How to set up wordpress

Posts Tagged ‘Mold’

The Google Adwords interface continues to become more and more user friendly. There is a section on the light grey bar under the main tabs within your account called Segment, and within that section there are multiple report views that can help you manage your accounts more effectively.

Network

Levels where you can see this segment:

• Campaign
• Ad Group

The information you will see:

The network segment allows you to view data across Search, Search partners, and the Display Network. Of course we strongly recommend keeping your search and display campaigns separate, so this is not only a good way to see the data in a comparison view, it helps you quickly identify any campaigns and ad groups that are still showing across all networks.

Click Type

Levels where you can see this segment:

• Campaign
• Ad Group
• Keyword

The information you will see:

There are two sections in the click type segment: URL clicks and Calls.

URL clicks are defined in the interface as:

The number of all clicks on ads with a display or Destination URL leading to your website. These clicks were received on the Google Network over the date range you’re viewing for a given ad group, campaign, or account.

Calls are defined in the interface as:

The number of phone calls initiated from a click on your ads on the Mobile Network over the date range you’re viewing (when those ads displayed a click-to-call phone number). Since some ads may display both a Destination URL and a click-to-call phone number, impression counts for these ads may not reconcile within this table.

This information is helpful, because as you know by now mobile marketing is growing quickly, so you will be able to identify the campaigns, ad groups and keywords that generate call clicks, and use that information to help mold your overall mobile marketing strategy.

Device

Levels where you can see this segment:

• Campaign
• Ad Group
• Keyword

The information you will see:

The device segment breaks up your data between computers and mobile devices with full browsers so you can determine how your customers are viewing your ads.

Computers are defined in the interface as:

This row reflects activity for your ads received via desktop and laptop computers on the Google Network over the date range you’re viewing.

Calls are defined in the interface as:

This row reflects activity for your ads received via mobile devices enabled with full browser capability on the Google Network over the date range you’re viewing.

It is important to note here that mobile devices have full browser capability, so keep that in mind as you are analyzing the data. You should also be aware that the data shown in this segment is not available prior to June 3, 2009.

Experiment

Levels where you can see this segment:

• Campaign
• Ad Group
• Keyword

The information you will see:

If you are running an experiment (see Erin’s post on setting up experiments if you haven’t already done so), this is the segment you will use to view the results as it is running. The rows are broken up into the Control and the Experiment (both set at the percentage you decided when creating the experiment). The clicks, impressions, CTR, average CPC, cost, average position, conversions, conversion rate, and cost/conversion will all show for each row. Once the experiment gathers enough data, you will also be able to view the effects of your experiment, and blue arrows will appear next to each metric to show you whether your experiment has caused an increase or decrease compared to the control.

Search terms match type

Levels where you can see this segment:

• Keyword

The information you will see:

This segment breaks out the data by match type as the name suggests. Though each match type is represented for each keyword, if you have phrase and exact match keywords in the account, data will only show for the proper row. However, data for all three rows is populated when you are looking at the broad match row, so this is a very convenient way to get a quick overview of the keyword’s success so you don’t have to look at them individually. From here you can easily identify which match type drives impressions, clicks, and conversions, as well as those that are costing you money without giving you a good return.

Day

Levels where you can see this segment:

• Campaign
• Ad Group
• Keyword

The information you will see:

Metrics for each campaign, ad group, and keyword are broken out by date in this view. I use this data to help determine if there are days of the week where I am hitting my daily caps, or that my conversions are higher, and I am able to adjust daily spend limits and ad scheduling accordingly so I am getting the most out of each day.

Week

Levels where you can see this segment:

• Campaign
• Ad Group
• Keyword

The information you will see:

Like the day view, the data is broken out by week. I use this data to help me identify weekly patterns throughout the month so I can make adjustments accordingly. For example, one of our clients has a higher level of clicks and conversions at the beginning of the month, so I know that I can open up my daily spends and bids more at the beginning of the month to maximize our conversions, and then pull things back mid-month without sacrificing additional leads.

Month

Levels where you can see this segment:

• Campaign
• Ad Group
• Keyword

The information you will see:

Like the other time segments, the month view shows you data by month. This is helpful when you are trying to identify seasonal trends, or compare year over year data to track your progress.

Quarter

Levels where you can see this segment:

• Campaign
• Ad Group
• Keyword

The information you will see:

As you would expect, the quarterly view is also good for trending and comparative data. It is also useful for budget projections, and can be given to clients so they have a high level view of the account throughout the year for benchmarking.

Year

Levels where you can see this segment:

• Campaign
• Ad Group
• Keyword

The information you will see:

Similar to the quarterly view, the yearly data is most helpful when tracking progress at a high level, and creating benchmarks.

Day of the week

Levels where you can see this segment:

• Campaign
• Ad Group
• Keyword

The information you will see:

The data is broken out by day of the week, so you can identify the days that have the best and worst performance. You can couple this data with the daily view to ensure that your ad scheduling is appropriately set so you can save your budget when conversion rates tend to be lower, and boost bids when you know you have a higher return.

Check out The Adventures of PPC Hero: Heroic Feats of Pay Per Click Management at http://www.ppchero.com/. Copyright © 2007-2010 Hanapin Marketing, LLC.

Want to know the best part of utilizing social media as part of your public relations campaigns? There are no rules.

PR people are constantly being reminded of rules. We have to follow the AP Stylebook, news releases have to be written a certain way and executed at certain times.

Social media is an opportunity for your company to break the mold and create unique content that actually matters to your public. The key word is content. Content is the silver bullet. If you can create interesting and fresh content, then you will be one step closer to meeting your goals and objectives.

You already know what I’m talking about. Have you ever decided to search for a company’s website or Facebook page only to find that it doesn’t exist? Or that is hasn’t been updated since March 2008? Those companies fall off your radar, and lose your trust and respect.

Creating new and interesting content not only draws people to your sites, but it also entices them to return. The key to finding the right content is simple: find out what your visitors want, and keep doing it. It does not matter what platform. Twitter, YouTube, Flickr, Foursquare, or a blog…develop content for your targeted user and keep it coming.

Social media strategy is powerful, but also fun for PR people because we are able to try different things and evaluate the results almost in real time. From there we can modify our campaign to meet the demands of our public. In order to be successful online you cannot be afraid try something new. If your customers want photos of your business then give them photos. If they want to see news from in and around your industry, then give it to them.

Public relations is not changing. It has changed. It is up to you as a PR professional to understand the power and possibilities of social media, and then develop a strategy to utilize all of the tools at hand. These tools are new and it is just as important to learn from your successes, as you would with your failures.

This post was written by Ryan Smith

Ryan is Manager of Social Media and Business Development at Raidious. He is a public relations professional that specializes in utilizing social media as a marketing communications tool. Ryan's has experience in sports, politics, real estate, and many other industries.

Did you know Douglas Karr's book is coming out in August? You can pre-order Corporate Blogging for Dummies now on Amazon. Check out our new site, Corporate Blogging Tips, to find out what events that we'll be speaking at.

Got an event? Let us know that as well - we're looking forward to going on tour later this year.

Don't forget to follow @corpblogging on Twitter or become a Fan on Facebook!

---

You might also find these posts interesting:

• You’re Not Sexy, Now What? (3)
• The Impact of Social Media on Marketing and Public Relations (0)
• No, email is not dead (2)
• CMS Expo: A Gem Among Marketing and Technology Conferences in the Midwest (2)
• Sometimes Social Means Shut Up (3)

If you haven’t heard about Horizon Realty just do a quick search on Google and you’ll find a few interesting articles, like this post on Mashable. For a quick background, a former tenant of theirs, Amanda Bonnen, sent out a tweet about living in mold in one of their units. Horizon filed a lawsuit for $50,000 against Ms Bonnen. Now more facts are coming to light, but there is a bigger lesson to be learned here and not just that Social Media can come back to bite you.

Lesson 1: Know who has the power

When you wade into uncertain terrain, whether it be social media, bloggers, or even traditional media, it is crucial to understand just who exactly has the power. Today the power shift is clearly evident but not everyone gets it. That is why it is important that before waging any battles in public, whether you think you are right, you understand how the events can and might play out. Most likely, despite what you think, you are not holding all the cards.

Lesson 2: Don’t bring a knife to a gunfight

Make sure that if you are going to bring out a topic that involves social media, you understand social media. Make sure that you are prepared to use the medium that is being discussed to your gain. Otherwise when you pull that knife and your opponent, real or not, unpacks a gun you are going to be a sitting duck.

As the Mashable post so aptly puts it:

We’re pretty sure Horizon Realty lost a lot more than $50,000 from this Twitter backlash. That’s what you get when you utter quotes as “We’re a sue first, ask questions later kind of an organization.”

Lesson 3: Get proper counsel

I am not talking about legal counsel. It is more important in this day in age that you have someone you can turn to to ask, “what should I know”. For larger organizations it is important that you have your marketing and PR team at the table. For smaller organizations it might be a social media consultant, a partner, or even just your summer intern. Whomever it is, make sure that you get a true understanding for what may take place, how you should respond, and what are the possible outcomes.

Communication is changing. What might have been a small local story a few years ago can become national fodder today. Make sure you have a complete understanding of what the road looks like before engaging in a public relations battle.

You might also find these posts interesting:

• 10 Features Missing From Your Blog
• What about the other Social Media ROI?
• Digital Body Language at The Online Marketing Summit
• I am shopping for an eBag thanks to Magpie!
• Am I a Twit because I Tweet?