[Hidden-tech] Joining Google AdWords & Analytics

[Dan Green]

Jim,

 

Just do a lot of homework before getting involved. When paid search first
hit the scene I thought, "Wow, you can pay for clicks-I'm gonna get me
some". I was fortunate to have some of the best people in the business
straighten me out.  Hopefully some of the items below will save you some
money.

 

You're right to be apprehensive about competing on terms like "wireless" or
cell phones". But you might do well with paid search if you:

 

Think about:

*                     What a new client is worth

*                     Your Gross profit

*                     Lifetime value

*                     What % of visitors take the desired action-e-mail,
phone call

*                     Out of how many that take that action how many become
clients

*                     % of that you're willing to reinvest in marketing to
acquire more

 

This along with traffic estimates will help you determine a budget.  You'll
need a minimum to get enough exposure to be in the game and you'll of course
want to set a cap.

 

Other important elements:

*                     Your target audience

*                     An expanded list of niche words, phrases really-that
define your business. Don't forget your negative phrases.

*                     The geographic areas you want to reach

*                     Divide the words and phrases into "buckets" based on
each segment of your services and target audience

*                     Write different copy for each bucket-each phrase can
have different copy.  Good copy can help you attract relevant clicks and
discourage irrelevant clicks. You will be rewarded for relevance.

*                     For you I strongly suggest a high-impact landing page,
possibly with a form instead of just your homepage.  Your conversion rate is
will be vastly improved. Where people go after they click has to be
compelling

*                     Test-test-test- different copy with the same
keyword/phrase you're bidding on-small changes make giant differences.
Landing page tweaks are important.

*                     Experiment with different URL's along with different
copy

*                     Do competitive research-we see what competitors are
paying for similar words. Also look at their landing pages, offers, rank

*                     Don't obsess about number one position.  Sometimes
positions 3-8 can be more profitable because of click cost to conversion
rate, viewer intent being more likely to convert and a few other things.
You'll likely pay more than you need for being number one-everyone clicks on
number one.

 

Remember that paid search can get people to knock on your door but your
website or landing page has to convert them to clients. But also think about
how you plan to manage the campaign on an ongoing basis. Once you get some
historical data you can tune your campaign up at certain times on certain
days and tune it down accordingly.  I like to allocate dollars based on best
estimates of when activity is optimum.  Good analytics will useful. 

 

There's a lot more to it but these are some basics I cover before pulling
the trigger. Again please consider the ability of your website to convert he
traffic. I hope this was somewhat helpful.  

Dan

Dan Green

Area President

 

TruePresence

498 South Gulf Road  Belchertown, MA  01007 

Direct: 413.253.3400 |  Fax: 413.253.3400

dgreen at truepresence.com  |  www.truepresence.com

 

-----Original Message-----
From: hidden-discuss-bounces at lists.hidden-tech.net
[mailto:hidden-discuss-bounces at lists.hidden-tech.net] On Behalf Of
ussailis at shaysnet.com
Sent: Thursday, February 22, 2007 2:37 PM
To: kurt at kolokgallery.com; info at winanscreative.com;
hidden-discuss at lists.hidden-tech.net
Subject: Re: [Hidden-tech] Joining Google AdWords & Analytics

 

   ** The author of this post was a Good Dobee.

   ** You too can help the group

   ** Fill out the survey/skills inventory in the member's area.

   ** If you did, we all thank you.

 

 

Please keep posting your experiences. I, too have been considering Google

Adwords, but have felt that everybody with poor cell phone reception might

click, rather than the businesses that need RF & microwave consulting

services. At a few pennies, who cares, but at $5, it is a serious matter.

 

Jim Ussailis

 

jim at nationalwireless.com

 

Original Message:

-----------------

From: Kurt Kolok kurt at kolokgallery.com

Date: Thu, 22 Feb 2007 12:37:47 -0500

To: info at winanscreative.com, hidden-discuss at lists.hidden-tech.net

Subject: Re: [Hidden-tech] Joining Google AdWords & Analytics

 

 

   ** The author of this post was a Good Dobee.

   ** You too can help the group

   ** Fill out the survey/skills inventory in the member's area.

   ** If you did, we all thank you.

 

 

 

 

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