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[#1]3 1 2 Hole Saw

by Joshua Feinberg, Jos

Does your business need the services of a computer consulting firm? Before you rush out and hire the first techie or slick-salesperson that knocks on your door, be sure to consider these favorite Computer Consulting 101 hiring tips for screening and interviewing local computer consulting firms. In this first in a two-part series, we'll look the root of the problem, as well as the four most basic criteria that you'll need to ask about when searching for computer consulting vendors.

Computer Consulting 101 Preventative Medicine

Many small business owners have a tough time knowing how to deal with difficult computer consultants. However, if you're able to uncover potential problems at the start of your computer consultant/client relationship, you can avoid many of these unpleasant issues altogether.

Root of the Problem

While most entrepreneurs and small business managers know exactly what to ask when it comes to hiring for internal staff positions, hiring a computer consulting firm can be more difficult.

So on top of dealing with the myriad legal issues surrounding how you retain the services of contractors (best advice: consult with your attorney), as opposed to hiring employees on your payroll, you'll need to know how to ask the "right" questions. Don't make the ultra-common common mistake of focusing on the wrong things. Use these Computer Consulting 101 Hiring Tips as your checklist for doing your homework before you sign on the dotted line.

Part-time or Full-time Computer Consulting

Do you have a "day job"? Are you moonlighting?

Solo Practitioner or True Computer Consulting Business

What do you mean by the "we"? Are there any other people who work at your company?

Are they employees or contractors? What are their names, specialties and backgrounds? How long have they been with the company? Will they be involved with this account? (Tip: The more pointed questions you ask, the more you'll flush out the B.S. and hyperbole.)

Small Business or Large Company Computer Consulting Experience

What "size" is your typical consulting client, in terms of number of PCs, employees and annual revenue?

Generalist or Specialist Consulting Company

What industries or vertical markets have you worked with? And in what particular aspects and software applications?

What kinds of products, services, and platforms does your company shy away from? Do you work with any specialty hardware, software or services vendors?

The Bottom Line

In this first of a two-part series of these Computer Consulting 101 hiring tips, we looked at why small business owners and managers find that computer consulting companies are so difficult to hire, as well as four basic issues that you must confront when searching for a new computer consulting vendor. In the second installment of this two part series on Computer Consulting 101 hiring tips, we'll look at how you can get your hands around the true costs of using a computer consulting firm, as well as how you can more objectively evaluate the computer consulting firm's suitability for the task of servicing your company's technology needs.

That was a feature; an aspect or characteristic of the item for sale. Features tell you what you actually get, or what the product physically is - not what it actually does for you.

It worked for a while. But then some smart advertisers figured out that if they pushed the benefits of their wares, rather than features, it worked better.

By clearly stating the benefits to the consumer of what they were selling, advertisers found they sold more stuff. Why?

Because seeing a benefit laid-out before them, an individual could immediately see what an item could do for them, without having to translate a product feature into a human benefit.

This vital lesson has stood the test of time and has proven response benefits in today's Google PPC ads. Keep this in mind when you're writing your ads, as it's critical;

Benefits of your product or service should go in the first line of ad text. Features should be placed in the second line of ad text.

For example, let's say we wanted to advertise golf balls on Google. What we might start with, for the keyword 'golf balls,' is something like this;

Ultra Range Golf Balls
Massive 400 Yard Drives are Yours.
Here with Acme Rubber Coated Balls.

In the first line of ad text, we've stated the benefit (achieving 400 yard drives). And in the second line, we've stated a feature of the product that goes some way towards justifying how the benefit is possible.

Also note what we put the keyword (golf balls) in the headline, and in the display URL. This forces the keyword to show as bold in the headline, ad text and display URL.

Here's another ad, for the keyword, 'book printing'. One of the main benefits of a book printing service is that someone does the printing work for you. Quickly, and with little effort on your part. So, let's try the following format;

The benefit is saving time with little effort. So let's place that in the first line. Two features are quick, five-minute service and low prices. So those go in the second line. Our ad will therefore look like this;

Easy Book Printing
Save Printing Time with Ease.
5 Minute Copies. Low Prices.

By the way, low prices in themselves are not a benefit, they're a feature. The human benefit of low prices is saving money.

Here's a very simple formula we've used over and over again to keep improving our ads and turning them into winners.

If you follow these steps, it's virtually guaranteed that you'll soon see amazing results. And the best part of this AdWords secret? It's free!

It costs nothing to follow this proven strategy. In fact, it will not only boost your Google campaign, it will also save you oodles of time!

HOT TIP: Here is one of the most powerful Google AdWords success secrets: Always split-test your ads: No matter what you do, you should always have at least two versions of your ads. Always keep optimizing: This is where most people fail. Why?

First of all, many Google AdWords users run out of ideas of what to test. Secondly, most Google AdWords users don't know when it's time to go back to further optimize their AdWords campaign. And if you don't know, you'll probably forget because you don't have the time to keep checking your AdWords account.

There is a free, automatic AdWords optimizer tool out there (this tool is NOT from Google), which automates the testing of your different ad versions. Then it lets you know by email when you have a winning ad.

How does free tool, which is NOT from Google, help? If testing is a slow and painful process, you'll just stop. And you might miss out on lots of 'accidents' where you try something and suddenly stumble upon an ad that does 100% better than before.

These fortunate 'accidents' happen to us all the time in our own campaigns. Here's one example;

Testing something very small in an ad for meditation techniques (the number of minutes mentioned in the ad text "15 min" vs. "5 min", etc.) had a huge impact on the Click-Through-Rate (CTR) and on the Conversion Rate (CR) of this ad group.

Ad Version 1;

How To Do Meditation
Did You Know That Meditating Just
15 Min a Day Could Change Your Life?

Ad Version 2;

How To Do Meditation
Did You Know That Meditating Just
5 Min a Day Could Change Your Life?

Can you see the difference? The only text that is different is the number of minutes. The ad mentioning "15 minutes" had a CTR and Conversion Rate DOUBLE the ad version that mentioned, "5 minutes"!

Could we have ever guessed that "15 minutes" would do 100% better than "5 minutes"? Or that that "5 minutes" would lower the Conversion Rate by 50%? No way!

The only way we discovered this huge boost was from using the free optimizer tool mentioned below. Here are some additional tips to make it far easier to keep improving your Google AdWords account. Keep reading resources like this, and keep reading ads on Google to keep getting new ideas of things you can test

What You Need to UNDERSTAND: You need to use automation to help you manage your Google AdWords campaigns. If you don't, you'll forget to monitor sufficiently and quickly lose out. You need to seek out a free AdWords optimizer tool that will automatically help you manage and improve your Google AdWords Campaigns. These free, labor-saving and time-saving tools are out there. All you need to do is find them.

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Both Joshua Feinberg & Roger Hall are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.

Joshua Feinberg has sinced written about articles on various topics from Adwords, Business Plan and Information Technology. . Joshua Feinberg's top article generates over 1000000 views. to your Favourites.

Roger Hall has sinced written about articles on various topics from Adwords, Online Business and Home. Roger Hall discovers and develops programs, pay-per-click ads and tools to help you succeed in your Google campaigns. Find out more today how to create Pay-Per-Click ads that work, with 5 FREE Chapters from his new book, 'Top 37 Killer AdWords Pay-Per-Cli. Roger Hall's top article generates over 3600 views. to your Favourites.