There is a lot of talk out there about the US economy and about a recession. As a result I have noticed that business owners are more careful about how they spend their marketing dollars. I think it is great that business owners are attentive to all marketing money spent and it makes my job as a Pay Per Click (PPC) specialist easier because PPC is a completely measurable marketing solution. If you think about it, how do you know how much direct business you received through a newspaper or billboard advertisement? PPC advertising allows you to calculate your exact cost per conversion and know whether you spent more money than the cost of your product.

At Pure Visibility we sometimes meet with companies that don’t have a marketing budget to justify our complete management of monthly online marketing efforts. So, we developed product offerings that could help smaller businesses improve online. Some of the products that we’ve developed are our Pay Per Click Success Workshop, Jumpstart Brainstorm sessions, and something we call PPC “coaching sessions.” I started holding bi-monthly PPC coaching sessions with our friends from Arbor Teas in February and so far they have been really successful.

What is a Pure Visibility bi-monthly PPC coaching session you may ask? Basically, a member of the PV team sits down with whoever manages your PPC account/s for 90 minutes every other week and we have a thorough account walk through, then optimize everything. This type of session provides the opportunity for someone to see how a seasoned PPC specialist goes about managing an account. You may have noticed that Google’s representatives will go through and optimize your account for free (which Arbor Teas took advantage of) but, the difference with our coaching sessions is you have the chance to actually learn the PPC concepts and strategies, so, you can optimize your own account in the future.

Arbor Teas came in with specific goals in mind. In our first session we went through the AdWords account and identified what was working and what wasn’t. Then we looked at how we could improve bids, ad copy, and account organization. Next we looked at landing pages, usability, and touched on SEO. When we started seeing success in AdWords we rolled out the advertising to Yahoo! and MSN AdCenter. By meeting every other week or once a month it allows us to measure the results of our changes and so far we’ve seen continuous improvement in the cost per conversion.

I’ve found that the coaching sessions are a very efficient way to manage multiple PPC accounts for a company on a budget because we continuously improve and eventually the management can be done independently. Of course if you want a quicker day long training course you should look to our AdWords Success Workshop (Google AdWords Success Training Reviews.)