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Posts Tagged ‘Benefit’

Anyone who has been working on a PPC account for a while- whether it be your own or a client’s- probably reaches a point of inspiration deficiency. A new PPC account can be like a new toy (if you’re not as nerdy as us, as I’m assuming you are, and this does not hold true for you I apologize); it’s fun setting it up and seeing what it does and how the world responds. But after a while, you have other new accounts to play with. Or you don’t, and this is the one account you’ll be handling forevermore. Either way, boredom can lead to neglect, and neglect will eventually damage your account’s profitability. So what to do? Get a little creative and find new ways to improve your accounts:

• Use your colleagues! It really doesn’t matter if they do PPC as well (though that helps)- anyone with familiarity with your product or service can give a new perspective, which can be very helpful when your ad texts all start to look the same and you can’t think of one more benefit for your landing pages. If you do work with other internet marketers, you can take this one step further and ask them to review your accounts for anything you may be overlooking, and for new ideas. This works beautifully and I think you should try it. Aside from actually having coworkers review your accounts, if you have access to theirs, you can also get ideas for settings or account structure changes by looking at what works for them and then applying relevant findings to your own clients.

• Remember there’s a world outside of your PPC account. It’s not all keywords and ad texts- don’t overlook landing page testing! Clients, even if wary of website redesigns, often will allocate budget for one-page design projects if you can adequately justify the increase in conversion rates they’re likely to see as a result.

• Think outside the PPC box- luckily, at Hanapin we have both PPC and SEO clients, so we have a bit of an advantage in this area, but if you don’t, you can still look at your website from a non-PPC perspective. Improvements to your site’s structure, updated content or products, and social media integration can all translate into new PPC opportunities. Updated content can give you ideas for new ad texts and landing page messaging. New products translate to keyword targeting opportunities. Understanding who your customer is and what they want from you via social media can help your messaging become more targeted as well. Meeting your visitors’ needs and expectations is paramount to success in all areas of internet marketing, and exploring how you’re doing that outside of PPC can open your eyes to a lot of possibility.

• You can ask search engine reps for help and ideas, particularly if you work at an agency and have dedicated reps for this kind of thing. I’ll just say a) they are extremely helpful, and sometimes have great ideas and b) you should always take their ideas with a grain of salt, because ultimately their first job is to increase their employer’s profit…not yours. If you choose growth avenues wisely, you can find a balance that does both simultaneously: lovely!

One last note: don’t let your desire to try something new win out over your ROI’s best interest…some ideas are more likely to have a substantial impact than others, and you know your account well enough to understand logically what’s most likely to be useful and what is just a pointless waste of time and money. Trust yourself, do your research, and get inspired. Everyone will be better off for it.

Check out The Adventures of PPC Hero: Heroic Feats of Pay Per Click Management at http://www.ppchero.com/. Copyright © 2007-2010 Hanapin Marketing, LLC.

It only has a benefit when blog participants educate themselves before commenting. The problem with blogging is that it doesn’t matter how stupid you are, you can put in your $0.02.

Yes you can definately make money from blogging.
Here is how to get started. Decide what topic you are going to write about – don’t necessary think about typical ‘money making’ topics but what you write about has to provide some benefit to your reader.
Next step is getting traffic (since traffic = more money) so each time you make a post, ping it and/or submit it to social networks like StumbleUpon.
Once you have the traffic now you can think about monetizing it. You can do this by either adding Adsense or promoting affiliate products. Keep the promotions directly linked to what your blog is about and then you can start to see the money come in!

When I got home Thursday, I had a package waiting. It was from Andy Sernovitz, the Word-Of-Mouth guru. Andy has invited me to speak at a one day event he’s putting on in Chicago Dec. 16 called, “Word of Mouth Supergeniuses.” You can learn more on the event website, but keep reading first.

The package contained a yellow T-shirt. I unfolded it and read the front. It’s a shirt customized for me, saying I’m speaking at the event and giving out my event discount code, “JASONISMYHERO,” which gets you $101 off the price of admission. This is an outstanding example of why you should consider coming to the event. Andy knows how to make people talk about a product or service. He’s called upon other experts in various categories, including several major brands, to teach similar techniques.

I’m probably not going to wear this shirt anywhere but around the house. But that’s not the point. Andy knows the people he sends the shirts to will think they’re clever, take pictures of them and post them online for people to see. They also give the recipient a feel-good benefit by letting their audiences know how to save some money on the event by using the discount code.

There’s no way I was going to ignore this little nudge to talk about Supergeniuses. Andy is brilliant. You can learn from him, me and several others, including by former boss, Todd Spencer of Doe-Anderson, who will be telling the Maker’s Mark Ambassador’s story. Other speakers include Paul Gillin, Olivier Blanchard, Rick Murray, Spike Jones, Saul Colt and more.

Register for Word-of-Mouth Supergeniuses online and be sure to use the “JASONISMYHERO” discount code. See you in Chicago on Dec. 16!

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A good way to approach this is to look at it from a cost/benefit perspective. There is no monetary setup cost to writing a blog as services such as Blogger and Typepad are free (unless you want to upgrade to better features but even then the costs are minimal) so the only main barrier to entry is your time.
In terms of benefits, there are both direct and indirect benefits. Direct benefits can come in the form of Google ads or if you decide to sell anything through the blog. Indirect benefits can arise in terms of building a reputation as an expert in a particular topic which could then result in job offers, speaking engagements, and/or consulting gigs. I believe columnists Andrew Sullivan and Matt Drudge started off as bloggers.
I started a blog for a charity I volunteer for called Second Harvest ( http://www.secondharvest1.blogspot.com ) whose contributions come from other volunteers. The benefits we hope to gain from that is that more people become aware of the organization and what we do and that volunteers become more engaged with the charity.

Please state if you are a male/female. Also tell me if you think there is any disadvantage of blogging. Thanks.

My last article focused on separating your keyword match types into different campaigns. Today, I would like to discuss details on implementing this strategy, as well as clarify the benefits of separating match types into separate ad groups (not campaigns).

As I mentioned previously, for robust accounts with optimized campaign structures, separating your match types for your mission critical, high-traffic keywords into individual ad groups can be beneficial. However, the accounts we have recently restructured had implemented this tactic poorly.

First, I’d like to describe the accounts we have been inheriting and why their methodology for match type segregation was not well executed. The campaign structure for each account was driven almost solely by match type. Each match type, including broad, phrase and exact, had its own campaign – not its own ad group within a campaign.

For example, with this structure in place, my keyword for tennis shoes was in three different campaigns – not three different ad groups within the same campaign.

The campaigns for each match type also had poorly structured ad groups. Each ad group contained too many keywords without much thought given to ad text relevancy and Quality Score. Here is a quick list of why this doesn’t work:

• The ad groups were too broad, and too general. The previous manager thought that since they had lumped large groups of keywords together, and separated their campaigns out by match type, that their work was done.
• The ad texts for each campaign and ad group were the same. As we discussed in the comments from my last article, separating out your match types can help you write more targeted ads. But this was not the case here.
• Even though the match types were in their own campaigns, they all still had the same bids. Each match type for a specific keyword can have its own individual bid.
• There was only one landing page for the entire account. Another benefit of well structured campaigns is to have targeted landing pages. And this account did not.
• With this campaign structure in place, management and reporting was unnecessarily complicated.

There are benefits to properly separating your high-traffic keywords by match type, but these accounts were not receiving any of them. Such as:

• For your high-traffic, mission critical keywords you can segment your match types to write very targeted ad texts.
• Separating your match types for these keywords can help you determine which variations work best, and where you should adjust your bids.
• You may need different negative keywords for different match types and breaking your match types out into separate ad groups can help with targeting.
• Creating granular ad groups can improve your keyword/landing page relevancy, therefore increasing your conversion rate and your AdWords Quality Score.

This was the difference I wanted to explore further: segregating match types out into separate campaigns vs. separate ad groups. Also, these accounts had the entire account separated by match type, when they should really implement this tactic for their most important keywords at a more granular level.

I certainly think that there are benefits to creating granular ad groups down to the match type for your high-traffic keywords, but I think it just needs to be done correctly. Otherwise, you don’t receive the positive effects this can generate, you only make more work for your self.

Check out The Adventures of PPC Hero: Heroic Feats of Pay Per Click Management at http://www.ppchero.com/. Copyright © 2007-2009 Hanapin Marketing, LLC.

I’ve heard you can make money off of advertisers. Is it really a significant enough amount to make it worth it? Or does the real benefit in blogging come from the exposure you get? I’m a bellydancer and I dance at private parties and events. How could I use a blog to get more business? I’ve heard about people who have products to sell using blogs, but I don’t have a “product”, just me!