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Article Archive by Ryan Faria

June 12 2009

Google AdWords Getting A Makeover

by Ryan Faria

For years, the Google AdWords interface has maintained the same look and feel, leaving advertisers comfortable with navigating around campaigns and making adjustments.  Google has decided to shake things up with their AdWords appearance by not only giving it a fresh coat of paint, but an extreme makeover.

Google’s new AdWords interface, while still in its beta format, makes a cohesive transition to a Google Analytics experience.  Not only can advertisers view campaign data in graph format, but they are also able to compare mutiple metrics at the same time.  The new interface is more efficient by allowing bulk changes to budgets and cost per click rates.  The update also makes adding negative keywords across the entire campaign an easy process.  Best of all, Google AdWords revised interface makes downloading campaigns simple; with just one click you can send your client’s up to date versions of their campaigns.

While the new interface is still in beta mode, Google will be making the transition to solely using this interface in the near future.  Eligible advertisers can click the ‘new interface (beta)’ link at the top of their AdWords account to try it out.  During this transition, Google makes it easy to switch back and forth between the current interface and new interface.  Advertisers can take a tour of the new interface by watching a Google produced YouTube video.

Whether you love or hate the new interface, one thing is clear: Google’s new interface is here to stay.  Take time to click around and explore the new interface.  Who knows? You might even find that you are a fan too.

May 28 2009

What Are You Offering?

by Ryan Faria

I am asked very often by my clients, ‘What is going to make me stand out from my competition?’  Advertisers have been asking themselves this question for years, and the answer still remains the same; ‘what is your offer?’  A captivating offer in a search engine marketing campaign is not only key for obtaining potential customers, but also can make the difference in whether a customer will consider going with your company, versus your competition.

When deciding which offer to use, remember that there needs to be significant perceived value for the customer; put yourself in the mindset of your customer.  For example, if you are a plumber, an enticing offer for your customer may be $49 to unclog any drain.  Not only is this offer easy for the customer to remember, but it makes the plumber stand out from his competition; the perceived value of this offer makes a potential customer want to find out more.  An example of a poor offer might be for a car dealer who is offering ‘a free air freshener with the purchase of a new car.’  The incentive for the customer to click on the ad is non-existent.  If the customer is purchasing a $30,000 car, they would expect to get more than a $2 air freshener.

Try testing several different offers over the course of your search engine marketing campaign; not every offer will perform the same.  Not only are you able to differentiate what offers work best for specific products, but you also have the opportunity to update your ad copy on a regular basis.  Don’t simply test an offer for a few days; allow a significant amount of time to pass for you to gather information regarding the performance of specific offers.

Remember, you won’t know what offer works best, until you test.

May 28 2009

Is Facebook Advertising Right For Your Business?

by Ryan Faria

Everywhere you go it seems people cannot stop talking about Facebook.  I have been approached by several clients who are interested in advertising on there.  While having a presence on a social media channel such as Facebook, is important, it may not be the best solution for every type of business.

Facebook ads can be targeted towards members not only by their age, location, martial status, sex and education level, but also by the interests indicated in their profile.  Advertisers are able to select the audience they wish to reach; however, this may not work for certain industries.  For example, an auto accident attorney in Phoenix, Arizona may want to start participating in Facebook.  The attorney will be able to select the Phoenix area as the geographic location, along with the gender and age group; however they would be unable to select ‘auto accidents’ as an interest when choosing the audience.  By only selecting the geographic area of Phoenix, the attorney runs a great risk of having the ads display on undesirable user profiles.  Another suggestion that may work better would be to create a page or group for the attorney.  Searchers would then be able to fan the page and learn more about the attorney’s services.

An example of a business that may perform extremely well in Facebook would be a nighclub.  This advertiser would be able to not only specify sex and marital status, but also particular interests such as, nightclubs, dancing and music.  Not only would they be able to reach the desired demographic but also users who have these particular interests.  In addition, this advertiser may also want to set up a page or group within Facebook for additional advertising saturation.

Facebook is a powerful social media tool that can help you bring your business to the next level.  There are many different components within Facebook that you can utilize. Whether you choose to participate in pay per click advertising or otherwise, don’t miss out on the huge potential Facebook offers.

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