Five PPC tasks to focus on Everyday

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Eighth E-Webstyle.com SEO Podcast Feb. 13th 2009. Third page of Transcription

 

Chris:    Yeah. Well, at all is a little rough because if they’re in the door and they’re saying this is our service and we’ve got great website. Yes, it’s great website too. At least, it looks professional, but it doesn’t pitch to the customer on the website or the potential customer. “Here is why you should be Jo’s Office Supply. You should be with us because we have great customer service. We got a great sales force and you’re going to know Mary on a first name basis and you’re going to be able to pick up the phone and say, “Hey, Mary. How you doing? How are the kids? How’s the husband? And I need a pack of paper. Can you give that to me today?

 

 

 

 

 

 

Paul:     Yeah.

 

Chris:    That’s why people want to do business with Jo’s Office Supply and the website doesn’t represent that. So that’s a great example of “prepare your website.” So we put together a proposal. We’re saying, “Look, you need to work on this first, you know, put together 5 to 10 pages up front that are about you and on the back end, provide the ordering system, which is the shopping cart because your intention is not to compete with Office Max and Office Depot because you’re not going to win that, that’s just not going to happen. Unless it happens to be somebody who used to use your service and they see and say, “Oh, I want to use Jo again or you know whatever it may be.” So somebody in California probably is not going to use unless you’re beating him on price and even then it’s questionable because they just don’t know who Jo’s Office Supply.

 

Paul:     Exactly and that’s a perfect example of how to prepare the website for SEO, excuse me, for pay-per-click campaign.

 

Chris:    It also is SEO, but yes. Since we’re talking about pay-per-click, we’ll say pay-per-click. [Chuckles].  The other thing is in general what is the website look like? Like in that case, that website looked good. It had some nice slogan.

 

Paul:     Cosmetically it’s really nice.

 

Chris:    Yeah.

 

Paul:     It was pleasing to the eye and you know some images there and it looked nice.

 

Chris:    Yep. And on further investigation, when you really start to understand the business, you realized that it doesn’t support the sales people, which is really you know when he comes to us when we’re talking to him, our value-added proposition is that we’re going to bring you customers and sales and that’s going to happen because of what they do, because of the customer service that they do. So you know, everything that we ever talked about website is through relative to pay-per-click that is it’s going to look good, it’s going to have good copy. We always talk about some sort of call-to-action buy something, click something, give me your email, download a book, you know something what is the purpose. You know, pull up a page that you’re trying to get traffic to and lean back in your chair and look at the screen and say what do I want the customer to do when they come to this page and then make sure that you’re page is geared towards having them do that. Let’s see, what have gotten next? So site design that we talked in terms of you know do you want flash and again this is true of SEO and websites in general, what is it and pay-per-click. You know what are we going to present to the client, and how are we going to present, and is it going to support everything else we’re planning to do in our search engine optimization campaign.

 

Paul:     You know, this might seem not redundant, but it might seem like this is common sense, but you know everyone has been to websites that don’t have a call to action, they’ve been to website that they’re not enticing, they don’t entice the customer to want to do, to buy, or to do something. So it might seem common sense, but we’ve all visited websites that break these rules.

 

Chris:    Right, yeah. Isn’t that what you see all the time?

 

Paul:     Yeah, all day, everyday actually. Hi. This is Paul Hanson. You’re breaking all the rules. Where’s your good copy? Come on.

 

Chris:    [Laughs]. One secret that is mentioned here by Barbara is start small and use search engine. If you’re going to do it yourself, absolutely choose one search engine. Again, we can really focus on Google because it’s such, again it’s such a dominant search engine in the market. So you can really focus your pay-per-click campaign just on Google, but we’re going there and we’ll do Yahoo and others when it feels appropriate.

 

Paul:     And you know, then we say an hour to two hours a day. If you’re going to spend an hour to two hours, let’s say you spend one hour a day managing your pay-per-click campaign on Google and then you just want to file off the handle and do it again on Yahoo and do it again for MSN. I mean that’s a lot of time that you’re spending managing pay-per-click campaigns across multiple search engines and that can get like you said before, “very laborious”. It takes time, it takes energy, and that’s outside of you running your business.

 

Chris:    That’s an addition.

 

Paul:     Yeah in addition to you running your business.

 

Chris:    Yeah. Well, in that hour, we’d like to say that there are five things that you should focus. Alright, get your pen out, get ready.

 

Paul:     The five things that we’re going to focus on.

 

Chris:    Hopefully I can remember them.

 

            [Laughs].

 

Chris:    The first thing that you’re going to focus and spend time on in that hour is on your pay-per-click manager. Right, that’s the first thing. You want to be spending time in your pay-per-click manager. Paul, what’s the second thing?

 

Paul:     Hang on. I’m writing, man.

 

Chris:    Yeah, oh yeah.

 

Paul:     Five things pay-per-click… I’d say the second thing would be your key words.

 

Chris:    Oh, key words that’s a good idea. I almost forget that one. The next thing that you want to be spending time on are your logs and we’ll get right back to that here in just a moment because Paul is going to give our next one. Item no. 4 is?

 

Paul:     Where is… Key words, key words again.

 

Chris:    Oh, I almost forgot that again. Yeah. And number 5 is key words because the most important… Yeah, we’re down so… Let’s just recap that for those who didn’t have the pens ready. Number 1 is you need to be spending time on your pay-per-click manager, that’s your Google add words soft ware. Number 2 is you need to be working on your key words. Number 3 is you need to be spending time with your analytics or stat software that’s the thing that I’ll keep track of this statistics who’s gotten on your website, how they got there, why they got there, what they do, do they bounce all that staff. The next one is key words. You need to focus on key words and we cannot forget the last one, which is key words. Yes, key words were really important. We’ve got a podcast on key words. If we haven’t got over key words enough, listen to the podcast on key words.

 

Yes because key words are really, really important. One of those that item number 2 is going to be the subject of our next podcast. Our next podcast is going to cover WebolizeR and Google analytics. WebolizeR is a free stats viewing software that’s where you can view how people found your website, we’re going to cover some of the details of that, cover some of the information, and WebolizeR, which sometimes can be confusing and we’ll do a little bit of comparing contrast with Google analytics. We used to use WebolizeR on a regular basis. We still got some clients who used it so we’re familiar whether we use it, but for the most part, we switched over to Google analytics for everything that we do because it’s such a powerful piece of software. And so make sure you join us next time, we’re going to be covering stats, web stats, WebolizeR, and Google analytics. And until then, I’m Chris Burres.

 

Paul:     And this is Paul Hanson and bye, bye, we’ll see you next on the E-Webstyle podcast.

Eighth E-Webstyle.com SEO Podcast Feb. 13th 2009.  Third page of Transcription

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