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Archive for the Tom Hale Category

AdWords Video Project for Small Business and Professionals

This AdWords Video Project for Small Business and Professionals will be more like a Mosaic bound by search than a String of Pearls with a beginning and end. The motive behind the project is to address the problem of scaling AdWords expertise to Small Business and Professionals. These early, brief, ultra-beta pieces are meant to give an overview to those interested in being case studies for the series. Where the videos go from here – which tiles in the mosaic are fleshed out first if you will – and how they are fleshed out, will largely be determined by early […]

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AdWords for Small Business and Professionals

The problem of scaling expert and professional AdWords services to smaller ad buys is ripe. Up until now most real AdWords thinkers have turned their back on the problem as “unprofitable”. Fractured Focus on Main Street The need has exploded as Mom and Pop Internet Cottage Industries, Oscar the Online Shopkeeper, Mac the Mechanic, Rita the Realtor, Pat the Alternative Health Practitioner, and Francis the Family Lawyer to name a few face ever fracturing technology and marketing options. They are bombarded by good “must do” ideas when it use to be all they had to worry about was what size […]

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AdWords Curator-The Sources

It occurred to me that since I spend so much time on continuing education, I might as well re-purpose some of that time by sharing my favorite AdWords related news and blog posts that I come across. First and foremost: Let me divulge my current favorite sources (they do change) – last update 03-18-10 First among the first is of course Google itself. Here are my top two among their many blogs. Inside AdWords AdWords Agency Blog -When it comes to compiling daily search news, I have to think Barry Schwartz at Search Engine Land is leading the pack, maybe […]

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AdWords Ban and Suspension

AdWords has evolved into a vast, complicated product. The low entry threshold has led to both fraud, and loss due to simple ignorance.

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Quality Score and SEO

Google AdWords Quality Score is a black box, wrapped in best practices. Google does not divulge a lot of specifics, but they do give guidelines. So take any pundit’s comments on Quality Score (including mine) for what they are, educated guesses at best. Most in the know believe clickthrough rate is the most important of many factors that go into Quality Score. For me, the next most important factor has got to be “relevance”. Relevance can be defined in terms of how well you have integrated these elements: -The searcher intent when using a particular keyword in a search query. […]

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AdWords Help Experts

I am pleased to announce that I have been officially added to the AdWords Help Experts Team. AdWords Help Experts is a team of Google AdWords Help Forum Top Contributors that have banded together to help people looking for practical assistance with AdWords. I have been following the work of my fellow Top Contributors for the last few years and am very proud to be part of this group. These folks all know their stuff and have their moral and ethical house in order too. Which unfortunately can’t be said of far too many companies and individuals in the Search […]

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AdWords Value Formula

Recently I have focused my primary reporting for clients into a simple shared spreadsheet that I call an “AdWords Value Formula”. I work with small businesses for the most part, where owners, managers, and staff wear many hats. Simple reporting counts for a lot with such folks, because time is the limiting factor. A simply calculated profit and loss statement when it comes to AdWords is an excellent piece of information for any business. Sometimes the hardest part is making the first assumptions. Those assumptions, while necessary, can also be somewhat inaccurate. You have to start somewhere. Defining a “conversion” […]

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AdWords Consultant

For most of my clients I fill the role of AdWords Manager as opposed to AdWords Consultant. But I can see that shifting some in 2009. The role of consultant to those larger businesses that do their AdWords in-house is obvious.  They want the control of in-house management but realize that to get such staff trained and continually polished may take an outside expert or specialist. Something that fascinates me as having a huge upside, is being a consultant to the smaller of these businesses. It is challenging, because you are often dealing with stretched-thin entrepreneurs that need things condensed, […]

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AdWords Quality Score

If you are new to AdWords, or trying to break through whatever AdWords ceiling you are currently butting your head against, I highly encourage you to treat Quality Score with the respect it deserves.  I believe Quality Score will become more and more important. Google continues to try and reward those that advertise in a way most relevant to the divined intent of the searcher. Here is what I see so often. AdWords Account Opened. Obvious Keywords Entered Bidding Strategy is Arbitrary due to lack of Conversion and/or Quality Score Strategy. Poorly Chosen Keywords, and  Ads result in low Clickthrough Rates […]

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SEMpdx

Recently I was voted onto the Advisory Board of SEMpdx. SEMpdx is an organization based in Portland, Oregon whose mission is to inform and educate area businesses on the benefits of SEM to bottom line revenue. I have dabbled in a few professional organizations but these folks without a doubt are my professional peeps. Not only are they top drwaer search marketers but they also call my beloved Portland home base. Even if you are not Portland-centric you should think of joining if Search Marketing plays a role in your professional life.   There is also an SEMpdx Forum where you […]

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