Part 3: 4 Ways to Make Google Pay


This is Part 3 in a 10 part series discussing Social Media and video. For some, this will be remedial. For others, a good refresher. For others still, a whole new world.

When Larry Page took over the reins as CEO of Google earlier this year, the very company he co-founded, he reportedly got a call from Steve Jobs, who told him in so many words  ‘to stop making so many things’. The advice was that focus and success is as much deciding what not to do, as what to do. And Google, in Jobs’ opinion, was all over the place.

So Page took the advice, and discontinued many of the ‘experiments’ the company was working on to focus instead on it’s core products:

  1. The Search Engine (the Granddaddy of them all)
  2. Google Adwords
  3. Google Analytics
  4. Google Ad Sense

Entire books have been written about each one of the above – and there are tons of people that know more about this stuff then we do. But since the launch of our new site, we’ve been figuring out ways to use each of these tools to help us drive awareness. Here’s what we’ve come up with:

  • The Search Engine is the single best and most economical way to drive traffic to your site. In a perfect world, people would enter “video production company” into Google, and Hand Crank Films would pop-up first. The reality is, there’s a lot of competition even to get listed on the first 20 pages, much less the first position. That’s where SEO comes in (Search Engine Optimization), which helps sites get listed higher in the rankings. Check out this great podcast (courtesy of CopyBlogger) that discusses this in a language you can understand. The bottom line: what drives SEO these days is good content, like blogs and video.
  • Google Adwords: Every month, a good portion of our marketing budget goes into Google Adwords, those ads that appear on the right hand side of the search results. These are paid placements. You write the ad, you decide where the ad will go, how much you want to spend, your key words, your location, and more. Within a matter of minutes, you can be driving traffic to a landing page on your site with special offers, a video you want people to see, etc.
  • Google Analytics: This is where we live everyday. This free service tells you how many people are visiting your site, what pages they’re visiting, and how long they’re spending looking at your stuff. A must-have if you want to understand how your ecosystem is really working.
  • Google AdSense: Want to have other people’s ads on your site, and get paid for that? This is the place.

There’s a ton of information out there on all this stuff (here’s another good link). But if you want to succeed online, it’s a business imperative for you or someone within your organization to have at least a working knowledge of these all-important tools. That way, you can watch your traffic and business grow.


Author: Chris Donaldson

Chris Donaldson is Executive Producer at HCFmedia. Can film making change the world? The Short Answer: Yes.

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