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Build traffic for your website and make more money! 00:05.5, 00:14 This is BobParsons.me. And now, Dr. Bob Parsons. 00:14, 00:21 Hi, I'm Bob Parsons. Here with Reva. This is episode #27 of my video blog. 00:21, 00:30 Even with a small budget, you can use the major search engines like Google, Yahoo, and MSN to drive customers to your website. 00:30.5, 00:39 So how does search engine advertising work? Basically, search engines show your ad to people that search on the terms you provided. 00:39.5, 00:49 The terms could be anything that relates to your products or services. Some examples might be power drills, diet books, or even funny hats. 00:49.5, 01:02 Now, don't confuse this type of advertising with the results the search engines are not paid to provide. These results are called organic, and it's not what I'm talking about here. 01:02, 01:07 To help understand the difference, here's what an organic result looks like on Google. 01:07.5, 01:10 And here's what paid advertising looks like. 01:11, 01:14 Sounds pretty easy Bob. How much does it cost? 01:15, 01:24 Well Reva, the answer is, it depends. This is where the art of search engine advertising really comes into play. 01:24.5, 01:42 Prices for the terms you want to buy are sold on an auction basis. So if you want to show your ad when someone searches for "funny hats" on Google, and 20 other companies also want to show their ads, you'll have to bid against each other for the order the ads are shown. 01:42, 01:46 And as you might guess, top spots, well they go to the highest bidders. 01:47, 02:02 But that's not all that determines your placement. Search engines also use another metric called a "quality index". This index is based on your click through rate, the number of people who click on your ad, compared to the number of times it is displayed. 02:03, 02:08 As you might imagine, search engines want to show the ads that generate them the most revenue. 02:09, 02:14 Your actual cost is based on how many people click on your ad. 02:15, 02:29 The good news is, unlike advertising in newspapers, magazines, radio and television. On the search engines, you're only paying for the traffic that actually goes to your website. 02:29.5, 02:35 Now that we understand search engine advertising, do you have any hot tips to making it work. 02:37, 02:45 Yes I do red rider. Here are my tips to make search engine advertising work for you. 02:45, 02:48 Hit the target. 02:54, 03:00 Target your ads by building an effective list of terms that are directly related to your business. 03:00.5, 03:03 You'll also want to geo-target your location. 03:03, 03:18 Let's say you're selling motorcycles in Miami. You don't want to pay for clicks from people unless they're in the Miami area. So your first step might be to bid on the search term "motorcycles", and then geo-target the Miami area. 03:19, 03:32 However, you might find that more specific words like "sport bikes" and "choppers", also geo-targeted for Miami, are less expensive and overall more effective. 03:33, 03:39 Keep the words that drive the people to your site, and test new words as often as you can. 03:39, 03:43 Soon, you'll find a handful of terms that work best for your website. 03:43, 03:45 Search it. Say it. 03:46, 03:58 Make sure your ads are tied directly to the terms you've targeted. If your motorcycle business bids on the words sport bikes, and choppers, make sure your ad contains those specific terms. 03:59, 04:08 If a potential customer searched for sport bikes, your ad that is tied to that search should specifically say sport bikes. 04:11, 04:13 Make the connection. 04:14, 04:20 Make sure your ad links directly to the page on your website that provides what the shopper is looking for. 04:20, 04:34 Let's say your hardware store has an ad for screwdrivers. When the potential customer clicks on your ad, the ad should take them directly to the screwdrivers page. Not some other product page, or even your home page. 04:35, 04:43 It's all about convenience. If you make customers work harder than they need to, to buy your products, you're screwed. 04:46, 04:49 How do I know if my ad is working? 04:49, 05:04 If you're not actively tracking the results of your campaign, it's like throwing money out the window. You need to measure the results the moment your ads hit the search engines. If your ad is going to work, it'll work right out of the gate. 05:06, 05:10 Track the effectiveness of each keyword, and each ad. 05:10, 05:20 Keep the ones that work, and maybe even bid them up into higher positions. Immediately stop using the ads that don't work. 05:20, 05:32 Well that's a wrap for this episode. If you have any comments or questions, please post them here. I read each and every one of them, and I'm always interested in what you have to say. 05:32.5, 05:35 See ya next time. 05:36, 05:48 During my life, I've assembled a collection of 16 rules, most of them I learned the hard way. These rules helped me in business and my personal life. Hopefully they will help you too. 05:49, 05:59 Today's rule is #9. Measure everything of significance. I swear this is true. Anything that is measured and watched, improves. 06:00, 06:10 Want more Bob? Follow Bob on Twitter. Search DrBobParsons. |
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