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Can Your Business Survive the Competition?		Does the Idea of Outsourcing Terrify You?
Competitors in Search are Growing 38% Annually Click Costs are soaring 32-65% on Google AdWords Pay-Per-Click Demands an Average of 5.7 Hours Daily Yahoo's New Panama Platform is Hard to Use Natural Listings are Unpredictable and Unreliable		Your Business is Overly Dependent on Search The Wrong Partners Can Hurt Your Business Doing Nothing Will Ruin Your Business You Need Search Experts Who Are Also Business People Who Really Understand Your Business

As Costs and Competition Grow, Can You Afford to Have Your Prospects Find You?

Search has evolved massively over the last six years. When we started there were a thousand advertisers who were just starting to use Pay-Per-Click on Overture (now Yahoo Search Marketing), and for advertisers it was like printing money. Clicks were targeted, cheap and converted extremely well. Only a handful of true experts achieve "Overture Ambassador" status.

Fast forward to 2007. Google AdWords now dominates the space. Industries that had 7 advertisers now have 84. Clicks that were once $0.12 are now $1.87 and climbing. Clicks in many categories are in the $25.00 to $40.00 range. The market is flooded with novices who claim to be gurus, armed with Search Engine Optimization For Dummies.

Soon it will be 2008. Google's revenue exceeds every radio station in the nation combined. Yahoo and MSN continue to deliver targeted traffic, but 2/3 of quality search comes from Google. Click costs will have climbed another 38%. Competition has increased as more competitors jump on board and promote through search. Your profit margins are impacted deeply.

Jump ahead to 2009. You will have three times as many competitors fighting for your prospects' attention. New search engines will appear. Click costs will double over today's levels. Your profit margins - which were huge in 2005 and are acceptible in 2007 - may be non-existent in 2009. You can't stop promoting through search, or your revenue will dry up overnight. Is it too late? What can you do? What should you have done when you had the chance?

Can You Stomach Vanishing Profit Margins?

Today, your business may be doing well or just getting by in search. Your search costs are higher than last year and profit margins are shrinking. Why? Because you are paying 32-65% more to make fewer sales. That expense is eroding your bottom line (either money from your own pocket or from the company's profits). Most people in charge of search only bid on a handful of expensive high traffic keywords on Google Adwords and Yahoo Search Marketing. They're missing out on tens of thousands of "long-tail terms" that collectively drive a lot of sales at a lower cost-per-sale. Unfortunately, it is impossible to manage that many keywords manually.

In the Immortal Words of Douglas Adams, "Don't Panic"

The late science fiction writer Douglas Adams, in his famous work The Hitchhiker's Guide to the Galaxy, envisioned a book of massive knowledge with the simple concept "Don't Panic" emblazened on its back cover.

Don't Panic should be featured in big, bold letters on the Google Adwords login screen, there for all Adwords advertisers. Most of the biggest problems in search are caused by competitors who have no idea what they are doing, panic each time a listing moves and bid higher. This panic earns billions for the engines, and it is you that suffers.

Do they stop and ask themselves: "Does that keyword even produce sales?" "Is it profitable?" "Am I they throwing good money after bad?"

Unless you are tracking and optimizing on a real-time basis down to the individual keyword, you just don't know the right thing to do.

Words of Wisdom
for AdWords advertisers

Did You Panic in the Past after Hiring the Wrong People?

The most common situation we hear today is I outsourced or hired someone in the past, and it didn't work. I'm afraid to outsource again. I can't tell who is qualified and who is not. I know we could be doing better. I just don't know what to do.

Let us pose six short questions:

Who did you choose and why?
What didn't work for you with their service?
What didn't work for you with the relationship?
Considering the massive impact of doing it yourself,
should you do it yourself?
How much do you think you are overspending and
how many sales are you missing today?
What do you think will change if you do nothing?

If you really stop and think about these questions, you will learn a lot about what you want and what you need - which may be two completely different things.

Don't Panic - You Are Not Alone

The lack of true experts is a huge problem. This situation is faced by companies across the country. With people reading the websites of companies like ours and making claims to technology they don't have, how do you decide what to do?

You are not alone...
... if you brought on someone you know, a web designer or a "jack of all trades" to manage your campaign
... if you hired a "guru" who knew less then you did, with no real technology or plans for success
... if you retained in someone who could crunch numbers but didn't really understand business
... if you kept it in house and now spend literally all of your time doing nothing but mananging bids

With so much riding on search, you need to partner with real experts. This is often a lonely job where you work in isolation. You simply do not have the knowledge, experience or exposure of someone who has worked on hundreds of campaigns in dozens of industries. Without that knowledge, you can't grow from where you are today.

The reality is that your search campaign won't get better by itself. It needs professional help. Done right, you can save 10-40% on your click costs and increase revenue another 10-30% by pursuing better converting words. For a client with a $25,000/month spend, that's a $90,000 savings - right to the bottom line - plus and increase in sales by $100,000 to $500,000 annually (with almost all of the profit margin going to the bottom line).

The reality is that you are responsible for search. Whether you do it yourself, have someone on staff or outsource it, you are still responsible. As a business owner, search can make or break your company. For employees, success or failure here will have massive impact on their very employment with that company. Can you exercise absolute discipline and objectivity required while executing a proven plan that drives success, survives the volatility of the search market, and follow that plan consistently? Do you even have a plan?

The reality is that it can be fixed. You just need to decide if you will take the steps to get it fixed.

With Expert Assistance, You Run a Well-Balanced Advertising Campaign

While Pay-Per-Click remains the cornerstone of steady and reliable search traffic on the Internet, you need a balanced approach that limits your risk, reaches in multiple directions, and brings in revenue from a variety of sources. SEO, Affiliate Marketing and Contextual Advertising can complement your PPC campaign, giving you a balanced and stable campaign in your marketplace without "placing too many eggs in one basket."

You Remain in Control and Hold Us Accountable

Instant Restoration of Your Old Campaign if Needed

Controlled Growth Minimizes Your Risk

Services Pay for Themselves from Savings on PPC

You Run a Well-Balanced Strategy & Campaign

Reach Clients through Multiple Channels

Invest 80% in Pay-Per-Click with Consistent Traffic

Allocate 10%-15% Seeking Massive Traffic

Affiliate Programs Drive Fixed Cost Sales & Leads

Pay Per Click Management or Consultancy: Pay-Per-Click is the dependable side of search. It is the one type of advertising that you can depend on for steady traffic. PPC lets you buy the exact keywords you want, point them to the specific web page you choose, and write the titles & descriptions for the listings. You have to pay for those clicks, so a well designed strategy which uses real-time tracking and optimization systems is essential in this highly competitive market.
Recommended Budget Allocation: 80-100%

Pay Per Click Consultancy: As an alternative to full Pay-Per-Click Management (where we do all of the work, real-time optimization, real-time analysis and more), for those who really want to keep it in house, we now offer a Pay-Per-Click Consultancy Service. We track and monitor real-time, and provide you with weekly reports and feedback with recommended changes to the account. You get a trained expert looking over your shoulder at the fraction of the cost of a new employee.
Recommended Budget Allocation: 10%

Natural Search Optimization (SEO) We offer our clients SEO (natural Search Engine Optimization) to help them secure better natural listings. We've done SEO since 1997. We always fully disclose that SEO Is Risky: you may not achieve exposure on the keywords that would actually drive sales (as opposed to the strategies of some SEOs to get you high listings on keywords that no one searches). Natural listings can vanish at any time, but natural listings on the right keywords are worth their weight in gold. If anyone tells you that natural listings are guaranteed, run the other way - fast.
Recommended Budget Allocation: 10-15%

Contextual Advertising Contextual Advertising ranges from Google Adwords that appear on the right side of a news story at the NY times to pop ups that may appear depending upon the page the surfer is viewing. It is a display ad shown based on the content of the page. They tend to convert at a lower rate, since it is not a user-initiated search. Nonetheless, they can cost less than many keywords on search and produce a positive ROI for you.
Recommended Budget Allocation: 5-10%

Lead Generation Programs Lead Generation Programs represent the least risk to you, the advertiser. With our in-house lead generation programs, you pay a fixed price per lead and our job is to generate the leads for you. How confident are we? We invest our own money in the marketing. Yes, we risk and can lose our own money. We'll review your needs and, for the right clients with the right offer to the public, we'll take that risk.
Recommended Budget Allocation: 5-10%

Affiliate Marketing As the operator of an affiliate network, we have the opportunity to take client offers to more than 200,000 affiliates to promote. Whether affiliate marketing is right for your company is something we need to discuss. It is used very effectively to generate actions (such as lead generation), produce sales (whether purchases or subscriptions) and to help you build your mailing lists (such as opt-in email promotions). The administrative cost to you is extremely low and we handle all of the work. Your affiliate campaign will be based on a fixed cost per sale or cost per lead - this way you are paying for results and costs stay in control.
Recommended Budget Allocation: 5-10%

With So Many Tough Choices, How Can You Decide What to Do Next?

If you want to stay in the game, you have three choices: (1) keep it in house and change nothing, (2) keep it in house and buy expensive analytics software to create beautiful charts and graphs of your losses, or (3) outsource to an experienced partner who handles the analysis and actually optimizes and improves your campaigns. Consider this:

	Keep It In-House *	Keep It & Use Analytics **	Outsource to Experts *******
Campaign with 10-200 Keywords	Do you know what to do with it? With so few words, you are missing opportunities and buying expensive sales.	For such a small campaign, analytics are too expensive. They only tell you what happened, not what to do next.	Your campaign desparately needs expansion and management. You are leaving a tremendous amount of business untapped and don't have the ability to grow and manage it.
Campaign with 200-2,000 Keywords	You've scraped the surface but are missing valuable longtail terms. More than 200 keywords is impossible to manage manually.	You may use analytics, but you still do all of the work manually.	You're poised for keyword expansion. We typically manage 5,000 to 50,000 (as high as 1,000,000+) per client. You do need this many keywords.
Campaign with Thousands of Keywords or more	Unmanagable. Giving 40 hours a week and proper training, you can manually manage approximately 200 keywords	Analytics give massively detailed reporting, which can make your job harder. You may only be able to manage 500 keywords effectively.	We optimize campaigns with 100,000+ keywords, largely "long tail terms" that receive a few cheap clicks that convert well. You have every opportunity to generate sales, and control the cost of every single ad.
Tracking Performance at the Keyword Level	You cannot track at the keyword level without analytics	Most analytics track at the group level, not the keyword level. This is NOT good enough.	We optimize at the keyword level. Different variations of a keyword convert differently. If you bid them all the same, you're overpaying and missing sales.
Allocate Budgets to Hit Highest ROI	If you are not tracking you do not know where to allocate the budget	Better programs can be extremely expensive. Free analytics have huge risks that we can't list here.	Experts can allocate budget to the specific keywords that perform the best. Remember, it is all about maximum profits and ROI, not maximum traffic.
Time Commitment from You	Full time or less. The less time you commit, you will waste more money and miss more sales.	You will need to commit full time resources, possibly from multiple people, just to get data from the analytics. You need additional time to manage your campaigns.	Time commitment is minimal - a few hours during the launch of the campaign and 30 minutes per week to review your ads. Our goal is to make you more money and to save you time.
Protection with Diversified Marketing	None. All that work in search, are you ready to do it again in another medium?	None. Analytics are just a report and do not do anything to protect you.	Massive. By simply agreeing to have the partner do the work, you can have PPC, SEO, Affiliate Marketing and Contextual advertising running with one team.
Risk of Failure	High	High, plus you get fancy and expensive reports that tell you where you went wrong	Quite Low. Strategies dictate that budget be allocated away from weaker performing ads; this inherently reduces your risk of failure.

* This is the current situation for most companies using search. They keep it in house and do nothing with it. Some check bids once a week, raise them back up and track nothing. They miss opportunity and overpay for what little they do get.

** Many companies spending $25,000 to $100,000 fall into this trap. Analytics are great if you realize they don't actually do anything. Yes, they give you valuable insight but you will need someone to read, interpret, react and use that information. This creates massive manual work that cannot compete with integrated tracking, analysis and automated bid optimization.

*** Congratulations - you get it. You are already ahead of 90% of your competitors. Getting into search is easy - that is why everyone does it. Making search successful is extremely difficult. You aren't going to a hire a plumber to unclog your arteries. Why would you use anyone (including yourself) who is not a top expert to manage your money for you? With search playing such a critical role in your business, can you afford to not choose the right partner?

If You Truly Grasp the Challenges Ahead, Please Call and We Can Share Ideas

Let's face it - if you are going to be successful now and in the future, you need a rock solid plan and consistent execution. Most companies waste 30-50% of their budget on keywords that do not generate leads or sales, and what's worse, most companies do not even realize this is occurring!

In order to succeed, you need real time optimization and tracking with proven strategies that dynamically reallocate your budget to produce maximum results. We call this "advertising arbitrage." In other words, move the money out of the keywords that do not drive sales into the keywords that do. Put your money where it will earn the biggest return. If you do this consistently, you can succeed.

Please feel free to read the articles throughout this site, talking about these topics and more. Call us with any questions at 800-280-2685 or fill out the form below; we'd be happy to review your site, share our thoughts and, even if you do not work with us, help you gain a fresh prospective on search. After all, your success hinges on it.

Too Busy to Take the Time to Deal With This?

Guess again. Take 15 minutes to talk to us. If you decide to move forward with us, it only requires a few hours of your time over the next month. Then all of this is off your plate and you free yourself up 40, 80, maybe even 200 hours every month, by bringing in trusted experts who have your back. Take the 15 minutes to call. We're here for you.

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Online Advertising Currently Used:

PPC (Pay Per Click)	SEO (Natural Search)	Affiliate Marketing	CPA Offers
Banners	Email Newsletters	Email Marketing	Other

Have You Outsourced Search Before?

	Pay Per Click:	Currently Previously Never
	SEO / Natural Search:	Currently Previously Never
	Other Online:	Currently Previously Never

What has been your biggest challenge with Search?

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