The HeavyChef Project

This is Andy’s response to my letter:

Hi,

Yes, that’s fine. I need to look at the Art Revision website asap - that’ll give me what I need to recommend back to you putting my comments into the blog.  What I’m highly likely to say, in a more flowery way, is the following:

• Decide in which markets the Adwords campaign will be visible (UK, SA, Worldwide etc.) and ensure that currencies allow for that on the site (or there is easy access to a currency converter externally)
• Think of as many different variations of art/pictures/paintings etc. as possible and list them all (I’ll expand on this as part of the input to the blog once I can see the Art Revision site)
• Use Excel to add those different variations to the different artists/painting names
• Create several Ad Groups - one for each type of artist (I’ll have to expand on this quite a bit)
• Set a budget for clicks Monitor campaign after the first few days to see where the clicks have come.Compare to enquiries. 
• Do webstats analysis if necessary.

We could, however get you to set up a test group, focusing on just one artist first and then build the campaign up after the first week or so.

It could end up as quite a big blog though because there’s several processes to go through in setting up PPC properly - will that be ok?

- Andy

Andy, we realised around 3 weeks ago this is going to be a juicy project, so bring on those processes. I’m enjoying the learning experience.

We are aiming to get the site done this week, so as soon as it’s live, I’ll point you to the domain.

Cheers,
- Fred

Ok - thanks everyone for the feedback on ‘creating a profitable website’ design. This is the final permutation of the layout before we ‘chop it up’ into HTML. Now I will launch into setting up the pay-per-click campaign. Yeeha!

Home page (below)

Gallery page (below)

Its already been coming up in discussions this month as to whether PPC is more important and more profitable for your website than SEO. I’ve always said its a balance between the two. But I found this really good video on youtube which talks about both.

Pay Per Click is seen by many in very different ways. Some see it as an easy way to get quick traffic to a site and to start making their website profitable from the word go. Others see it as an expense that doesn’t guarantee them business. Some see it as part of a necessary online strategy. And some see as an unwanted evil forced upon them by the search engines because profitability via optimisation of sites takes so long or belongs only to the few who master the art.

Whatever your feelings about Pay Per Click is is having a huge impact worldwide on advertising budgets of companies both small and large. It is also getting a variety of results. This month The Heavy Chef project focuses on Pay Per Click and asks is it a good way of making your website profitable and if so what should we being doing to ensure it gets a return on investment?

Fred, who hasn’t been directly involved in any pay per click campaigns we run, will be setting up a campaign for a new business and providing us with an outlook from someone trying it for the first time. I’ll be adding my tuppence (for what its worth) and we’ll also be asking Andy from Custwin in the UK, who specialise in using pay per click campaigns to build profitable businesses online, to provide us with some useful hints and tips.

- Mike