Lindsay Smith: You’re starting a new business you don’t always have as much as money as you likes to put towards your advertising. Where going to look a couple internets marketing solutions today, that just might help you put fewer dollars in and get measurable results. I got with me here in studio Chris Breikss, he’s the president of 6S Marketing and you are a search engine guru.
Chris Breikss: Well, thank you Lindsay.
Lindsay Smith: Let’s talk to the viewers out there and take a look at what they can do to get their website showing up in the search engines through Google add-words and paper click advertising.
Chris Breikss: Okay, well Google add words is a paper click advertising model that your probably familiar with the view do search in Google on in the daily basics like most of us do. You’ve often seen that sponsor’s links at the top, as well you might be more familiar with the sponsor links on the side. That’s part of the Google add words advertising program.
Lindsay Smith: And so, how would—if I was just starting at my own business, how would I go about getting my website to show up?
Chris Breikss: You go to Google.com/add words and you can sign up for account there the process takes about 5 minutes. You need to have a credit card and make a deposit only $5.00, but with the very small budget you can be up and running within 15 minutes.
Lindsay Smith: Wow, in that case and behind this here we’re looking at Vancouver hotels. Say, I have a Vancouver hotel and I signed up for an account, how do I make sure that is my website or my hotel that’s going to show up about all of the others. How does that work?
Chris Breikss: Okay, well the Google add words program is an auction base program, so the top we got an example with expedia their paying the most for the add and bidding on the phrase Vancouver hotel. So they’re appearing at the top. Down the right hand side we can see that the Holiday Inn and the Renaissance Vancouver are likely bidding a little bit last. But there are also appearing above the fold of the page.
Lindsay Smith: Okay, so if I was starting up a new business, how much the budget would I need to put towards a Google add words account in order to get the kinda results that I want to show up on in this listings.
Chris Breikss: Okay, for this example, this is quite expensive term Vancouver hotel. You're paying over a dollar every time that someone clicks on one of this ads and it’s the term customer clicker or paper click, but you can get started with the small budget. I would recommend at least a couple of hundred dollars and you can spread that evenly over the course of the month. So $200.00 you could spend $6.66 a day and if you were paying in the neighborhood of 25 cents a clicker, 50 cents of click. You could get a significant number of visitors for a small budget.
Lindsay Smith: Now, how would I understand that Google analytics is a great way of tracking the traffic that comes to my website and also whether or not the dollars I’m spending are actually converting into sales or revenue for my business. So, let’s talk a little bit about Google analytics. What is it, and how does it work?
Chris Breikss: Google analytics is a measurement tool that integrates fully in to Google addwards. As well as all other advertising campaigns that you’re running. It doesn’t just measure Google advertising campaigns. Just to pull up an example here and you can see how much revenue is being generated if you have any eCommerce site. There are couples of key matrix that are important when looking at your website. The total number of visitors that are coming to your site and also what your conversion rate is. What percentage of those visitors are converting into an action such as an eCommerce sale or perhaps filling out a web lead or maybe you want them to pick up the phone and call you. So, all of those things can be measured through Google analytics.
Lindsay Smith: Now, I also have heard terms out there about Bench Marketing, this is something that’s I’m not that familiar with and I’m not sure if our viewers would be either. Can you explain what that is?
Chris Breikss: It’s a featured Google analytics that you need to option for but if you wish you can share your data in and this example we’ve got a hotel that sharing some of its Google analytics data with other hotels. And it can compare its numbers verses other hotel numbers in Google analytics. So for example, how many monthly visitors they got versus with another hotel and the similar market and the similar size might get. In the past, you haven’t been able to compare your web analytics to your competitors which this allows you to do.
Lindsay Smith: Well, there you have it. If you just started up a new business and you’re looking for a cost affective way to advertise and something that will give you measurable results. You should definitely take a moment check out Google adds words and the analytics features, thank you Chris for joining us today.
Chris Breikss: Thank you Lindsay.
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