Google Advertising And Google Ranking - 617 …Contact Information: (617)-PATRICK...

Contact Information:(617)[email protected]: @617patrick

Google Advertising And Google Ranking

Investment Recovery Show 2012

http://www.617-patrick.com/



mailto:[email protected]



2

7:11 PMCopyright 2011 617-PATRICK Social Media Training

5 + 5

Introduction

• Thanks– Jane Male, Chris Robinson– Kris Eigenbrood, Barb Robinson, Deborah

• Handouts, “college style”– http://www.617-PATRICK.com/ir.html

• Email addresses

3


http://www.617-patrick.com/ir.html

My Bio (Why me?)

• I do speeches and consulting on – Social Media

• LinkedIn, Facebook, Twitter, YouTube, …

– Google ranking (SEO & PPC)– Sales Training, Meeting Professionals

• VP of Operations for search engine that was tied with Google in 2000

• Regular contributor to Fox TV• I do NOT work for LinkedIn, Twitter, etc

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Description

The vast majority of your potential clients will use Google to search for your business (associate members) or your surplus products (members).

Can you control what they see? Absolutely!

In this session, you will learn more about paid and non-paid advertising on Google, and you will find some specific techniques that you can use to get better rankings and help new business find you.

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Goals/Objectives

• Google results layout• Google paid and free placement

– Pay per click (PPC), Search Engine Marketing, SEM

– Search Engine Optimization (SEO)• Social Media

– Blogging– YouTube

6


Problems 20 Years Ago… 7


Business Problems 20 Years Ago 8


• How did you get found?– People searched…

• Yellow pages• Trade magazines• Trade shows

– You heard from friends• In business • In you social life

Today 9


• How does your business get found?– People search…

• Google• Others

– Trade magazines– Trade shows

– You hear from friends• Existing relationships• Social Media

– Blogging, LinkedIn, Twitter, Facebook, YouTube

• Actual talking

10


Google Page Layout

Google Page Layout 11


• Organic matches– Mostly on left

• Paid advertising– Mostly on right– Also, sometimes, 3 at the top

• Changing monthly– especially with Google+

Brain Reviver 15


16


Google Paid Ads

Google Paid Ads 17


• Where?–Up to 3 on the top left/middle

• (in yellow)–Up to 8 on the right

• Who gets ranked on top?

Google Paid Ads 18


• You can … – pick keywords you want to rank for

• Dock levelers• R2D2 car painting robots

– pick price– create ads– create “landing pages”

• Example: dock levelers

Google Paid Ad 20


• Format– 25 characters in blue

• 35 characters in black• another 35 characters in black• URL

– Some other things• pictures

Google Paid Ad 22


• What should you bid?• Price game

– Pick a price from $1 to $10 – write it down– Not high enough – pick a higher price– Results…

Google Paid Ad 23


• What should your ad say?• Strategy

– Landing page should be specific• For keyword dock levelers

– go directly to dock levelers page, not the home page

– Should be enticing

Google Paid Ad 24


• Advanced Strategies– Quality score

• example– Split testing, A/B testing– Ad “copy” ideas

• Get a $250,000 copyrighter from Madison avenue• Look at Redbook or Cosmopolitan

Google Paid Ad 25


• Results and experience– How often are ads clicked on?– How often do people “convert”

• Download white paper– And give email address

• Buy product– Is it worth it?

• Google is rich – it works– Tracking

Joke

Joke

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27


Google SEO

Google SEO 28


• SEO = Search Engine Optimization– Get ranked free

• Web site– Months or years of work

• Faster– Video– Blogging

• Need tricks

29


Faster Google SEOThru Video

Video 30


• Create YouTube video• Choose the word your customers would

use• Example:

– Life insurance– East Hartford, CT

Video 33


• Ranking depends on competition

• Better in niche markets

Video 34


• Use video for–TV “Commercials”

• Demos of products–Testimonials

• Mistake everyone makes…

Choosing Keywords To Optimize For 35


• Live, real example from the New York Times

• Sullenberger story • Exercise:

– What keywords would you use?• What are your “customers” looking for?

Brain Reviver 36


37


Choosing Keywords To Optimize For

Original title

Actual title

File name

What Keywords Will Your Customers Use? 39


• Make an educated guess• Then check the Google Adwords Keyword

Tool– https://adwords.google.com/select/KeywordToo

lExternal– Or just do a Google search for it

https://adwords.google.com/select/KeywordToolExternal

https://adwords.google.com/select/KeywordToolExternal

Joke

Joke

44


45


Blogging

Blogging 46


• Web log– Your own newspaper– Advertise things you sell– Wordpress.com– TITLES of your articles are critical

• For sale: Dock Leveler DL321 in Boston, MA

Blogging 47


• Bad example– Tim Moore

• Selling second home in Charlotte, NC• Requests to friends

– Title? – “Can lightning strike twice?”

TONS More…

• Handout• My website

– http://www.617-PATRICK.com/ir.html• I will send you a LinkedIn invite, or invite

me– List of emails

49


http://www.617-patrick.com/ir.html

Conclusions

• Google – Paid ads

• Google SEO– Video– Blogging

• Choose mart keywords• Get found – make money

50


Contact Information:(617)[email protected]: @617patrick

Thank You







Resources

• Video from beginning:- Social Media Revolution, embedded

on my web page• http://www.patrickomalley.com/social-media-

statistics-video-fat-boy-slim-video-only.html

‒ Homeless man• http://www.patrickomalley.com/social-media-homeless-

man-radio-voice-ted-williams.html

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http://www.patrickomalley.com/social-media-statistics-video-fat-boy-slim-video-only.html

http://www.patrickomalley.com/social-media-statistics-video-fat-boy-slim-video-only.html

http://www.patrickomalley.com/social-media-homeless-man-radio-voice-ted-williams.html

http://www.patrickomalley.com/social-media-homeless-man-radio-voice-ted-williams.html

Google Advertising And Google Ranking - 617 …Contact Information: (617)-PATRICK...

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