well. He or she is looking for a good pizza for dinner, but wants one in walking distant to the hotel. That person can look at the map to see the closest match and how to get there.

The ad itself as has a description for a tag line like normal PPC ads. The business web site, physical address and phone number can all be included, making this a very useful tool for businesses in a community.

Need help setting up and creating a local business ad for your Google AdWords account? Don’t even have an AdWords account? Either way Webconsuls can help, its what we do.

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Analyze Your Ad Performance
–Ads Diagnostic Tool Are your ads showing for a particular search? Find out with this tool.
– Ads Preview Tool See your ad on Google without accruing extra impressions, and preview your ad as it appears to users in other geographic locations.
– Disapproved Ads Find out which ads have been disapproved and why, (editorial status).
– Conversion Tracking Define campaign goals and then pull data to determine which ads are the best at helping you reach those goals.
– My Change History Browse changes you’ve made to your account since January 1, 2006.

When it is all said and done, your ad performance is what determines your minimum bids for keywords for positioning, or in other words- the above analysis is how to make your campaign as cheap as possible by being efficient and relative according to Google.

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Google AdWords has in a beta test a bidding tool called Smart Positioning. The function of this tool aims to place your ad in the most cost-effective position each time it’s displayed. Here are Google’s words in how it works.

How Smart Positioning works.

Here’s an overview of what happens when your campaign is opted in to Smart Positioning:
1. Smart Positioning calculates incremental CPC’s to evaluate the effects on cost and click through rate that would be associated with a higher position for your ad.
2. Once our system determines the incremental CPC for putting your ad in a higher position, it compares the incremental CPC to your maximum CPC bid.
3. Your ad is placed in the highest position possible, as long as both the actual CPC for that position and the incremental CPC are less than your maximum CPC bid.

So essentially, this Google AdWords tool attempts to give its advertisers the best position given recent click data and the bid landscape. It then actually changes the max CPC in the account to reflect the bid it deems most ‘efficient’.

I hate to always be the cynic, but with my history in working with one of the major search engines, I know that ‘helpful’ tools may or may not be as helpful as they are described, but they always work in the favor of the search engine.

Here are some things that make me question the tool and therefore whether I will use it or not in the long run.
1. Since my bids can be changed without my specific knowledge, I am dissuaded.
2. Because Google is providing this ‘help’ to multiple advertisers in competition with each other on the same keyword, I can see a problem developing; either the tool won’t be very effective or certain advertisers will be favored and/or others hurt.
3. Google only provides help in ways that increase revenue as I stated earlier, so I cannot see this costing me less, but quite the opposite.

In conclusion of this early evaluation of a new bidding tool, albeit before it is in wide use, I prefer a bid to position model where I am paying the least possible for a particular position and I have real expectations on my cost and display position. When things can be open ended, Google can take advantage of the account without having to defend their actions. I know what their defense would be when you finally reach a customer service rep- ‘in the terms and conditions it clearly states we can raise your bids’.

I am out.

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Google AdWords does provide a way internally to get suggestions for keywords in your marketplace, its called the Keyword Tool. This tool is found when drilling into the account at the ‘keyword’ level. This means you have clicked past both the Campaign and Ad Group levels to display your keywords and ads.

This tool is free to AdWords users, so great right. Well in the past not as much because depending on what you gave the tool as a starting term for more suggestions, the tool spit out those suggestions from most general (least useful) to specific. Furthermore, the only information associated with these suggestions was 2 simple horizontal bar graphs detailing, ‘advertiser competition’ and ‘search volume’. So hopefully your are following me in that no numeric data was given whatsoever.

Now Google has expanded the tool to return suggestions with ‘approximate search volume’ for the last month and ‘approximate average search volume’ with an actual value. Practically speaking, your campaign has only to spend a predetermined amount any way, so its not as if one regularly finds him or herself adding up search volumes, but it is nice to quantify what Google used to shove into a half inch blue bar.

When it comes down to it, we need to have all the necessary keywords in the PPC account regardless of search volume because we need to target what it is we have deemed necessary in achieving our projected goals. That is, we do the best we can with what we can in the given market with a given budget for a certain business model. But I can say it is significant that Google’s Keyword tool is a bit more useful, and frankly it is nice to see Google sharing any real data with us at all. I’m sure tired of getting email replies that might as well have been some fraction of a bar graph. But Google must be listening to the people to some extent in changes as little as this one.

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What is Pay Per Click ‘Quality Score’ and how is it calculated?
Quality Score is a dynamic variable assigned to each of your keywords. It’s calculated using a variety of factors and measures how relevant your keyword is to your ad text and to a user’s search query, according to Google.

About Quality Score

Quality Score influences your ads’ position on Google. It also partly determines your keywords’ minimum bids. In general, the higher your Quality Score, the better your ad position and the lower your minimum bids.

Quality Score helps ensure that only the most relevant ads appear to users on Google and the Google Network. The AdWords system works best for everybody—advertisers, users, publishers, and Google too—when the ads we display match our users’ needs as closely as possible. Relevant ads tend to earn more clicks, appear in a higher position, and bring you the most success.
For calculating a keyword’s minimum bid (PPC only, not content network or content targeted ads):

The keyword’s historical click-through rate on Google
The relevance of the keyword to the ads in its ad group
The quality of your landing page
Your account history, which is measured by the CTR of all the ads and keywords in your account
Other relevance factors***

Unfortunately, that is all Google will tell us, partly to avoid people gaming the system and partly to be less accountable. The ability to control earnings this way (in my estimation) will keep Google (and Yahoo in their shadow) from ever completely erasing the veil.

All we can do is play by the rules and put ourselves in the best position to pay the least for the desired position. This includes rotating ads, writing the most direct ad, and having the site back both of those points us with our “call to action”, or what we are looking to have the user/searcher do. This must be done clearly, easily and within the top fold of the landing page.

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The following linked article from The Register accuses Google’s AdWords, namely the ‘automatic matching’ feature to be untargeted and an outright waste of funds in most instances.

In short, automatic matching weakens the parameters and rules of defining ‘targeted’ in PPC terms. If I sell Adidas shoes, the articles explains, I don’t want to come up for a search on slippers. That would simply be a waste of money. I would go as far to add that in today’s world of short attention spans, anything not directly or literally an Adidas shoe is not targeted enough- let alone slippers.

Pay per click is too reliant on the ‘conversions to dollars spent’ ratio to allow for any more leniency than exactly what I typed in. Again, attentions spans generally don’t allow for it. Additionally, if the search term in question is on the general side where this rule may not directly apply, then the traffic itself will be of the browsing type not the converting (purchasing, buying, targeted lead) type. So in this case my clients probably aren’t interested in the 1st place.

But that is a whole different argument in itself.

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Happy Holidays!

In this issue read about

No change in our rates
Google Changes
What you can do to help

No Change in our rates

We have decided not to raise our rates at this time. We thank all of you for your confidence in us and are pleased that we can hold the line on our fees.

One step we took to reduce our workload was to reduce the number of search engines on which we report. This does not affect your positioning on the other engines. We just reduced the reports to the most important engines, which saves us time.

We are also redistributing some of our workload so some of you who were working with Dennis on your positioning may now work with Dick, and vice versa. You can be sure that the change will not impact the effort put into positioning your site.

Google Changes

As you may be aware, Google is constantly revising its methodology for ranking sites. Google made a major change in mid-November to reduce the rankings on certain search terms on sites that it determined to be “over optimized” for search engines. Some of our clients were affected. Google seems now to be modifying just what it did. We are regularly reviewing the literature, talking with other SEO professionals, and using our own experience to determine the proper next steps. If you must quickly obtain high rankings then a paid program on Overture and Google Adwords may be your best alternative. Please call Dennis or Dick for more information.

What you can do to help

The chances that your web site will be indexed by the search engines for a particular term are greatly enhanced if that term appears in the actual text on your web site. Frequently you get position reports from us that list the terms we are trying to position for you. You should look at this list and determine if there are other relevant terms that should be added, and any that can be dropped. For all terms that you want us to work on, please check your site and make sure that the term actually appears on the site. If is does not, try to find the best place for us to add the term or have your designer add the term to the site.

Wishing you a prosperous 2004

Dennis Helfand and Dick Fay

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Position Reporting Changes

We are forced to reduce the number of search engines in our position report. The report programs consume search engine resources. The search engines have therefore made it more difficult for the report programs. We are responding by reducing our reports to the most important search engines.

Accordingly, we will report positions for the following four (4) engines:

Google – The most important engine. Some of our clients are only concerned about Google.
Yahoo – (These results are also returned by Google; however, given the dominance of Yahoo and the fact that it recently bought Inktomi and Overture, we have determined to include it in our report).
MSN – (More of a stand alone-engine (tied to Inktomi), but dominant enough for inclusion).
AOL – Powered by Google.

With regard to clients who participate in Pay-Per-Click programs like Overture, Looksmart, Google Adwords, etc., these engines have report menus that are far more detailed than the generic Position reports.

The other engines have much smaller market shares and we think that reporting on their positions is not worth the demand on our resources and on the engines.

Contacting Us

The best way to contact us is via Email. You can reach Dennis at dhelfand@webconsuls.com and Dick at dickfay@webconsuls.com. We check our email several times each day.

Sometimes it is necessary to talk directly with one of us. Remember we are on the West Coast. We are ready to take your calls at 8 am. Pacific Time.

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In this issue we discuss

The slowdown of Internet traffic caused by the latest virus attacks
Why Webconsuls is dropping FindWhat
Changes at Overture

EMAIL/INTERNET SLOWDOWN

If you are experiencing a marked decrease in web site traffic and e-mails, it is more than likely due to the Blaster Virus — also known as MSBlast or LoveSAN. You do not have to have the virus to be impacted. It has caused so much congestion on the Internet and networks that companies have to shut down computers to clean out the Worm. Earthlink and Adelphia report enormous strain on their systems, with many connectivity issues and e-mail problems. Be sure that you regularly update your virus Programs, ( i.e. Norton, Macafee, Firewalls like Zone Alarm, etc.) and run virus scans routinely.

FINDWHAT (Important Change – Please read)

Some of our clients have been subscribing to Findwhat.com for the past year or so. Webconsuls has been tracking results relative to other Pay-Per-Click engines, such as Overture and Google Adwords. While there was a great deal of hype associated with the introduction of Findwhat, we have not seen enough of an impact on web traffic and conversions to justify the costs and time involved.

Accordingly, Webconsuls will no longer participate and manage Findwhat programs. This means that when the current banks are depleted, we will cease adding funds and discontinuing our related third party bidding management software support. If you want to continue participation in Findwhat on your own, passwords are (and have been) available to you. However, our feeling at this point is that your money would be better spent in other Internet opportunity areas.

OVERTURE

During August, Overture Services introduced broader matching options for advertisers, to bring keyword ads to search queries without a specific match.

The two new matching options, Phrase Match and Broad Match, will serve up advertisers’ keyword listings, even when their search term is not entered exactly. In this way, Overture hopes to extend its paid listings to ever more searches. Overture will use Phrase and Broad Match listings to fill in when its database does not have regular Standard Match listings for terms. In addition, advertisers can rule out certain queries through listing excluded words. Advertisers can change their bids for each matching level.

The changes are rather involved and not always easy to follow. Over the past week, Webconsuls has updated it third-party bidding software to accommodate these changes. To become more familiar with the changes, there is a tutorial available at the following URL: http://www.content.overture.com/d/USm/adcenter/index.jhtml, then click on “Match Type Tutorial”

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To all Webconsuls’ clients:

During the past year, you have received occasional messages from us about individual Paid Engines, Pay-Per Click opportunities and the like. Almost every free search engine now has a Paid component, even if it is offered as an incentive to speed up indexing. The number of free Major Search Engines can now be counted on one hand. The overriding message is that the old search engines techniques that most of you are familiar with simply will not work in the ways they used to work and if one expects to be aggressive on the Internet (or simply to keep abreast of the competition), use of Paid Engines is now absolutely essential. If you are not involved to some degree in this new pay for performance arena, you are most likely slipping in overall positioning.

Accordingly, we are devoting this entire newsletter to the subject of Paid Engines, so that you will be in a better position to make informed decisions and be better able to budget expenses. The thing to keep in mind is that because many Paid engine registrations and administration are so time-consuming, there are really two components; namely the Paid Engine fees themselves and the associated administrative costs.

The Paid Engine programs can provide significant value. They are updated much more frequently than the free programs so you get much more rapid response. In addition the Search Engines have formed several partnerships, so one paid program can get your exposure on several engines.

The Paid Engines are not a panacea. You still need a presence on the free engines and your site much be developed for optimal placement as many of the Paid Engine programs enable your site to be reviewed but the ranking determined by traditional means.

There are currently four main types of Paid Engine programs. The first three are pretty straightforward.

You to pay in order to have a person look at your site and determine if it should be listed on that engine.
You to pay a fee in order to have your site submitted to the computer program or robot that adds sites to the engine. Your site is re-reviewed periodically so changes can improve your ranking.
A paid listing for your site in a special section of the search engine results.
The more complicated is called Pay Per Click or PPC. Here you pay so much every time someone clicks on the link to your site. There may be a minimum bid per search term or a minimum amount per month. Generally the higher you bid the higher you rank, but even that is modified in some of the more complicated programs.

Many of the search engines partner among themselves. A Paid Program for one engine can therefore help you with several others.

Here is a brief recap: *

Yahoo: www.yahoo.com
Commercial, non-adult sites- $325.00 annually, including administration. This is an example of the first type of Paid Engine program. The reviewer can decide not to list the site and you are out the $325. Yahoo is now considered to be the second most popular search engine.

Sponsor Listings Program: – The Sponsor Listings program allows commercial web sites already listed in the Yahoo! Directory to enhance their placement. Participating sites are featured in a “Sponsor Listings” module within the appropriate Yahoo! category, and are also highlighted in the regular alphabetic list of sites. Pricing and availability vary by category. Categories priced in the $25-$300 per month range are handled through an online subscription form. This is an example of the third type of Paid Engine program.

Google: www.google.com
Basic Submit: free

Adwords Program: Variation on a Pay-per Click system. The differentiating factor with the Adwords program is that we can set a daily maximum expenditure; so in essence, we can control the actual cost. However, if this maximum is set too low relative to the recommended bid level, in effect, the source of inquiries dries up way too quickly. Our initial sense is that the terms are fairly competitive. Partners include AOL, Lycos and Earthlink. The Adwords System is complicated to administer. Webconsuls will give you a quote if you are interested. Google is considered the most widely used search engine.

TEOMA– www.askjeeves.com, www.teoma.com

This engine indexes for Askjeeves.com and Direct Hit. Cost is $30.00 for 15 months and this includes administration fees. This is the second type of program and allows your site to get indexed by the TEOMA robot. We believe this program is cost effective for most of our customers.

Inktomi

A search engine that indexes for many Partner engines and accordingly, it is viewed by us as being extremely important. The cost is 30.00 per each web page registered, which includes administration. This is the second type of program and we recommend this program highly.

AltaVista www.altavista.com
8-12 week index wait-time: free
Rapid inclusion – $39.00 for 6 months
This is to get into the Alta Vista database.

In addition, Altavista also has a paid Program which (assuming availability of keywords desired) will guarantee a top position on their pages. Cost is about $22-$30 for each 1000 impressions. (An impression is defined as the page that appears when a key word is typed into the search box and the search made.) This program also is difficult to administer and Webconsuls will give you a quote if you desire.

Looksmart www.looksmart.com
Recently, they adopted a pay per click system which enables one to set a monthly dollar limit, at a set $.15/click. They allow 10 keywords as part of the basic program; additional words can be purchased.

Overture www.overture.com

The most aggressive pay per click Engine on the Internet, with partner sites that include Yahoo, Altavista, MSN, Lycos, IWON, Infospace C/Net and more. This pay per click bidding system implies that the more you bid, the higher you are positioned. There is also a minimum bid of 5 cents per click and a minimum charge of $20 per month. It is very important to be in the top 3 on Overture, because that will position the site respectively with their partner sites in a top 3 Position. For hotly contested keywords, bids ranging from $2.00-$8.00/click are not uncommon, although most terms are usually much more affordable. There is a small administration charge for Webconsuls to handle your Overture account. (We currently charge $100.00)

Other Pay Per Click Engines

A long list of Engines, including Ah-Ha.com, Spinks, 7 Search, Kanoodle, Bay 9, Findwhat.com. Relative to Overture.com, the bid costs required for top positioning are relatively low. So is the traffic to these engines! The nice feature of pay-per-click is that there is no cost unless and until someone clicks on the web site link as these do not have monthly minimums at this time. There is a small administration fee for Webconsuls to handle these accounts.

The rates and statements above are only intended to apply to sites being registered today (5/22/02). Sites registered previously may be grandfathered under other rules, fees and guidelines. Programs can and do change quickly, so the reviews are provided as a general overview. Contact us for specifics if you want to register with one or more Engines.

Recommendation

Participation in any Paid Engine program needs to make good economic sense and therefore should be analyzed carefully. Webconsuls has a great deal of experience with many of these Programs and we should be viewed as an important resource before making any decisions.

We recommend the Inktomi Program, Alta Vista rapid inclusion, and Teoma as relatively low cost program that can get your site indexed rapidly. We also recommend Overture if the search terms are available for a cost effective bid. The other programs mentioned in this article should be considered by clients who wish to be more aggressive.

Handled correctly, Paid Engines offer opportunities to generate significant revenue dollars, derived from the ability to determine one’s own positioning. Learning to optimize this new opportunity arena can convert Paid Engines into vital new marketing tools for you, as opposed to their being an expensive marketing experiment or advertising failure. If you are not yet a participant, contact us so that we can recommend a Program to fit your budget and Internet objectives.

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Category: google-adwords

Webconsuls Recognized As Google AdWords Certified Partner