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Posts Tagged ‘New Features’

If you’ve been burned by poorly managed broad match keywords in the past, Google just released the Broad Match Modifier in the U.S. According to George Michie from RKG blog. With BMM you can use a + sign in front of words within Broad Match to trigger close variations of that word: misspellings, singular/plural, stemming, and acronyms/abbreviations. In short, BMM lets you create keywords, which have greater reach than phrase match and increased control on broad match. Thanks Google, you’ve done it again.

Darwin wrote about survival of the fittest. With the release of new apps and add-ons to our browsers, consumers are fighting back against an overload of ads. Most notable, Apple released Safari 5 witch has a new “reader” feature that take out text and content ads in an effort to make its browser more user friendly. Check out Michael Gray’s post about fighting back against these new features.

Giving your ads a local feel can help you increase a consumer’s comfort level. You might be asking, how do I separate myself from being the Walmart of widgets and still reach a large audience? Joseph Vivolo offers some tips to give your ads that mom and pop shop feel while still marketing to the whole country.

Are you starting to get nervous about the impending merge of Microsoft and Yahoo AdCenters? We all are. It can be tough to weed through all the information that is (and isn’t) available. For those of us utilizing these search engines for advertising, we want as much info as possible to make the shift seamless. The Folks at PPC Blog have found a rose in the weeds in their article about Yahoo’s Trademark Policies winning through.

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.

In order to get the best results from your PPC campaign, it is important to always test new things. Test keywords, ads, settings, budgets, keyword bids, etc. – if it is something you can change, you should test a variation. The trouble is, it is often difficult to determine if the change you made is really a success or if other factors are contributing. For instance, maybe you increased bids and saw an increase in conversions – we can assume the bids are the reason for the boost in conversions, but maybe your competitors pulled back their budgets allowing you to capture more of the market so really your bid adjustments didn’t have anything to do with it. There hasn’t been an easy way to isolate changes and test performance to see if one change really makes a difference, until now.

Google AdWords has been working on new features to help manage tests with an initiative called Adwords Campaign Experiments or ACE. It is still in Beta, but is now available for some users to test out for themselves. If this is something you want to join, simply submit your AdWords Customer ID for consideration. You won’t get an email saying you have been granted access, so check your Settings tab after a few days to see if the option has been added. If access has been added to your account, it will be under Advanced Settings and labeled as “Experiment”.So, you were able to get access to the new tool – now what? Get ready to start testing! The Experiments feature works on existing campaigns, so you can make adjustments and compare it to your control group. To get started, click on the Experiment link in the Setting tab. You will need to enter a name for the test, start date and end date. The default testing time period is 30-days, so make sure you have enough traffic coming into the campaign to provide results in that time period. If your traffic levels are lower, consider extending the test for a longer time period to make sure you get enough data to make an accurate conclusion. You also can select the percentage of exposure directed to your experiment vs. the control campaign. The default is a 50/50 split, with 50% of the time your control being used and the other 50%, your test. This is the recommended setting but if you are testing something significant that may greatly change your overall spend or performance, you may want to allocate slightly less towards the experiment. For instance if your experiment is based on increasing your keyword bid by 60%, you may want to direct a smaller portion of your budget to your experiment in order to help control overall spend.

At this time you can experiment with keyword bids, keywords, ad text, ad groups, keyword match types, ad group bids and keyword insertion. Within the content network, you can also test bids on managed placements, new placements, additional keywords, ad text or display ads, new ad groups, and keyword bids. Basically, you can test anything besides campaign settings. Your current campaigns settings including geo-targeting and ad rotation will be applied to your test so everything is consistent.

Once you set up your experiment on the settings tab, you can now adjust the elements you want to test. Make sure you think about your strategy and approach prior to making any changes so you will gain valuable information from the experiment. Be sure you are only testing one element per experiment so the data is statistically significant and can be attributed to a specific change.

Let’s say for your experiment, you want to bid up on keywords to see if a higher placement will get you additional conversions. To do this, go to the keywords tab within the campaign that has the experiment set and you should see all of your keywords with two rows below. One row allows you to set a bid for the Control and one for Experiment. If you do not see this, go to the Segment button (just below the Settings tab) and select “Experiment” – this will bring in the additional rows needed to manage bids separately. To adjust bids, click on the bid in the experiment line item and then adjust either up or down by the percentage you want it to change by. For instance you may want to see if you get additional conversions by setting your bids 20% higher than the control.

Maybe instead of keyword bids, you want to test a new set of keywords against ones currently in the account. To add these in, go to the Keywords tab at the top. Add in the keywords as you normally would, BUT make sure you select the “Add as experiment only keywords” check box at the bottom before hitting save. This will put the new keywords into the experiment group and will not add them to the control group.

There are a lot of different options you can choose from when setting up your experiment – try clicking on the beaker to the left of the keyword and you can determine if a keyword should run in only the Control group, only the Experiment group or both. Again, be sure not to test more than one thing at once, you can always run additional experiments later to see if other changes positively impact your account.

Your test it set up and running, now what? Watch and observe. Try not to make any adjustments to that campaign during the time period in order to make sure the data you are gathering is accurate. You will see in the data lines, small arrows that show the difference between the control and experiment. If data is statistically significant you will see multiple arrows to help flag the information.

Your experiment will automatically end on the date you selected, so there is no need for you to do anything more except watch the account. Depending on the change, you may find that the data you are seeing is statistically significant in a shorter amount of time so make sure you are checking back.

At the end of your experiment you have to option to apply the experiment changes to the campaign. Let’s say you now know that increasing your bids by 20% brings in significantly more conversions and you want to apply the changes made in the test to the campaign long-term. To apply the changes exactly as they are, go to the Settings tab in the advanced settings where you initially set up the experiment. Select the “Apply: launch changes fully” button and the changes you made will be applied. If you determined you do not want to make these changes but rather go back to your original settings for all search queries, select the “Delete: remove changes” button. One note, once you delete the changes you will no longer have access to the experiment data so be sure you have what you need prior to selecting this.

At the end of the day, the tool is a welcome addition to the AdWords settings, even in Beta format. If you are able to gain access to it I strongly recommend testing – you might be surprised at the results.

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.

I am not a techy by training or nature, so I am always looking for tools which allow me to play in the tech community. Two and a half years ago, I discovered Wordpress, and for me it was a game changer.

Using Wordpress as a content management system, we can design, professional looking, simple to use websites for our small business clients. The ever growing list of plugins has allowed us to create more and more robust sites, with features comparable to custom-designed sites available at significantly higher price points. - So to put it mildly, I am a Wordpress Fan.

With each update, there are more and more features which make my job easier and simplify the lives of our clients. And now, Wordpress 3.0 is scheduled for release on Monday. How much better will this new version be? The early reports from the Beta testers hints at some terrific new features:

• Custom Post Types: In the old version you could create posts and pages, now you can create additional formats for specific types of information, testimonials, FAQ’s, customer or employee profiles, the list of possiblities is as long as the types of companies who might use it.
• Author Posts: On multi author blogs like this one, each author can have their own “style” . While site owners should still control over all look and feel to maintain brand integrity, this should allow for a bit more personality to come through. I am really excited about this particular feature for the roundpeg blog as each member of my team begins to write more and more content.
• Menu Management: In the older version, ordering pages and sub pages had to be managed within each post. Adding a page was easy, but getting it into the correct spot on the navigation could be a pain, especially if you had multiple pages. Having one main
• Sidebar Footer Widgets: We frequently use Studio press themes because of this feature which allows us to create content rich footers which appear on each page. I am excited to see this included into 3.0 as a standard.
• Merging Single User and MultiUser: While my clients won’t care, this is going to be a huge improvement for us, as we add more and more sites. Switching to a MU format will allow us to update plugins and content once, not over and over again!

There are so many other exciting features with this upgrade! I can’t wait to try them all. Would love to know what you like best as you begin to work with the newest version.

This post was written by Lorraine Ball

Lorraine Ball twenty years in corporate America, before she came to her senses. Today, you can find her at Roundpeg, a small marketing firm, based in Carmel, Indiana. Along with an extraordinarily talented team (which includes Bonnie the dog and Clyde the cat) she shares what she knows about marketing, networking, pr, social media and business planning. Committed to contributing to a vibrant entrepreneurial economy in Central Indiana, Lorraine is focused on helping small businesses, become big businesses.

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.

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The Tuitive team is still trying to settle down after this year’s South By South West Interactive (SXSWi)

conference in March. We all had a great time and learned a lot about the interactive community and what is coming next. There were loads of interesting sessions from a panel with the Gmail team to

Cooking for Nerds, many of which have been popping up online. I wanted to share one of my favorites with you.

Revealing Design Treasures from the Amazon by Jared Spool

Jared Spool is a leader in the User Experience world, specifically in the quantitative research space. He has been working with Amazon.com for many years, analyzing their traffic patterns and trying improve the user experience of Amazon shoppers. His talk had two major points.

1) He pointed out the interesting things that Amazon does with new features and constantly implementing tiny changes to improve the user’s experience.

2) He also discussed that you can’t do the same things as Amazon and expect to be successful.

Why can’t we all just copy Amazon? In one word “traffic.”

Amazon has had 71,431,000 visitors since December of 2008. They have served 76,000,000 customers since they launched. There are 24 orders placed every second. Does your website have those kind of traffic numbers? Mine either.

he best example Jared uses is user generated reviews. Most people find reviews to be very help when buying online, and the user reviews on Amazon are highly regarded. So why can’t you just add user reviews on you site? Jared cites research that shows having less than 20 reviews about a product does not actually help people decide if a product is what they want. In some cases it actually reduces the positive perception of the item. He continues to share that only about 1 in 1,300 purchasers actually write a review. Think about how many online reviews you have writen versus how many you have read. So in order to get those 20 reviews to help the sale of an item you will need to have 1.3 Million people buy an item. Whoa.

I encourage you to watch Jared’s presentation (see below). He is very clever and easy to listen to.

I also encourage you to make sure you are always improving your online products in ways that make the most sense for your particular site. Every site is different, it has different users and those users have different needs. There is no magic bullet feature for success online. The only way to ensure your success is listening to your users, and continually improving the tools they need to complete their tasks.

You can listen to Jared’s entire presentation, with audio, right here:

This post was written by Travis Smith

Travis was born and raised in a far off land called Nebraska, and after attending college in Missouri, he completed his MBA and Masters of Social Psychology at Ball State University. Travis has been many things, including a cameraman, tutor, disc jockey, underwriting salesman, barista, a nomadic tourist, librarian, sandwich artist, office manager, researcher, research subject, HR lackey, and project manager, all of which have prepared him for the role of User Experience Analyst. At Tuitive, he is in charge of user research, user testing, user modeling, requirements gathering, and keeping the human in human centered design.

Thanks for subscribing! download Doug's eBook on Blogging for SEO on us!

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The Tuitive team is still trying to settle down after this year’s South By South West Interactive (SXSWi) conference in March. We all had a great time and learned a lot about the interactive community and what is coming next. There were loads of interesting sessions from a panel with the Gmail team to

Cooking for Nerds, many of which have been popping up online.  I wanted to share one of my favorites with you.

Revealing Design Treasures from the Amazon by Jared Spool

Jared Spool is a leader in the User Experience world, specifically in the quantitative research space. He has been working with Amazon.com for many years, analyzing their traffic patterns and trying improve the user experience of Amazon shoppers. His talk had two major points.

1. He pointed out the interesting things that Amazon does with new features and constantly implementing tiny changes to improve the user’s experience.
2. He also discussed that you can’t do the same things as Amazon and expect to be successful.

Why can’t we all just copy Amazon? In one word “traffic.”

Amazon has had 71,431,000 visitors since December of 2008. They have served 76,000,000 customers since they launched. There are 24 orders placed every second. Does your website have those kind of traffic numbers?

Mine either.

The best example Jared uses is user generated reviews. Most people find reviews to be very help when buying online, and the user reviews on Amazon are highly regarded. So why can’t you just add user reviews on you site? Jared cites research that shows having less than 20 reviews about a product does not actually help people decide if a product is what they want. In some cases it actually reduces the positive perception of the item.

He continues to share that only about 1 in 1,300 purchasers actually write a review. Think about how many online reviews you have writen versus how many you have read. So in order to get those 20 reviews to help the sale of an item you will need to have 1.3 Million people buy an item. Whoa.

I encourage you to watch Jared’s presentation (see below). He is very clever and easy to listen to.

I also encourage you to make sure you are always improving your online products in ways that make the most sense for your particular site. Every site is different, it has different users and those users have different needs.   There is no magic bullet feature for success online. The only way to ensure your success is listening to your users, and continually improving the tools they need to complete their tasks.

This post was written by Travis Smith

Travis was born and raised in a far off land called Nebraska, and after attending college in Missouri, he completed his MBA and Masters of Social Psychology at Ball State University. Travis has been many things, including a cameraman, tutor, disc jockey, underwriting salesman, barista, a nomadic tourist, librarian, sandwich artist, office manager, researcher, research subject, HR lackey, and project manager, all of which have prepared him for the role of User Experience Analyst. At Tuitive, he is in charge of user research, user testing, user modeling, requirements gathering, and keeping the human in human centered design.

Thanks for subscribing! download Doug's eBook on Blogging for SEO on us!

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A couple of weeks ago we gave you a sneak peek into Hanapin Marketing’s big plans for the blog redesign. After much anticipation, the day has finally arrived… PPC Hero just got a makeover! The PPC Hero team is very excited to launch our new and improved blog design. If you don’t remember the old look, check out the before and after:

BEFORE

AFTER

We hope you love it as much as we do. After all, this redesign is for you, our readers. So in addition to the spiffy new look (and chiseled biceps), you will find the following new features to make browsing and interacting with our blog much easier:

1. Get the best of both worlds, all in one place! The Twitter feed will enable you to stay connected with @ppchero special news and announcements that may not appear on the blog.
2. Finding our best content just got easier with a dedicated section for PPC Hero’s Most Popular blog posts.
3. Can’t get enough of PPC Hero? The new Connect section in the footer provides an easy, one-stop portal so you can connect with the team via Facebook, Twitter, LinkedIn, and other cool stuff.
4. Looking for help on a specific topic? Quickly find the most relevant content via the new Categories page.
5. Spread the PPC Hero love! Easily share favorite blog content with your social network via the social media bar.

Of course we hope that you enjoy the new look and features. However, with every redesign there are some growing pains. Please reach out to our team if you have any technical issues with our new site!

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.

Most modern websites utilize a CMS (Content Management System) to allow the website administrators to make changes, post content, and manage the website. This is in contrast the old days of calling your design agency to get changes made, which could get very expensive and caused delays in updates. While website management was previously the realm only of highly skilled individuals (sometimes called “webmasters”), a CMS opens up control to non-technical members of an organization, such as the marketing director, administrative assistant, or even the CEO.

At SpinWeb, we create sites on the Accrisoft Freedom platform. Freedom is a CMS that is a bit unique and has some very nice benefits over some of the other players. Indianapolis seems to be a Wordpress town and I see a lot of companies using it as a website platform. There is nothing wrong with Wordpress and in fact my own personal blog and speaking site is built on Wordpress. However, Freedom has some distinct advantages when it comes to usability, depth of features, and support. I enjoy the fact that we are unique and utilize Freedom as our platform of choice, especially for larger organizations that demand more than the open-source platforms can typically provide.

A Content Management System with Support

One nice thing about Freedom is that it is fully supported and maintained by Accrisoft. There is a dedicated development team that is getting paid to create new features, extend existing modules. and turn customer feedback into a platform that empowers organizations to communicate online. Accrisoft is a great company and I have had many great conversations with CEO Jeff Kline about the future of the platform and about online business in general.

Freedom’s codebase is pushed out from a central server that ensures that every install is consistent. With many open source platforms, the typical model is to set up 50+ different websites that are all using different plug-ins, versions, and hacks which then becomes a nightmare to maintain as an agency. Freedom allows SpinWeb to support and maintain an indefinite number of websites without worrying about inconsistencies between them. Because all the software is hosted in the cloud, our clients have no need to worry about installing software on their computers. They can simply log in and go to work. Additionally, we can upgrade our clients’ websites in a matter of minutes when new versions of Freedom are released.

Outstanding User Interface

Freedom also has an excellent user interface. While some of the open source platforms can be confusing to end users, Freedom presents a clean, simple interface that makes it very easy for non-technical people to manage their websites.

Extensible Modules for Email, Forms, E-commerce and More

Freedom provides a number of powerful modules that integrate seamlessly into other parts of the website. For example, Freedom includes a built-in Email Marketing module, which gives website owners a complete private Email Marketing solution built right into the website. It includes templates, scheduling, subscriber management, and delivery statistics built right in. It also pulls data from other modules so that marketers can send campaigns to lists generated from other parts of the site, such as event registrations.

The Forms module in Freedom is extremely powerful and rivals many of the standalone form builders available today. With Freedom, non-technical website administrators can build complex (or simple) forms for applications, event registrations, donations, and lead capture all with a few clicks. That form data can then be processed and exported in a variety of ways or even integrated into the shopping cart for advanced e-commerce applications.

The built in shopping cart in Freedom also allows businesses to deploy an integrated e-commerce solution on their websites and sell products with minimal effort. This can also extend to event registrations, allowing organizations to sell registrations to events and accept credit card or e-check payments online.

Freedom has built-in modules for Blogs, Event Calendars, Press Releases, Podcasts, Forums, Directories, RSS, Affiliate Programs, Billing, and Polls, to name just a few of the other options in the system. Additionally, most modules can integrate with the leading social networks, which means that website updates can automatically get pushed directly to Twitter, Facebook and LinkedIn.

Freedom is a very secure system. Not only is it a well-tested and hardened application, but it also has an excellent multi-user management feature, which allows multiple website managers to have different roles and levels of access. It also has a Workflow module, which allows editors to approve or reject changes before they go live.

Membership Organization Sites

I would be remiss if I did not also highlight Freedom’s excellent solution for member-based organizations, such as associations. Freedom’s Membership module allows member-based groups to manage a complete database of members and allow those members to maintain their accounts and make updates via the web. The module also allows member billing, CRM, marketing, and communication. Businesses can also use it as a customer database and in fact SpinWeb’s entire client database and billing system is managed via Freedom, complete with email invoicing, recurring billing, and online payments.

As you can see, one huge advantage to using Freedom is that everything is in one place. Before working with us, many of our clients were using different tools for email marketing, e-commerce, blogging, event registration, web content, and membership management. After switching to Freedom, they love the ease of use and efficiency (not to mention the cost savings) of having everything in one place.

Search Engine Optimized Content Management System

Freedom is also very search engine friendly. Freedom-based websites use “HURLs” (Human-readable URLs) which means that content can be indexed by search engines much more easily. HURLs help boost a website’s rankings in search engines and also look much better to humans than the typical database-driven URLs in many other systems. The HURLs in Freedom are completely customizable.

As an authorized Accrisoft Solution Provider, SpinWeb is able to deploy websites extremely quickly and with consistent quality every time due to our standardization on Freedom. Our clients love the ease of use, powerful integration, and level of control that they now have when managing their websites.

If you haven’t seen Freedom in action before, let me know and I would be happy to provide you with a demo.

This post was written by Michael Reynolds

Michael is President & CEO of SpinWeb. SpinWeb creates, manages, and markets professional websites for associations and corporations. Michael conducts regular educational workshops and seminars and is available for speaking engagements on the topics of Internet marketing, technology, social media, business development, extreme productivity, and networking.

Thanks for subscribing! download Doug's eBook on Blogging for SEO on us!

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The page views have spoken! Below we have gathered PPC Hero’s four most visited, and hopefully most valuable articles from January. Whether you’re a new or long-time subscriber, you may have missed these insightful and helpful PPC management tips.

Google has launched contact form extensions allowing users to submit contact information within the search results. Amber has all the details and what this could mean for you.

Tracking your PPC clicks is only one step in the process; there are plenty of other metrics to consider, including conversions. To really gauge your campaign performance look at the data from many sources, including your website analytics.

Yahoo! has added new options and reports for the Yahoo! Network to help optimize your campaign. Amber has reviewed the new features and why you need to check them out for yourself.

There are many reasons to outsource your PPC program, but if you have experts on-staff with website knowledge and experience you may want to think again. Check out the list of benefits to keeping your PPC program in-house.

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.

2009 was a great year for both Hanapin Marketing and PPC Hero. We’ve more than doubled our staff this year, our subscriber numbers are looking better than ever, and we have some really exciting things planned for 2010. The first of those is a PPC Hero face-lift!

It is always exciting when a company is able to go through a blog redesign. Not only does it mean that you have enough readers to validate the use of resources, but it also means that there is something instigating the need for a redesign, and that something is usually forward thinking. Whether it is recognition that there is room for improvement or perhaps a new idea that requires an expansion of sorts, a redesign (if done properly) is a progressive, collaborative effort.

The idea to redesign PPC Hero came from a combination of needed improvement and new ideas. Not only will the site look different, but we’ll also have some brand new features that we wanted to share with you – along with a sneak peak of the new site.

But, before we get to the design, let’s start with the wireframes.

Our wireframes were created with the help of some talented students at Indiana University’s School of Informatics. The double footer was something a little different that we wanted to try and I think we are all glad that we went with it! It gave us space for a traditional footer as well as extra space to give a little shout out to Hanapin Marketing. You might also notice on the wireframes that we changed our advertising a little bit. We’re also adding more options to our advertising program,

Once we finalized the wireframes, we brought on a talented designer, Dan Patton from Dog Dive Creative. Dan was an ideal designer to work with. He graciously took our opinions and suggestions during the process but pushed back when necessary to make sure we had the best design possible. After all of the tiny tweaks and color options we came to the design you see below.

One of the new features you might notice is the live Twitter feed. We also have a new section where you can easily scan the most popular blog posts. Via the footer, you’ll find a Connect With Us page that will allow you to reach us via Facebook, Twitter, and LinkedIn, all in one handy little area. Oh, and you can also sign up for our Newsletter or RSS feed here too.

She’s a beauty, don’t you think?

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.

The lives of Yahoo PPC advertisers just got a little easier! Yahoo announced that they are launching a feature that lets you import campaign data from Google AdWords.

Here’s a great tutorial on what types of Google Analytics reports you can run to help better manage your PPC campaigns. There are lots of new features on Google Analytics, but it helps to get back to the basics and recognize how much valuable data you can find!

One of our favorite things to do is Test, Test, Test, and this post gives a great step-by-step process for creating and testing your ad copy to make your ads the best they can be.

Are you a newcomer to PPC? Or maybe you are trying to explain PPC to a newcomer? Search Engine Land has a helpful post on The Five Most Frequently Asked Questions About Paid Search.

Content network advertisers are apparently being blocked from advertising. Why is this? Apparently Google has high hopes for the Nexus One and is using up quite a bit of space on the content network to push the phone. Isn’t the first rule of being Google, not being evil?

The structure of your PPC campaign is imperative to your success. Make sure you have all of your ducks in a row with these tips and tricks for creating order.

Check out The Adventures of PPC Hero: Heroic Feats of Pay Per Click Management at http://www.ppchero.com/. Copyright © 2007-2009 Hanapin Marketing, LLC.