www.assistu.com

February 2005
The Virtual Advantage, TVA, is a free ezine published bimonthly.

Mission:

The Virtual Advantage is a free bimonthly Newsletter for entrepreneurs, consultants, and small business owners who are dedicated to virtual working partnerships. Virtual means employing technology to collaborate and contribute to another’s business without being present physically. We will explore what it takes to make it work and how it's done in all industries from coast to coast and around the world.

Your Volunteers:

TVA is edited by three volunteers, all AssistU (www.assistu.com) VAs. They are:

Diana Baker Diana Baker, CPVA
Key Triad™
www.keytriad.com
Kristy Schnabel Kristy Schnabel, VA
It's Virtually Done
www.itsvirtuallydone.com
Kathy Sparks

Kathy Sparks, CPVA
Your Virtual Resource
www.yourvirtualresource.com

Upcoming Issue:

New VA Spotlight
Press Releases

Article Submissions :

We welcome article submissions if you are an AssistU VA or a client of an AssistU VA. Please contact one of the three editors above with your article idea.

"When you get into a tight place and everything goes against you, till it seems as though you could not hold on a minute longer, never give up then, for that is just the place and time that the tide will turn."

-- Harriet Beecher Stowe

Latest Tip--Alphabetizing Your IE Favorites:

  1. In Internet Explorer Left Click on Favorites.
  2. Highlight the first Entry.
  3. Right Click.
  4. Scroll Down to Sort by Name and click.

 

 

 

 

 

 

 

"You are in total charge of your campaign:
1. You create the ads.
2. You choose the keywords or key phrases.
3. You set a daily and monthly budget.
4. You decide when and if you want to run specific ads."


Kathy Sparks, Google Search Engine Presents: Google AdWords

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

"Play the Devil's Advocate; think ahead of unethical requests that could come your way and plan your response ahead of time. "

Diana Baker, The Real Issue is Trust

In This Issue:

Welcome
Google Search Engine Presents: Google AdWords
The Real Issue is Trust

Welcome

Considered self-advertising with Google? Kathy Sparks shows us the basics in Google Ad Words. Because we work virtually, we know that establishing trust is paramount. Diana Baker tackles thorny ethics issues in her article The Real Issue is Trust. Increasing Web traffic is a continual goal of small businesses.

Technical note: We are aware that some readers have difficulty reading our articles. We are happy to announce switching e-zine service providers to deliver a more consistent HTML product. Please let us know how you like the new product, and what works or doesn't work for you. We want to hear it all! You are important. And thank you to our faithful readers. We dedicate this issue to you.

Google Search Engine Presents: Google AdWords
by Kathy Sparks, CPVA, Your Virtual Resource

Let the world know about you or your clients by subscribing to Google AdWords. Promoting clients has been a key part of my partnerships for the past six years as a Virtual Assistant. Advertising in the early days was free and believe me, I was "queen of free." As businesses caught the "wave" and realized that they have millions of possible eyes, most started charging for advertising. Internet advertising for the most part at business sites, where advertising would do the most good, is extremely expensive for the individual entrepreneur.

Google and other sites offer a way to control your spending and still have the ability to get your product or service out to thousands of possible buyers. Google AdWords is being heavily promoted and used successfully as an advertising medium and works for all sizes of businesses.

Using Google AdWords may be a way to get some exposure to competitive websites and make use of popular keywords that you are not receiving good search engine results. Plus now you have an "in" at Google even though Google says that subscribing to AdWords does not necessarily mean you will be bumped to a higher page position on their search engine. I believe it certainly can't hurt, especially if you intend to spend money on advertising.

You are in total charge of your campaign:

1. You create the ads.
2. You choose the keywords or key phrases.
3. You set a daily and monthly budget.
4. You decide when and if you want to run specific ads.

Where do you see your ads?

1. When someone searches in Google using the keywords you've chosen, you will see them on the right hand side of the screen in a skyscraper box entitled "Ads by Google."

Don't expect to see your ad every time you do a search using your keyword(s). The ad is shown depending on several conditions; 1) how much you are willing to pay for a click in relation to your competition for the keyword, 2) if your monthly budget is not depleted, and 3) your keywords are highly relevant or very closely related to the search words.

2. Your ads will be displayed on Google Partner sites such as Earthlink, Netscape, AskJeeves, America Online and many more.

3. You will see your ad on sites subscribing to Google AdSense which is the other side to AdWords. The same conditions for seeing your ads will apply as listed above. The key being that your keyword or key phrase is highly relevant to the site displaying Google AdWords. You can see an example on the right column of the homepage on http://www.yourvirtualresource.com.

You pay each time someone clicks your ad and goes to your web site. The cost and number of clicks are calculated by Google and can be seen in your Google account. Google tracks the amount and will not let ads be displayed when your allocated monthly budget has been spent.

How to get started and what to expect:

  1. Sign up for a free account with Google AdWords.
  2. Set your daily and monthly budgets. The amount is entirely up to you. Of course, the more your budget is set for the more your ads will be displayed and the more exposure you will receive. I've started one of my client's campaigns at $1 a day not to exceed $30 a month for very specific keywords and key phrases. We received 5600 displays and 167 clicks in December.
  3. Choose your keywords--exact words, closely related, or exact phrases.
  4. Create your ads.

Google has a very user friendly interface where you create your ads, get help with keywords, and give calculations for what each keyword will cost on average. Once you have started your campaign, you will want to follow your statistics. From your Google account you will be able to track results such as which keywords are working, which ads are effective and you should see some site statistic improvements from your web host's site statistic program.

Of course, you should use Google AdWords only for services or products that will produce revenue for you or your client. I have had excellent results with extremely high click throughs for my clients. I have created ads for clients who want to pay for only very specific keywords and we have seen good exposure from doing this without spending the whole year's budget for advertising. Good luck with your Google AdWords campaign!

Google Search Engine Presents: Google Adwords © 2005 Kathy Sparks

The Real Issue Is Trust
by Diana Baker, CPVA, Key Triad™

What Are Ethics?
In today's politically correct world, ethics are a hot topic of conversation. In the wake of well publicized costly business scandals, knowing what's right and wrong, and having the conviction to do what's right, might give you a competitive advantage--it may distinguish you from the competition. Ethical behavior invites trust, and because you can be trusted, others will want to do business with you.

Discussions about ethics can get complicated, but the issue is simple. What we're talking about here is behavior, nothing else. Doing the right thing. Talking one way and walking another is like promising a good game and playing a questionable one--and we all agree this is wrong. The thorny right and wrong paradoxes, however, come wrapped in justifiable circumstances that lead to rationalizations. That's where exceptions to the rule become easier and "just this once" finds its way into our speech. And our reasons for wrongful behavior don't always have to be self serving. Telling ourselves it's to help someone else can be a strong motivator--but don't delude yourself.

Never Say Never
How did it happen? How did I get here? I'm a good person! Look at all the good I've done! Martha Stewart has probably pondered some of these questions. It happened to her, and it could happen to you also. In the right circumstances, we are all capable of the unthinkable. And being respectful of this truth is what keeps us from nodding off at the wheel. All it takes is a moment of inattention to miss the opportunity to make the right choice--to do the right thing. Socrates shows us how and why those in high office can fall from grace with such a deafening thud. His point is that harmful behavior causes damage to the one engaged in it.

My words below are paraphrased from the Center for Ethics and Business website. I highly recommend a visit to this informative site, and learn more about your ethical style by taking their quick quiz.

Socrates makes the point that vice harms the doer and he may as well as well be talking about many of the people who have been arrested for unethical business behavior in the last two decades. What is striking about such cases is not the shocking unethical behavior, but what led to a wrongdoer's undoing. Invariably, these were bright, talented, capable people brought down by carelessness, poor judgment, overreaching, and going to the well one time too often.

These people failed to assess the risks involved. Statistically, the more often you do something illegal, the more likely it is that you'll be caught. But these people apparently came to see themselves either as invincible or as involved in something inconsequential and hence unlikely to be noticed. They were careless! These bright people got caught because they failed to exercise self-monitoring and control. Their appetites were allowed free reign, and their minds became subject to their desires. These men and women couldn't even do basic risk assessment. They stopped seeing the world as it is.

Be Ready To Resign
Play the Devil's Advocate; think ahead of unethical requests that could come your way and plan your response ahead of time. Decide on what grounds you would fire a client or even resign. Don't wait until an unethical request or behavior presents itself. We create our own future with every thought, word and act. Plan yours now. Once that invisible line is crossed with a client, vendor or contact--there is no going back. Extra profit gained in what could be perceived as unethical means is too high a cost against future business.

VAs and Clients
For the virtual working relationship, the real issue is trust. For VAs, it's the backbone of our business. Any VA who doesn't hold to this line will not be in business long. Virtual working relationships are different in that there is no way to monitor what VAs are doing. All you have is their word and the results of their efforts. Clients trust their VAs to handle their time and business affairs. It's not uncommon for VAs to know their clients' credit card numbers, as they arrange flight schedules and send gifts on the client's behalf. VAs know all the passwords, and often have access to email, communications, contacts, vendors, suppliers and their clients' clients.

Trust is awesome and fragile. It takes time to build and seconds to ruin. To be trusted at this level is an honor we VAs don't take lightly. It is in our own self interest that we manage our clients' business affairs as carefully as our own. Trust is the foundation of good business, and as we learned, is linked to our own health and well being. Think on this the next time you're weighing the cost of a good decision or a bad one.

"We are what we repeatedly do. Excellence, then, is not an act, but a habit."
Aristotle

References used in this article:
Jones, Dell. Military: A model for execs; Sometimes, the lesson is what not to do. June 9, 2004. http://www.keepmedia.com
White, Thomas I. The Moral Life: What's In It For Me? November 7, 2004
http://www.ethicsandbusiness.org/toolbox/index.htm

The Real Issue is Trust © 2005 Diana Baker

 
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© 2005 Diana Baker, Kristy Schnabel, Kathy Sparks. All rights reserved.