1. Great tips, it takes a lot of effort to be on top of Google and probably helps to add some paid advertising. I will check out your SEO tips. Thank you!

  2. Too often our business consumers are told that “with us there is a guarantee” of top of 1st page placement! That means lots of $$$ to do it! I could be wrong, but I can get good page placement with “organic” means of SEO! Then if you can invest in more, so a sponsored ad? THEN either way, you have to wait to get the results. It takes time to populate the internet world to get great placement! I will check out more of your articles! Good stuff here!

    • So true Cheryl, and you would know! I tell clients and prospects, I can not and will not guarantee anything… especially when I can’t control the results, and this is one of those things. By the way, usually much easier to get on the first page of paid, since less people are paying for the ads and geography has a lot to do with it, landing page and the specific keywords… but still, never guarantee #1, if so.. RUN! PPC is a good way to start if you have a decent website, or rather, landing page, because it can help push traffic, immediately, while you are building the ranking in SEO. Thanks!

  3. I would say to anyone that is considering PPC, that its worth working with a professional who does it and not do it alone – you could end up wasting money if you don’t set things up the right way.

    • Well, I couldn’t agree with you more. Short story – 2 of my clients I had to redo their PPC campaign. One I just started over, the other I did revise (but should have started over). They were paying for clicks that were no way going to turn to a lead. The ads need to be specific. You aren’t going to get anywhere by tricking a person by clicking on the ad and going to your website, thinking they will stay… they won’t, not if your website is nothing near what they wanted. You can’t make them change their mind. Thanks Liran, good point!

    • Very good point Maria, you can’t set up the campaign without the keywords. You can use the keyword planner in Google and Google Adwords has “suggestions” as well, but be careful, they don’t know your business as well as you do. Let me know if you need any help. 😉

  4. I think advertising is essential to growing your business and increasing your brand exposure. The nice thing with online advertising is that the tracking measures are built in. Question, though: How do you set up “negative keywords”?

    • True, the tracking is there with Google Adwords, but you also have Google Analytics that can tell what traffic you get from organic, direct and paid… so that helps too.

      Your question, I am not sure of your familiarity with setting up a campaign, but it is actually located in the keywords tab (in Google) and at the bottom of the list. (in Yahoo!/Bing, it is under the Settings). You can set up negative keywords for the whole campaign or specific ad groups. Also, like with keywords, you can make negative keywords [exact match], {phrase match} or broad match. You just have to be careful that you aren’t killing any opportunity. For example, if you are a Chevy dealer, one may think that you would want Ford as a negative keyword, but sometimes that isn’t the case, because what if someone wasn’t decided on the type of car they wanted, this gives you an opportunity to deal with the competition. So, you want to be sure the keywords are truly negative. Here is an example – I had an equipment dealer, they sold fork lifts and lift trucks (same thing)… and I’d do a query report to determine what keywords were bringing people to my ad – lifted trucks (you know, big tires, jacked up trucks) not what we wanted or the guys that go mudding and they wanted truck games. Well, we didn’t want those to make our ad show up and/or get clicked on just to find that wasn’t what they wanted – bounce. So, we made lifted and toy two negative keywords so any search that had those words in it, wouldn’t show up. I hope that helps???

    • Unfortunately some are resistant, but the question is… is it because they don’t understand it or they don’t want more traffic to their website? Of course you know that is a trick question… so it is us… we need to better educate so they will see it is a must!

  5. great post! I’d been hesitant to do specific paid advertising because I have my hand in so many pies—– via my website I increase awareness of my Mary Kay business, I provide information for fellow direct sellers who are interested in Send Out Cards or WowWe, and I also provide social media services. I have one main list. I was wondering if I should drive paid traffic to a squeeze page specific to one aspect of my business rather than driving it to my main site.

    • Yea, Social media, websites, search engine and paid advertising along with all the apps and etc can be overwhelming… but if you have an optimized website, you’ve got social down and need some more traffic, it is a great tool. Well, it is great even before then, but if you are trying to pick and choose, PPC would be after you get SEO as it does help with your keyword quality scores. Nothing like driving people to a page that has very little on it.

      So, more specifically to you… you indicated you increase your awareness about Mary K on your website, but how do people find you to find out about that awareness?? I did check out your site, and I found what you are referring to. I assume that you can’t mention Mary K due to copyright issues or regulations about how MK wants you to sell or market? So, if you were wanting to promote MK, you could use a squeeze page or just have them land on the skin care page, so they land where they can gain further information about MK. However, you may want to optimize that page more to coincide with the keywords that you use in the campaign to better your quality score for the keywords, which helps get your ad to show more.

      Further, I rarely use a home page for a landing page on an ad, unless the client has a small site and there are few options. I would have them land specifically where they need to in accordance to the keywords. So, that might mean you need to have several campaigns (like one for social media, one for Send out Cards, one for MK, etc). Obviously you will need different ads, diff keywords and maybe different demographics.

      Hope that helps. Let me know if I can be of any assistance.

  6. I’ve never even considered PPC because of all the horror stories I’ve heard about it from people who were penalized. But they were probably from people who didn’t know what they were doing.

    My first priority is SEO… so perhaps we should chat about that sometime.

    • Really Shelley? You never considered it? What horror stories and what penalties? Interesting. I would say the horror would be over paying in that people don’t administer their campaign correctly. But ultimately, it all comes down to knowing or not knowing what you are doing… pretty much the same for most things.

      SEO is a good priority… albeit slow moving.. while PPC is immediate traffic drivers. So, yes, would love to chat. 😉

  7. I’ve had some really great results from paid advertising, so I’ll keep doing it. But only for specific campaigns that have a well thought out strategy. Thanks for the great writing!


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