So here are some tips on how to get started with Google Adwords and how to make sure you get the biggest bang for your advertising dollars.

Have a good website

Before you start, let me underscore that you need to have a good website. Ideally, you’ll have a great website. With Google Adwords, you will be sending prospective clients to your site. So the overall design and functionality, as well as the images you have in your online portfolio need to be of sufficient quality that they will convince at least some of people who come that you are worth contacting.

Set up your Google Adwords account if you don’t already have one

Assuming you’ve good a high caliber website, the other basic thing you need is a Google Account. You can set one of these up very quickly and easily. Just go to www.google.com, click on Business Solutions underneath the search box, click on Adwords, and follow the instructions.

Add a new Adwords campaign and set your settings

Now it’s time to get started. Once you are inside your Adwords account, you will want to click the Campaign Summary tab, and then click “New Campaign.”  This brings us to a quick aside about the structure of campaigns and ad groups. A campaign is highest level categorization. Use different campaigns for very different projects (ie, say one campaign for you wedding photography, and one campaign for your corporate product or real estate photography). Within each campaign, you may want to have different ads that use different titles and keywords.

GEOGRAPHIC TARGETING. When you are first setting up your campaign, there are a few settings you need to pay close attention to. One of the most important is geographic targeting.

If you live in Atlanta Georgia, and you are trying to find wedding clients, you don’t really need your ads to show up for users in Oregon. Google gives you the ability to narrowly limit the geographic space in which your ads appear. So you might set the geographic targeting to the state of Georgia. That way, any users in Georgia searching for “wedding photographer” will see your ads. But those in other states will not. That can save you a lot of wasted advertising revenue.

TOTAL BUDGET AND MAXIMUM COST PER CLICK. You will also need to set your daily budget and your maximum cost per click. These two amounts are obviously related: if you have a high total budget and a low cost per click, you’ll be able to generate more traffic on your site and more leads. If you have a low budget and high cost per click, then you’ll get less.

Your cost per click is critical here. The CPC is how much you pay every time someone clicks on one of your ads. It determines how quickly you blow through your advertising dollars, but it also determines where you ads appear in the list of ads that appear alongside Google search results. The higher your ads appear in the list of ads, the more clicks you will receive.

Unfortunately, the ideal CPC varies from keyword to keyword and is largely determined by the amount of competition over any given key word. If you specialize is Poodle Photography, and you want your ads to appear every time some types “poodle photos” in Google, then you’re probably not going to face high competition, and you can set a low CPC (maybe .15/click) and still appear very high if not first in the list.

If, by contrast, you want to appear on the first page of search results for “denver wedding photographer”, you may need to increase your cost per click to $6 or higher just to appear on bottom of the first page. (I know this because I’ve had to go that high several times over the past month for my own Adwords campaign for wedding photography in Colorado).

So your cost per click is partly out of your control. You can set it at initially what ever level you want, from 1 cent to $10 or more, but you will want to adjust your CPC strategically. In short, your goal is to find the lowest CPC that will get you onto the first page for your keywords and, ideally, will get you into the 4th position or higher.

It’s important to note that you DON’T need to be the first result. The difference in click throughs for spots 1-3 are not all that different, and you can save a bit of money by appearing a bit lower.

The combination of your CPC and your daily budget will determine the maximum number of visitors you get each day. If your max CPC is $.20 and you set a daily budget of 10, then you will get about fifty visitors a day on your site. If your CPC is $1, you’ll get ten.

TURN OFF CONTENT NETWORK. There’s one last setting you should adjust. You’ll probably want to turn off the “Content Network”. You know all those Google ads you see when you are tooling around on websites? Those are the content network. For some kind of advertising these spots are very valuable.

In this case, however, you want to put your ads in front of people are looking for your kind of services RIGHT NOW. If you are a Chicago portrait photographer, your target audience includes people actively looking for Chicago portrait photographers. And those are the people going to search engines and typing “Chicago portrait photographers.” If you leave the content network on, your ads can appear on any site where key words like chicago, portrait, photographer appear. Those might be photography blogs or news articles or something else. But in any case, someone who sees your ads while reading a photography blog is not likely to become a client. And you will still need to pay when they click on your ad. So it’s better to keep your campaign as targeted as possible.

Tips on Designing Adwords Ads

A google ad includes a one line title (maximum of 25 characters) and two lines of description (maximum of 35 characters each). So you have three lines of 25, 35, and 35 characters. That is not very much space in which to convey your message, so you really need to give it some some thought and make every word count.

In choosing your title and description, try to empathize with your customers and think about what they would want to see. If you were looking for a photographer in your line of work, what kind of headline and description would compel you to click?

It’s needs to be descriptive, clearly conveying what kind of photography you do. You may want it to include buzz words in your area of photography. In wedding photography, for example, photojournalism or photojournalistic-style wedding photography is very popular.

You may also want to include specific reference to your geographic area. Many people are looking for photographer that work in the same city, so they will more likely to click when they see their location in your ad.

Another important tip is that you may want to create different ads with different wording for each of your important key words. For my wedding photography business here in Colorado for example, I have separate ads for Denver Wedding Photography, Boulder Wedding Photography, Wedding Photojournalism, Engagement Photography, and other key words. The trick is to match the wording in the ads to the keywords that people are searching for. If some one is searching for “denver wedding photographer,” then they are more likely to click on an ad that includes those same key words.

The great thing about Adwords is that you can create as many different ads as you want, even one for every keywords, at no extra charge.

Making Adjustments

Once you’ve created your ads, they will start to run and you will immediately generate some relevant traffic and potential leads for your site. At this point you will need to constantly go in adjust your ad settings. If your ads are not appearing on the first page for relevant terms, then you may need to increase you CPC. If you are appearing in the #1 spot for everything, you can reduce your CPC and save some money. Depending on which ads seems to be generating higher click throughs, you may adjust wording of other ads or create new, more effective ones.

How Much to Spend?

Finally, you may want to control you overall spending by increasing or decreasing your daily budget.

The budget issue brings us to a final point. Be careful with Adwords. It’s easy to spend a lot of money on Adwords advertising. You can set a budget of $1-200 per day and generate tons of traffic. But you’re also spending $3-6000 per month on advertising. Set a budget of $20, and you are $600 per month.

How much should you spend? Think like a business person. How much you spend depends on the returns. If you sell wedding packages for $1500, you can spend $1500 in advertising, get one job and cover the costs. Of course, that doesn’t leave any profit for you or any money to cover your overhead.

In large part, how much you spend depends on your “conversion rate” – the percentage of people who come to your site and actually decide to use your services. You should assume that less than 5% of visitors will become clients. A good estimate is 2%. Using that number, if you send 100 people to your site at a CPC of $1, then you have spent $100 in advertising.

If you have a good website, somewhere between 1 and 5 of those people will contact you and strongly consider buying your services. If you are charging $300 per shoot, then that’s $3-1500 in revenue depending on your conversion rate. As you can see, a high conversion rate dramatically increases the returns on your advertising dollars. That’s why having a good site is so important.

Unfortunately, you probably can’t precisely guess your conversion rate. You will need to launch your campaign, watch the numbers, and adjust accordingly.

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Do you use Adwords? If so, how has your experience been? If not, why not?

Picasa Easter Egg

Photo by chrisgarrett.

Those Google guys do have a sense of humour!

Open up Picasa 2.5, hit Ctrl + Shift + Y to see a teddy bear.

Source: Adidap

We’ve also fixed a whole bunch of things in Picasa. Folders finally work as you’d expect, so people who’ve kept their photos meticulously organized in folders and subfolders can see them displayed the same way in Picasa. And we’ve added a shiny new feature to photo-editing: Save. Your Picasa edits can now be preserved when using other programs. The save feature is even undoable, so you never lose your original files.

And there’s more — you can import into any folder you like, make time-lapse sequences into movies, search by color, create a screensaver with beautiful visual effects, and even re-arrange Picasa’s buttons. Oh, and we also made Picasa work with Google Earth, so you can put information about where you went on vacation into the photos themselves, and then, view your shots on a 3-D globe. Try it all out for yourself at picasa.google.com

Via: Google Blog

On of the things I have been waiting for is now present, you can more easily import into an existing folder. I hope it is more robust too, it used to crash for me when importing many gigabytes of files at once.

I have got to test how flickr reacts to the Google Earth / Picasa geo tagging, that might be the solution I have been looking for if flickr reads them.

Interesting is the time-lapse movie export – I have had a time lapse set hanging around my laptop for ages, will be good to try that out.

All good stuff, please do try it out and let me know in the comments what you think of it!

Technorati Tags: google, picasa, flickr, geotagging, free, software, download

I am pretty pleased one of my favourite Google Earth destinations, Calgary, is updated (allegedly) but a lot of British Columbia is still under cloud. I’m going to check my favourite destinations now…

Technorati Tags: satellite, photographs, photography, news, google, earth

Perhaps the single greatest complaint regarding flickr’s new Geotagging functionality is the lack of street level coverage that yahoo maps provides for many regions of the world. In many regions outside North America it can be very frustrating to accurately place your photos. This frustration is often compounded by the fact that Google Maps may have extremely high resolution of that same area. Flickr responded to this need by opening up Geotagging data through the flickr API, allowing outside developers to add increased functionality on top of flickr’s maps. Within a day of the API being open, Trippermap had already converted to the new system. Further, they have provided an online tutorial on how to use their service to geotag using Google Earth

While it won’t make the map experience any better currently, at least you know when they finally get the data your stuff will be in the right place.

Check out Trippermap and their online tutorial on how to use their service.

Technorati Tags: flickr, geotagging, maps, yahoo, trippermap, google, earth, photography, tips, news

First of all to refresh your memory, here is how it differs from Flickr and right off the bat my main gripe with it

Unlike Flickr which has monthly upload restrictions, Picasa Web Albums are restricted by total volume. You can purchase additional space at $25 a year.

In the world of DSLRs and my usage habits, 250mb is not going to take me long at all to fill up. You will have to work out which makes most sense to you. Now that is out of the way, the good news!

When you first click through from your invitation you are asked to download the new beta of Picasa, the desktop application part of the pairing. The previous version of the software was, although not Photoshop by any means, all many amateur digital photographers would ever need including all the basics for workflow including even RAW compatibility. This version has only minor tweaks but just the fact that it is already so feature-rich and now you can upload to the web direct from Picasa, plus the fact this is free software, well it is pretty compelling.

After installing Picasa rattles through your machine looking for images to catalogue. Also you can import any folders you have in other locations such as external drives. 99% of the time it is happy to just get on with this in the background but I have had it lock up once or twice.

Arranging your library couldn’t be easier, it is even possible to hide images you don’t like rather than delete. You can favourite images as you navigate for later export or for dragging into an album. Once you have an album the way you like it you can then upload as a web album.

Unlike Flickr where sets are given cryptic urls, here they have names based on the title you gave it. Viewing the album is much like Flickr, having slide show or next/prev features but a nice addition is three thumbnail viewing sizes and the option to download a whole album. Bizarrely for a Google subsidiary they are not big on search and neither is there tagging, they do have RSS feeds however.

I could not find much evidence of community other than the ability to favourite other users, how you are supposed to find these other users I will have to work out.

Verdict

It’s a good start and is probably all anyone who has never seen Flickr would need but I am afraid the capacity restriction and lack of community gives Flickr the edge for me. Well worth taking for a spin though and definitely one to watch …

Take a look at my test account here at http://picasaweb.google.com/chris.garrett/
flickr, picasa, google, web, albums, photo, sharing, community, photography, news

Picasa Web Albums is Picasa’s newest feature, designed to help users post and share their photos quickly and easily on the web.

This has just launched in beta as well as a new Picasa download, both are invite-only. The two integrate allowing you to upload from Picasa straight into your web album or download them back down to your computer.

Unlike Flickr which has monthly upload restrictions, Picasa Web Albums are restricted by total volume. You can purchase additional space at $25 a year. My initial thought on this is I prefer a monthly upload restriction ala Flickr – my pics are usually big, I upload full quality images and tend to fill 1gb cards at an alarming rate while on a trip or vacation.

Nothing has been said so far about any community aspects, one of Flickrs key success factors I believe.

More info when my invitation comes through!

null flickr, google, picasa, web, albums, photography, news

Google Picasa Web Albums Coming?

Picasa is Google’s desktop photo management software – something like Yahoo’s Flickr, except it’s not on the web. However, online photo management is a big pie of “making the world’s information accessible”… and consequently, a new product appeared linked from the Picasa homepage, as Hermon points out in the forum: Picasa Web Albums. The link points to picasaweb.google.com, a page which at this moment doesn’t exist. Can we expect a Google Flickr?

Update: The link from the Picasa homepage has disappeared now.

I don’t know what to make of it really. Picasa is good, I use it 3/4 of the time for my photography workflow, and I have always wanted better integration between it and Flickr. Would I switch from Flickr to a Google/Picasa branded service? Right now I think unlikely but stranger things have happened …

Technorati Tags: google, flickr, news