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Contact Information:(617)-PATRICKwww.617-patrick.compat@617-patrick.comTwitter: @617patrick
Google Advertising And Google Ranking
Investment Recovery Show 2012
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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
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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
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Problems 20 Years Ago… 7
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Business Problems 20 Years Ago 8
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• 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
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• 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
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Google Page Layout
Google Page Layout 11
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• Organic matches– Mostly on left
• Paid advertising– Mostly on right– Also, sometimes, 3 at the top
• Changing monthly– especially with Google+
Brain Reviver 15
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Google Paid Ads
Google Paid Ads 17
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• 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
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• 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
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• Format– 25 characters in blue
• 35 characters in black• another 35 characters in black• URL
– Some other things• pictures
Google Paid Ad 22
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• 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
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• 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
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• 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
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• 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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Google SEO
Google SEO 28
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• SEO = Search Engine Optimization– Get ranked free
• Web site– Months or years of work
• Faster– Video– Blogging
• Need tricks
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Faster Google SEOThru Video
Video 30
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• Create YouTube video• Choose the word your customers would
use• Example:
– Life insurance– East Hartford, CT
Video 33
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• Ranking depends on competition
• Better in niche markets
Video 34
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• Use video for–TV “Commercials”
• Demos of products–Testimonials
• Mistake everyone makes…
Choosing Keywords To Optimize For 35
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• 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
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Choosing Keywords To Optimize For
Original title
Actual title
File name
What Keywords Will Your Customers Use? 39
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• 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
Joke
Joke
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Blogging
Blogging 46
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• 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
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• Bad example– Tim Moore
• Selling second home in Charlotte, NC• Requests to friends
– Title? – “Can lightning strike twice?”
Title
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
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Conclusions
• Google – Paid ads
• Google SEO– Video– Blogging
• Choose mart keywords• Get found – make money
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7:11 PMCopyright 2011 617-PATRICK Social Media Training
Contact Information:(617)-PATRICKwww.617-patrick.compat@617-patrick.comTwitter: @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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