90% of the time, being on the first page of Google for $500/month simply means you are offered a pay-per-click campaign. But if it is that simple, why masquerade then? Why not just state it as simple as it is - "We run Google AdWords campaign for you"?

I love pay-per-click and Google AdWords in particular. I also respect companies which exercise due diligence in managing pey per click campaigns for their clients. In this post, however, I talk about those companies which acquire and treat their clients unethically. 

In my previous post, I gave an introduction to the whole concept of "be on the first page of Google for $XXX.00 per month" contract. In this post, I will provide more details of what such contracts really are about. 90% of the time, "being on the first page of Google for $500/month" simply means you are offered a pay-per-click campaign. But if it really all that simple?

READ THE TERMS

Many times, the disguised pay-per-click advertising company, will send you their proposal in a form of a contract. This contract contains few details. However, these few details exactly describe how they make business and why they avoid spelling "pay-per-click" or "Google AdWords" loudly and clearly.

The terms specify all or some of the following details: 1) the price per month, 2) a few keyword phrases and 3) geographical location and 4) the top spot guarantee. Here is my brief description of each.

1) The Price

The price is a very simple concept. You agree to pay X amount of dollars per month. What is important to pay attention at is a) whether or not you pay directly to Google b) whether or not the company is trying to put you on a contract for a number of months and c) how you can get out of such contract. Most ethical SEO companies let you pay your clicks directly to Google. If a company does not let you pay Google directly, they might be hiding important details from you. Make sure you will at least get a monthly statement with the number of clicks and the cost per click (CPC). 

2) The Keywords

The "set fee" companies approach their prospects with a list of keywords that appear attractive. An example of such list could be: "commercial roofing", "residential roofing", "re-roofing", "flat roof". There are 3 ways to specify positive keywords in AdWords campaign: broad match, phrase match and exact match. Broad match will bring you significantly more clicks than exact match. That is if you are paying a set fee per month for a guaranteed spot, you better generate more clicks with the "broad match" keywords. Usually, the "set fee" SEO companies go for the opposite.

3) The Location

For most businesses, geographically limited target market is exactly enough. Google lets you specify the location for your ads. The problem is, however, that a straight-forward approach to limiting your market geographically does not always work well. Without getting deep into details, a keyword phrase "web design Mississauga" enabled for all regions most of the time will generate more potent clicks than a keyword phrase "web design" enabled geographically only to searchers in Mississauga. A carefully optimized combination of both is ideal. This problem, at the same time, presents an opportunity to the"set fee" marketing companies. By limiting your keyword phrases geographically, they limit the number of clicks you will receive for within your monthly budget.

4) Top Spot Guarantee

The top spot is definitely guaranteed! And that is all. Very rarely a "set fee" advertiser will guarantee you a certain number of clicks. And here, I am not referring to potent clicks. I am talking about just any clicks.

CONCLUSION

I view set fee contracts as a definite waste of money. Simply stated, the terms and conditions of such contracts limits the number of clicks so much that you pay 2/3 of the fee for managing your campaign rather than for the actual clicks. Add into this mix that nobody really manages your campaign, and you simply waste 2/3 of your monthly budget. I strongly recommend investing most of this money into actual and definitely some of it into optimizing your campaigns monthly.


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