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DuctTapeMarketing.com
April 12, 2005 

In this issue:
Resource - Referral Flood Digital Version
Resource #2 - Want a Blog? Get a Blog Coach
Announcement - Local Online Marketing Seminar #7 - The Ins and Outs of Local Pay Per Click Advertising - or How to generate instant web site traffic and targeted local leads
Main Article - Google AdWords and AdSense a Dynamic Duo
Book - Never Eat Alone - Keith Ferrazzi
Announcement #2 - Tsunami Relief Teleseminar Series - Basics of Business Blogging
Magazine - Response - The Magazine For Direct Marketing
Listening - Kathleen Edwards - Back to me


I launched a new blog called Blogging Business - How To Use Blogs and RSS to Market Your Business. Stop by and subscribe

Thanks for subscribing! - John

Featured Resource - NEW Digital Version Now Available for Immediate Download - It's Selling Like Hotcakes!

Referral Flood - How to generate a flood of new business without spending one dime on advertising

I just released a digital version that allow you to download the 125 page ebook as a PDF file and MP3 Audios. I also passed on the saving to you. The digital version is $79 (as opposed to $97 for printed version) + no shipping


Referral Flood - How to Create a Flood of New Business Without Spending One Dime On Advertising
 

Featured Resource #2

Got A Blog Yet?

Are you convinced that a blog would be a great tool to help you market your business but don't really want to wade through all of the software, search engines, hype and information surrounding this important new tool?

Then take to smart route and hire a blog coach.

With my blog coach package you will have your blog set-up, customized, search ready, linked and integrated into your marketing in a matter of days - for one low price. I'll also show you ways to get the most from your blog once it is up and running.

Get your blog going by someone who has been successfully using this tool for over two years. Check out the details here. (If you are interested, don't delay, I'm already getting backed up on this one)

Local Online Marketing Teleseminar #7

The Ins and Outs of Local Pay Per Click Advertising - or How to generate instant web site traffic and targeted local leads

The Ins and Outs of Local Pay Per Click Advertising - or How to generate instant web site traffic and targeted local leads - Apr 13th - Noon Central – Special Guest Expert – Andrew Goodman, author of  Google AdWords Handbook: 21 Ways to Maximize Results and creator of page zero media.

Local prospects are turning more and more to the Internet to find goods and services in their town. With a local pay per click campaign you can begin to generate local, targeted prospects in a matter of hours. And the best part is you only pay for the prospects that visit your web site. This local secret weapon is having dramatic impact on the lead generation efforts of small businesses in every community. Andrew Goodman is a leading promoter of a service that provides a turn-key local pay per click strategy that just may change the way you think about advertising period. Make your reservation

Featured Tip

Google AdWords and AdSense - A dynamic small business marketing duo

Local targeting makes pay per click advertising a natural even for small local businesses

By John Jantsch

Unless you have been living under a rock for the last year or so, you probably know that Google has become the king of the search engine hill. There are many reasons for this but number one in my opinion is that above all else they put value on content. Today I want to introduce you to two very powerful small business advertising options created by Google.

These two ingenious programs have all but revolutionized the way advertising is done on the web. Warning: If you are thinking..."web advertising isn't for me, I just need a few more clients around the block"...you better read this or be prepared to have your competitors eat your lunch.

The key here is that if you go to a site about quilting, you will see ads about quilting and not about dog grooming. I know this sounds so obvious but Google was the first to really figure this out.

This program has worked so well that some website owners are actually building content specific sites and paying for them solely through AdSense revenue. Small business owners should consider adding this feature to pages on their site for several reasons.

I've already mentioned the fact that there is money to be made,  but what many site owners are finding is that because Google is so respected and because the ads are highly targeted...they are no longer looked at by surfers as ads, they are looked at as content.

Some will even go as far as to say that by putting the Google ads on your site you actually better your chances of higher rankings with Google. Google flatly denies this claim and I don't think it is true but I do know that Google AdSense ads should be on every small business owner's site. (Google AdSense)

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Another Warning: This is somewhat complex stuff. This article is only meant to introduce you to the power of these programs. Check out Google AdWords Handbook: 21 Ways to Maximize Results (2004 Edition) By Andrew Goodman for a deeper understanding of ways to make this work for you.

This is fairly straightforward non technical introduction to AdWords and how to write ads that work. There are so many sound nuggets of advice you may find yourself reading it over and over again.

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Google AdWords - I've already talked about those ads you see on websites, well those ads need to come from somewhere don't they. AdWords is Google's program for advertisers.

Any site that wishes to participate bids for "keywords" that are relevant to their product, service, or site and then creates ads to attract hits. These ads show up on private websites, like this example, and on the right side of Google search results like this search for "Free sales letters and tools" As you can see from this Google search you received the content related sites that you searched for but you also get some related ads that are sponsored.

Now here is where Google is genius. Instead of simply subjecting surfers to any ads that anyone is willing to pay for, they actually police the ads that are running. On some pay per click programs, whoever is willing to pay to most wins. Google uses a performance model. In other words an ad that is the most relevant and therefore receives the most clicks will move ahead of an ad that may pay more but isn't as effective. This simple philosophy is why Google has quickly dominated the PPC world.

Okay...and now the really big innovation

Regional targeting. Google recently introduced a system that allows advertisers to target certain metropolitan markets only. In other words, a remodeling contractor who only wants to do kitchen remodels in say, Denver, can bid on the keyword phrase "kitchen remodel" and only have his ads show up for people who live in and around Denver.

The implication this has for local small business owners is staggering. In the example above, our Remodeler can now tap into highly targeted web traffic for pennies per lead. In my opinion, small business owner who learn the ins and outs of this medium will dominate their markets. (Google AdWords)

Look for more on this topic in the future.

 

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John Jantsch is a marketing consultant based in Kansas City, Mo. He writes frequently on real world small business marketing tactics and is the creator of “Duct Tape Marketing” a turn-key small business marketing system. Check out his blog at http://www.DuctTapeMarketing.com/weblog.php

Google Sidebar

There are a couple of other things I would like to point out about Google.

Download the Google Toolbar for IE or the Search Status extension for Firefox and you will have some pretty important surfing tools at your disposal. The toolbar comes with a Pop-up blocker, form filler, and search term highlighter but it also has:

Page Rank - Google not only allows you to search for pages they also rank all the pages that they index 1-10. This lets you know what they think the value of a page is. To Google value is useful content. Know this...your pages will never rank very high for search terms unless Google thinks they are valuable. This is a great tool when looking for linking partners as your site's page rank will really soar if high ranking sites link back to you.

Backward Links - See who else links to a page. Google puts pretty high stock in the fact that someone thinks your page is good enough to generate a link. By viewing who else links to a page you can more easily identify sites that might link to your site. With the Google toolbar installed you simply surf to any page and right click and select "Backward Links"

Are your pages indexed? If Google has not crawled your site your pages may never show up when someone searches for you. There are many tools and techniques for discovering this sort of thing but Google has an easy way for you determine what pages are indexed. In a Google search box type in allinurl:yourdomainhere.com (Replace "yourdomainhere.com" with your website address.)

Another free resource

©2003-2005 John Jantsch • All rights reserved • 816-561-3931 • John@DuctTapeMarketing.com