18 Mayıs 2010 Salı

Google Adwords Prospectus

Nowadays the advertising sector takes a big role on Internet. In the near future internet will be the biggest channel of the advertising world. When we say Internet advertising, Google is an advertisement market on its own. Google Adwords are the most frequent ads of Internet. There are two main reasons why Google Adwords are so much popular and effective.

First one Google is the number one search engine of the world and it is the number one trademark of the world. Hundreds millions of people use the Google seach engine every day on all over the world. In the course of this utilization they see Google Adwords, Pay Per Click advertising program of Google which is the biggest and most important example of Online Advertising, under the sponsored links. This is the search network of Google ads.

Second one is the huge content network of Google. Hundreds of thousands websites publish Google ads on Internet. This big network contains websites from every sector and every field. While Adwords ads are displayed as only text ads on search network, the ads are displayed as textual, banner or video ads on the content network.

Google Adwords is cheaper than other ad channels and it is also measurable. It has the highest ROI (Return of Invesment) in all advertisement channels. Google Adwords is the advertisement channel of the near future.

We should be ready to see this fact:
Google Adwords will be the biggest and the most valuable ad channel of the near future.

Inside Adwords:
Adwords ads take place on the left hand side of Google results page and sometimes on the top by the name of Sponsored Links.

Adwords working mechanism:
- While creating your Adwords Campaign, your ads, keywords and bids are formed.
- Search queries that are matched with your keywords trigger your ads and your ads are displayed on Google.
- You only pay when your ad is clicked. There is no cost for impressions on Google and its search partner sites. This is why it is called as PPC Advertising.

Adwords finds your target potential customers:
- The obtained keyword list with the right keyword analysis canalizes your target potential customers to you.
- You can display your ads in any country, region, city or a specific area. You can choose any language(s). Please note that Google does not translate your ads into the language you choose.
- You can make a choice according to age and gender (demography) for more specific target potential customers.
- Your ads can be displayed on any website on Google Content Network and also you can use placements for the specific websites that you want to display your ads. You can even choose the sections of those websites which suit your needs most in placement targeting.

Google Adwords Advantages:
- Its performance, revenue, cost, and conversion are measurable.
- Detailed location targeting is available. Country, region, city, local targeting.
- Language targeting.
- Scheduling is available. You can adjust your publication hours and days as you wish.
- You can set your daily and monthly budget as you wish and you are able to change your budget whenever you want.
- Adwords does not exceed your daily budget that you specified. Adwords adjusts the delivery frequency of your ads according to your daily budget and the clicks that you get within the day.
- You can only reach your target group. Except this target group, no one can see your ads.
- There is a fair competition and because of this Google Adwords platform is a very dynamic platform. This dynamic structure keeps Google Adwords live.
- You can make your payments via credit card or EFT.
- Performance tracking of your Adwords campaigns can be made at anytime. While your ads are active, you can make necessary optimizations always to make your campaign performance better, to minimize the costs and to maximize the ROI (Return of Investment).
- You can create many reports of statistical data. Search Query reports, campaign reports, ad group reports, ads reports, keywords reports, account reports, placement reports, and so on. You can find your conversion ratio, conversions, ROI, advertising costs with these reports.
- Google Adwords platform is the best ads program platform on Internet where its optimization is made for a better return of investment.

Why Google Adwords?
- Your website is on the first page or the first two pages (in top 20) on Google. You do still need to use Adwords to earn more. The most important thing is your target potential customers should see you on the first page on Google while they’re performing many search queries which are matched to your service/product in anyway.
- People don’t use only Google. In this phase, Google Content Network is playing a huge role. You can show your ads on thousands of websites or any of them that you want on Google Content Network.

- Adwords Campaign Optimization is a must for much better results. You can bring down your Adwords costs to the most feasible minimum level, you can maximize your Adwords ROI, you can get more valuable clicks with the same Adwords budget through only Optimization.

Google Adwords Consulting:
If you want to get the best performance and the return of investment from Google Adwords, you should work with qualified specialists who have Google Adwords certificates. There are Google Adwords companies out there where these qualified specialists are working.

Google ads program needs speciality, experience, and time. Because optimization process is carried out here. It will be a profitable decision for your business to let the Google Adwords qualified specialist to manage your campaigns of the world number one ads on Internet.

Advantages of Google Adwords Consulting:
- Getting maximum return of investment with minimum cost.
- No stress no time loss. Specialists make the whole management. If any problem occurs, they can contact with Google Support Center.
- Getting valuable suggestions from specialists to have more successful campaigns.
- A professional display of your Google ads.

Pay attention to these points about Google Adwords Consulting:
- Check their qualified Google Adwords certificate. Be careful of fake certificates.
- Be careful of ready Google Adwords packages.
- Be careful of eye-catching Google Adwords promotions. Those promotions can be a money trap.
- Do not use a different control panel for your Google Adwords account. Use the Google’s own Adwords control panel.
- None of qualified Google Adwords companies receive a profit share from Google company. Moreover they can’t get. The only thing they can get is the consulting commission from the Google advertiser.

The Most FAQ while using Google Adwords:

Q: Why do I encounter credit card decline problems?
A: Your credit card should be one of Visa, MasterCard/EuroCard, American Express, JCB cards. Your credit card should be available for international use and internet use. Your credit card’s approval system should be off. Your credit card should have the available limit for use. You can check these info by contacting with your bank customer representative. If everything is okay and you stil have the problem, then you should contact with Google Adwords Support Team via email (adwords-support@google.com).

Q: Why don’t my ads appear on Google?
A: There can be many reasons for this problem. Be sure that you haven’t had a penalty issue with Google before. Be sure that your campaigns and ads comply with Google Advertising Policies. Be sure that your credit card or payment is approved by Google. You can use the Ads Diagnostic Tool to find out the reason for your ads appearance problem. If you stil can’t find out, you should contact with Google Adwords Support Team via email (adwords-support@google.com).

Q: I can’t optimize my campaigns and my performance is quite bad. Low ROI and high CPC values. How can I solve this problem?
A: There are two ways to solve this problem. Once hiring a qualified Google Adwords professional and work with a qualified Adwords consulting company. OR you should learn how to optimize your campaigns by yourself. To do this, the best initial resource is Adwords Learning Center. http://www.google.com/adwords/learningcenter/ Chapter 6 - Optimizing Ad Performance.

Q: How can I contact with Google Adwords team by phone?
A: You can’t contact with Google Adwords team by phone unless you’re a qualified Google Adwords professional/company. You can email to Adwords Support Team and you may want to look at Adwords Help Center (http://adwords.google.com/support/aw/) and Google Adwords Help Forum (http://www.google.com/support/forum/p/AdWords?hl=en).

Written by:
Google Certified Partner

SEO Prospectus

What’s SEO?
SEO is the abbreviation of Search Engine Optimization. It’s the optimization process which is made for a website to get higher position in SERP (Search Engine Ranking Position).

SEO is the unique key of the door which provides access to millions. SEO is the most valuable key of digital marketing. The most important part of digital marketing is the search engine marketing. The most valuable key in search engine marketing which brings millions of internet users to your website is SEO.

SEO is a strategical mind game between the machine (Google bot) and the human (SEO specialist).

SEO world with a comparison:
Lets say the number one search engine of the world, Google, is a digital ocean. Assume the competing sailing ships as websites in this vast ocean. The sail of a ship is the fundamental structure of a website because it is the essential thing which speeds the ship. The type and code structure of a website form the fundamental structure of that website. For instance a HTML sailing ship goes many times more faster than a FLASH sailing ship. Because HTML is technically more superior than FLASH in SEO competition.

Human factor in SEO competition:
Whether SEO is a competition in the digital world, human factor is the biggest decisive factor here. The human factor is the SEO specialist. Captain is the one who leads the sailing ship during the competition and completes the race successfully. The captain should know the ocean well where the competition takes place (Google). A clever experienced captain knows the dangerous and advantageous sides of this ocean. He knows when and from where the wind blows.

SEO Fundamental Rules:
The result is a disappointment unless SEO is made with the right method. Quick and sudden rising ends with a quick and sudden fall. SEO ought to be made means confident rising without quick long jumps.

Creative Content: The necessary golden rule of SEO is the content. The originality of the content is important but creative and effective content is more important. Contents which contain useful information and news are more valuable for SEO. Therefore articles and article-like contents are the most appropriate ones for SEO.

On-Page Optimization: All the steps that you make inside the website are called on-page optimization. Suppose that you are playing a strategical mind game with Google bot and try to use your brain and creativity in this game.The source code of the page should be neat and tidy as much as possible. The right use of meta tags. Establishing H1, H2 Tag structure using a stylesheet. Using alt tags and title tags on pictures and inbound links. Optimizing on-page URL address. Use the right meta tags correctly and pay attention to the meta tags-content relevancy.

Off-Page Optimization: After Google Webmaster Tools registration, important settings like sitemap, robots.txt, and geographic target are done. Search engine submissions to Google and other big search engines are carried out. After your website is indexed in Google, backlink construction process starts. The most important thing in SEO link building is the one-way link building. You can use the reciprocal link building method only if it is highly related websites within each other. The number of links is not important for Google SEO. The important thing is the link’s quality, link’s value and the link’s relevance. Pagerank (PR) value does not have a higher priority in the relationship between SEO and Google.

Optimization process is a long and demanding process. Keep up the work with patience and never give up. Suppose that you’re raising your little baby to become a mature human. Make minor updates or changes when necessary so as to have a better optimised website.

Dangerous penalty steps in SEO: Don’t use a copy (stolen, plagiarized) content. Don’t use hidden text or links on the background with the same color. Don’t use cloaked pages, deceptive redirects, doorway pages or duplicate site and pages. Don’t get paid links and try to not make reciprocal link building. Never do spam links in SEO.

Why is SEO difficult and why is the competition rate quite high?
The answer is quite simple. If you’re not on Google 1st page after the SEO, that SEO is not beneficial at all. The maximum traffic you will get from the monthly potential traffic of the keyword is 5% when you are on the 2nd page of Google. This 5% ratio is still exceptional. Normally it would be much lower ratio. In fact this is the awful truth of SEO. Google 1st page is the only ad space. Everything starts and ends here. As we know there are 10 websites on every page of organic search results and the first main goal is having a place in top 10 then the second main goal is rising on the first page as much as possible and finally stabilize your position.

Each website which achieves getting a position in top 10 throws a website which is used to be on the first page to the second page. Therefore the competition in SEO is quite high and ruthless. In the near future this competition in Google first page will be much more difficult because the SEO market is growing day by day. “Easy” and “guarantee” words do not take place in the dictionary of SEO world. Whether the SEO competition is big or average, every 1st page competition needs serious and professional process.

The future of SEO and the SEO in the future:
The future of SEO is really brilliant as its market share is going to have a breakout undoubtedly. The SEO in the future will give us more professional results because of the advance in artificial intelligence. Google bot will analyse the content, meta tags, and other factors deeply with her advance artificial intelligence. Websites who have poor or nonsense content, grammar and spelling flaws won't be in the foreground on Google. It will be more difficult for websites to win Google bot's favour. Google bot will be more selective. Therefore we will see the Google first page with the chosen websites having much more true and professional content.

The advantageous relationship between SEO and blog will lose strength in the SEO of future. It will be not easy, simple, and ordinary to get place on the first page of Google with a blog.

SEO Consulting:
SEO is a challenging long race. The probability of your SEO success in this race also depends on the knowledge and experience level of your SEO consultant. SEO is a probability, not a mathematical guaranteed operation. None of professional SEO consultants guarantee Google first page or first row position. If they do, they shouldn’t do that. SEO does not consist of mathematical guarantee, it is utterly a probability. The probability of SEO success and being on the first page of Google increases by the right SEO consultant and the right SEO base.

One other important thing is preserving your successful position. Other mission of a SEO consultant is consolidating the high position after it is taken. The company owners and executives who knows SEO as it is the most valuable key of digital marketing intend to establish long-term trustworthy business relationships with SEO consulting companies. As a result both sides can always make money through this mutual relationship.

SEO Pricing:
There are some pricing systems on professional SEO consulting. Some of them are:

Pay Per Hour: The payment system where the SEO company is paid per hour of labor.
Pay Per Month: The payment system where the SEO company is paid a fixed amount per month.
Pay Per Performance: This payment method is also called as Pay Per Result. Performance values which are used mostly are unique visitor and absolute sale. Different payment boards can be arranged according to the performance values. According to the SEO company, one-time payment before the SEO service may be included.
Pay Per Ranking: The payment system where the SEO company is paid a monthly amount per keyword which is listed on Google 1st page organic results. The montly amount varies according to its first page ranking. One-time payment before the SEO service may be included.
Pay Per Project: The payment system where the SEO company is paid a fixed amount for the whole SEO project. This fixed amount can be paid at once or in instalments.

Written by:

Marketing / SEO