Philadelphia AdWords

Discounted pricing for companies in the Greater Philadelphia area. Why? I live in Philadelphia.

What is Google AdWords?

AdWords is the search bid system from Google. The system is designed to help Google users find the best information. Companies like yourself pay Google to show your information first (above the “organic” listings of other websites). Depending on how well the information on your web pages matches the search of the user, Google will either show you first, second, third, or worse. The idea is to focus on traffic that will take some action or your site (if they aren’t taking an action, they’re not worth paying AdWords prices for). AdWords can be a waste of time and money or a secret source of growth. It depends on the search environment of your customers, the rigging of your AdWords campaigns in relation to your website, and your ability to adjust to the information (metrics) coming in over time.

Is it Advertising? 

Not in the ilk of branding and awareness. You’ll know how your dollars perform on AdWords. You should know – you’re paying a premium for these clicks (can easily get over $10 per click, but will likely be in the $1-$4 range). Advertising is infamous for being a crapshoot. AdWords, in comparison, rewards you for respecting users’ time, delivering useful information to those who need it.

What needs to be managed?

Wasteful keywords need to be trimmed. New AdGroups needs to be built. The web page that you’re sending people to may need adjustments. In time, an AdWords account may need very little management, but until you know what works and what doesn’t, somebody should be parsing the data and providing intermittent suggestions and adjustments based on what they see.

How will I know how we’re doing?

A short conversation on the first of each month. I’ll walk us through the numbers and make (if appropriate) a few suggestions and adjustments.

How is Adwords work priced?

A setup fee – includes research, design, copywriting –  for each campaign is priced based on the size of the campaign. A fixed monthly fee is charged for ongoing management. No long-term contracts.

What intel will I get from Adwords?

Quite a bit. You’ll know what your competitors are doing and how they’re performing in relation to your campaigns. You’ll know which search queries, campaigns, and ads drove conversions on your site, and which drove a swarm of traffic that didn’t convert. Conversions are the most valued metric, but you’ll often find information in an AdWords campaign that informs your company in unexpected ways.

Do you have my assurance that you’ll see a return from AdWords?

No, and people that promise positive ROI don’t understand AdWords. If what your selling isn’t sought after in sufficient volume online, or if your website isn’t prepared to convert visitors or inform them, AdWords won’t work. I can promise that you’ll learn if it’s right for you or if you should spend your money elsewhere. It’s an investment in intelligence and return. You’ll always get intelligence, you’re never assured return.

Are my competitors bidding on my company name to take traffic when people search for me? 

To find out, search your company name on Google and look at the AdWords results.

How is an AdWords campaign designed?

Each campaign is outfit with Ad Groups, Keywords, and Ads. Ad Groups are the segments of your campaign. If you’re running a campaign for SpaceX (rockets), your umbrella campaign might be Rockets. Ad Groups, or segments of that campaign, might be Small Rockets and Large Rockets. The Keywords in each Ad Group will change, and the Ads will reflect the keywords. Some people design entire AdGroups around one very valuable keyword. So, for example,

  • Campaign: Rockets
  • Ad Group: Large Rockets
  • Keyword: “large rockets”
  • Ad: World Leader in Large Rockets | SpaceX

You will be ranked according to your copy’s alignment with the search (and a few other factors including your website, bid, and more). The aim of the game is to be ranked #1 for the most valuable keywords without paying so much that it cripples any chance of a return.

What are some common mistakes made by companies on AdWords?

Not tracking. If you’re not tracking your AdWords performance (meaning conversions on the website, but also performance per campaign), you’re undercutting your investment and are likely throwing cash away every day. Somebody needs to keep an eye on the important numbers and report back.

Not understanding the website’s impact on the AdWords campaign is another common mistake. Google looks at your landing page before sending a user there. Google passes a judgment on if it will help them or waste their time. Your website needs as much attention as your AdGroups, Keywords or Ads.

Increasing the budget when things are going well. There is a fixed amount of volume per search. If you’re already ranked #1 and attracting most of the traffic to your site, increasing the budget will not translate to an influx of equally valuable traffic. You might start to collect window shoppers on the periphery.

How can I beat all of my competitors on AdWords?

The best thing you can do is have the same person or small team manage everything online – the website, the AdWords, the analytics. If the person managing your AdWords can’t make adjustments to your website or access your web analytics – things of this nature – you’re less likely to build the best AdWords system possible.

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