The other day I watched a self promoting video from another self-proclaimed video marketing guru that claims rags to riches in about 24 months. The video goes on to claim thousands of free visitors with no need to pay for Google Adwords. The lure of free traffic beyond our wildest dreams is truly appealing. Let me state for the record, I’m a huge fan of Internet video marketing, but here are a few issues I see with marketing yourself and your company on the Internet using video:
- Not everyone wants to be an Internet video star or personality – Once you put yourself out there you’ve got to maintain your presence
- What happens if your Internet personality is an employee that leaves your company or goes to a competitor?
- Video alone may not drive the volume of traffic you need to sustain your business
- Not every company or small business has the time and resources to put it all together in a cost effective manner
- Internet video marketing may not be the best option for your specific business – are there benefits? Sure, but are they for every company? Maybe not
- Internet video marketing is not the end-all solution to getting traffic. It’s one of many tools you should have in Internet marketing tool bag
Before you throw your company into the arena of Internet video marketing be sure it’s the right solution for your company and you are willing to put the time and resources into making it successful. Look for my upcoming whitepaper on video marketing at: www.videomarketingwhitepaper.com
This evening, I heard a story about a successful local business that got burned using Google Adwords. How did they get burned? They apparently had their account set to autopay and were using keywords that broad matched to a newly released movie. They burned through $18,000 over one weekend.
Can you imagine this poor guy coming into the office on Monday morning expecting to find some new orders or leads, opening up his Google Adwords account only to find he spent 18k in company money for movie clicks? While this story may sound extreme or remote, it’s not. Many Adword nubes loose money because they don’t understand some of the basic principles of keyword matching.
Personally, I’ve never been a fan of putting campaigns or accounts on autopilot. We spend a substantial amount of money each month on Adwords advertising, but I still look at accounts each morning and fund them accordingly.
Are you new to Google Adwords? Don’t get burned because you don’t understand how Google matches your keywords. Start off modestly funding your account until you are confident you know what you are doing. Watch your accounts over 30-60 days and make sure your keyword campaigns are stable.
Today, there are many Google Adwords marketers that can help get you over the learning hump or even review your keyword campaigns to make sure you are set up correctly. Don’t be another Google Adwords headline. If you need help with your Adwords account, get it. The price of getting professional help will be worth it in the long run.
Conventional wisdom with most of the PPC gurus and even the major search engines is to delete or pause keywords that are not performing. Typically, I will pause keywords, adgroups, or campaigns that are not generating conversions.
The other day I discovered something interesting that yielded the same result in both Google and Yahoo.
After scanning my Google and Yahoo accounts for keywords with zero to 99,999 impressions, zero assists, and zero conversions over the previous 30 day period, I paused those keywords which resulted in approximately 50,000 keywords getting paused.
In theory, pausing or deleting keywords that are not performing at all should not have any negative affect on your campaigns, budget, or conversions.
After pausing non performing keywords, both my Google Adwords and Yahoo PPC accounts started to perform oddly. My conversions dropped and my CPA average went up by $1.50. After discovering the odd performance with both accounts I started un-pausing some of my adgroups and keywords.
This tells me there is some type of connection between account performace, impressions, and possible keyword counts.
Again, conventional wisdom is to apply the 80/20 rule. I’m going to do some more experimenting with pausing / un-pausing keywords that don’t perform and try to measure the effect it has on account performance.
Are you a PPC guru? Have you encountered something similar? I currently manage about 1,000,000 keywords and would appreciate any feedback you might have for our visitors.