I am going to run a series of posts about optimizing your PPC Campaigns - getting a bigger bang for your buck. They may not be in order so pick and choose your reading!

At some point in recent history, Google AdWords has allowed the visual separation of your AdGroup by Google Search Engine, Google Partners and Content Network - in the past you could only see Google and Partners combined and then the content network.

By separating these out, you can identify for example that you are not getting as many conversions from the partner network and therefore may decide not to include this network in your bidding strategy.

Google has come a very long way - there was a day not too long ago where you could not control your bid for the content network separate from the Google Search Network. Now if they would just allow us to control bids separately for the Partner Network, I’ll be happy.

I’ll post screenshots in the next day or two!

Thinking about investing in SEO for your website but haven’t found an SEO Company to work with yet?

DriveTraffic is offering a contest during the month of November where 3 lucky winners will receive Search Engine Optimization services for $350 CAD!

Prize includes keyword research, one page of your website optimized for search engines and Google Analytics set up along with telephone and video support on “Using Google Analytics to Measure Traffic”!

Get in the passenger seat and come along as we:

• Perform Keyword Research to identify phrases your potential customers may use in search engines such as Google
• Select the best page for optimization based on subject matter
• Provide Information and assistance on how to install Google Analytics as well as confirmation of proper installation
• Offer Telephone and Video Training on using Google Analytics
• Optimize the page using the selected keyword phrases
• Offer any additionally information observed that may have an impact on the relevant traffic of optimized web page

To enter the draw fill out a ballot between now and November 30, 2006.

I just came across a slide show entitled “10 Ways Companies Can Save the Environment“.

With due credit, I’d like to mention that I first found this on Duct Tape Marketing.

Some ideas for greening your business (these ideas can be applied to basement entrepreneurs just as easily as Fortune 500’s):

1. Eliminate unnecessary photocopying and reuse packaging for shipping.
2. Get an energy audit and in the meantime install timers to turn lights off automatically.
3. Go Paperless. Encourage e-mailing. When paper is necessary, photocopy on both sides and use old letterhead for scratch. I have started doing this thanks to the fine example set by my friend and colleague Kelly from Online Authority.
4. Consider the commute. Larger companies can provide preferred parking for carpoolers or offer transit passes to employees who take the bus or subway and bike racks for cyclists. Smaller businesses can carpool with other small business owners when both attending the same function downtown or consider taking the bus when meeting a client. Let workers telecommute.
5. Curb business travel. Teleconference instead of traveling. For must-go trips, keep track of the miles driven and flown and buy “carbon offsets” from a nonprofit like Carbonfund.org to make up for the greenhouse gas emissions.
6. Buy Green. Make the environment, and not just price, a factor when purchasing.
7. Detox. Many offices have toxic substances, such as used batteries and copier toner, on hand. Talk to suppliers about alternatives to toxics, and make sure you properly dispose of the ones you can’t avoid using.
8. Rethink Transportation. Consider the petroleum it takes to ship and receive products. Evaluate the impact of products you buy or sell, and find ways to mitigate those impacts.
9. Get the employees involved. Create a team to lead the company’s eco-efforts and determine where you can have the biggest impact for the least amount of money.
10. Communicate. Inform suppliers and customers about your efforts. And get in touch with local regulatory agencies, many of which offer financial incentives to businesses that clean up their acts.

Not every business is ready to act on all 10 suggestions listed above but we can all act on 2 or 3 of these.

DriveTraffic would like to challenge businesses small and large to implement as many of these or other recommendations. Post your plan as a comment here and on January 2, 2007 we will announce the winner for the most creative ideas…the winner receives a FREE website audit to determine how you can improve your search engine traffic!

Know of environmentally friendly businesses where we can buy green products? Post those businesses here as a comment!

The next Search Engine Marketing course to be taught via eClasses.org (supplier to the International Webmasters Association) is:

• Search Engine Marketing - B341.14 (Oct. 30, 2006)

If you are a member of the International Webmasters Association, you can sign up for Search Engine Marketing at a discounted rate.

Looking forward to seeing you in class!

Marketing Magazine and the Interactive Advertising Bureau of Canada are hosting the Interactive to the Max Cross-Canada Roadshow tomorrow morning (Oct 18) at Foundations Restaurant in the Byward Market (Ottawa).

The show will be exploring the latest trends, research, case studies and developments in Interactive media that will give you the tools to help your organization stay both relevant, and engaging during this tremendous time of change in the advertising space.

Roadshow presentation will:

• Highlight the latest research and trends in engaging audiences with rich media, video, mobile, videogame, podcasting and blog and RSS marketing
• Detail advances in targeting consumers with behavioural, email and search marketing
• Update you on how to use marketing analytics to measure both off- and Online media accountability, and,
• Deliver case studies from leading publishers and advertisers: Alliance Atlantis, canada.com, The Globe and Mail, Sympatico / MSN and Yahoo! Canada Co.

Can’t make it? You can catch the roadshow in other Canadian cities during the month of October:

• Vancouver Thursday, Oct. 12 Metropolitan Hotel
• Calgary Friday, Oct. 13 Fairmont Palliser
• Halifax Tuesday, Oct. 17 Delta Halifax
• Montreal Tuesday, Oct. 24 The Paramount Montreal
• Toronto Thursday, Oct. 26 The Drake Hotel

For more information visit http://www.interactivetothemax.com/4105/roadshow.asp