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 Channel Futures

Sales & Marketing


Google Adwords for Managed Services Providers

  • Written by Joe Panettieri 1
  • August 24, 2009
During our Aug. 19 MSPmentor Live webcast (Six Tips for Finding and Winning New Business), several attendees asked our guest speakers how they use Google Adwords to promote their businesses. Whether you're a Google Adwords expert or a beginner, there are at least two free tools to help you develop your keyword advertising programs.

google-adwords-managed-servicesDuring our Aug. 19 MSPmentor Live webcast (Six Tips for Finding and Winning New Business), several attendees asked our guest speakers how they use Google Adwords to promote their businesses. Whether you’re a Google Adwords expert or a beginner, there are at least two free tools to help you develop your keyword advertising programs. Here’s how to get started.

Check out the Google Adwords Keyword Tool. It’s a great way to help you experiment with keywords you’ve already considered. Plus, it helps you to discover potential keyword terms you overlooked. Also, check out the Search-based Keyword Tool to further accelerate your efforts.

If you’re new to Google Adwords, I recommend starting small and experimenting on a monthly basis. Set up an account and a nominal budget ($300/month or roughly $10/day) to track and measure the performance of a few keywords. And make sure you only target the geographies/regions that apply to your business.

Got any other Google Adwords tips to share? I’m all ears.

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8 comments

  1. Avatar David Deans August 24, 2009 @ 6:14 pm
    Reply

    My tip is to (1) first learn the basics of content marketing and search engine optimization, and then (2) once you’ve mastered those basic skills and have reached your full potential, create a Google Adwords campaign to “complement” your organic search results.

    My point: try to write content that your stakeholders truly need/want, and that Google will likely index and rank highly in the SERPs for your primary keywords. Plus, supplement those activities with paid advertising (like Google Ads) — and then you’ll have a comprehensive game plan to promote your managed services online.

  2. Avatar Mike Cooch August 25, 2009 @ 3:01 am
    Reply

    Adwords has been a large part of our success from about 18 months into the business. It’s an amazing tool, and many other online advertising options are becoming viable as well. Shameless plug – I’d recommend the PPC management tool in Kutenda to get a fast start with Adwords.

    Mike Cooch
    http://www.kutenda.com

  3. Avatar Joe Panettieri August 25, 2009 @ 9:06 am
    Reply

    David: THanks for the added tips.
    Mike: Is Kutenda generally available now or still in beta?
    All: Anybody have some paid search tips for Yahoo, Bing, others?

  4. Avatar Paul Barnett August 25, 2009 @ 10:24 am
    Reply

    I was an early adopter of adwords. I have been using it since the first half of the decade. While still effective, if used correctly, it has become more saturated making things more difficult. You really need to know how to dial it in to make it worth the money.

    Just a couple simple words of wisdom I can give:

    1. Don’t get into bidding wars. Being in the number one spot doesn’t guarantee the best returns. Sometimes being in the third or fourth position on the side can be more effective.
    2. Have a hook in your add. Use something to grab people and bring them to your site. Give something away free, or just be creative.
    3. Use the keywords in your ad.
    4. Use several ad variations and track the effectiveness of each. It is amazing what changing one or two words in an ad can do.
    5. Don’t go crazy on the keywords. I have found it more effective to use a few targeted keywords rather than two-hundred broad ones.
    6. Make sure you site is built to capture leads. It is pointless to run ads if your site doesn’t entice people to ask for more information or sign-up for something.

    These are some simple things to start off with. I hope this helps.

    Cheers,

    Paul Barnett
    Marketing Director
    Virtual Administrator

  5. Avatar Mike Cooch August 25, 2009 @ 11:27 pm
    Reply

    Joe – Kutenda goes live September 1st.

    I agree with the tips posted by Paul – good stuff. The saturation of Adwords and the ever-increasing cost of keywords is why we are building Kutenda to easily manage PPC campaigns across all of the major search engines, as well as other sources that are often out of reach of most SMBs.

    I think the most important thing I’ve learned at Everon is to try to really get inside the head of the person that types in a specific keyword. For example, the person that types in the words “computer help” is FAR different from the person that types in “network management”. Not always, but usually.

    It’s tempting to bid on every word that seems to make some sort of sense, but this is expensive and not effective.

    Mike Cooch
    http://www.kutenda.com

  6. Avatar Nick Vossburg August 26, 2009 @ 1:59 pm
    Reply

    Mike,

    Website looks awesome by the way, congrats on launching Kutenda!

    Nick

  7. Avatar Lux September 5, 2009 @ 3:11 am
    Reply

    Good tips, Paul.

    And Mike, wholly endorse the point about thinking ‘real person’ – with Adwords, its quite easy amp; quite common to start thinking about keywords as inanimate phrases rather than queries by real people!

    To add to your tips…

    I’d say its important to implement Conversion Tracking right from the beginning. Adwords is configured to ensure that ads with the best click through rates are shown more often. Besides getting traffic to your site, it also gets $$$ to Google’s bottomline.

    However, the value of any traffic cannot be ascertained unless you have a conversion that you’re measuring (in our case, its filling out a simple form). As you get deeper into Adwords, you’ll often find that the best conversions don’t necessarily happen from the ads that have the best click-throughs. Here’s a simple illustration:

    If your ad said FREE a couple of times in the headline, copy amp; URL, you’ll probably get a great Click Through Rate (CTR) amp; Google will show your ad more often than others’. However, your conversions (eg. form filled by serious business user) typically won’t be too great!

    To cut a long story short:
    Focus on ‘conversions’ – as you best define them! Starting this way helps ensure you stay focused as you get started with Adwords. And yes, implementing conversion tracking is quite easy to do with Adwords!

    Good Luck.

    Lakshmanan (Lux) Narayan
    http;//www.vembu.com

  8. Avatar Lux September 5, 2009 @ 3:12 am
    Reply

    Good tips, Paul.

    And Mike, wholly endorse the point about thinking ‘real person’ – with Adwords, its quite easy amp; quite common to start thinking about keywords as inanimate phrases rather than queries by real people!

    To add to your tips…

    I’d say its important to implement Conversion Tracking right from the beginning. Adwords is configured to ensure that ads with the best click through rates are shown more often. Besides getting traffic to your site, it also gets $$$ to Google’s bottomline.

    However, the value of any traffic cannot be ascertained unless you have a conversion that you’re measuring (in our case, its filling out a simple form). As you get deeper into Adwords, you’ll often find that the best conversions don’t necessarily happen from the ads that have the best click-throughs. Here’s a simple illustration:

    If your ad said FREE a couple of times in the headline, copy amp; URL, you’ll probably get a great Click Through Rate (CTR) amp; Google will show your ad more often than others’. However, your conversions (eg. form filled by serious business user) typically won’t be too great!

    To cut a long story short:
    Focus on ‘conversions’ – as you best define them! Starting this way helps ensure you stay focused as you get started with Adwords. And yes, implementing conversion tracking is quite easy to do with Adwords!

    Good Luck.

    Lakshmanan (Lux) Narayan
    http://www.vembu.com

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