A question came up the other day about key words and their length and variety. Here is a sample listing for the service category of DNA and Paternity for Sacramento.
Sacramento paternity screening
Sacramento paternity testing
a paternity test
accredited paternity testing
baby father dna test
baby's father dna test
child paternity test
child support dna test
dad dna test
dna and paternity testing
dna legal paternity testing
dna paternity
dna paternity test
dna paternity testing
dna paternity testing center
dna paternity testing centers
dna paternity testing lab
dna paternity tests
dna test for father
dna testing for father
dna testing for paternity
father blood test
father dna
father dna test
father dna test results
father dna testing
father dna tests
father paternity test
legal dna paternity test
legal paternity
legal paternity test
legal paternity testing
maternity dna test
parent dna test
parentage dna test
parentage testing
parental dna test
parental dna testing
paternal dna test
paternal dna testing
paternity blood test
paternity blood testing
paternity screening
paternity screening in Sacramento
paternity sibling testing
paternity test
paternity test lab
paternity testing
paternity testing center
paternity testing centers
paternity testing centres
paternity testing companies
paternity testing company
paternity testing facilities
paternity testing facility
paternity testing in Sacramento
paternity testing lab
paternity testing laboratory
paternity testing labs
paternity testing location
paternity testing locations
paternity testing service
paternity testing services
paternity testing site
paternity testing sites
paternity tests
pregnancy dna test
sibling dna test
sibling dna testing
test for paternity
testing for paternity
tests for paternity
When a search term is entered for a search related to DNA or Paternity testing it will most likely be one of these terms. Google Analytics captures which terms are being searched more frequently and the campaign is adjusted accordingly.
Friday, August 29, 2008
Thursday, August 28, 2008
Pay Per Click
Google has developed a unique advertising model that has revolutionized the advertising business. Traditional advertising is based on paying for views (the estimate of the number of eyeballs that see an ad). Google’s advertising model is based on how many people actually click on an ad to view it. This is called “pay per click (PPC). There are strategies to manage a PPC advertising campaign in order to minimize "bad" clicks and maximize "good" clicks.
1. Negative Key Words. Your Google AdWord Specialist (GAWS) has done everything possible to only pay for clicks by potential customers vs. anyone who might click on the ad looking for something other than services we offer. For example, someone looking for information on how to cheat on a drug test. One of the tactics is to minimize bad clicks is to list negative key words for every campaign. This will ensure a specific ad will not be displayed for irrelevant searches. Some of these negative key words include the phrases “free”, “online”, “passing a drug test” and “buy a drug testing kit”. Your GAWS will be adding negative keyword continually as we identify which keywords are creating positive outcomes and bringing you customers, and which are generating little or no results.
2. Location Specific. Each ad will only be displayed to customers within your target territory. We have set each target territory at a 10 mile radius from the location of the actual lab in the territory. This will help to ensure that your ad costs are reserved for those who are within your service area. Potential customers that may have a business in your target location but are not actually searching from within your target location will still be able to view your ads, if they put your city name within their search terms.
3. Specific Hours. To avoid spending our budget on clicks after normal business hours we have set ads to only be displayed from 7:00 am to 7:00 pm and turned off at all other hours. We have also set your ads to be turned off on Saturday and Sunday. This should eliminate calls when there is no one in the office to answer the phones. We can adjust this schedule at any time, if we determine that there are “click throughs” when no one is in the office to answer inquiries.
4. Now vs. Later. We have authorized Google to display ads “as soon as possible” instead of displaying them “evenly throughout the day”. We believe that people seek our services in the early morning business hours. This may or may not be may be true. Time will tell. This tactic gives Google the freedom to display as much as they can as soon as they can. This hopefully will bring in those early morning inquiry calls. This can also be changed at any time, if you feel you are getting to many calls at once.
5. Testing Different Versions. We have created two versions of every ad; one ad with a phone number and one without. We will be testing the theory that a potential client sees a phone number within a display ad they will call that number instead of “clicking through”. If this theory validates, we will save money by not paying Google for “click throughs”. To monitor this theory, we have assigned a tracking number to these test ads. This will enable us to track those calling by seeing these ads that have the CallSource phone number in the ad.
During this testing period, your GAWS will continually be modifying our AdWord campaigns, eliminating irrelevant aspects of each campaign, and adding important changes as we see how the market responds. Your GAWS will keep you informed by sending updates on the progress of our campaigns.
1. Negative Key Words. Your Google AdWord Specialist (GAWS) has done everything possible to only pay for clicks by potential customers vs. anyone who might click on the ad looking for something other than services we offer. For example, someone looking for information on how to cheat on a drug test. One of the tactics is to minimize bad clicks is to list negative key words for every campaign. This will ensure a specific ad will not be displayed for irrelevant searches. Some of these negative key words include the phrases “free”, “online”, “passing a drug test” and “buy a drug testing kit”. Your GAWS will be adding negative keyword continually as we identify which keywords are creating positive outcomes and bringing you customers, and which are generating little or no results.
2. Location Specific. Each ad will only be displayed to customers within your target territory. We have set each target territory at a 10 mile radius from the location of the actual lab in the territory. This will help to ensure that your ad costs are reserved for those who are within your service area. Potential customers that may have a business in your target location but are not actually searching from within your target location will still be able to view your ads, if they put your city name within their search terms.
3. Specific Hours. To avoid spending our budget on clicks after normal business hours we have set ads to only be displayed from 7:00 am to 7:00 pm and turned off at all other hours. We have also set your ads to be turned off on Saturday and Sunday. This should eliminate calls when there is no one in the office to answer the phones. We can adjust this schedule at any time, if we determine that there are “click throughs” when no one is in the office to answer inquiries.
4. Now vs. Later. We have authorized Google to display ads “as soon as possible” instead of displaying them “evenly throughout the day”. We believe that people seek our services in the early morning business hours. This may or may not be may be true. Time will tell. This tactic gives Google the freedom to display as much as they can as soon as they can. This hopefully will bring in those early morning inquiry calls. This can also be changed at any time, if you feel you are getting to many calls at once.
5. Testing Different Versions. We have created two versions of every ad; one ad with a phone number and one without. We will be testing the theory that a potential client sees a phone number within a display ad they will call that number instead of “clicking through”. If this theory validates, we will save money by not paying Google for “click throughs”. To monitor this theory, we have assigned a tracking number to these test ads. This will enable us to track those calling by seeing these ads that have the CallSource phone number in the ad.
During this testing period, your GAWS will continually be modifying our AdWord campaigns, eliminating irrelevant aspects of each campaign, and adding important changes as we see how the market responds. Your GAWS will keep you informed by sending updates on the progress of our campaigns.
Wednesday, August 27, 2008
SEO
Amber, Your Google AdWord Specialist (GAWS), has optimized each landing page as a part of our AdWord campaign. Here is more information on the Search Engine Optimization (SEO) process.
1. Individual landing pages have been searched engine optimized with search engine friendly terms in the content and Meta tags.
2. Your GAWS will continually tweak content to focus on what potential customers are seeking in their searches. This will allow search engines, such as Google, to index our landing pages as a legitimate provider of testing services and begin to rank our landing pages relative to other websites. The most relevant content on our pages are in “header” tags, which alert the search engines to terms that are the most important on each page. Images also have been titled for search engine friendliness.
3. Meta tags are in the code of each landing page and include a title tag and description tag. Meta tags are extremely important, and like your content, they must contain your search friendly terms. It is best to include title and description tags of you services with your location.
4. You can view your Meta tags by right clicking anywhere on your landing page and selecting “view page source” if you are using Firefox as your browser. If you are using Internet Explorer as you browser click “view source”. Both your title and description tags will begin with brackets at the top of the page code.
Be sure to check in tomorrow for more on how key words work and how many key words we are using.
1. Individual landing pages have been searched engine optimized with search engine friendly terms in the content and Meta tags.
2. Your GAWS will continually tweak content to focus on what potential customers are seeking in their searches. This will allow search engines, such as Google, to index our landing pages as a legitimate provider of testing services and begin to rank our landing pages relative to other websites. The most relevant content on our pages are in “header” tags, which alert the search engines to terms that are the most important on each page. Images also have been titled for search engine friendliness.
3. Meta tags are in the code of each landing page and include a title tag and description tag. Meta tags are extremely important, and like your content, they must contain your search friendly terms. It is best to include title and description tags of you services with your location.
4. You can view your Meta tags by right clicking anywhere on your landing page and selecting “view page source” if you are using Firefox as your browser. If you are using Internet Explorer as you browser click “view source”. Both your title and description tags will begin with brackets at the top of the page code.
Be sure to check in tomorrow for more on how key words work and how many key words we are using.
Tuesday, August 26, 2008
Testing Completed
After tedious testing, CAMPA is excited to announce that individual location landing pages are now live and on the Internet. Amber, CAMPA’s Google AdWord Specialist (GAWS), went to great lengths to insure that everything is working as flawlessly as possible. No short were cuts taken on the testing process.
We have a temporary web page (which will be discontinued when the new franchisor website is ready) which links to each individual landing page. This URL is http://www.local-drug-test.com/ .
Each landing page is a sub-directory of http://www.local-drug-test.com/, and your sub-directory URL is referred to as “an individual landing page”.
Here are some key points you should be aware of concerning each individual landing page.
1. The individual landing page is where Google will direct all of your location specific traffic to from each of your AdWord display ads.
2. Each individual landing page has a phone number that is for tracking purposes. CAMPA has retained a firm that provides lead management services for managing AdWord and other direct marketing campaigns. The firm is CallSource. CallSource provides a virtual phone number that directs calls to each location’s main office phone number and at the same time captures the source of the lead. By tracking incoming calls we will be able to differentiate which marketing source customers are using to find information on your business. The collection of sourcing data will enable Amber and Kim to continually shape and reshape tactics to maximize our AdWord budget.
3. Each individual landing page has a live Google map to your location. Since this map is generated in real-time by Google, we cannot control its display. Your visiting customers can easily drag the map around to find which view is best in helping them to find your location.
4. Your GAWS has imbedded in each of the individual landing pages a Google Analytics tracking code that is invisible to your visitors. Analytics will provide us with extremely specific information concerning your visitors including: how a visitor was linked to your landing page (i.e. directory listings, AdWords display ad, Google business listing, organic search), how visitors interact with your landing page, what browser each visitor is using, and how long visitors stay at your landing page. Analytics is also linked to your Google AdWords account with tools to help ensure we are meeting our AdWords goals.
Check the CAMPA Today Blog this week for additional information on our Google AdWord program.
We have a temporary web page (which will be discontinued when the new franchisor website is ready) which links to each individual landing page. This URL is http://www.local-drug-test.com/ .
Each landing page is a sub-directory of http://www.local-drug-test.com/, and your sub-directory URL is referred to as “an individual landing page”.
Here are some key points you should be aware of concerning each individual landing page.
1. The individual landing page is where Google will direct all of your location specific traffic to from each of your AdWord display ads.
2. Each individual landing page has a phone number that is for tracking purposes. CAMPA has retained a firm that provides lead management services for managing AdWord and other direct marketing campaigns. The firm is CallSource. CallSource provides a virtual phone number that directs calls to each location’s main office phone number and at the same time captures the source of the lead. By tracking incoming calls we will be able to differentiate which marketing source customers are using to find information on your business. The collection of sourcing data will enable Amber and Kim to continually shape and reshape tactics to maximize our AdWord budget.
3. Each individual landing page has a live Google map to your location. Since this map is generated in real-time by Google, we cannot control its display. Your visiting customers can easily drag the map around to find which view is best in helping them to find your location.
4. Your GAWS has imbedded in each of the individual landing pages a Google Analytics tracking code that is invisible to your visitors. Analytics will provide us with extremely specific information concerning your visitors including: how a visitor was linked to your landing page (i.e. directory listings, AdWords display ad, Google business listing, organic search), how visitors interact with your landing page, what browser each visitor is using, and how long visitors stay at your landing page. Analytics is also linked to your Google AdWords account with tools to help ensure we are meeting our AdWords goals.
Check the CAMPA Today Blog this week for additional information on our Google AdWord program.
Monday, August 25, 2008
Presentations
Carol Hastings, our networking resource person, has prepared a presentation for a Rotary Club in their area. This presentation was created from a PPT slides that John Lipp uses in training.
This PPT can be used as a resource for you to prepare a presentation for your own venues. Keep in mind that any presentation should be tailored to your audience. Also, do not overwhelm your audience with facts about drug abuse. The purpose of any presentation is to create interest and to motivate members of the audience to approach you after the presentation for more information. That means you should not share everything about drug testing in the presentation.
This PPT presentation can be found on FranConnect under Library/Sales and Marketing/Documents.
This PPT can be used as a resource for you to prepare a presentation for your own venues. Keep in mind that any presentation should be tailored to your audience. Also, do not overwhelm your audience with facts about drug abuse. The purpose of any presentation is to create interest and to motivate members of the audience to approach you after the presentation for more information. That means you should not share everything about drug testing in the presentation.
This PPT presentation can be found on FranConnect under Library/Sales and Marketing/Documents.
Thursday, August 21, 2008
Two Marketing Opportunities
The DOT's Final Rule goes into effect next Monday! These updated regulations will impact all industry professionals, changes rules regarding instructions to collectors, laboratories, medical review officers, and employers regarding adulterated, substituted, diluted, and invalid urine specimen results. It also makes specimen validity testing mandatory within regulated transportation industries.
Drug-Free Work Week is August 20th to 26th. This week is dedicated each year to highlight the benefits that drug-free workplace programs bring to employers, workers and communities. And, it’s a time to work toward making every week a drug-free work week!
For more information go to the Department of Labor link:
http://www.dol.gov/asp/programs/drugs/workingpartners/DFWW-Introduction.asp
Each of these events are marketing opportunities. Being aware and being ready to discuss these issues gives you a competitive advantage.
Drug-Free Work Week is August 20th to 26th. This week is dedicated each year to highlight the benefits that drug-free workplace programs bring to employers, workers and communities. And, it’s a time to work toward making every week a drug-free work week!
For more information go to the Department of Labor link:
http://www.dol.gov/asp/programs/drugs/workingpartners/DFWW-Introduction.asp
Each of these events are marketing opportunities. Being aware and being ready to discuss these issues gives you a competitive advantage.
Wednesday, August 20, 2008
Networking is the Difference
Networking is the difference between an average business and a highly successful business.
Here are strategies to make networking profitable:
1. Choose the right networking group or event. There are numerous venues for networking. The challenge is selecting the right groups to network with.
2. Focus on quality contacts versus quantity. Most people have experienced the person who, while talking to you, keeps his eyes roving around the room, seeking his next victim. This individual is more interested in passing out and collecting business cards than establishing a relationship. Your approach should be to make two to five new contacts at each networking meeting. Focus on the quality of the connection and people will become much more trusting of you.
3. Be able to clearly state what you do. In order to be effective you should be comfortable in presenting a ten second mission statement as well as a thirty second elevator presentation.
4. Follow up after the event. In my experience, most people drop the ball here. Yet the follow-up is the most important aspect of networking. There are two specific strategies to follow:
· First, immediately after the event – typically the next day – you should send a handwritten card (best) or an email to the people you met. Mention something from your conversation and express your interest to keep in contact. Always include a business card in your correspondence.
· Next, within two weeks, contact that person and arrange to meet for coffee or lunch. This will give you the opportunity to learn more about their business, the challenges they face, and how you could potentially help them. This is NOT a sales call – it is a relationship building meeting.
Networking does produce results. The more people know about you and your business, and the more they trust you, the greater the likelihood they will either work with you or refer someone else to you. Consistent focus and follow up in networking will produce results in the long term.
Networking is not a sprint, it is a marathon.
Here are strategies to make networking profitable:
1. Choose the right networking group or event. There are numerous venues for networking. The challenge is selecting the right groups to network with.
2. Focus on quality contacts versus quantity. Most people have experienced the person who, while talking to you, keeps his eyes roving around the room, seeking his next victim. This individual is more interested in passing out and collecting business cards than establishing a relationship. Your approach should be to make two to five new contacts at each networking meeting. Focus on the quality of the connection and people will become much more trusting of you.
3. Be able to clearly state what you do. In order to be effective you should be comfortable in presenting a ten second mission statement as well as a thirty second elevator presentation.
4. Follow up after the event. In my experience, most people drop the ball here. Yet the follow-up is the most important aspect of networking. There are two specific strategies to follow:
· First, immediately after the event – typically the next day – you should send a handwritten card (best) or an email to the people you met. Mention something from your conversation and express your interest to keep in contact. Always include a business card in your correspondence.
· Next, within two weeks, contact that person and arrange to meet for coffee or lunch. This will give you the opportunity to learn more about their business, the challenges they face, and how you could potentially help them. This is NOT a sales call – it is a relationship building meeting.
Networking does produce results. The more people know about you and your business, and the more they trust you, the greater the likelihood they will either work with you or refer someone else to you. Consistent focus and follow up in networking will produce results in the long term.
Networking is not a sprint, it is a marathon.
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