Month: January 2011

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Google AdWords – What Will My Click Cost Me?

This is the most pressing question most new Google AdWords clients want to know before they put money down for our services, or for that matter input their credit card with Google. There is a good tool that AdWords has online that will shed light on what you may pay. But the figures in this tool should be considered a guideline and not the real verifiable price you will pay when your account is rolling.

Here is one of the online tools you can use to check the anticipated cost per click:

Google AdWords Traffic Estimator

To use the estimator, enter your keyword phrase, then select (on the right in the sorted by section) columns, and then select in the drop down to show CPC (cost per click). The information that is displayed shows you searches on a global basis and the estimated cost per click. This is great for identifying, before you start with AdWords, the range of pricing you may pay.

It is crucial to understand that in my experience I have rarely seen a client pay what is shown in this tool as the typical cost per click. In reality the cost per click when the account is running will be higher – sometimes 20% higher or more. So, use the information found in this tool as a guide and not a rule.

Why would the cost per click in an actual running account be different?

There are several reasons: quality score, market competition, targeting settings, and real-time auction competition. Remember, AdWords is an auction and the auction prices are decided in real-time at the moment the search query is entered. The keywords tool certainly cannot take into account all of the above listed factors when it shows your estimated pricing.

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Facebook Lessons Learned

My understanding of what people want from a Facebook Business Page is changing over time as we get feedback and interaction from colleagues, fans, and clients. Here are a few things that I have learned and am still doing testing on our own Business Page.

  • People are thirsty to connect with a person. Too much selling information or focus on your own services is a real no-no.
  • People want to have personal tidbits about you. Although you do not want nor have to reveal a lot of personal information about yourself on a Facebook Business Page. People do want to know who they talk to on the phone. They love to see photos to “know” who you are.
  • Fans and visitors love humor. A funny video, joke, quote, or funny photo can really elicit a positive response.
  • Asking questions and taking polls can engage visitors and clients.
  • Commenting back on a thread on your Business wall is a must. Make sure that fans and visitors see that you are interacting with what they write.

For us, we are testing and having fun with a new concept of engagement using our spokesdog. It is not hard nor time consuming to put a little bit of “personal” juice behind your Facebook posts. Remember people who are visiting you are used to the personal interaction from their own personal page on Facebook, your Business Page needs to reflect and feed this need to get the best response from your visitors.

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Facebook Business Page Confusion Explained

There has been much confusion on moving your business to a Facebook Business Page from clients when they already have been using a Facebook Personal Profile for their business. Let me explain what I consider at this time to be our best practice recommendation for business owners who have had their business tied to their personal Facebook Profile or who have actually set up a Personal Profile for their business.

1. If you have done this (note in the first paragraph), we recommend that you keep your personal profile and then while logged into your personal profile go to this link http://www.facebook.com/pages/create.php and create a Business Page for your business. You will then access this new page by logging onto your personal Facebook account, click the account link at the top right, and then in the drop down select manage pages.

2. We then recommend that you announce to all colleagues and business associates that are friends in your personal profile over a two week period, that you are locking down your personal profile and encourage them to “like” your new business page.

3. At the end of the two week period, change your privacy settings in your personal profile to Friends only and then delete from your friend list anyone who you do not want to see personal photos, photos of your own personal friends, and your kids.

4. When you get a friend request sent to your personal profile, click the face of the person requesting to friend you and write them a note stating that you do not connect on your personal page but can fully interact with them and with you on your Facebook Business Page.

If you have created a Personal Profile for your Business you will still want to create a Business Page treed off of your Business’ Personal Profile. Work hard to move your friends to the new page as you will have many more features for interacting with them on a Business Page.