Pay Per Click Consultant

I may be a pay per click consultant and an expert when it comes to internet marketing. However, I am always looking for ways to refine my consulting skills. I have read a few consulting books that all seem to focus on a similar consulting process.

Here is the consulting process that can be applied to ppc consulting or any consulting for that matter:

  1. Define problem: most clients have a problem, whether it is traffic, leads or sales  and this is the first tasks an internet marketing consultant has to clearly define. If you don’t properly define the clients needs then you are in big trouble (needs analysis for marketing folks) Read more

Social Conscious Internet Marketing

As an internet marketing company in Vancouver, you don’t often come across a project that actually tries to make the world a better place, but I think I have found one. Sumaq Rugs is a company based in Vancouver that sells custom alpaca rugs from Peru. The thing that makes them unique is that the rugs are made the traditional way by using looms and 5% of every sale goes directly back into the weavers community.

When I talked to the owner’s Collis Verdicchio and Derek Beech, I asked them how they work the logistics of finding these families. They said that it was difficult finding Peruvian families with looms because only the wealthier families could afford them. There are no large manufacture plants for these rugs to be produced in, as they are all produced in family run workshops. Sumaq’s program is designed to increase the number of looms in each village. However, this would seem like a good business investment if it wasn’t for the fact that they pay “living wages”. This means that all the weavers are paid fare prices which allows them to provide for their families.

Another factor that makes this program a real success is the fact that it allows families to stay together. If these weavers didn’t have their own workshops they would be forced to leave their families and work at low paying manufacturing jobs in the large cities.

Getting back to the internet marketing side of things, for this project we are pushing social media, article submissions  with a small PPC campaign to try to get the word out about this awesome socially conscious company. I have only just begun on this project but I will keep everyone posted on their progress.

Google Display Network

The Google Display Network, formally known as the Content Network, will separate the men from the boys when it comes to managing PPC. Honestly there is no easy way to do well on the display network other than test and spend money. I have spoken to a few pay per click gurus lately and they have admitted that you have to set high CPCs to break in and get impressions.

Here are the best practices for setting up a display network account:

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Protected: Pay Per Click Landing Pages

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Who Says You Need a Website to Run PPC

A client of mine was on a really tight budget and wanted to run a Halloween PPC campaign. The problem was that their main site needed a lot of work. There wasn’t enough time or money to create a whole new site. So we just created a stand alone page that contained all the basic information to get people into their store and buy Halloween costumes.

Elements of the PPC landing page:

* Halloween themed header
* Quick intro
* Simple product gallery
* List of Benefit
* Call to action
* Map to locate store
* Trust icons at the bottom

That is all you really need in a landing page….If you are looking for Halloween Costumes please visit their site, or should I say landing page!

 

Recommended Internet Marketing Books

I get asked all the time “how did you learn PPC and SEO?” Well you should probably read at least two books in any internet marketing field just to learn the basics. That way at least when you start reading blogs you will be able to spot the snake oil BS that is all over the net. I highly recommend the following books:

1. “Pay Per Click Search Engine Marketing: An  Hour a Day”
by David Szetela is actually on my desk as we speak.

2. “Pay Per Click Search Engine Marketing for Dummies”
by Peter Kent was my first PPC book

3. “Search Engine Optimization for Dummies”
by Peter Kent was also my first SEO book

4. “Web Analytics: An Hour A Day” and 5. “Web Analytics 2.0”
by Avinash Kaushik
I don’t care how long you have done web analytics for, you can still learn a lot from both these books.

Google Instant and its Effects on Adwords

So Google is changing up the search game by giving you instant results (or so they claim). This is how it works, when you start to type in a search query the search results will change right before you eyes. The idea is that you will only have to partially type in a query and Google will predict what you are looking for. This feature will probably be tied into your search history, in the near future, which will make the predictive nature even smarter and more useful.

I find it funny that Google thinks that someone would spend 30-90 seconds to type in a search query and that was their reason for the innovation. See their page on Google instant.

Any ways lets look at how this will impact Pay Per Click advertising. I was very nervous when I first heard that Google was going to show numerous search results for a single search result. This could really hurt your quality score and drive up costs. But Google has spelled it out that it shouldn’t effect your PPC campaigns at all, which is a relief.

The following is from the Adwords Help:

New predicted query

Although Google Instant won’t change the way ads are served, ads and search results will now be shown for a new “predicted query.” For example, if someone types “flow” into Google, an algorithm predicts that the user is searching for “flowers” (the predicted query) and therefore displays search listings and ads for flowers. Those results will continue to show unless the next letters that the user types lead to a different predicted query.

How impressions are counted

When someone searches using Google Instant, ad impressions are counted in these situations:

  • The user begins to type a query on Google and clicks anywhere on the page (a search result, an ad, a spell correction, a related search).
  • The user chooses a particular query by clicking the Search button, pressing Enter, or selecting one of the predicted queries.
  • The user stops typing, and the results are displayed for a minimum of three seconds.”

 

What is Google Adwords Pay Per Click?

Have you ever wondered what those funny looking sponsored links are when you search on Google? Well those are Google Adwords paid text ads. Google Adwords is an Internet marketing program that allows you to place advertisements on either search result pages or websites.

These ads are relevant to what the people are searching for. So yes these ads actually help people find what they are looking for. Most people don’t even realize that they are clicking on a sponsored link. This is good for you because they think you are showing up in the #1 spot in Google organically which gives you credibility.

So how does Google Adwords work?

How google adwords works

questions > >>> search for answers >>>> click on your ads >>>> find answers on your site

At the most basic level Google Adwords works by having the advertiser bid on keyword phrases that potential customers are searching for. When a potential customer searches for the term you are bidding on you ad will show up in the sponsored link section next to the organic rankings. Your ranking in the sponsored links is based on your bid and on how relevant your ad is to the searcher (AKA quality score).

The best part about Adwords is that you only pay when someone clicks on your ad. If people don’t like your ad and don’t click you don’t pay. Another benefit of pay per click advertising is that you can track the number of people that click, but most importantly take action on your site. This can be used to determine if Adwords PPC is right for you.

Why advertise on Google Adwords? Read more

One-stop-shop Internet Marketing vs Pay Per Click Consultant

Ok so in this blog post I will try to make the case for why you should use a Pay Per Click consultant to manage your account vs going with an one stop shop internet marketing provider. Just to clarify a one-stop shop internet provider will do your website, SEO, PPC, social media and maybe even hosting.

One Stop-Shop

Pros:

Hey you are getting all your internet needs met through one company which makes things a lot more convenient for you. In theory your whole marketing effort should be an integrated marketing machine that should work smoothly together to meet your needs. Finally most people tend to trust bigger internet companies because they have an established reputation and brand name.

Cons:

The one big con (no bun intended) is that most one stop shop internet providers charge you an astronomical amount of money to give you the privilege of even sitting down to get a quote with them in the first place. Secondly they usually charge an extremely high monthly fee or even worse a % of your pay per click spend to manage your accounts. This can be a problem because you can get tied into long contracts that are difficult to get out of.

The biggest thing I have seen is that they try to get you to fork out $10,000 to $15,000 for a new website when in most cases your existing site just needs face lift. That money can go along way towards PPC and SEO initiatives.

pay-per-click-consulting

PPC consulting is serious business

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Best Pay Per Click Networks

So if you are not sure which pay per click networks to advertise on or even start with, this post should help.

Google Adwords Search

By far the biggest and in many respects best PPC Network is Google Adwords. Your ads can run beside relevant search result or on the Display network where your ads will show on other people’s websites. The disadvantage with Adwords is that it has the highest amount of competition right so you will end up paying a higher cost per click than on other networks.

Vancouver Pay Per Click recommends starting with Adwords for search first. The amount of  traffic is high and very targeted which helps with testing keywords and ad copy.  Within 4 of 6 weeks of advertising on Adwords search you will have enough historical data to build out your account. I have seen accounts go from 1 campaign with a few hundred keywords to 20 campaigns with tens of thousands of keywords in as little as a month. The first month requires a lot of work and expertise to prevent you from going in the wrong direction.

Adcenter & YSM

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