Unique Content and Smart Website Design….Can You Have Enough?

So for the last 12 months many clients have wanted to discuss the Online Marketing Strategy of building multiple websites for their business. This is born from a strategy that was gaining momentum during 2009 and 2010 where big brands were rolling out a range of new websites on the basis that the more nets you had in the ocean the more fish you will catch. There is absolutely no doubt whatsoever this is a very powerful strategy IF you have the will and the resources to follow up and build out the portfolio of sites.

What Do We Mean By Build Them Out?

Anybody that builds a website these days ignoring Google and what Google likes to see in a well optimised page is clearly ignoring the most powerful commercial marketing platform the world has ever seen. In order to produce and manage a website to really garner the attentions of the big G, it needs to be built with specific architecture and treated like a young tree, offering it food,growth and light. Food can be considered a foundation and steady flow of great content, growth can be considered connections to the outside world via link building and light would be

to maximise your chances that if they came to your site looking for your product or service they don’t go to the competition. Simplicity is Beauty so the equation is no more complicated than

So Yes IF each of your multiple sites is built on the above basis then you are indeed producing a fantastic Net in which to catch the most fish, however what does it take to cultivate such a network?

1. A Great Plan. Do not enter this strategy without a full mind map of how the sites will interact, how they will be different but have the same purpose, how they will reflect your brand,where the content will specifically focus and where you want your traffic to come from.

2. Do not underestimate the value of Great Unique Content and make sure you are not spreading your resources too thin. This is the most common mistake, building 6 sites but only able to generate great content for 2 of them. Some businesses have a lot to talk about and find content generation straightforward others struggle terribly and rarely overcome the fogged mind that a blank screen and a keyboard can bring to you and even your more creative staff.

3. The single biggest resource hog will be your Online Marketing management. Assuming you ignore the enormous time suck that is Twitter and the long term relationship building device but mediocre lead generator LinkedIn, your Online Marketing strategy must be focused on SEO,Adwords and where relevant a strategy for Facebook(by relevant i mean perhaps a Funeral Director or even BHP may consider Facebook not worthy of specific investment of resources). SEO should be allocated 50-70% of your Online Marketing budget,Adwords 20-40% and Facebook where relevant 10-20%. Taking shortcuts with investing into your Website portfolio will drastically hinder the strategy providing great Return on Investment. Committing to a well planned and financed strategy however will lead to Online Domination in your niche and allow you to Farm All The Leads In Your Marketplace.

Why?
The dream result of this multi site strategy is that your portfolio of websites dominate all top listings for any of your major keywords so prospects look at the top 3 ranked sites for a specific keyword and all they see are YOUR sites but each with a slightly unique message and look, perhaps even a slightly different offering to both differentiate and test which offer matches the market best.

The Wobblers
Ok so nothing is quite so simple. The advent of Google Places and it’s directory listings based on common local searches has meant that local online real estate in the Google results pages has been taken up. Optimising your Google Places listing should certainly have you listed high but having more than one listing in the 7 pack or 3 pack is against Google’s terms of service unless it is a separate company. Also running adwords campaigns for more than 1 website on the same keywords in the same account is against Google’s terms of service so again impact there is limited unless you have separate entities to market.

So to cut a long story short, if you are sitting on a nice portfolio of keyphrase optimised domain names or you have just heard how some companies have cornered their market online, be aware of the dangers and the problems before you decide that investing all your resources to build,maintain and grow your main website and make it the best online portrayal of the fantastic product/services that you offer isn’t in the end the very best Online Marketing Strategy for your business.

Advertising With Google And SEO Becoming The Only Games In Town

Google just released their fourth quarter and year end finacial results on friday and though their share price took a hit on the day, revenues from Google advertising grew substantially mainly from Adwords despite the average cost per click falling.

• Year on Year adwords clicks grew by 34% and compared to the third quarter they grew by 17%.
• Year on year the average cost per click fell by 8% compared to year end of 2010.
• Adwords,YouTube and Adsense, Google’s main 3 online marketing revenue generators contributed 69% of total revenue for the company.
• Revenue from overseas(ie outside the USA) now accounts for 53% of total company revenue, this figure is likely to be be one of their engines for continued growth in 2012.

The 2011 Further Decline in Traditional Media

Beyond Overseas growth expect average adwords cpc to continue to decline, we believe 2012 will yield a growth in adwords vs organic market share but a reduction in average cpc as more campaigns are managed efficiently. A recent survey of 100 high profile adwords campaigns showed that they were being run at 20-40% optimisation levels, ie there was a comfortable 200-300% improvement available with quality adwords campaign management in place.

Of course averages never tell the real story which is that cpc’s are actually rising in any competitive marketplace, there are a number of reasons for the anomaly that the average has fallen which include a trimming of keywords/phrases that have adwords advertising attached, gradual improvements in adwords campaign optimisation reducing adwords premiums(the premium that badly optimised campaigns will pay over what they would pay per click if their campaign was optimised) and new technological developments by Google in their bid auction systems.

The major takeaway is that all businesses should be focusing on leveraging both the organic listings(SEO) and adwords campaigns in their marketplace as their competitors are stealing a march on them without doing so. The internet is the best commercial friend your business can have as long as you make the right moves.

How Will Online Marketing Change During 2012?

The New Year brings lots of pontificating and lame attempts to predict the new trends for the year. 2011 saw substantial Online Marketing evolution and undoubtedly 2012 will see even more as the great seachange continues. This is our view on the issue that really matter.

The internet is encroaching so far into our society that to not embrace it wholeheartedly in your business is a massive oversight that will cost you dearly. Already we are seeing online lagards approach us very nervous that they have already missed the boat having ignored their online marketing until now or just paid lipservice to it by just having a mediocre website and thinking that is sufficient. The reality is that in most markets they are still early movers and are amazed at the advantage it has given to their business by simply focusing on it during 2011.

The 4 major Online Marketing Lessons for 2012

Mobile and The Exponential Growth Of Online Useage

So to 2012, well having just flown through Brisbane,Sydney,Singapore,Frankfurt,Heathrow and Hong Kong airports i saw a fairly dramatic difference compared to 6 months ago in how many people were using mobile devices(mainly iphones,ipads and macs) whilst waiting for their flights in the departure lounges and airline lounges. Heathrow were the only airport that showed they had considered their customers enough, by installing a pillar of electrical powerpoints. They covered a UK,European,Australian and American power source allowing people to recharge whilst waiting for their flight. Surely innovation like that has only just started because the thirst to be online 24/7 has grown dramatically.
The lesson for 2012, whilst consumers are not on average too far into the buying cycle when using mobile devices, their experience of your business is important so if they find you in Google when searching for the service or product they are looking for and the mobile version of your website does not satisfy them that is a lost opportunity to engage them as a potential customer.

The Big G

Google is becoming more dominant. Forget those commentators who simply don’t understand Business or the Internet, the suggestion that the internet has become Facebook vs Google is simply wrong. Yes Facebook offers an opportunity for young growing brands to leverage some viral ideas to expose their offer to a much wider audience,yes facebook advertising offers the very best targeted segmentation going on the internet BUT when people are using Google they are focusing purely on one specific thing at a time and their intent is clear by what they type into the search engine. For example someone typing in “Angelina Jolie movies 2011″ has very little Commercial intent(hence will attract very little advertising around it and being ranked well has limited appeal unless you run a commercial Angelina Jolie fan club!), however someone typing in “Divorce Lawyer Sydney” has a very considerable likely Commercial intent. Facebook offers advertising to people who are not looking for anything, yes they have identified their interests and that is a very strong start, for example they may say in their profile that they are active kitesurfers, well yes a well produced relevant Kitesurfing product ad on their facebook page may well get their interest and the interest of some of their friends………….but really the Commercial leverage is offered by Google with their highly qualified matching of searchers with Businesses offering what is being searched for.
The Lesson for 2012……..SEARCH ENGINE OPTIMISATION AND GOOGLE ADWORDS CAMPAIGNS ARE KING! THE VALUE OF TOP RANKINGS IN GOOGLE IS GROWING DRAMATICALLY. THE VALUE OF TOP RANKINGS IN ADWORDS IS GROWING DRAMATICALLY

Panda and Quality Unique Content

Google rolled out new updates to their algorithm in 2011. They were named Panda, after the programmer who was responsible for their implementation. They weeded out a lot of dross in the results pages and refined the integrity of SERP’s. There was also some collateral damage of quality sites suffering though this was not a permanent state so we hear(all our clients benefited from PANDA). The single biggest issue that Panda brought home was that QUALITY UNIQUE CONTENT is the only type of content worth publishing. Rehashed,very short copy,pieces that rely heavily on large quotes are now very negative assets for your website. We now consider websites like a balance sheet of a company, there will be strengths and weaknesses and weightings attached to each but the big issue is that the big weightings are attached to positive assets and any negative assets be associated with low weighting factors.
The Lesson for 2012,Content is King…..do not produce worthless,irrelevant content,make every page of your website pull it’s weight.

Conversion Optimisation

Conversion Optimisation has now started to become vital. Split testing of ads,title tags,description tags,headlines,copy,images,intent,calls to action and many other variables will allow you to constantly ratchet up your conversion rate. A conversion for a website may be an enquiry or a purchase or a free download or a click through to a landing page. Conversion Rate optimisation has been around a while, the tools are getting more sophisticated to test more in one go but ultimately the interpretation of the human involved becomes the vital factor, making good decisions regarding what to test,how to test it,how long to wait for actionable results and how to move forward from there.
The Lesson for 2012? During 2011 we have achieved conversion improvements of upto 400% for our clients,less than 50% is rare. If you are in a competitive market place it is the very best way to make your traffic work a lot harder for your business.

Whilst the world economy continues to hit hard times, the internet holds gold that just simply needs to be mined with the right tools and manpower. If your Online Marketing is focused on the wrong things your business will not benefit from this effortless silent salesman that roams the world wide web on your behalf and finds new customers for you and delivers them to your door with their wallet open.

It’s really no contest for your Online Marketing Focus

Here are the stats:

The Online group buying phenomenon is now 2 years old and growing at around 18% per month.
Over 1 million discount transactions per month are being made through Groupon,Living Social and their peers as many sme’s consider engaging Groupon as a sound Online marketing strategy.
Social media has been the main engine for growth of this phenomenon.

HOWEVER
Small businesses have been unprepared for the voucher redemption and Customer complaints via Fair Trading have been growing dramatically mainly due to people not being able to book with their voucher or even get through to the supplier on the phone.

Many small businesses have underestimated what is required to manage a deluge of massively discounted business(virtually all of it is at a substantial loss) and they will be even more distressed when they see the impact on their bottom line.

It is the classic commercial mistake thinking that as Groupon and their friends don’t charge(they actuall do though) then lots of new customers without further costs is a great idea.
The Problem being that add Groupon’s fee to the discount applied to your retail price and say goodbye to profits, contribution to fixed and variable costs and hello to work hard to make a loss!

Search Engine Optimisation has exactly the opposite impact on your business, producing qualified customers prepared to pay market price for your product or service, not just next month but the month after….the year after……and just maybe the decade later. So what are you waiting for? SEO is the biggest no brainer in the history of doing Business and to ignore it or pay lipservice to it is extremely short sighted. So if you think Groupon is going to solve your marketing challenges,then rethink because once you have committed to a proper online strategy though SEO, your business will never look back.

Google Places changes

There are some substantial updates in the pipeline for Google places, it seems it follows a theme that is developing of focusing on tying your google profile to content on the internet that you have authored.

Firstly the Google Places system is about to get a new impetus to reviews because Google are just about to become active in encouraging businesses to provide computer terminals where their customers can easily leave a review. One element of this is that previously reviews coming from the same ip address were being filtered out but clearly this latest move will cause a major spike in reviews from the same ip. The fail safe measure being that people will have to use their Google profiles now or eventually in order to leave the reviews hence minimising the ability for businesses to review their own offering. Apparently a filter will be in place to flag any ip address producing more than 10 reviews in a day.

Google has finally admitted what we have known for a long time that if you have several google places listings that seem to be stuck as permanently pending, then create a brand new account and submit a new listing from there as the algorithm has clearly hit a brick wall. Also if you receive a message saying your account has been suspended don’t expect that to be a temporary state, Google has finally admitted this is a Permanent state and that to get a Google Places listing you will need to open a new account.

News reached us last week of a new Google venture which will break the mould. They have started an experiment in one particular city in the states, where they have deployed “Google Places reps”, to preach the message of Google local and build awareness. They may not be ready for the potential backlash they are likely to get from disgruntled business owners who have been kicked where it hurts particularly by Places algorithm issues of the ilk mentioned above(suspended accounts and pending listings as well as other foibles). However the concept of Google rolling out some level of customer service can only be welcomed and like any business trying to look after their users and customers instead of treating them with contempt, no doubt it will help their bottom line.

Online Marketing’s New Kid On The Block

Its known as adwords retargeting or remarketing and it is likely to become an Online Marketing industry standard over the next few years.

What is Adwords Retargeting?

You have almost certainly been targeted by now with retargeting. It is a technical set up that allows an advertiser to continue to chase an interested party around the internet until a particular action is performed. To turn this into a situation that a business can relate to imagine owning a real estate agency and when somebody came to your website to look at the inventory you were marketing that you tagged them, they may have arrived there through an adwords advert,an organic listing where your agency ranks number 1,through seeing a for sale board and typing in the web address when they got home to check out the property or even seen a listing in a magazine. Once this tag sits in their computer’s browser(it is called a cookie) a pre determined advertising campaign can be launched to that person. They have identified themselves as interested in your business and now you can advertise to them all over the internet.

This could take the form of a list of certain high “footfall” websites where your advert would appear or it may be that you want a scattergun approach of following them everywhere.

This campaign can be setup to run until that user clicks on your ad, can be set up to run for a certain period of time and can run for a year and a half should you so wish. Google will only charge you when the advert is clicked.

What are the main benefits of Retargeting

Retargeting should be a core policy for all ecommerce and bricks and mortar businesses. With an ecommerce offering being able to leverage online marketing by continuing to market to for example people who got to the last stage of buying a product on your website and then abandoned their purchase at the shopping cart stage. Equally continuing to market a complimentary product to a purchaser of a different product from your website would be likely to achieve well above average conversion levels, as buyers are always higher convertors once they have purchased from you once.

For non ecommerce websites, perhaps local service based businesses or multinationals and everything in between, the abilty to build the exposure of your brand by putting your message in front of someone who has already been identified as a hot lead(they must have been to your website to get the cookie in the first place) has huge benefits. SEO and Adwords advertising already target qualified leads but retargeting is simply a more persuasive campaign trying to take those qualified leads to the next stage…….ie to buy!

This concept is only in its infancy and knowing Google will continue to develop its power and reach as well as the specific elements of browser/purchaser behaviour, this will lead to a paradigm shift in conversion rates.

Groupon-Yet Another Online Marketing Conundrum

So on friday,the latest Retail Online Marketing Phenomenon Groupon finally got their IPO off the ground having pulled it then delayed it to the point where market analysts clearly were not sure it would ever hit the market. Amazingly despite considerable negative press there was an instant 40% premium for the stakeholders that were selling, though the fact that the new owners were retail buyers who almost certainly were sold a story of continuing exponential growth shows any experienced market analyst that they perhaps were not as savvy as the sellers!!!

Groupon has created an incredible brand very quickly, but frankly it is mystifying why most of their clients are doing business with them. By client i mean the merchants who are happy to accept their product/service being sold(aka given away) for a fraction of the normal cost. the concept behind this business idea is for businesses to be able to sell excess inventory by sladhing the price and letting everyone know about it. The Groupon mailing list must be huge and probably very responsive(ie the % of open rate is likely very high), the customer ie the people who buy the products/services are generally getting a fantastic deal eg 70% off a massage or 70% off a case of wine etc., but the merchant is clearly absolutely desperate to do the deal with Groupon, as beyond the ridiculous discount level that Groupon talk their clients into Groupon themselves take a considerable chunk of what is left.

My major problem with this business model with regard to the merchants is, how do you convince your regular customers ie the foundation of your business to pay full price when you are prepared to slash the price for new likely one off purchasing, disloyal,discount shoppers.

Having said that if you had a clear strategy of retaining these Groupon one off purchases and migrating them into becoming a regular customer that would almost certainly be a succesful strategy and make the Groupon offering a sound investment. However creating such a strategy is not even within the view of the average Groupon client nevermind within their skillset to execute.

One possible such strategy would be to create a marketing plan for each of those new Grouponites to receive continuing discount vouchers direct(ie remove the Groupon fee). To do this capturing email addresses and setting up an autoresponder campaign to ween these people onto your product/service at an ever reducing discount eg discount coupon 1 they are given when they first come in to avail themselves of the Groupon voucher, offering sya a 50% discount on their next purchase, then after they have used that a 40% diswcount on the next purchase, then 30%……….
If executed correctly thsi could turn the hordes of discount shoppers into regular customers UNTIL of course Groupon sends these people a offer from your competition where they can get 70% off again!!!!

Bottom Line on Groupon is get on their mailing list but be very wary of becoming a client unless you have a clear back end strategy in place to turn the discount hunters into worthwile regular customers.

What Gives You The Most Bang For Your Buck?

It seems the plethora of Online Marketing opportunity causes many business owners to struggle with how best to spend their marketing dollars. Its not surprising as the media are constantly bringing forward new ideas and notions as if they have any real overview knowledge on the subject, which with rare exceptions they don’t.

In the trenches it is obvious what works(SEO and Adwords), what doesn’t work(Twitter),what takes far too much time and investment to work(LinkedIn,Youtube and many others) and what priorities businesses need to be considering moving forward(SEO,Adwords,Facebook) in this dynamic Online Marketing world that we live in.

The reality is that as much as Online Marketing is dynamic, it has a very solid constant theme which has been around now for quite a while and has become established. I am talking about the 2 biggest elements that Your business website needs to put Your offering in front of Your customers, ie Search Engine Optimisation and Google Adwords Advertising. Both considerable traffic generators when leveraged properly, i don’t like using the word traffic because there are many websites purely focusing on untargeted traffic ie anybody on the internet today, i want to put my revolutionary new design of sunglasses in front of them in the expectation a percentage will bite. Rather than that approach which is the old fashioned media way(eg television,radio,yellow pages,newspaper classifieds and display) we focus on a very targeted approach to simply place a business in front of somebody directly looking for a business in that field, introducing customers to businesses as extremely warm leads. Both Adwords and SEO perform this function magnificently when setup correctly(most SEO and Adwords campaigns are run ham fisted at efficiency levels of 5-10% of what they could be).

So back to the original topic which gives you more bang for your Buck? SEO should have an impact within a month and have lasting impact for years, the sweet spot of ranking results should mature between 3 months and 6 months and continue to mature as time goes on(if campaigns are continued to be optimised) unless optimisation ceases in which case expect a stabilisation and eventually a drop. Effective Google Adwords management will allow immediate traction in running a campaign and spread over a vast number of keyword phrases. Over 6 months we would expect costs for an adwords campaign to slightly exceed costs for a typical SEO campaign but bring a very slightly higher level of converting client, and slightly higher numbers of unique visitors.

So to summarise, if you took a view over 6 months you would say Adwords gave you more bang for your buck, but over 12 months SEO would sustain similar if not greater traffic figures and likely cost less. of course there are many variables here from industry to amount of keywords that get trffic in an industry to the level of SEO campaign and most of all to the Quality of the Landing Pages……..do they convert, if adwords traffic is going to specialist high converting design landing pages and SEO is going to brochure type sales pages in the heart of the website then Adwords will blow SEO out of the water.

Bottom Line: Do Both if you can, each strategy will build your business and the extra tracking leverage as well as the closer understanding of how your customers behave online will take your business to the next level.

Google Adwords Campaign Management Optimisation

Like any marketing medium, the power and leverage of Google Adwords is in optimising setup,ongoing tracking and management and ultimately tweaking copy,keywords and settings.

RULE NUMBER 1. There is no such thing as a Perfect Google Adwords Campaign Management. All Adwords Campaigns are a work in progress, unlike producing TV ad campaigns or Print media campaigns, Adwords allows real time management.

IMAGINE THIS: You are Marketing director for a big brand, you have just paid a creative agency $$$$$$$$ plenty of money to create a TV ad campaign and after several showings of your ad there is clear feedback that the guy in the ad is turning people away from your product. Ok CGI and digital manipulation techniques have come a long way but really to replace that guy reshoot the ad and rebroadcast it you are into a massive financial headache.

CTR Optimisation

Google Adwords allows you to test,test and test again, it will run simple A/B testing so that you can see user behaviour on 2 varying ads, use the data that gives to keep the WINNER and rewrite the LOSER. When i refer to winner and loser it really is generally very obvious which ad is the winner:

eg. “Ad A” CTR 4% on 8000 impressions, “Ad B” CTR 1.2% on 6000 impressions(ie Ad A is 333% better than Ad B)…..this level of conclusiveness is typical.

You really must understand your Key Metrics. CTR(Click Through Rate) is the first key metric, because if your ad is not being clicked then it is not serving it’s purpose. To put more meat on the bones,lets say your CTR is 0.1% ie for every 1000 impressions your ad is being clicked once. This may sound incredibly low but since Google made changes to the layout of the Results pages, being in the right hand margin really doesn’t get seen very often, and in general 80% of adwords advertisers that manage to get onto page 1 of the ads, are whistling in the wind in the right hand margin.

So CTR is a reflection of position,quality of copywriting,of course bid and the mysterious algorithmic element that Google call Quality Score.

If your average CTR(ie average over all the keywords in your account) is less than 0.5 then you really need help.

If your average CTR is between 1% and 2% that suggests you have fundamentals in place but could be pushing higher.

5% is a fair goal(ie 1000% more clicks than if you had 0.5% CTR so 300 clicks per month(at 0.5% CTR) could turn into 3000 clicks(at 5% CTR)).

CTR is a hugely important aspect of Good Adwords Campaign Management beyond it being a reflection of your advert being seen it is a massive influence in another major metric,Quality score. Find out what your account CTR is today, it will give you an immediate handle on how effectively your current Google Advertising is being managed.

Why is Google so Important?

• Google gets 92% of search Engine traffic in Australia, this is split roughly 75%/25% between the organic search and the adwords search, in other words on average 1 in 4 visitors to the Google search results pages click on an adwords ad.
• Most people are using Google everyday to search for things they want to buy, places they can go to buy that product, places they can use a service,information and trivia.
• Virtually anything we want to know we will find an answer in Google, i say an answer because for many questions we have there is no absolute answer eg. Who is the best Dentist in Brisbane(it would help to know this before we trust our open mouths to the person inserting sharp objects inside it). Using Google will give you immediate information on how to resolve your query so it is vital any business is looking it’s best in this environment as first impressions really count.

Why not just use SEO to generate leads?

• Search Engine Optimisation is very powerful, considering 75% of people on an average Google search results page will be clicking on the organic rankings, if you rank in the top 3 for the search term you stand a very strong chance of being able to deliver your message to that potential customer, HOWEVER, SEO is unlikely to be able to cover all search phrases. Typically a good SEO campaign will focus on between 10 and 100 primary search terms(depending on buget) with another 100-500 secondary phrases. A great result for such a campaign would be to have the website ranking 1-5 for 50% of those phrases within 6 months. However from day 1 a well setup adwords campaign could be targeting hundreds or thousands of phrases immediately with a cost only being incurred if a potential customer clicks on your ad.
• The level of tracking and analysis that Google provides in its Adwords analytics interface is extraordinary. Imagine a newspaper approaching you with this sales pitch: “We offer to show your advert only to people who are interested in it(ie have to jump through hoops to even get to it in the first place)…………..AND we will only charge you a fee when they look at your offering connected to your ad. Imagine if the Yellow Pages became transparent and today offered all business owners the ability to advertise in their big yellow book(in amongst hundreds of your competitors) and you only paid them when somebody actually requested to hear what you have to offer and beyond that YP reported to you an enormous range of metrics that anybody interested in marketing would consider the key to unlock “customer behaviour” allowing them to refine and tweak future marketing campaigns.
• Adwords has developed into a marketing no-brainer, the sophistication that has resulted from constant fine tuning of the system has now rendered most other marketing media second class.
• There are many studies in the USA that show combining adwords and SEO has an impact considerably in excess of adwords or SEO alone as well as giving a deeper understanding of customer behaviour through 2 sets of analytics.

Why Does Google Adwords need Professional Ongoing Campaign Management?

• The system is now so sophisticated and provides so much feedback that without constant management and refining and tweaking the campaigns you will only ever be running your marketing effort at 30-40% of where it could be. This 30-40% alone may well provide the best ROI you have ever acheived from a marketing campaign but just imagine what it could do for your business if it were managed to 80-90%(acheiving 100% perfection is impossible, the very best management can only ever aim at 100% but there will always be scope for improvement).
• The new features of the Google Adwords Advertising system such as being able to show YOUR ad to YOUR potential customer only on bbc.com,cnn.com,yahoo.com…….. will only ever be understood and leveraged correctly by experts, people who are managing a range of accounts,seeing a range of things happening in the marketplace and drawing conclusions to feedback into their clients campaigns. These tools are so sophisticated that setting them up with one element not optimised will render them considerably less potent than doing it correctly with best practice that has been generated through experience.
• What is the cost to your business for your adwords account to be mismanaged for 1 month, 6 months, 1 year, 5 years…..the answer is you will never know just as you will never know how much more profit could have been generated by adwords and SEO if you had taken your Telephone directory marketing budget from last year and pumped it into Google marketing  BUT for sure we know it would be several hundred percent.