Frequently Asked Questions

General Questions

You decide how often we communicate. We can talk every week, once a month or quarterly. But an open door policy without a specific schedule is a better idea; I recommend we contact each other on an “as needed” basis.

I don’t go crazy with scheduling regular meetings; you are busy running your business and the most efficient use of my time is to work on your AdWords campaigns. Please contact me whenever you need, I’m just one phone call away.

I also ask that you keep me informed regarding the following:

  • New promotions;
  • New products or services;
  • Changes to your website; or
  • Anything else that could impact your AdWords advertising.

Keep in mind, I guarantee to improve your ROI or your money back*. Some of my clients see an immediate improvement, but I do ask that you provide me with enough time to demonstrate success. A more typical timeframe for seeing better performance is 4 weeks. It takes time to make adjustments, and accumulate statistics on what is and is not working.

At the start of every month, you receive a report that shows in detail the previous month’s performance. There is an easy to read summary and lots of detailed pages that show how your ads and keywords performed.

You don’t need to wait for the monthly report to satisfy your curiosity, you can login anytime to your AdWords account and check results.

This is unlikely to ever happen, you will love working with me; I take great care of my clients. There is no lock-in contracts; you can pause or cancel your AdWords advertising at any time.

If you cancel you may also be eligible for a refund and two free months of help, conditions apply. If you do cancel you still need to pay Google any accrued costs in your AdWords account.[1] You also need to finalise any outstanding invoices with me to close out the account.

FYI: You’ve wasted your time reading this, you’ll never want to cancel; let’s work together and make lots of money.

  1. Google, Cancelling your AdWords account, retrieved March 7 2016

I check my email once a day, usually just after lunch. 1 in 5 people expect their emails to be answered within 12 hours.[2] Sorry, but you’re going to have to wait 24-48 hours for a reply; email is not instant messaging. Please call if your matter is urgent.

Email is a constant interruption and distraction, studies show that constant email responders are less productive and find it difficult to enter a state of flow.[1],[3]

Please also be reasonable with your request via email; it may take you only 30 seconds to ask 10 questions, but it may take over 30 minutes for me to write a thoughtful reply; that is time better spent optimising your AdWords campaigns.

Thank you for understanding this more efficient way of handling emails; it helps me accomplish more to serve you better.

  1. Wikipedia, Flow (psychology), retrieved March 7 2016
  2. MarketWatch, This is how fast you should reply to work emails, retrieved March 7 2016
  3. Time Inc, Answering Emails After Work Is Bad For Your Health, retrieved March 7 2016

AdWords Questions

AdWords doesn’t work for some people because, more often than not, you get a few things wrong, such as:

  • Your website is a disaster zone [1]
  • You are not using landing pages [2]
  • Targeting keywords that are either too broad, not relevant, or have awful quality scores.
  • Your ads aren’t relevant [3]
  • Your competition has a better value proposition [4]
  • Your lazy and don’t spend enough time optimising.
  • You’ve got unrealistic expectations. The average cost per click is between $1 and $2 on the search network. But if you target keywords in highly competitive industries, like law, it can cost a lot more per click. [5]
  • You target people in a geographic location you cannot help. For example, your ads show in Brisbane when you only service the Sydney area.
  • You’re making lots of mistakes in AdWords just like eBay.[6]
  1. WordStream, When to Say No to a New Client: 10 Red Flags for Agencies, retrieved March 7 2016
  2. Jimmy Data, 11 Reasons Why Your AdWords Traffic Isn’t Converting, retrieved March 7 2016
  3. WordStream, Does Google AdWords Work?, retrieved March 7 2016
  4. ConversionXL, How To Come Up With A Value Proposition When What You Sell ISN’T Unique, retrieved March 7 2016
  5. WordStream, How Much Does Google AdWords Cost?, retrieved March 7 2016
  6. WordStream, Dear eBay, Your Ads Don't Work Because They Suck, retrieved March 7 2016
AdWords Partner

I am a Google certified partner. The partner program is a way for Google to highlight companies with happy customers that use best practices.[1]

The requirements for Google Partner certification are as follows:

  1. At least one person must pass the AdWords fundamentals exam and one advanced exam.[2]
  2. Meet the spend requirement across your managed accounts. Show spend of at least $10,000 over the last 90 days. [2]
  3. Implement the recommended best practices in your client accounts to show you are maximizing their AdWords performance.[2]

Be cautious if dealing with a company that makes a big deal about their partner status. It is not an elite group as Google has over 5,000 Partners worldwide.[1] You can easily cheat to pass the AdWords exam. It is a “take home” test done on your computer without supervision.

A driver’s license doesn’t make you an elite race car driver. In the same way, partner status doesn’t make you an expert with AdWords.

Becoming an AdWords certified partner is easy. But do avoid non-certified companies as this indicates either incompetence, laziness or they just started.

  1. Google, Google Partners, retrieved March 7 2016
  2. Google, Qualifying for Google Partner status, retrieved March 7 2016

Increased competition is the reason for the rise in the cost of AdWords advertising. Every year sees more businesses flood the market and bid on the same keywords. Cost-per click inflation occurs because of increased demand and a limited supply of popular keywords.

Cost-per click tripled over 2005 to 2011.[2] The cost of advertising on AdWords has climbed dramatically over the years and continues to do so.[3] 2012 to 2014 has seen a 26% rise in per-click costs.[4]

Cost-per click inflation is a concern but not a reason to abandon AdWords advertising. Victoria Olsina said “AdWords inflation means that you will have to work harder [each year] to optimize campaigns and at the same time accept a loss in profits.” [1]

The 4-best ways to fight AdWords cost-per click inflation is to:

  • perform extensive keyword research to find high converting but less expensive search terms
  • improve each keywords quality score
  • maximize your websites conversion rate
  • adjust your business practices to improve profit margins
  1. Victoria Olsina, How does inflation affect your Google Adwords campaigns?, retrieved March 7 2016
  2. Inc.com, Are Online Ads Getting Too Expensive?, retrieved March 7 2016
  3. New York Times, Small Players Seek an Alternative to the Expense of Pay-Per-Click, retrieved March 7 2016
  4. AdGooroo, AdWords Cost Per Click Rises 40% Between 2012 and 2014, retrieved March 7 2016
Bing Ads Accredited

I am also a Bing Ads Accredited Professional.

I support the 2 major search advertising platforms from Google and Bing. Yahoo no longer runs a separate search advertising service in Australia. Yahoo has joined the Google Partner Network.[1], [2]

I focus on Google because it has 93.03% market share in Australia; Bing is almost not worth the distraction at 4.78% and Yahoo is almost useless at 1.11%.[3]

  1. Yahoo!, Yahoo7 Search Inventory has joined the Google Partner Network. , retrieved March 7 2016
  2. Business Review Weekly, Yahoo!7 axes search marketing, ditches Bing for Google, retrieved March 7 2016
  3. StatCounter Global Stats, Top 5 Search Engines in Australia from 2014 to 2015, retrieved March 7 2016

It’s not possible to guarantee a specific ad position on Google.com search results pages. Ad position is determined by an auction and changes dynamically with every new search. [1]

I can implement a strategy that attempts to show your ads in position one more often than not. But why do you need to be in position #1? Is that really the best way to spend your advertising dollars? It costs a lot more for higher ad positions because AdWords uses auction-based advertising.[4]

I can see why you think being number 1 is better, more people will click on your ad.[3] But if you’ve got a limited budget, is that really a good thing? For example, position one may cost $5 a click, yet position four may cost $1; if your daily budget is only thirty dollars, spending $5 a click would get you 6 visitors, but spending $1 a click would get you 30 visitors. In this scenario, you get 400% more visitors by targeting a lower ad position.

You shouldn’t arbitrarily decide to be number one.[2] Too many business owners react emotionally and let their ego make their marketing decisions. My preferred strategy is to set bids based on each keywords value per click.[5]

Your account is monitored on a daily basis. Substantial changes are made every month, but keep in mind that “time is money,” so it depends on your plan; I value my time at $100 per hour. But in all likelihood, I will go the extra mile and work a few more hours then you actually pay for. It’s about getting you results, so if that requires a little more time on my part, I’ll do it.

Website Design Questions

AdWords is only one part of the success formula. If your website disappoints most visitors then ask me to redesign your website.

The below table shows the impact of conversion rate on website profitability.

$500 Average Order Value 1% conversion rate 5% conversion rate
Profit if you received 1,000 visitors $5,000 $25,000
Profit if you received 5,000 visitors $25,000 $125,000

A website redesign can improve your conversion rate.

If your average order value was $500, and a redesign improved your conversion rate from 1% to 5%, you'd get an extra $20,000 dollars profit for every 1,000 visitors your website received. Do you want to make lots more money? I recommend you start converting a higher percentage of visitors. Invest in a high-quality custom redesign, it will pay for itself many times over.

I’m not surprised that most websites suck, that is because:

  • Good design takes time.[1]
  • People look for the cheapest designer they can find. They expect you to work for pennies.
  • Most of the web industry is stuck repeating old mistakes.[2]
  • Website design firms sell generic websites.[3]
  • Only 1 in 100 web designers know how to create a high converison website.[4]
  • Your typical web designer will understand how to code but often lose sight that a websites purpose is to sell something.[3] Most code-wranglers are not skilled copywriters and rarely know anything about conversion rate optimisation.

If your website looks bad (or has a low conversion rate), do what Geoff Harrison did, ask me to redesign your website. He is proud of his new website that has tripled his conversion rate, the new website looks like this:

Screenshot of Geoff Harrion's Redesigned Website

Geoff Harrison’s old website looked like this:

Screenshot of Geoff Harrion's Old Website
  1. Andy Budd, Most Web Design Agencies Suck, retrieved March 7 2016
  2. Web Design From Scratch, Why Most Web Sites Suck, retrieved March 7 2016
  3. Thomas Digital, 6 Dumbest Mistakes Smart People Make When Hiring a Website Designer, retrieved March 7 2016
  4. unbounce, Why Don’t Most Web Designers Know Anything About Business?, retrieved March 7 2016

SEO Questions

1. Your competition is investing heavily in Google AdWords

The bulk of Google’s $66 billion dollar revenue in 2014 came from its advertising service, Google AdWords.[2]

2. Faster results — send potential customers to your website in just minutes

It takes only minutes to start receiving visitors to your website after launching an AdWords campaign. SEO is often a long and stressful road with no guarantee any visitors will arrive at your website.

3. Use AdWords to appear at the top of the search results and target any keyword

Three to four Ads show above the search results in Google; so for highly commercial queries, you won’t ever be number one using SEO—the best you can do is #4 or #5.[1]

AdWords enables you to display your site on the first page of Google for any keyword; with SEO — you can only rank well for keywords that your website is directly built around.

4. AdWords is a more reliable investment

The biggest downfall of SEO is that is unpredictable, your organic rankings in Google are largely out of your control. You can work for years and finally get the natural search traffic you want, but you never know how long it is going to last. SEO traffic is so volatile it can disappear overnight, it takes only one algorithm update[4] or a few competitors doing SEO better, and then all of sudden your traffic is gone. There are lots of SEO horror stories on the web, such as ‘eBay’s Google rankings across a range of search results just collapsing.’ [3]

Some industries are dominated by stiff competition, you may find it impossible to displace your competitors with SEO and rank high for your target keywords. It takes considerable time and there is no guarantee any visitors will arrive at your site as a result of SEO.

5. AdWords visitors are more likely to buy

Studies show that people who click Google search ads have a 35% greater intent to purchase compared to visits from organic search. [5]

6. Gives you greater control over your marketing

AdWords has countless configuration options. You have the power to decide which page a visitors sees, what countries/locations see the ad, what time your ads are seen and so much more. You can quickly change most paid search settings. SEO changes are more time consuming and some cannot be changed.

7. You only pay for results

You can invest heavily in SEO and never receive a single visitor, some people find it a very expensive hit and miss activity. With AdWords — you only pay when a person clicks your ad to visit your website. In other words, when your advertising is working. [6]

What about social media compared to AdWords?

There is more intent to buy with users of Google search then those of Facebook. Research shows that social media rarely results in purchases online. [7]

AdWords is the best choice when it comes to online marketing

If you’ve got unlimited marketing dollars, then diversify and invest in SEO, AdWords and Social Media. But if you’ve got only a small marketing budget like most SMBs, the best investment is in AdWords.

  1. Search Engine Land, Confirmed: Google To Stop Showing Ads On Right Side Of Desktop Search Results Worldwide, retrieved March 7 2016
  2. Investopedia, The Business of Google, retrieved March 7 2016
  3. Business Insider, Google's New Update Has Stripped EBay Of 80% Of Its Best Search Listings, retrieved March 7 2016
  4. Moz, Google Algorithm Change History, retrieved March 7 2016
  5. MarketingProfs, Paid Search vs. Organic Search: Which Converts Better?, retrieved March 7 2016
  6. Google, Get your ad on Google today, retrieved March 7 2016
  7. ConversionXL, 9 Things to Know About Influencing Purchasing Decisions, retrieved March 7 2016

Start getting more out of AdWords today. Let me help you.

I’m inviting you to call (02) 8005 6016 or fill-in this contact form to start a conversation about AdWords.

This is the best AdWords management deal in Australia: I guarantee to improve your return on investment with AdWords or your money back*.

It’s time to make your choice. Are you ready to take AdWords to the next level?

(02) 8005 6016

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