ReachdTV: Interview with Dan Boberg of Yahoo!
At PubCon 2007 in Vegas we had a chance to catch up with a few of the Search Engine reps. Some were even gracious enough to let us pull out the camera and ask a few questions. Following the search engine panel hosted by Guy Kawasaki we spoke with Dan Boberg, tSR Director of Strategic Alliances for Yahoo!
We asked Dan to put his marketing know how to work and give a few tips to small business owners and real estate agents who are interested in Marketing on the internet. You can check out his answer in the video posted below.
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Transcript of Dan Boberg Video
Rodney: So I am Rodney from Reachd. We are here at web master world 2007 in Las Vegas, and we just we are part of the question and answer session with some of the major search engines and I am talking right now with Dan. I am going to put your last name Boberg.
Dan Boberg: There you go.
Rodney: Tell us what you do at Yahoo I guess..
Dan Boberg: Sure, I am on the search marketing side of the house and although we are focusing more and more search and display advertising, but I am in the adverting business, my back ground was in marketing, but it actually been a goto.com and overture and then Yahoo since ‘99, so been in the same business since ‘99 and my focus is on paid search and helping clients through XL in page search.
Rodney: So we are trying to help people optimize their website or learn how to do pay per click marketing and so lets just say you are a small business owner and you have a small budget and so where would you invest that time or that energy in your marketing?
Dan Boberg: Sure, well I think that page search is a great place to start, it is performance rear than you can set your own price. So you are not at the mercy of I am going to pay 10 bucks a click, you could say your price, you can pick some niche key words that are relatively cheap to start. So you can start for a pretty low and you can move up from there. So I think what I would recommend is you start with key words. You actually pick a set of key words that you want to test on. And then you will optimize over a time, you adjust your budget, you adjust your bidding, you adjust your landing page to see what performs well, when you get clicks from those key words, basically you have those lovers to play with and then as you, you want to optimize against each other, whether it is bidding or your learning page, or your creative, we recommend things like creative rotation which is an ad testing essentially try out different types of ad copy and then certain ad copy might work better for a different learning page. So ultimately your mixing and matching and always testing because you never different copy, different campaigns who perform in different ways at different times, so it’s not a set and forget it business. You always have to continually optimize.
Rodney: So I know what the key word is, but I am new to this, so how do I select my keyword?
Dan Boberg: Sure, well there is unfortunately, Yahoo has lot of tools for selecting key words and there are lots of other tools available online, third parties that have key word tools etc, but certainly what you want to think about actually is, what you gain traffic, if you have a site and if you built the site, where you are getting traffic today, what’s this site about. So you want to really think about what your site is about and think about, if I am searching for what my site offers, what would I look for. So it starts with this basic as that and then from there you can extend and you can build variations to those key words. You can look at your competitors sites that are similar and see, what sort of keywords are relevant for those sites and ultimately you just organically extend your less over time. Testing each step of the ways you go.
Rodney: Alright, so thanks so much, alright, so we just started from Dan test, get your key words and you would definitely go to the pay per click space, if you are a small business owner.
Dan Boberg: Yeah, of course I would recommend Yahoo.
Rodney: There he go, Yahoo from Dan. Thank you so much. I appreciate it.
Dan Boberg: Thank you.