Google Adwords Specialists

Recently I was interviewed by Michael Thompson of Market Accelerators. Market Accelerators provide services dedicated to helping small business. Michael is also currently a Board Member of the Oregon Chapter of The American Marketing Association.

This eleven minute piece provides an overview of AdWords from my perspective: That of a Specialist serving Small Business.

Podcast - The Power of AdWords for Small Business

Related and Popular Posts:

Ideal AdWords Relationships
Strategic Truth
Unintentional AdWords Evil

-T

Tom Hale
AdWords Specialist - Internet Strategist
http://ThomasCreekConcepts.com/
http://forum.sempdx.org/

There is of course no such thing as a standard ideal relationship between AdWords service providers (like me) and AdWords consumers (like my clients). Each situation is so different that what may suit one sevice provider-client relationship may be disastrous for another.

But based on experience I have identified some characteristics that lead to success. Success being a long term client for me due to that client in turn having their own success (money/profit) due to my efforts. Now keep in mind that I am primarily an AdWords specialist, I do broader PPC (pay-per-click) work and some SEO (Search Engine Optimization) advising for my longer term clients, but my core competency, what I market, is Google AdWords management, consulting, and setup. In addition my focus is small business, so what I consider ideal qualities in client relationships may not be the same as a full blown search agency looking for Fortune 500 clients.

Here is the elevator speech version that I have been using for sometime now when I tell people what I consider an ideal prospect.

“I have had a lot of success with clients that have come to me after they have been managing their own AdWords account for a period of time.”

Why? Those clients have usually already established several key elements.

1 - They know AdWords can be profitable, or has a high chance of being profitable, for their enterprise.

2- They know this because they have Analytics and a strong Conversion Strategy in place.

3- They know they do not have the time or expertise to take things to a higher level of profit.

Someone that fits this profile is also in a better position to appreciate what I do.

Now that doesn’t mean I have not had success with clients that deviate from the above profile. But to paraphrase something said to me by an SEM noteworthy, Kent Lewis - “A promising client has the attitude and resources that enable us to help them.” As SEM professionals know, success can hinge on the communication and coordination they have with their clients.

So let’s look at this from another angle, what are the problems that must be addressed if a prospect does not fit the ideal profile.

1- If a prospect has little or no experience with AdWords their expectations have to be adjusted. Google makes AdWords seem so simple, so easy to get into, and makes it sound so obviously effective, that it creates unreal expectations for the uninitiated. That is why I have stuck to a low level initial period with clients, find out where reality is before you get too deep. This is tough because so much work can go into AdWords upfront. But my model is based on retaining current clients, not churning new ones. I want to flush out unreasonable expectations as immediately as possible with as little pain as possible for all involved, not farther into the relationship where unaddressed expectations can lead to dissatisfaction. A low level initial period (both in time and money) eases the pressures as things such as expectations, goals, and methods are initially explored. As I said, this is not easy given the nature of PPC. But so far I have been happier than not taking this approach. Time will tell.

2- I am most effective, substantially so, when I have a client who can work with me in implementing Analytics & ROI metrics (Google Analytics, Ecommerce, etc) and think through specific conversion strategies with me (mainly - how, when, where, and why to use the various options for AdWords Conversion Tracking). When I am in a situation where simple technical implementation is a problem, then it is a huge red flag and potential roadblock to success. As a “specialist” as opposed to a large agency, I do not have an engineer in the cubicle next to me. I can bring people in but that is of course is an expense. The optimal situation is that the client has adequate technical resources available to them already. Unfortunately my experience is that the general web development community is still not very search or metrics savvy. With exceptions of course

If a client has a documented track record (metrics) with AdWords, then they are more apt to be able to measure and appreciate my efforts. If they don’t, the value of my work is more nebulous, harder to identify.

3- Good AdWords management and analysis are time consuming. If a prospect understands this, and appreciates it, invariably they go looking for professional help. I do not know many small business people, service professionals, or entrepreneurs sitting around twiddling their thumbs. Time is money. Know when to hire a professional so you spend your time making money through your core competencies. AdWords can be a dangerous game if played too long by do-it-youselfers, regardless of the impression Google may give. Know when it is time to pass the baton to a pro.

I have longterm relationships with clients that do not fit much of the positive profile, in fact some better fit the negatives. But those clients are exceptions. For the most part my clients/prospects are a mixed bag of both positive and negative. That is real world.

To summarize, speaking for myself: Quality prospects know that AdWords work, or know enough to strongly feel it should or could work because they have metrics (measurements) that tell them so, but do not have the time or know how to take things to an even more profitable level. Such prospects have a higher rate of turning into long term satisfied clients.

Even though this piece pertains to my particular situation, I think there are parts that apply to broader SEM and SEO, and to vendors targeting mid-to-big business.

Related Links/Posts

Podcast - Listen to Market Accelerators interview of Tom Hale on the subject of Google AdWords for Small Business.

-T

Tom Hale
AdWords Specialist - Internet Strategist
http://ThomasCreekConcepts.com/
http://forum.sempdx.org/

I posted the following as a reply in a SEMpdx Forum thread. Thought it was cogent enough to reprise here

This is in response to comments in the thread by Todd Mintz and related article, also by Todd.

—————————————-

Todd I couldn’t agree more that ideally you would have a unique landing page for each exact Keyword string. As behavioral targeting and the privacy wars heat up we may even be talking about a unique landing page path for each visitor, maybe even each visit.

But in my world of micro-business, service professionals, and e-cottage entrepreneurs that ideal is very much a pipe dream due to resources, i.e. time/money.

Also, as you note in your article, I have seem some real disasters from people that create landing pages designed to “force” visitors into taking particular actions by limiting the navigation choices. The results can be extraordinarily high bounce rates and a bad experience for the visitor, bad juju all the way around.

So for my client base I would temper the “PPC landing pages should be radically different from the rest of your site” to something a little more philosophical.

Like; If there isn’t a current website page that is acceptable as a beginning landing page, we have a real problem with the website and content in general. If we do have pages that “suffice”, then what are we doing, within the scope of resources, to move from suffice, to better than that, maybe good, even great

But overall Todd, you are as usual, right on the money. Be targeted, and be clever in navigation choices. Help the visitor as much as you can to stay focused on fulfilling whatever quest began with their Search Engine query.

That is worth saying again:

Help the visitor as much as you can to stay focused on fulfilling whatever quest began with their Search Engine query.

Without them feeling herded and bullied.

This is done with analysis, creativity, empathy, and time/money: not cookie-cutter dynamic insertion formulas, keyword overkill, or SEO tricks.

-T

Tom Hale
Internet Strategist - AdWords Specialist
http://ThomasCreekConcepts.com/
http://forum.sempdx.org/

As per Scott Hendison - Search Commander, in a recent SEMpdx blog post.

“In my experience the content network is the fastest way possible to blow the largest amount of money in the shortest amount of time, while still getting the lowest amount of conversions. If somebody wants to show me any figures that say otherwise I’ll gladly look at them, but I’ll argue till I’m blue in the face that it’s pretty low value.”

First - Scott knows his stuff, plus he has wit and a great sense of humor which makes digesting his advice so much easier.

Second - Scott’s main beef in this post, is that Google is heavy handed in funneling people into Content Targeting. I couldn’t agree more, shows that despite their corporate creed, Google has some dark spots, evilish even.

Third - Without care, Content Targeting is indeed a monetary sink hole.

Fourth - In the interest of saving me some time, getting client permission, etc, I am going to speak from general experience, and sidestep the “figures” challenge.

Fifth - Mainly what I am pushing back against is the idea that Content Targeting is worthless at all times in all situations.

Here it goes:

I too once condemned AdWords Content Targeting outright.
Until I ate some crow.

I started seeing a pattern to these crow eating situations. Content Targeting has a better chance of out performing (lower cost per conversion) keyword search when the conversion strategy is early on in the buying cycle. In other words, the conversion isn’t a purchase or a direct lead.

Examples:

Simple Opt Ins: (free membership, newsletters, etc)
Downloads: (white papers, widgets, link bait, etc,)
Reputation Management: (views of Message, Point of View, another side of story, etc)

It is widely written that content targeting is a lousy direct response channel. Doesn’t mean it has no value in the larger value chain. I believe there is an AdWords bubble right now, for a lot of reasons. Mainly advertisers bidding on clicks without good valuation systems in place (conversion tracking, analytics), and then doing a poor job with that traffic once they have paid to get it to their site. Because of this bubble, give Content Targeting a second, careful, look.

Mind you it is still a tool with some built in peril. Placement Reports, site exclusion, super-tight ad groups and the like are all important in making Content Targeting work. But it can work.

Here are two examples where I found content targeting to be just as valid, if not more valid, than keyword search targeting.

A cross-platform chat widget: conversion goal - downloading the widget
A beta social site: conversion goal - signing up for an account

Wrap up analogy: Content Targeting is like a chain saw: if not used properly, you are going to bleed, badly. That doesn’t mean it can’t be a useful tool under the right circumstances.

Popular Posts:

Unintentional AdWords Evil
Strategic Truth

-T

Tom Hale
Internet Strategist - AdWords Specialist
http://ThomasCreekConcepts.com/
http://forum.sempdx.org/

As I look towards 2008 I realize my business model needs adjusting, not much mind you. But in which direction is the question.

PPC management/service/consulting business models vary, but seems to me they fall into variations of these three models.

Flat Fee
Per Hour
Performance

Here are basic pros/cons of these models from my perspective.

Flat Fee:
Pros - easy to understand, easy to administrate.
Cons - some clients subsidize others, each client situation can be drastically different even if ad buys are similar.

Per Hour:
Pros - the client gets what they pay for, the experts time. Time consuming clients aren’t subsidized by less time consuming clients.
Cons - billing can fluctuate, constant negotiation of current fee amount based on time allotment.

Performance:
Pros - All consumers like results based compensation. They pay only when they win.
Cons - In the Paid Search biz, so many factors, out of the control of the PPC manager, can affect results. Managers can burn a lot of time for which they are not reimbursed, due to factors out of their control.

I have always worked under a strict Per Hour model, time is money. With the estimated amount of fee/time required based on a percentage of ad buy.
But the administration of a strict Per Hour model is, to be brief, a big pain. All food for thought for anyone in this biz making some adjustments for ‘08.

The thoughts of any clients, prospects, collaborators, competitors, or just passers-by, would be appreciated.

Related Post:

AdWords Specialist?

Popular Posts:

Unintentional AdWords Evil
Strategic Truth

-T

Tom Hale
Internet Strategist - AdWords Specialist
http://ThomasCreekConcepts.com/
http://forum.sempdx.org/

I’m kind of late with this post, especially when the event is reportedly already near a sellout! But as of this post there were still a few seats available.

SEMpdx, Portland’s Search Marketing Professional Organization, is putting on an educational event next Tuesday, November 13th.

I am happy to say I have been asked to be one of the presenters along with five others search marketing professionals. Should be a great event.

For more details:
November Educational Event - SEM 6 Pack

Related Posts:
SEMpdx Forum

Popular Posts:
Unintentional AdWords Evil
Strategic Truth

A bit of an exaggeration maybe, especially from a staunch Google advocate such as myself. But I am concerned.

When I first discovered Google AdWords it was love at first sight. Advertising for the masses, highly targeted, priority on relevance. Sounded like my kind of environment. I have often distilled the AdWords creed as I held it down to something like this, “Getting quality products and services in front of those that want them via truthful and relevant advertising”.

All fine and good, in theory.

Here is the concern.

I have a growing hunch that because the threshold for using AdWords is so low, it is being degenerated by mobs of inexperienced and thereby incompetent users. I am increasingly amazed how many AdWords accounts I come across that do not utilize analytics and do not have a metrics conversion strategy.

AdWords is an auction. Many if not most AdWords users are bidding without knowing if they are bidding on a leaky rowboat or a pristine yacht. In other words they have no way to valuate individual words, matching options, position, distribution method, etc. As a result they are bidding blindly, often wildly, and screwing up the machinery.

Market forces eventually come to play. Ignorant bidders go broke or give up. Problem is the pool of AdWords neophytes may be growing more rapidly that they go away. The results we are seeing, I fear, are an increasing number of washouts that are pulling on the rest of us as they go down the drain.

To top it off, Google’s attempts at bringing order to the Auction House with things like Quality Score are roundly reviled by the AdWords mob of “I’m not rich yet and it is your fault!!!” wannabes.

Sound like a grouchy rant? It is. I’ll probably regret it in the morning.

And I certainly am not offering a constructive solution, just bellyaching, that’s all. But I do wish I could shake this growing feeling that “Do no Evil” may not be the same as “Cause no Evil”.

To give some credibility to my whining I cite the most concise piece I have yet to read on Pay-per-Click. Comes from Kent Lewis and his crew over at Anvil Media.

http://anvilmedia.com/pay-per-click-advertising-article.htm

Note the opening:
“The good news: you can setup and manage a pay-per-click (PPC) advertising program on Google, Yahoo! or MSN within minutes. The bad news: you can setup and manage a PPC advertising program within minutes. That means anyone can set up a PPC program, which has led to higher overall cost, lower click-through rates and conversions. There is hope, however.”

There IS hope. That is what I provide to my clients as well. Give it my best shot anyway.

But this post is about the bad news. ’nuff said.

-T

Tom Hale
Internet Strategist - AdWords Specialist
http://ThomasCreekConcepts.com/
http://forum.sempdx.org/

What to do with an empty Forum?

Sing the above lyric to the tune of “what to do with a Drunken Sailor”, something like that.

Here’s the deal.
I have agreed to help energize the SEMpdx Support Forums. Energize and sculpt I should say. It is a virtual blank slate at this point, so the early users will have huge input into the formulation of guidelines, topics, accepted practices, etc.

SEMpdx is a professional organization for Search Engine Marketing.
The organization is located in Portland, OR.

I am a dues paying member, and attend most all the events. The Board is made up of solid people that really know their stuff, some with expanding National reputations. Although relatively new, SEMpdx is rapidly becoming a resource of note for Search Engine Marketing education, information, and support.

Great organization, great resource.

The SEMpdx Support Forums are new. Therefore pretty quiet just now. But the potential for high quality Search Marketing discussion and information, in a short period of time, is very strong.

Stop on by. Introduce yourself.
Be one of the early users that will strongly influence the path of this community.

-T

Tom Hale
Internet Strategist - AdWords Specialist
http://ThomasCreekConcepts.com/
http://forum.sempdx.org/

There is a rule of blogging, a Primary Rule.

That rule is: Don’t stop Blogging. A related rule is that you should blog frequently and consistently. Obviously I am in gross violation of those rules. Guilty.

But I do plead mitigating circumstances. Because those primary rules of blogging have collided with a primary business principal of mine, which is clients first. As in obligations to existing clients, trump growth activities (such as blogging), when resources (such as time), get tight.

And I was blessed with a flood of new clients awhile back. But the flood is about tamed, and I will be back blogging in earnest soon, I hope.

-T

Appropriately enough, a concept has me in it’s thrall. A thought that has grown out of pondering the impact of the Internet on the age old art of persuasion. Such pondering has distilled down to this concept:

Tell a compelling truth to those that want to hear it.

Simple? You bet it is. But to fully embrace the inevitability of it, you have to shed years of Madison Avenue indoctrination, and understand how the Age of Information is changing the way people communicate and learn.

I have understood this on an intuitive level ever since I first heard of AdWords and was captivated by Google’s strident advertising ethic based on relevance and accuracy. That was a glimpse into something much larger than just advertising. As I have learned more about the so called Web 2.0 phenomenon, especially as it applies to search and social media, my intuition has become a creed.

Often I say that in order for my work to be as effective as it can be certain pieces have to be in place. First, my client/prospect needs to offer a product, service, or advocate a cause, that has value. Make that Value with a capital V. Second, that product, service, or cause must be presented on the Internet in a manner that does it justice. Then we must distill that value down to one or more identifiable compelling truths, and target the specific audiences that truly want to engage those truths. This applies to a great buy on a product, a respected professional service, inspiring works of art, a timely social-political issue, entertainment, etc.

Whatever form the value takes, I see a new marketing ethic emerging that focuses on not only identifying and communicating that value, but also identifying the likeliest benefactors and their communication proclivities. Not to persuade so much as to engage, inform.

The persuasion is in the truth.

As obvious as that may sound, that is not what most people seem to do. Most are so indoctrinated with the best-biggest-brightest, mentality of Broadcast advertising that they lose sight of where the true value is in their proposition and to whom it is valuable.

As a result we get Propaganda:

• Fabricating a truth for those most susceptible.

or Preaching to the Choir:

• Pandering the obvious to the self serving
• or Broadcast Advertising (dare I say it, Spam)
• Bombarding the disinterested in a search for the few.

OK.

I’ll stop with the self-righteousness before it gets too far out of hand and get back to Business Blogging. But I am so glad to finally be in a profession that matches my personal ethic, and to see that ethic in ascendancy in many facets of life due to the marriage of technology and information.

That does not mean there isn’t a corresponding explosion of misinformation to go along with populace fact-finding and the subsequent truth as consensus. This informational slope has it’s fair share of slippery spots. The shift from salesmanship to advocacy is a cumbersome one, and does not preclude those with bad or misguided intent from muddying the waters as they have since the dawn of human communication.

I’m in the advertising business for goodness sakes, where lines are fine. One persons truth may be another’s malarkey. But I, along with many of my contemporaries, have a compass to try and steer by. The points of that compass are truth, relevance, transparency, and value.

Progress is messy thing. But I am positively optimistic, on the whole. Know your value, know those that can benefit, and thrive.

-Tom Hale
http://ThomasCreekConcepts.com