Growing Your Business via Google

1. Growing Your Business via Google Michael Halls Director of FileKicker

2. Emetrix Sales Tracking Summary MSN increasing General download sites continue to decline Most people find your products using Google! Yahoo decreasing Specialty sites increasing! Good source for affiliates!

3. Looking Closer at Google Three word phrases convert the best Where do these sales come from? I don’t know!

4. An Example of a Web Page Optimized for Google Keywords in URL Keywords in Title Keywords in bold, large type Product Name Contains Keywords Link to Keywords 300+ words of targeted content

5. An Example of a Web Page Optimized for Google Keyword in meta description tag

6. An Example of a Web Page Optimized for Google Keyword in image link

7. Increasing Your PageRank Find pages with high PageRank Get links to your website using your keyword

8. Additional Link Tips • Google honors old links – its important to establish your keywords early (Google Sandboxing) • Submit a press release • Check that all sites that link to your website are indexed by Google

9. Another Strategy – Uncommon Keywords • It is easy to get high rankings for uncommon keywords related to your product (i.e. blank-redirect browser virus) • Publish help documents on your website • Create small websites that are focused on one topic and keyword that describe how your product solves a problem • Publish your answers to your customers questions on your website • Check that all your pages are indexed by Google (Search on: site:www.mydomain.com)

10. Buying Google Traffic – Google AdWords Targeted based on search terms Google AdWords Displayed on Google.com Google AdWords (sponsored links)

11. Buying Google Traffic – Google AdSense Targeted based on content Displayed on any websites Google AdSense

12. Google AdWords vs. AdSense AdWords converts better than AdSense Split your AdWord and AdSense campaigns In this case 6 x’s greater conversion with the same keywords! Set your cost-per-click so both are profitable

13. Some Countries Convert Better Than Others India generates 12% of clicks on AdSense but few sales Click fraud is common in India

14. Use Geo-Targeting to Limit Clicks by Country Choose those countries that generate sales

15. Additional Google AdWord/AdSense Tips • Create customized ads for each high volume keyword. Google gives more exposure to ads with high click-through-rates. • Find targeted keywords through sites like WordTracker (http://www.wordtracker.com)

16. Using Time and Money Wisely • Enable Google AdWords Conversion Tracking to track Google AdWord and AdSense conversion rates (Supported by most Digital River e-commerce platforms). • Enable FileKicker download to sales reporting to track which download sites generate sales. (Supported by most Digital River e-commerce platforms). • Enable eMetrix sales tracking. Track referring sites and landing pages for each order (Available to eMetrix customers).

17. New! Google Analytics • Google Analytics is a general purpose analytics engine. • Google Analytics is now free! Although new signups are currently limited while new capacity is added. • Integrated with AdWord and AdSense. • eMetrix will be working on integration with Google Analytics in December. Other Digital River e-commerce platforms will soon follow.

18. Google Analytics – Reports Number of visitors and page views New and returning visitors Referring site report Geographic visitor report

19. Google Analytics – Additional Reports • Top entry and exit pages • Browser versions • Operating systems • Languages • Connection Speeds • Screen Resolution and Colors

20. Google Analytics – Advanced Features • Is my website confusing my customers? Have I made it clear what they should do next? • Which search keywords should I optimize my website for? • How profitable are my paid marketing campaigns? • Can I make my email campaigns more profitable? • Did launching my product in German increase my conversion rate for German customers?

21. Google Analytics (Advanced) – Goals Goals allow you to configure the expected path of a customer through your website The last goal may be to complete the purchase The first goal is always entering the website The second goal may be to click purchase

22. Google Analytics (Advanced) – Goals Once goals are set, you can see how different groups of customers move towards the end goal Visitors from the USA 10,000 USA visitors entered the website 200 completed the order 600 clicked purchase

23. Google Analytics (Advanced) – Goals • Used properly, goals can improve the focus of your website and increase your website’s conversion rate

24. Cost-per-click marketing campaign for $0.25 per click Google Analytics (Advanced) – E-Commerce E-commerce integration will let you provide the dollar value per customers Resulting in $6,000 in sales Generated 5,000 clicks For a total revenue of $0.83 per click

25. Google Analytics (Advanced) – E-Commerce • Determine which search engine key words generate the most sales per visit. • Establish which referring sites generate the most sales per visit • Determine which countries generate the most sales per visit • Calculate the return on investment for paid marketing

26. Questions? • Michael Halls <mhalls@filekicker.com>