Anyone can be up and running with Google AdWords in just a few minutes. Let’s face it though – what makes it super cool, also makes it dangerous! After reviewing dozens of accounts, we’ve identified 5 common mistakes that businesses make when setting up their AdWords campaigns. These mistakes can cost hundreds or thousands of dollars a month and/or result in lost click opportunities.

Not Taking Advantage of Targeting Options
Google very cleverly provides a system of account organization that makes it possible for businesses to create targeted campaigns and allocate budgets. More than half of the accounts we’ve reviewed, however, have only one campaign with one ad group and one ad variation that shows up for all keywords and links to the company’s homepage. Businesses are using a blanket approach instead of considering how an ad will specifically address what a user is searching for. Users are more likely to click on an ad if it contains their search phrase, so you should create ad groups that group similar search phrases and link to specific pages on your site related to those search phrases – not to your homepage.

Arbitrary Budgeting
With no more strategy than, “This is what I think we can afford,” a business will arbitrarily set a daily budget, not taking into account what the campaign requires to be successful. With this approach, campaigns may shut off after just a couple of clicks a day and will quickly be deemed unsuccessful. A more strategic approach involves understanding the search popularity of keywords along with the expected cost per click for a geographic area and setting click goals based on your conversion rate. You should also look at AdWords as a part of your overall media budget and make adjustments based on the ROI of each initiative. You may find that AdWords gets a much better return than other media and deserves a much higher percentage of your budget.

Falling for the Default
Google wants you to get clicks – that’s how they make money. Most of the default settings in AdWords are designed to be broad reaching, such as Display Network and broad match keyword matching. If you aren’t careful, your budget can max out quickly on irrelevant clicks that just result in a high cost per conversion. Because most small businesses work with a limited budget, the concern should be quality over quantity of clicks. We usually recommend a conservative approach in the beginning with very targeted settings that you can open up as you evaluate the success of the campaign.

Lack of Tracking
While many businesses that try Google AdWords have Google Analytics installed on their websites, they often don’t have the two accounts linked. This is a simple step – as long as both are set up under the same Google account. The importance of this step shouldn’t be overlooked because it allows distinction between paid and unpaid Google search traffic. Analytics show detailed traffic information (including average time on site, bounce rates and average page views) on a campaign level, an ad variation level and a keyword level, so the performance of AdWords ads should never be in question! More importantly than site analytics, you should also have a method for tracking your sales and customer contact from AdWords ads – even if it’s just tick-marks on a notepad when you ask, “How did you hear about us?”. Set a baseline before you start, and review results on a regular basis, so you can measure the return on your AdWords investment.

Set It and Forget It
This is probably the single most critical mistake a business can make with any advertising initiative, but especially one that is so easy to review and adjust. The keywords you select, the ads you write, the settings you apply, the cost-per-click bids you set, the competition and countless other factors are all subject to regular evaluation and changes. Because every one of these factors is easily trackable, you should review your account on a regular basis, at least monthly in the beginning. Look at it as a fine-tuning process that has the potential to get big results.

Google AdWords is a powerful small business marketing tool that can be deceptively simple to set up right “out of the box”. If you really want to harness its power, approach your campaigns strategically and take the time to get to know the system. It will pay off with highly effective advertising that gets results.

This is Part I of ROBOT’s “Search Engine Folklore: Two Tales of Fact and Fiction”.

Myths, legends and lies abound in the Land of Search Engine Marketing. Some of these stories are true (FACTs), but many are false (FICTION). We’ve compiled the most common tales to help set the record straight.

Designed for the apprentice seeking basic information on search engine optimization (SEO) and pay per click advertising, “Beginner’s Verse” is a collection of short stories will enlighten readers with answers to frequently asked questions. Read “Master’s Manual” for more advanced topics.

Fiction: There is a formula to getting ranked on search engines.

There is no set formula to SEO that everyone knows about. Every search engine competes to be the best search engine for users, so each has a unique method for ranking – and they don’t publish it. Just remember that if a method was published everyone would do it. Marketing companies are always trying to figure out what search engines are up to, and there are some widely accepted best practices. But don’t buy into any tales involving the ONE RIGHT WAY unless it’s published by search engines directly.

Fiction: Hiring an SEO company will guarantee a #1 ranking.

For organic searches, no legitimate company is going to guarantee placement for a competitive keyword. If your name or product name is unique, you can probably expect to rank for those. For general and competitive search terms, however, you are going to be up against a lot of competitors who are making many of the same efforts. Make sure the company you work with has the right keyword goals in mind. Shooting to rank for slightly less competitive keywords can be a great way to get results. For paid search results, it’s an open market, so if you are willing to pay for it, you can get in the top position for any keyword.

Fiction: SEO is all about putting the right keywords in your site.

While you should certainly consider the keywords and search phrases for which you would like to be found, search engines don’t put much trust in keywords alone anymore. They want to see that you are providing the information for which users are searching. Your site’s navigation, headlines, internal links and other factors help search engines determine the hierarchy of the information on your site and to understand what your site is about. If your information is clear, addressing what users are looking for, keywords will naturally be included in prominent places.

Fact: Website changes are necessary to improve your rankings.

Search Engine Optimization is, at its core, “optimizing” your website to make it search engine-friendly. While there are a number of off-site factors that can affect your search engine rankings (such as incoming links and competition), most websites require changes. These can be as simple as increasing keyword concentration in content or as extensive as restructuring navigation and rewriting content.

Fiction: Results are immediate.

While this statement is true for pay per click campaigns (once you setup your account, your ad will show up almost immediately), the statement is NOT true for organic search engine results. Search engines regularly crawl through the web, indexing sites as they go. It may take as long as 30-60 days before search engines find and update your rankings, and your positions may fluctuate drastically for a few more months before they level off.

Fact: Search Engine Marketing requires regular, ongoing maintenance.

Organic search engine optimization and pay per click search advertising campaigns both require ongoing attention in order to get continued results. On the organic side, search engines are finding new sites everyday, and they are also regularly improving their methods for ranking websites. With sponsored search or pay per click campaigns, your competitors are constantly adjusting their bids to improve their ad positions. A sustained effort by someone who follows the latest trends, monitors your progress and makes necessary recommendations and adjustments can keep you ahead of the curve.

Fact: You will need to hand off access to your accounts if you work with an outside marketing company.

Every search engine marketing company works differently. Some are setup to give you full access and full transparency, charging you separately for their services. Others use their own proprietary systems and/or mark up the cost of the clicks, and these companies generally provide less transparency. Each is a valid way of doing business, but make sure you know what you are getting into and whether you will retain any setup or access if you decide to end your contract.

Fiction: Submitting your site to search engines will help you get ranked.

In the early days of SEO, submitting your site with your primary keywords to search engines was a critical step in the process. Search engines are now less inclined to believe the information you provide in your submission. They crawl the Internet and rank websites based on their own methods. They look closely at your content and what sites are linking to you to decide how your site will be ranked. While it still isn’t a bad idea to let search engines know you are there, you should focus on submitting your sitemap (see “Master’s Manual”).

Fiction: Paying to be ranked high in directories will help you rank better in search engines.

Links to your website from relevant directories can be beneficial for your site because they confirm for search engines that your content is valuable for the item or service in that directory. However, your position on the page in that directory likely has no impact on your position in organic search results. Rather than spending your entire budget on one directory listing, your best bet is to develop an overall link strategy (see “Getting links to my site…” below)

Fact: Getting links to your site from other sites will help your ranking.

Links to your site from a website related to your business work as referrals and legitimize the content on your website to search engines. Not just any link will do! Develop a link strategy that includes paid and free directory listings, links from partner or affiliate websites and any other relevant incoming links you can arrange. Look for links from websites that rank high in search results themselves, and beware of link farms that contain hundreds of links to irrelevant websites. These sites are often blacklisted by search engines, and links from these sites can actually hurt your rankings! Also, the text in the link (known as anchor text) should contain keywords if possible, rather than just your website URL.

Looking for more thrilling tales that will test your skills as a master of SEO? See the “Master’s Manual for Search Engine Marketing”, which addresses more advanced topics, from programming considerations to social media.

This is Part II of “Search Engine Folklore: Two Tales of Fact and Fiction”.

Myths, legends and lies abound in the Land of Search Engine Marketing.
Some of these stories are true (FACTs), but many are false (FICTION). We’ve compiled the most common tales to help set the record straight.

With thrilling tales that will test your skills and knowledge, Master’s Manual addresses the advanced topics of Search Engine Marketing, from programming considerations to social media. For more basic topics, read “Beginner’s Verse”.

Using social media outlets (such as YouTube for videos and Flickr for photos) will improve your rankings.

From a link networking perspective, videos or photos that are linked back to your website from high-ranking sites like YouTube and Flickr can benefit your rankings on search engines. However, unless your video or photo is really popular on these sites and ranks high for your keywords within the site search directories, your search engine rankings likely don’t get more benefit than the link itself provides. Focus on developing excellent content on your website and securing incoming links from relevant, high-ranking websites. If YouTube and Flickr help you develop and publish your content, that’s great. Don’t just use them for ranking in search engines, though!

Your web host can affect your ranking results.

If your site loads very slowly, doesn’t load at all or experiences down time, search engines will catch on and will not be likely to recommend your site to searchers. Consider this before hosting your site yourself, and look for a quality hosting solution that meets your technical requirements, including bandwidth, traffic, multimedia, server requests, etc.

Other websites’ bad practices can affect your site ranking.

Hosting companies often host many websites on the same IP address – known as shared hosting package. If you share an IP address with a website that has been blacklisted by search engines, your site ranking could also be negatively affected. If you would like to keep control in your hands, consider asking your hosting company for a dedicated IP address.

How your site is programmed can affect your ranking results.

Different programming languages may or may not be search engine-friendly. For example, Flash content is generally heavy on images, and search engines rely heavily on text to understand the content on a web page. An alternative way to achieve movement and interest on a site is to use jQuery, which is a much more search engine-friendly language. This is just one example of how programming can affect how search engines view your site. Consider the goals of your site, and then look for alternative ways you can achieve those goals with the features and functionality.

Your content management system can affect your ranking.

Content management systems (CMS) come in many forms and levels of sophistication. They usually make it very easy for anyone to edit copy and change photos, but they may not provide the necessary accessibility to the code of your site to apply metatags (title, description and keywords) or they may not organize pages in your site so that search engines can easily understand the overall site structure. Page generators often create URLS that aren’t search engine-friendly (see below). Consider whether you really need CMS, and if you do, choose one that has been recognized in the industry as SEO-friendly.

Your site will rank the same in San Antonio, Texas as it does in San Francisco, California.

Over the last couple of years, search engines have adjusted their ranking methods to account for the geographic location of the person searching (based on IP address) relative to the companies listed in the results. After all, it doesn’t make sense for someone living in Seattle to search for a plumber and get results that include companies from Chicago. This helps local businesses, but can be a challenge to those doing business nationally and internationally. Your SEO company should consider different strategies to help your rankings depending on whether you are trying to rank locally, regionally, nationally or internationally. And keep an eye on your statistics to see where your traffic is coming from!

A new website or updated website can only improve your rankings.

If you are modifying your website, moving it to a new domain or building a new one, don’t just forget about the old URLs. Search engines don’t like things to move or change without explanation. If a search engine crawls a page and can’t find it, this reflects poorly on the rest of the website because it tells the search engine that the site is poorly maintained and that other pages might likely be broken as well. If pages are removed or moved, use server-side 301 redirects to ensure that users and search engines are redirected to the right page.

Your site URL matters.

A site or page URL provides a short summary of the content on that page, so the more descriptive (and intelligible) it is, the better. So URLs such as www.sanantoniodrycleaning.com will naturally rank better than www.mcgibbinscleaning.com.

Submitting a sitemap to search engines can help your interior/secondary pages get indexed faster.

Search engines find your site by crawling the web, following links to your site from other websites and looking at site submissions that are sent in. Most Incoming links will be directed at the homepage of the site and don’t provide a detailed picture of all the other pages on it. To index interior pages of a website, and to understand the hierarchy of information on a website, search engines rely on the navigation and/or other links within your site to point them there. To speed up the process, you can create and submit search-engine friendly sitemaps.

Creating duplicate versions of your site increases your odds of being found by search engines.

Search engines consider it to be shady or dishonest behavior to have duplicate content, known as “mirrored” or “cloned” content, in several places. Such behavior, intentional or not, can lead to your site being blacklisted by search engines. If you use several different domain names to promote your site, make sure you designate one as the primary and redirect the others to it using server-side 301 redirects, or create unique content on each site.

Seeking more basic information on search engine optimization (SEO) and pay per click advertising? See the “Beginner’s Verse for Search Engine Marketing” for a collection of stories that will enlighten you with answers to frequently asked questions.

Partnering with a marketing firm, creative firm or ad agency can be a really rewarding experience.  But outsourcing isn’t right for every business. Our last article gave 10 reasons why you should outsource, and this counterpart gives 10 reasons why you should not outsource.

1. You are not prepared to respond to growth
The purpose of working with an outsourced firm should be to increase business. If your organization isn’t equipped to deal with rapid growth, then you might want to get your resources in place before trying to boost your sales.

2. You don’t have a designated point of contact 
Managing an outsourced team may be simpler than managing an internal team, but someone still has to do it.  Be prepared to participate. Client involvement is a critical success factor of the marketing process – don’t expect good results if you work with a firm that can “do it all” without your input.

3. You aren’t willing to let go
If you aren’t willing to trust an outsider with your marketing, do not outsource to a full-fledged firm. Hire freelancers and the cheapest production labor that you can find. You will pay a lot more for solid advice and experience – don’t bother paying more unless you are going to be receptive to it.

4. You aren’t prepared to give it 6 months to 1 year
Whether you are hiring an internal marketing department or outsourcing, be realistic with your expectations with regard to timeframes. While there are some short term efforts that can lead to immediate boosts in sales, many marketing efforts take time to develop and then track. Be prepared both mentally and financially to commit to a trial period of at least 6 months to 1 year.

5. Your team has trouble reaching consensus internally
There’s no point in having a team of talent standing ready in the wings if you aren’t able to reach consensus within your firm. A single dedicated point of contact can help streamline communications, but even better is a single decision maker with the responsibility to report back to the management team on critical items.

6. You are not open to spending money to make money
Hiring anyone costs money. Be prepared to set goals and hold whoever you are working with accountable – whether that’s an internal hire or external/outsourced arrangement. Look at your marketing, design and advertising as investments. Choose carefully, always consider the ROI and monitor results regularly.

7. Your busy schedule keeps you from meeting regularly 
Since you are generally paying for services on a monthly basis, it’s important to be able to meet and communicate on a regular basis. If you can keep your appointments, you will do great. If the nature of your business causes you to reschedule often and/or have trouble scheduling, you might wind up paying for time that is never used.

8. You already have marketing resources provided to you
If your business is a franchise or a distributorship with materials and planning available to you at no cost or little cost, it might not make sense to outsource. You may wish the materials were better or that the headquarters were more on the ball, but consider the costs of doing it yourself carefully and try to work with your providers before making an investment on your own.

9. You don’t need marketing
Seems crazy, right? While it is rare, some cases do exist. Some firms just don’t need the kind of marketing that requires an outside firm. Some examples: you work exclusively through a regulated bidding process; you have too small of a staff to be able to follow up on leads or to deliver product; you are content with where your business is and are not interested in growth.

10. You need tons and tons of marketing
There is a point at which businesses can reach critical mass with their marketing efforts. At that point, it might make sense to begin to bring some or all of the marketing initiatives in-house. You can always bring in an associate marketing person to handle the organizational side of the relationship, or hire an executive level Marketing Director who will have autonomy to make marketing decisions independently. At the far end of the spectrum, an entire department can be installed to deal with all aspects of the organization’s marketing.

Whether you are outsourcing or hiring an internal marketing department, it will help to be prepared, committed and very self-aware of your own organizational challenges. And if you aren’t sure if you are ready to outsource or not, just be up front with any known issues when initially interviewing a partner-firm. That firm will appreciate the directness, and may even be able to offer advice and solutions to some of your challenges. Whatever your decision – best wishes for your marketing in 2008!

1. Multidisciplinary team at a fraction of the cost
A single marketing director’s salary can range from $30,000 (right out of school) to six figures (with more experience). And then you are limited to one person’s experience, skill sets and personality type. A full-fledged marketing department ideally includes researchers, strategic marketing professionals, writers, designers, photographers, project managers, etc., all adding their own specialized skills to the marketing efforts of a company.

2. Easier to hold accountable, reprimand and let go
Your marketing needs and budgets will likely vary and evolve as the business grows or changes. If your business is evolving rapidly, outsourcing allows you to retain the skill sets that you need at any given time, without the HR repercussions for letting them go. And if you’ve ever tried to manage a truly creative person… you might already know how fun that can be.

3. Collective wisdom and experience of working with a variety of clients
Some of the most creative marketing solutions and out of the box thinking can come from experiences in other industries. You can take advantage of the diverse experiences and practices that “your team” gains with their other clients.

4. They have the organizational systems, so you don’t need to create them
One of the main struggles with marketing can be organizing all of the ideas, deadlines and project plans. A marketing firm will have experience juggling all of your ideas and guiding you through the process of plan development and implementation.

5. State of the art equipment that you don’t have to buy
A fully outfitted design station starts at $5000 and requires yearly updates. And that doesn’t include scanners, high end printers, photography equipment, and a variety of other needs. Don’t underestimate the costs of outfitting a marketing or design department internally.

6. Stay current on industry trends
If you are in a highly competitive industry, currency can provide you with a marketing edge over your competition. You don’t need to pay for the training, certifications and continuing education that is required to stay current – just look for a marketing firm that can demonstrate that they support ongoing education.

7. Easier budgeting
Many business owners spend an incredible amount of time chasing ideas that can easily be discussed in a single meeting. A seasoned marketing firm will be accustomed to back of the napkin estimates and can quickly run through ROI scenarios so that you can hone in on the realistic ideas.

8. Network of reliable vendors & someone to manage them
Your outsourced marketing department will have resources that extend beyond their walls. The buying power and the relationships that they bring to the table can be invaluable resources.

9. Increase your reach and visibility by extending your network of contacts
The vendors you work with will become an extension of your team. The relationships you build can lead to champions for your business, additional opportunities and ultimately revenue.

10. Keep your marketing efforts moving forward, even with other distractions in your business
Whether your organization is experiencing a full on crisis, or just having a busy month, marketing activities and planning are long term activities that are easy to push to the bottom of the to-do list. An outsourced firm can ensure timely delivery of your initiatives, regardless of what else may be going on in the business.

Consider your growth goals, current staff, management capabilities and resources carefully before making the decision to implement an involved marketing plan on your own – outsourcing might just be the answer to your marketing dreams. If you aren’t quite sure, our next issue will deal with some of the reasons that we would not recommend outsourcing.