I recently had a new client ask me to do Internet Marketing for their new website including SEO, Google Adwords(PPC) and branding of their name.
This was a new site that they had put a lot of time (6 mths.) and of course cost to develop. Now when you first look at the site it is visually appealing and seems to be easy enough to navigate thru. and thus it should be ready to launch which they did.
Ok so you say why is he posting this article if everything is so great about the new site, after all the owners wouldn’t have given the go ahead if there were any problems right?
Many owners of new sites put a lot of pressure on the designers to get the new site up and running and do not check to make sure even the basic operation of the website is functioning the way they thought it would.
We ended up having to redo the entire site to catch all the little details that were wrong or missing. Here are just a couple of problems we found.
1. Can you imagine having a “Online Request Form” that defaults all the emails to the original designer of the request software? Yes they hadn’t received one request! Oops!
2. The template design for all pages had to be redone as they wanted to add more content on each page and because there was no floating Footer you could only work between the existing graphics.
3. When the designer realized this mistake he added all the great content as PDF files for you to “click to download” which wasn’t a great move for SEO purposes and very annoying to navigate.
I could go on about this one but I think you get the point, remember it’s your site and ultimately your responsibility to make sure everything is working.
Check that your emails are working properly.
Check that your pages link properly both internally and externally.

Spider Choice Inc.
“Web Marketing Solutions”
SEO – Internet Marketing – Pay Per Click
info@spiderchoice.com

I have been asked this so many times I thought it might be a good idea to post this article from the  “Frequently Asked Questions” page on my website.

Is Pay Per Click a good way to get quality traffic to my website?

Yes of course it is, although the percentage of people who use search engines to find websites will click on the main organic listings, sponsored links still bring quality traffic to the websites listed. PPC listings are particularly useful for websites that have not been optimized and therefore do not show in the main organic listings and to get exposure for keywords that would not normally get you listed on the major search engines. Just remember that you do have to pay the search engine every time someone clicks on your listing and that the click thru. rate of these listings is significantly lower than that of organic listings.

For more info. about Google Adwords or other pay per click (PPC) programs feel free to contact us direct.

Spider Choice Inc.
Web Marketing Solutions
SEO – PPC – Internet Marketing
Toronto & Port Dover – Canada
info@spiderchoice.com

If you are just setting up a Google Adwords campaign for the first time or you are trying to figure out how to use all the options available, then understanding the terminology associated with Pay Per Click management might be a good place to start.
You can get most of this info. by following the FAQ’s provided by Google however I thought if I just went through the basics I might save someone some time.
These are just the basic terms you will encounter for a view of the full Google Adwords Glossary Click Here.

Click

A click (sometimes called a clickthrough) occurs when a user sees your ad and clicks on the title of your ad, leading them to your website.

Clickthrough rate

Clickthrough rate (CTR) is the number of clicks your ad receives divided by the number of times your ad is shown (impressions). Your ad and keyword each have their own CTRs, unique to your own campaign performance.
A keyword’s CTR is a strong indicator of its relevance to the user and the overall success of the keyword. For example, a well targeted keyword that shows a similarly targeted ad is more likely to have a higher CTR than a general keyword with non-specific ad text. The more your keywords and ads relate to each other and to your business, the more likely a user is to click on your ad after searching on your keyword phrase.
A low CTR may point to poor keyword performance, indicating a need for ad or keyword optimization. Therefore, you can use CTR to gauge which ads and keywords aren’t performing as well for you and then optimize them.
CTR is also used to determine your keyword’s Quality Score. Higher CTR and Quality Score can lead to lower costs and higher ad position.

Keyword Matching Options

You can set each search-targeted keyword to have one of four settings: broad match, phrase match, exact match, or negative match. These four keyword matching options can help you control who sees your ads.
To use a keyword matching option, just add the appropriate punctuation to your keyword (shown below). If you don’t add any of the specified punctuation, your keyword will be broad match by default.
Here’s a summary of the four options:
• Broad match: keyword (no punctuation) ?Allows your ad to show for searches on similar phrases and relevant variations
• Phrase match: “keyword” ?Allows your ad to show for searches that match the exact phrase
• Exact match: ?Allows your ad to show for searches that match the exact phrase exclusively
• Negative match: -keyword ?Ensures your ad doesn’t show for any search that includes that term
See examples and more details for each option.
We suggest using a combination of two or more keyword matching options to run an effective ad campaign. By refining how your keywords target users, you’ll be able to spend less money on irrelevant clicks so that you increase your return on investment.

Impression

The “Impr” located on your reporting statistics refers to the number of “impressions” for your ad. The number of impressions is the number of times an ad is displayed on Google or on sites or products in the Google Network.

Average cost-per-click (Avg. CPC)

The average amount you pay each time someone clicks your ad. Average CPC is determined by totalling the cost of all clicks and dividing it by the number of clicks.
Here’s an example: if your ad receives two clicks, one costing US$0.20 and one costing US$0.40, your average CPC for those clicks is US$0.30.
Average CPC is not the same thing as maximum CPC

Campaigns

Campaigns are used to give structure to the products or services you want to advertise. The ads in a given campaign share the same daily budget, language and location targeting, end dates, and syndication options.
Within each campaign, you can create one or more ad groups. While a campaign may represent a broad product class, the ad groups within that campaign can be more focused on the specific product you want to advertise.
For example, if you sell different types of garden tools, you could have a ‘Garden Tools’ campaign. Within this campaign, you could have one or more ad groups named after different types of garden tools. This type of account structure allows you to create keywords, placements and ads that focus on each specific product or service. ?Learn more about campaigns.

Ad group

An ad group contains one or more ads which target a set of keywords, placements, or both. You set a bid, or price, to be used when your ad is triggered by the keywords or placements in the ad group. This is called a cost per click (CPC) or cost per thousand impressions (CPM) bid. You may also set prices for individual keywords or placements within the ad group.

For more information about Google Adwords go to Adwords Help or contact us at info@spiderchoice.com

Spider Choice Inc.
Web Marketing Solutions
SEO – PPC – Internet Marketing
Toronto & Port Dover, Canada

Four Reasons Google Adwords
is Not Meant for Beginners
By Trish Thackston (c) 2010
Google Adwords is an incredibly powerful marketing tool with an instant global reach that can take your business from nowhere to an overnight success. Why wouldn’t a new marketer take advantage of such a powerful tool? I can answer that question with another question. Why wouldn’t you let someone with a new driver’s license behind the wheel of a race car? Because, unless they are extremely lucky, they are going to crash and burn. Google Adwords is the Formula One of marketing online and it is not for beginners.

As advertising goes, the reasons to avoid Google Adwords early on in your education is overwhelming.
For more information on Google Adwords visit our Spider Choice Pay Per Click page.

Spider Choice Inc.
Web Marketing Solutions
SEO – PPC – Internet Marketing
Toronto & Port Dover, Canada