Archives For June 2011

Before I start I want to preface it by saying that pay-per-click can work, but if you don’t do it right you will pay BIG. Later, I will explain when and how to cost-effectively use pay-per-click advertising without taking an entire training course to figure it out!  

Get It!

When I look back over the last ten years, I remember creating many different Yahoo and Google ad campaigns. In addition, I consistently used Google’s Keyword Generator Tool to tweak and find new related keywords and keyword phrases. After struggling through my first year of the pay-per-click marketing world, I came across a website by Perry Marshall and purchased his Guide to Google AdWords. I learned a lot about AdWords from this online book and I would highly recommend it. However, being of an extremely competitive nature, I was still unhappy with the performance of pay-per-click. Luckily, we were still doing well through our corporate sales channel, but I was adamant about cracking the code for creating more web sales. I knew there must be more to it because it was obvious that many other companies were selling products through the web.  But, how could we?

There were, and still are, two main ways to come up first in a search on Google and Yahoo. The first method is to pay them through the per-click bidding process that places your ad on the side of a search page when a keyword or keyword phrase is typed into the search engine. I originally believed that the ad position on the page was determined by how much you bid against other bidders. But after trial and error, I noticed that this was not always the case. In my book you will learn why. 

The second method is to optimize your website for search engines so you organically move to the top without pyying for it. This obviously requires knowledge of how search engines work and an upfront investment that will pay dividends in the future if done correctly.

Most people start by paying for clicks because it is relatively easy to set up and they have minimal upfront cost. This is where companies make a big mistake and we were no different… at first.

Scate was spending an average of $5,000 per month on Yahoo and Google. Pay-per-click was driving clicks but definitely not at the volume required to produce profit for a product with a low price point. Where the process fell short was that these search engine providers did not (and still do not) provide you with enough information on how their system operates. So, a novice will lose a lot of money for pay-per-click exposure.

Tip: Find a great Google AdWords training site at

Get Steve’s book here: