Frequently Asked Questions about Google AdWords
Some Common Questions
What makes Will Williams different? Why should I go with you?
- I’m one of the UK’s first Google Certified Partners, requiring two exam passes (I averaged 94%) and the management of a specified budget spend. The Partner status demonstrates great awareness of the system, and strategic thinking.
- I have worked on huge accounts spending £20k+ a month, with over a million keywords. This kind of account build and manage requires the absolute best in conceptual thinking, competence and up-to-date awareness.
- I have some great innovative ideas, processes and knowledge of the system to undermine the competition.
- A great understanding of general marketing, human response, and web design to give good advice and suggestions – for example increasing conversion rates with improved landing pages.
- MSN (Bing) & Yahoo search engine advertising, and mobile advertising.
- A down to earth, human approach to explaining things at ground-level.
- Always approachable and happy to answer questions – no matter how daft you think they may seem!
I hear lots of stories of agencies who mess up accounts, don’t return calls or respond to emails, or simply don’t care about their accounts. Although most agencies should offer expertise, few are able to combine it with a genuine desire to make the most of it, or a depth of marketing and website experience. I took over a large account from one of the biggest AdWords agencies in the UK, who charged a fortune, and was stunned at the stupidity of some of the decisions made within the account!
I’ve wasted a lot of money on AdWords – what’s the point in spending more on having it managed?
Until your account has been assessed and/or managed by an AdWords expert, its very difficult to know from your own experience what the potential is. Its very easy to make very costly mistakes – which then give a false impression about AdWords’ potential, as well as your website. For example, an account focused on house clearances was wasting 80% of clicks on keywords based on “houses for sale”, which is completely irrelevant! Investing in ongoing management drives more out of your account – the whole idea is that it makes you money, if it doesn’t, then a barrier exists somewhere and this in itself is valuable information.
Why spend money on clicks, when with Search Engine Optimisation, you can get traffic for free?
With natural listings, you have no control. To effectively climb the listings for your given niche, you need to have a good ratio of high content to low competition. The content must be specially optimised to reflect your main keywords – which more often than not leads to poor readability. AdWords is completely controlled, reportable and manageable. Paying a small price to get on the front page of your search term, in a matter of minutes, is great value IF your website is able to convert. More information on SEO vs PPC is here.
I have been approached by a call centre offering unlimited clicks, for 5 keywords?
These companies are mostly a poor investment for many reasons. They don’t offer anywhere near the level of thoroughness, detail or complexity that we do – meaning that your account will never be pushed to its full potential. Such companies rely on quantity rather than quality, and will never get to know you, your business, or your market. You may find yourself locked into a contract which becomes costly because the limited account doesn’t lead to good results. More importantly, many of the cold-calling companies train their sales staff to unwittingly lie about their promises and abilities. More information on these companies is here.