William Charlwood

If you are looking for an AdWords Consultant there are a few things you need to check beyond his/her basic competence and familiarity with the AdWords system before you hire.

1. Is he/she capable of understanding the business you work in, beyond simply being able to research keywords?
   
2. Can he/she demonstrably show that he/she understands what impact on your sales, profits and cashflow that advertising with Google is going to have?
   
3. Can they explain, (without looking at this page about AdWords ROI) why ROI is NOT the prime measure of an account’s performance? (If they can’t do this, they don’t understand any business let alone yours!)
   
4. Can you get in touch with them easily by email and ‘phone when you want?
   
5. Can they explain why the amount you pay for a broad match keyword click can vary dramatically and why your ad ranking for a broad match keyword may vary dramatically too?
   
6. VERY IMPORTANT: Do they insist that they “own” the contents of your account so that they demand the right to delete everything from your account when you stop using their services? This is underhand practice.
   
7. Do they possess ALL these key skills?

• • • copywriting
    • understanding consumer motivations
    • understanding ad distribution and associated market behaviours
    • understanding account structures - Campaigns and Ad Groups and, specifically, what controls are available at what level
    • statistical analysis capability and an ability to analyse data and decide what is statistically relevant and what’s not
    • keyword research capability- knowledge of research tools, what they do and how to use their results
    • familiarity with the AdWords editor
    • knowledge of conversion tracking - what it is, where it works and where it doesn’t
    • ability to integrate AdWords with Google Analytics - and how to work with different traffic sources
    • ad scheduling - basic and advanced
    • negative keyword utilisation to control which ads your target market sees as well as who doesn’t see them at all
    • the difference between negative phrase and negative exact match keywords
    • geotargeting capabilities and how to exploit them to the full
    • time-dependent account optimisation
    • billing cycles
    • competitor research
    • keyword types
    • content-targeting
    • the AdWords pricing model
    • relationship between AdWords/PPC and SEO and precisely why you don’t need to optimise your AdWords landing pages for SEO.

There are a bunch more too but that’s a quick list. Copywriting alone is a skill that can takes years to develop.

Over and above this list your AdWords consultant needs to understand how businesses work, the lifetime value of a new customer, cashflow issues, impact on margins of operational gearing. They also need the ability to work with you closely so that the goals for the AdWords account you are managing are aligned as closely as possible with those that will maximise profitability. Check out this article on Business Analysis and AdWords optimisation to see how a deep understanding of business puts perspective on the role of an AdWords Consultant.

There’s a rather silly competition online to see who the coolest guy on the planet is. So what marketers are doing is setting up websites stuffed with phrases like “Coolest Guy on the Planet” and then using all sorts of SEO cheats to rank first.

Of course only one person can be in first position.

There is an alternative angle on this though - use some other long tail keyword.

So in this blog post I’m using “Coolest Daddy on the Planet” to see if I can get there.

I’ve put it in bold. I’ve repeated it. I’ve put it in the title of this post so hopefully for a while at least the long tail keyword “Who is the Coolest Daddy on the planet” will be me.

Am I the coolest Daddy on the planet? I don’t know. Try asking Google!

Info Product Killer. Wow! This really is it for 2008. Here’s an absolutely brilliant product for you. It’s virtually impossible not to succeed with it and if you don’t use it, you’re going to miss out Big Time while others just rake in the dollars.

Look at this easy recipe…

1. Take a product in hot demand.

2. Add a deadline that you really can’t move (like Christmas!)

3. Put up a mini-site that ranks on the first page of Google for that product in time for the Christmas rush.

4. Stir in a strong “call to action” that includes your affiliate link to an ecommerce partner site.

5. Cash your commission checks.

How hard is that?

It’s amazingly easy - at least it is now. The product I’m talking about goes through each of these steps in turn and explains everything with a combination of pdf files, SEO checklists and videos.

=========
This blueprint made someone over $115,000 last Christmas and you can discover how he did it. http://www.insidertactics.com/ipk.php?blog
=========

The basic concepts do make intuitive sense don’t they?

If you want to sell stuff online, and that’s how you make big commissions, it makes sense to go where the volume is.

In other words, find a hot market. Why look elsewhere?

Deadlines are 100% proven to boost sales and you can’t move Christmas anymore than you can change yesterday. Everyone is going to do their shopping for Christmas before Christmas aren’t they? And who wants to be late with gifts for their children?

Mini-sites, provided you know how to get them ranked very high and very fast in Google etc. attract a lot of traffic. (A mini-site is simply a small website dedicated to a single topic). And they can be built to focus that traffic on one thing and one thing alone - placing an order.

A strong Call to Action (like “Order now”) makes people take the action you want and place those orders like clockwork.

Finally, a proven ecommerce site has got to be the best business partner you can work with. We’re talking Amazon here - plus some others.

Do these things and you’ll make money. Do them quickly and you will benefit from the Christmas rush.

The product I’ve been reviewing explains all these steps in really clear detail. You get pdfs and videos. Best of all, you get to see how it all works fast without having to spend hours trying to find the nuggets.

Critically it also shows you how to get your mini-sites ranked fast - even if you don’t already have an existing network of sites to piggy-back off. In other words, this is a boot-strapped business. NO PRIOR SITES or EMAILING LISTS required.

So it’s for newbies as well as experts and doesn’t rely on fancy search engine footwork. You just use templates that are provided and a proprietary checklist of web page optimization steps that anyone can follow.

This proven business blueprint was developed here in the UK by a red-hot internet marketer and last Christmas it made him over $115,000.

But you know what? It made him EVEN MORE in the “quiet”months thereafter. So you could pay for Christmas in advance rather than on your credit card and then spend some serious money next year too.
Go to http://www.insidertactics.com/ipk.php?blog

I recommend this product highly. It’s good for Christmas, could really help pay for some extra gifts for you and your loved ones and could bring in some automated income throughout next year too.

Quite a bit of it too.