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November 2010 Features » Facebook White Paper, Yahoo Retires, AdWords Trouble

Nancy McCord, Owner of McCord Web Services LLC.Dear Friend,

A lot has happened in October that needs recapping in our November newsletter. First, you get to preview our newest white paper demystifying Facebook Business Pages that comes out this month. Secondly, my firm has achieved Google AdWords Certified, and third Yahoo search as we know it was retired at the end of October.

Best Regards,

Nancy McCord

Connect with me online on Twitter | Facebook | LinkedIn | Plaxo | Naymz | Our Blog

Facebook Page White Paper | Yahoo Retires | AdWords Trouble

Preview of Facebook Business Pages Demystified for Business Owners

New White Paper a Brite Idea!I have been working hard on a new white paper that helps business owners understand how to get the most from Facebook Business Pages. My new easy to understand guide titled "Facebook Business Pages Demystified for Business Owners" is previewed in advance of syndicated release to you, our newsletter subscriber. The paper won't be syndicated until later this week

This white paper explains why Facebook is so important and how you can get started with a Facebook Business Page. I think you will find this white paper interesting reading and simple enough that just about any business owner can use it as a guide to set up their own Facebook Business Page.

If you haven't checked out our other downloadable white papers on our website, I invite you to visit our resources section to review the myriad of topics, papers, and even screen savers that are free to download and review.

Look for our more advanced white paper called "The Facebook Business Page How to Guide" also due out this month with more detailed and complex instructions on Welcome pages and FBML coding and get on the waiting list now.


Yahoo as We Know It Was Retired in October

Get Ready for the New Faceoff for Your Advertising Dollars

Google AdWords and MSN adCenter face off.If you go to there is still a search engine there, so what do I mean when I say that in October Yahoo was retired? Although there is a "Yahoo" still there, the search results and sponsored ads supplied are all being delivered by and Microsoft adCenter. The final change over took place at the end of October.

This means that there is no longer a Yahoo algorithm that drives search results - it is a Bing algorithm. There is no longer a Yahoo advertising control panel - now you use the Microsoft adCenter control panel to place, bid, and change ads that appear on both and It also means that Google finally gets some real competition when it comes to advertising and that is good news for you!

With the Yahoo/Bing market share said to be about 27% to 32% while Google's is still about 65%, competition actually has sharpened. All this bodes well for advertisers; giving a lively and marketable options to promoting their products using pay per click.

For my business, this has required some changes in services. We no longer offer Yahoo advertising set up or management. For you the client who was previously advertising on all three platforms, it means a drop in management fees and consolidation of your advertising budgets.

At this early point in time, I am very positive about this new change. Yahoo and Bing/Microsoft have done an exemplary job in keeping professional account managers advised throughout the transition process in the last three months. As to how viable this new conglomeration will be for your advertising dollars, we will just have to watch and see. But, I am feeling hopeful and positive that the joining of these two mega forces will be a good thing for our pay per click clients.


Inflating Your Daily Budget to Force Clicks on AdWords Can Get You In Trouble

Google AdWords Certified Partner Click to Check!You may say this never happens, but as I review all AdWords accounts that are running when a new prospect comes to me looking for a new account manager, this happens fairly frequently. Personally, I do not recommend this action.

What I am speaking of is when an AdWords account is in trouble and an account manager cannot get clicks for the client. The account manager sometimes gets desperate and tries to force clicks. Here is the common scenario. The actual client wants to spend $1,000 in clicks a month. They typically will be in a business that has a high click cost auction. The acting account manager has decided not to set the cost per click in the account to a level that Google will consider the account in the AdWords auction and so as a result AdWords serves the ads infrequently. The client may be then spending only $200 or so of a $1,000 click budget.

The account manager panics as the client is pressing for click performance and so the account manager sets the 30 day budget to $7,800 or $260 per day instead of $33.33 per day. The account manager is banking on the fact that the client’ cost per click is really too low to be in the auction and that AdWords won’t deliver the $7,800 in clicks in a 30 day period.

This is an actual scenario that I have seen just last week and not infrequently. I consider it is a very dangerous one. Google could, if something changed in the auction, actually deliver the $7,800 for the month in clicks and legitimately bill the client’s credit card for this activity. The client would have absolutely no recourse in regards to getting a refund.

Scary, isn’t that scenario? But, I have seen it twice in the last three weeks and many times over the last eight years I have been managing AdWords accounts. I do not believe in putting any of my clients in this type of possible jeopardy.

A better scenario is to bid to be in the auction or drop some of the ad groups and just run ad groups that have the possibility of performing within the client’s “true” budget. In each case that I have seen this scary set up used, the actual client had no idea of what the acting account manager was doing with their account and that they had taken this tactic. I personally will never manage an account in this fashion.

How can you see if your AdWords account manager is playing this dangerous game with your money and credit card? Go into your account and review on the campaign summary page your daily budget. It will be just below the campaign names. If the number there times 30 does not match the dollar figure you told your account manager you have authorized them to spend on your behalf with AdWords, you need to make a quick phone call to them to challenge their tactics. Remember, if Google could deliver the clicks to this inflated budget – and there may be a possibility they could – you would be billed and you would have to pay.

If you are looking for a honest and savvy Google AdWords account manager, I invite you to check out our AdWords services. My firm, McCord Web Services, is a Google AdWords Certified Partner and I am personally also a Google AdWords Certified Individual.


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