Pay Per Click Effective/Efficient Campaign

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Second SEO Podcast Dec. 5th 2008.  First page of Transcription

Chris: Hi. I’m Chris Burres, owner of E-webstyle.

Paul: And I’m Paul Hanson, Sales Manager at E-Webstyle.

Chris: All right. Welcome to our shoeless E-Webstyle podcast.

Paul: No shoes on today. Welcome everybody. Thanks for joining the podcast. No shoes on, everybody is going to take their shoes off today. Why are we taking our shoes off?

Chris: You’re probably wondering why we’re taking our shoes off. Because I’m wondering… well, since the journalist hurled the shoe at George Bush today, we thought it would be safer not to have any shoes anywhere in the podcast area in case we were to say something to offend somebody and they want to throw a shoe.

Paul: And hopefully I can duct as quick as President Bush.

Chris: He was pretty, pretty stealthy there wasn’t he?

Paul: (crosstalk) for that.

Chris: Yes?

Paul: It was awesome. I…

Chris: Twice.

Paul: I thought he would have gotten hit with it personally but…

Chris: Yes.

Paul: [laughs]

Chris: It would have been a funnier video clip when he was whacked.

Paul: Hilarious because…

Chris: Right on the head.

Paul: We would have been the laughingstock of the world if our President got hit with a shoe but that’s a whole another story. Well, anyway, welcome back to the podcast. What are we–let me see, what are we going to discuss today?

Chris: Well first, we’d like to–with all of our podcast, we’d like to recap what we covered last time in our last podcast. We covered quite a bit actually. We covered different internet marketing. We talked how internet marketing in general is just one cog in the wheel of marketing that a business should take. You know, when I say take that they should be doing on a regular basis. Internet marketing is composed of search engine marketing. Of course, search engine marketing is exactly what it sounds to be. It is all marketing related to search engines. That can be Search Engine Optimization, a pay-per-click and actually submission on to search engines. Also pay for inclusion would be something that would be considered search engine marketing. We of course are kind of focused on search engine optimization. We started covering some of the important aspects of search engine optimization and things that we do here at E-Webstyle to take our client’s websites from oblivion if you will on to the first page of Google specifically also Yahoo and Live Search are certainly some of our targets, Google being the main one.

Paul: Let’s give a brief definition. In case you missed the last podcast, we gave a definition of Search Engine Optimization and basically, it’s a way to improve relevant, qualified traffic to a website via having improved natural search results. So coming up on that first page of Google and the organic results or having that premium placement on a search–on any search engine on that first page, second page, via the natural results. Most of you probably don’t go past the second or third page. I am too typically a first or second page clicker so to speak. When I search for something, it’s got to be on the first or second page and Search Engine Optimization helps bring a website to the–I guess the premium placement or the first page is what we focus on getting that good visibility from that premium placement and then thus turning into more clicks, turning into more sales, more customers, whatever it is that you’re looking for.

Chris: And it’s not the–it’s not just clicks. It’s actually really targeted clicks and certainly any business owner who has a website out there, they want lots of traffic. Specifically they want very relevant traffic and that’s the beauty of doing Search Engine Optimization. Paul talked about organic and natural optimization right now and just to be clear. There is a section on Google, usually across the top. It’s not always there but it is often there and it is a sponsored ad. That is called pay-per-click area. You can actually–if you have a website, you can create a Google account or you can have us create a Google account for you and we can manage the dollars that you spend with Google and those dollars would be diminished or each click that you get takes a specific dollar amount usually a cent amount, 25 cents being a reasonable average with each click. So those are the sponsored ads across the top. They’re also across the right side of the page.

Paul: [inaudible] to say if I have a sponsored ad and my click budget is a hundred bucks, give me an–like what’s going to happen.

Chris: OK. So Google has a lot of tools on pay-per-click. We’re getting a little off-topic but I like it. That’s how we usually go, right?

Paul: Oops. (laughter)

Chris: But that’s excellent so when you have $100 or whatever your budget is that you want to spend with Google, Google has a vast amount of tools that you can use to make sure that–that particular $100 goes a long way. There’s a lot of different things that you can do. You can control the maximum bid that you would bid. You can control how much you want to spend per day so that you know, let’s say you’re targeting a really high trafficked keyword. I don’t know. Let’s just throw out news, world news. Maybe you wanted to target world news. If you’re spending $100 a month, you could actually spend that $100 on the first couple of hours because so many people would be searching for world news. Actually they are probably searching for some other terms a little more.

Paul: Shoe thrower.

Chris: [laughs]

Paul: That’s what people–that’s what people are searching today, shoe thrower.

Chris: Or good ducker.

Paul: [laughs]

Chris: Presidential duck. (laughter) And it doesn’t go quack. (laughter) So he ducked. He actually ducked.

Paul: He did.

Chris: Did you see that? I mean the guy lined up the shoe, the president ducked.

Paul: That was awesome. [laughs]

Chris: Bobbing and weaving. Maybe he’s–he’s been training with (Pracal).

Paul: Oh god, that is awesome. (laughter) That was awesome. So when the–if I have $100 click budget, what does it mean that like you said it’s going to get reduced by a [inaudible]?

Chris: OK. So every click, you can define the value of a particular click and of course it depends on the terms because there are terms out there that are more valuable so you’re not going to get–you’re not going to make very much headway if you’re tying to bid the lowest possible amount on a term that’s incredibly popular you know something like a Wii. Let’s just use that, the Wii, the game that apparently I’ll be playing all Christmas because my brother-in-law is going to get one. I already know that.

Paul: Awesome, awesome.

Chris: And so we’ll be spending time with that. If you were to type in Wii or if that was your target term–you know so many people are typing in Wii now that there’s a lot of competition for that term and you’re not going to get away with a five cent Will click, just the Wii. You want to narrow that down maybe you want to target a particular region. Maybe you want to target a particular game that you sell or you want to target a particular accessory whether it’s the Nunchuck or whatever it may be associated with the Wii or a combo package. The more terms you could put in a row, Wii, Houston, Nunchuck, the more likely it would be the $100 because that is severely limited budget for a term like Wii, the more likely you’re going to–you’re actually going to be able to find clicks that you can purchase and get those to last through a certain amount of time. I’m not sure if I answered your question. I hope I gave some good ideas.

Paul: Yes.

Chris: Around that.

Paul: Yes.

Chris: OK.

Paul: I got it, I got it. I mean–

Chris: Well in that–here we go, I just remembered you question. It’s a good thing. So when you do set a bid amount, let’s say you happen to set a bid amount of 25 cents and when your ad shows up in the sponsored areas and somebody clicks on that ad and goes to your website, Google will deduct from your $100 that 25 cents so there you can see the process, what–the way we work those accounts here is we take care of all of that process. We take care of the bid, we optimize everything. We can actually extend–we’ve calculated some numbers. We can extend between five and 10 times the value of your dollar because we’re doing some really good analysis on the keywords that you’re using and the bids that you’re actually bidding for a specific keyword. So our service sometimes is more expensive than the amount of money people are spending but if you can get 10 times the amount of money you’re spending, then $100 is actually worth $1,000 and you’re spending you know our monthly fee which you can visit our website and send us an e-mail and we’d be happy to give you a quote. Our website is Let’s finish up. So some of the things at least the last thing that we were covering on our last podcast was keywords and we were–I think we were doing a pretty good job. Actually, let me–let us pat ourselves on the back here.

Paul: [laughs]

Author: eweb-admin