PPC Blog | Paid Search Marketing | Sem Geek - Making Sense of Paid Search Marketing

Paid Search Industry Boom Quickly Becoming Haven for Scams

Ok, SemGeek is a little perturbed by some unpleasantness that he discovered about some companies who are giving the search industry a bad reputation. So, I am going to calm down, take a deep breath and start the conversation.

I have had two instances where I had to explain to potential clients that they not be taken for a ride when a company guarantees #1 placement on Google, nor the idea that if you pay them $200 you get unlimited clicks. Wasn't it just 5 years ago it was the Ultra Black Hat Crooks of TrafficPower with Organic Search, now we are starting to see similar "too good to be true" gimmicks and scams for PPC and it aggravates the hell out of me.

In order to be a good search marketer, you need to be upfront and honest. These companies, for which I am not even gonna give them the satisfaction of naming, are hurting the integrity of everything that we do in the search community. You cannot guarantee anyone placement nor position on the engines. If you want #1 position in PPC, even though we may have recommended them not to, you must explain to them they have to $$ pay for it and work very hard to attain the Quality Score Relevancy to keep the clicks lower and position higher. I would even go as far as to
explain how the algorithm works, even if it's a "dumb-downed" version of it. The agency or consultant must set the right expectations based on industry averages and even do some forecasting and predictive modeling, but NEVER promise something that cannot be guaranteed.

Also, these companies are "twisting" the realities of search marketing, meaning Terminologies and guaranteed higher ROI for those businesses. The last thing the Industry as well as the public needs is to have different terminologies of what the search industry has already labeled (CPC, CPA, ROI, PPC, Search Network, Content Networks, etc..) and promises of a high ROI when in most cases it's the conversion elements of the website which is contributing to the poor ROI.

The only clue I am throwing out to you all reading this post about one of these companies is the term "Site - Placement" which is what the rest of the industry calls Paid Search or PPC. This is deceiving because we all know we have Site /Placement targeting which is entirely different that traditional "keyword based" search marketing. Aye Vay!

In conclusion:
As search marketing professionals, we have an obligation to stop these crazy scams taking place in OUR Industry, because if we DO NOT bring attention to it, it will give us all a bad rap and devalue all of our skills, talents and experience. Perhaps we should create a black-list of these companies for the public to be aware of. We must stop companies who do not follow the "traditional" best practices (I am not saying they have to be Ultra Goody White Hats) just don't scam the clients into something they don't understand. At least if we identify them, the prospects will appreciate the honesty. My 2 cents!

The Power of Google Grants And How It Helps Charities Raise Money Online

As a Search Marketer, it is very easy to get "caught up in the weeds" of day -to-day PPC Geekdom. In fact, Google who has on many occasions created a love-hate relationship when it comes to increasing CPCs, changing algorithms, Trademark Disputes, etc... deserves a "pat on the back" for their Google Grants Non-Profit Program.

Even though this program has been around since 2003 and has been the focus of many search blog posts, I felt that it deserves another round of recognition because it's extremely generous of Google, especially in our current economic conditions to continue to provide registered 501(c)(3) Nonprofit Charities to receive up to $120k annually in free Google Advertising. This is a magnificent service that I believe does not get the attention it deserves and I believe not many charities know about.

What Is Google Grants?
Google Grants is a unique one-of-a-kind advertising program which is designed specifically for 501(c)(3) Nonprofit organizations. The goal of this program is to utilize and transform the Google Adwords system into a powerful tool to spread advocacy, awareness, volunteer-ism and provide the ability to increase donations.

According to Google, "Google Grants has awarded AdWords advertising to hundreds of non-profit groups whose missions range from animal welfare to literacy, from supporting homeless children to promoting HIV education.  Google Grant recipients use their award of free AdWords advertising on Google.com to raise awareness and increase traffic."

Who is Eligible for a Google Grant?
If you are within the United States, your organization MUST have a current 501(c)(3) status and registered through the Internal Revenue Service. If you are outside of the United States, you can view Google's List of International Charitable Organizations.

Who is NOT Eligible?

• Organizations already participating in the Google AdSense program
• Organizations that are either religious or political in nature
• Organizations focused primarily on lobbying for political or policy change.

Important Note: Google reserves the right to award advertising to any organization. Selections are made at Google's sole discretion, and decisions regarding award recipients are final.

How does this Work?
If your organization is selected, Google will send you an award notification via email with detailed instructions for setting up your account, and contact information for a Google Grants specialist.
When your grant expires, your ads will no longer appear on Google.com. You won't be able to log in to your AdWords account any longer, but you can always open a new one if you'd like to continue advertising as a paying customer. If you decide to continue advertising, we can upload the contents of your Google Grants account into your paid account. It is recommended that if you are not a certified Google Adwords Professional, hire an experienced Non-Profit Search Marketing Agency to help you get the most out of your Google Grants Program

Common FAQs for us Search Geeks

• The Grant/Award Value depends on overall performance of the campaign. Typical Avg Contribution is around $10k/month.
• It has been noted that if you consistently spend more than $10k per month for at least three months, Google will increase your monthly allowance beyond the $10k/month.
• The Maximum CPC for this program is $1.00 CPC
• Google creates the account for you and funds it directly.
• Your Google Grants account is subject to the same algorithms and policies as a regular account.
• Google Grants ads appear on Google.com, alongside or above the main search results.
• Google Grants ads are not eligible for distribution in the Content or Placement Targeting Networks.
• You can use Google Analytics with this Google Grants Program.

Here are a list of Sites/Blogs who have also provided some great information on Google Grants:

• Todd Mintz - SearchEngineGuide
• Google Grants Blog
• Techsoup.com
• USAToday.com
• Kevin Lee at Clickz.com
• Jacob Wolfsheimer of Endlessplain.com

In Conclusion:
I have been fortunate enough to be a part of an amazing new company called "World Benefactor" which is helping 501 (c)(3) Organizations get the all important attention it deserves. Being able to provide great PPC strategies and services that can truly make a difference in the world is astonishing. I must commend the great people over at Google Grants as well as the SalesForce Foundation for their very generous programs which have the potential to truly make a difference in the world.

If you did not know that this program exists and are interested, or are already enrolled in the program and would like to improve your account, please feel free to visit our website www.worldbenefactor.com or email me at Greg@worldbenefactor.com and our team will be happy to review and help you get the most out this generous offering for your Not for Profit Charitable Organization.

Breaking News! PPC Summit Contest Winners - PPC Hero & AbeBooks.com

The contest was a success thanks to all of the best practices and successful strategies submitted.  It was difficult choosing only one winner, but Sterling Simpson from AbeBooks.com (and the PPC Hero blog) are the lucky winners of the free pass to either PPC Summit San Francisco (May 19-20) or Los Angeles (Sept. 25-26) valued at $1199.

PPC Summit wants to thank you for your participation and is extending a special $300 discount to Semgeek's loyal readers to join us at PPC Summit. You can use this discount code: CONTEST during registration online at www.ppcsummit.com.

PPC Summit is the leading internet marketing workshop with sessions designed to connect you with profitable expert search engine strategies. We have an exciting agenda lined up, beginning with the Microsoft Keynote covering Keyword Strategies and other sessions delving into all aspects of SEM.

During two full days of interactive how-to sessions, you will learn how to make more money with pay per click and search engine marketing. You can go to the PPC Summit website for more information including event locations, hotels, speakers, sessions and more at http://www.ppcsummit.com. There's still a few days left to sign up for PPC Summit San Francisco (May 19-20). 

Also the contest was so much fun that we have decided to hold another one! Stay tuned for more details and dates!

Congrats to the winners!!

As The PPC Soap Opera Continues, Are You Becoming A Conspiracy Theorist Too?

With the recent news of Yahoo suspending their Ambassador Certification Program, a few things come to mind, none of which I expected this soon. But with Microsoft lurking around to take over some of those online advertising dollars, you must say to yourself "something is going on behind the scenes".

First it was Yahoo acquiring Indextools, then MSN looking to buy Yahoo, then recently FaceBook. Now, Yahoo suspends their Ambassador Program. If you are a Conspiracy Theorist, (like myself at time) you have to think about these things. Did you have an IndexTools or Yahoo Rep(s) resign in the last month or so? Ironically, I have.

If I put on my SemGeek hat and call up Doc Brown for a little trip in a "suped-up" DeLorean with 1.21 Jiggawatts of raw power and a Flex Capacitor which as not been contracted out China or made by Microsoft, I can see the following:

1. Google remains the main Search Product Platform (Google + Yahoo)
2. Yahoo becomes elite Search Partner as an opt-in network within Google interface
3. Yahoo becomes Elite Behavioral/Display Advertising Platform
4. Yahoo Rolls out Banner Ad Network Certification Program
5. Google expands its Adwords Certification Program to Universal Certification

You may say to yourself, WOW SemGeek you are way out in right field with this one. However, there are 3 things that we know about Yahoo.

1. They are not focusing on Search. They are investing their future on Advertising networks  and Behavioral targeting
2. Getting rid of the ambassador program is a sign that they are making some big changes with their search program.
3. They would much rather do a deal with Google than Microsoft.

If this is a sign of a possible partnership for Yahoo to hand over Google Adwords, what does this mean for PPC Geeks like us? Here are my quick observations.

Will it save us time?
Personally, Yes. I think it will make our lives a little bit easier. If it's one (1) interface or integrated Adwords Editor it will save time.

Will it inflate the CPCs even higher?
Not sure. Depends on how Google sets up the Networks. Currently we have 3 types of Google Networks and adding a separate 4th Network for Yahoo may give advertisers a choice but expect an increase from the current (non quality score) Yahoo CPCs.

Will this Affect the Google Content/Site Networks:
Interesting scenario to think about. Since Yahoo cannot penetrate the contextual side of search, perhaps Google will enhance their image display option to include Yahoo's Behavioral Targeting and Ad networks.

In Conclusion:
It was a fun ride thinking about all of the possible scenarios and playing the role of Nostradamus for a while.  No matter what happens, this is a very exciting time for us Search Geeks. We are involved in an exploding market which is changing all of the time and influencing the ever changing creation of a new channel that affects the whole world. Let's just hope no one takes advantage of what we all have contributed to.

Top 10 Reasons Why You Should Never Drink While Doing Google Adwords

After 80+ blog posts it becomes difficult to find new content that is interesting to talk about. So, with that said, here's a post that is a little "off the rocker" or shall I way "off the wagon". If you have ever had a few glasses of Cabernet Sauvignon or a couple bottles of beer while working over the weekend at home, it could be pretty easy to get a little side tracked, especially if you have many diverse clients with similar keyword segments listed under your client center.

#10: You start freaking out about how your CPCs are too low, then you realize the Default Max Bid CPCs are set differently than at the keyword level. (geeky)

#9 When you can't figure out why at the adgroup summary level you see all sorts of traffic data and then nothing at the keyword level. You then realize this campaign is within the Content Network

#8 Getting confused between CPA, CPC, CPM, CPO and eventually need CPR to get a hold of yourself. (over dramatic I know)

#7 Wondering why only 1 of your 4 ads is getting impressions, you realize that your Ads are set to optimize and not rotate.

#6 After 30 minutes trying to figure out why your Ad/Creative is being rejected, you realize that the Trademark penalty is your client's own trademark. (That has actually happened a few times)

#5 You continue to confuse yourself with Google Conversion Tracking vs. Google Analytics Tracking.

#4 You go back and forth between the Adwords Editor and Google Interface to see the latest changes and you forget "get recent changes" in the Editor.

#3 When performing Bid Management, you "fat-finger" the default CPCs to $100.00 when the should actually be $1.00

#2 You spent an hour creating a full adwords campaign with 5 adgroups, 500 keywords and 25 Ads for a set of Ladies Tanks (women's clothing client) under your other client who sells Diecast Military Vehicles and wonder why there are no conversions.

#1 Ran a keyword report which states that the keyword "ASS" is the highest clicked keyword for your clothing client. You then realize that you accidentally added the broad keyword "ass" when it was supposed to be a "-ass" negative keyword at the adgroup level.

In conclusion:
Some of this is made up or can easily happen even without drinking. Actually, after spending 8+ straight hours within the Google Adwords, you can sometimes forget what the hell is going on. The funny thing about #1 is I actually have the fortune to have a client who was actually bidding on the keyword "ass" when they were trying to use "ass" as a negative. Of course, I found the error and fixed it, but again this stuff happens to everyone.

Disclaimer: These are NOT actual events while under the influence.  (some are similar, though) They are just to poke fun at the "day-to-day" weariness of managing many PPC accounts 24/7.

$10+ Billion Dollar Industry And Few Search Companies Giving Back To Charities

As you can tell by the headline of the bog post, I am a little dumbfounded by the lack of participation of high tech companies who have shaped what the Internet is today. The main point of this article is to not talk about Companies giving very generous yearly $$ donations, it's about providing their services for Free or at a discount to help with the all important "day to day" operations so they can efficiently and affordably organize their funds, increase volunteers and improve the quantity of donations from both individuals and corporations.

Single Donations are good. Helping Charities grow their online business online by offering free  or discounted advertising and/or services are better.

After doing a little research, I have found two highly respectable companies who have created separate foundations and completely dedicated their resources and donated their profits to helping Nonprofits advertise, fund raise, spread advocacy, and increase participation Online. Those two companies are Google Grants (also Google Checkout For Non Profits) and the SalesForce.com Foundation's "The Power Of Us".

However, my $10 billion dollar question with regard to Search Marketing companies is why aren't more of them participating. At the very least, provide a discount.

Where is Yahoo?
Why can't they provide a similar program to Google Grants where they provide $10k/month in Free PPC Advertising. They could use the PR and increase their market share by giving back a little. I also see this as a CPC Inflation strategy that is putting a major hurting on Google advertisers. For more information on Google Putting a Hurting on PPC Advertisers, click here.

Where is MSN?
We all know that Bill Gates has been very philanthropic with the Bill and Melinda Gates Foundation, however, MSN is missing out on the opportunity to help charities online to promote their causes. You would think that with the slumping MSN AdCenter, they could at the least offer FREE PPC advertising to those Nonprofits. This is a very minimal investment and frankly, will only help the organization to acquire more attention to their lacking platform.

Where is Omniture?
I have only seen a few Press Releases about Nonprofits signing up for Omniture, but nowhere can I find a foundation of Free or discounted services for Nonprofit charities. As a newly inductee of Fast Company's World's Top 50 Most Innovative Company, I would think this would be a prerequisite for that award.

Help Me Identify More Companies:
Of course, I am sure there may be other companies who do "give back" that I am not aware of or even the 3 mentioned above may have something, but it is not easily identified on the web.

So, in the spirit of sharing what we all know, please help me put together a list of High Tech and Internet companies who do offer something to charities and nonprofits. The goal is to provide charities with a list of companies who can reach out and lend a hand to their causes.

Once I can tally up a list, I will put up a blog post which will not only mention the companies who donate their services to charities, I will also mention the sources who provided me that information.

Please Note: To help provide the names of companies and what they offer, please either post a comment or email me at greg@worldbenefactor.com.