Episode 3 of FreshBooks “Build Your Business” Fall Teleseminar Series

Advanced Pay-Per-Click Advertising (1 hour 38 seconds)

Listen using the MP3 player below or download the podcast here.

Andrew Goodman, author of “Winning Results with Google AdWords”, joins us to discuss advanced techniques of running pay-per-click advertising campaigns.

Here are some notes and timelines from our call with Andrew:

(0.20) Andrew introduced

(0.39) How’s the new version of your book coming & how will it differ from your first version?

(3.00) Improving 4 or 5 details that increase your AdWords performance just 10% can add up over time.

(5.20) What is “advanced” PPC?

(7.06) Google’s stance on click arbitrage.

(9.15) How Google determines where your ad ranks on a page (quality based bidding).

(10.18) Types of ads and classes of keywords that can affect the quality score of your ad.

(11.46) Landing page quality guidelines.

(14.42) What other areas should professionals who are working with more advanced PPC strategies be aware of?

(15.47) Good sources of information on how to improve conversions: Marketing Sherpa; The Eisenbergs (links at bottom of this page).

(17.49) How much copy should be on a page?

(19.05) Someone has just outbid me on my most descriptive keyword and I have now dropped off the listing. I have a limited budget, but I really want that listing. What should I do?

(20.49) The bidding down strategy.

(21.35) About day parting (scheduling ads to run at specific days and times).

(22.04) In what scenarios is day parting effective?

(23.12) If you suspend your ad for a while, do you have to fight your way up to the top again? Is your quality score affected?

(24.55) Using day parting for specific industries - data collection & analysis important.

(26.22) Using day parting to create a profile/theme.

(28.18) What software would you recommend to manage multiple pay-per-click accounts in Google and Yahoo?

(33.05) I have very important but few keywords. I have now taken steps to design my ad and landing page around one main keyword. Is this a good approach?

(33.38) The importance of creating big keyword lists.

(34.45) We had a technical issue with one of the AdWords campaigns we were running for a client. Any advice on how to protect service providers, as well as manage client expectations, when a mistake happens?

(36.55) Pros & cons of parties signing airtight liability contracts.

(37.45) The importance of frequent reporting

(40.17) Do I get charged every time someone clicks on my link, even if it’s the same person clicking over and over again?

(42.04) What’s the difference between click fraud on a PPC ad, and click fraud on an ad from an affiliate network or Google’s AdSense program?

(43.26) More about Google AdSense.

(44.42) What can I watch for to determine if my ad is a victim of click fraud, are there any services out there that can help?

(46.27) Client example of a deceptive web site clicking on ads.

(48.42) One way to identify a bad source: time spent on the page.

(50.04) What’s the latest on Google wallet or checkout and how might they help click fraud?

(52.09) Since day 1, 30-50% of all clicks have been very short visits.

(53.12) Do you think click fraud has the potential of destroying the entire PPC advertising industry, as it’s been reported?

(54.47) Advertising on the web is a superior form of advertising and marketing.

(55.55) I’ve tried and struggled to get Google Analytics working with my AdWords campaign, especially tracking orders. Do you recommend using Analytics to track an AdWords campaign, is it worth the effort?

(56.55) Third party integrators may be able to do one-off customizations.

(57.45) Thanks!

Links from Teleseminar:

• Andrew’s company: Page Zero Media

• Andrew’s book: Winning Results with Google AdWords

• Andrew’s e-book (new version expected by end of 2006): Google AdWords Handbook (buy this and get a free copy of Winning Results with Google AdWords)

• MarketingSherpa’s Landing Page Handbook

• Bryan and Jeffrey Eisenberg’s web site , newsletter and new book, Waiting For Your Cat to Bark?

• Please join the FreshBooks community in ongoing discussions about marketing your business online.

Next podcast:
John Marshall, CEO of ClickTracks, will introduce us to the importance of web site analytics. Learn why you should track and analyze your site traffic and how to get the best from your data. Sign up.