How to Improve Your Online Advertising Campaign | The Small ...

How to Improve Your Online Advertising Campaign
Tuesday, August 14th, 2012 | By The Small Business Authority

Whether you are a pay-per-click (PPC) or Facebook advertiser, or both, no doubt you have wondered if your money is well-spent. Here?s some help in evaluating the efforts: a recent study of the efficacy of Facebook advertising and a free tool that helps you benchmark your Google AdWords performance against that of other companies spending relatively the same amount on Google PPC ads.

More Effective Facebook Ads

A study by Alchemy Social, which manages Facebook advertising campaigns, and Experian Marketing Services, which tracks visits to websites, looked at key performance indicators (KPIs) that can be indicative of how well a Facebook ad campaign performs. They tracked how often a ?fan? who clicked ?like? actually visited a client telecomm company?s online store. In a white paper reporting on the study, Alchemy Social wrote, ?[M]easuring the return on fans acquired during a Facebook ad campaign requires a more sophisticated approach [than direct-response ads] using metrics that go beyond click paths and instead measure the overall effect campaigns have.?

One of their conclusions that seems self-evident but is easy to overlook in doing an internet ad campaign is that cheap fans become mediocre customers. If you?re running a campaign to get fans, you?ll want to read the white paper.[1]

Key discoveries that were reported in an article on AllFacebook but not in the white paper were:

  • Fans visited the business? store 131 percent more often than Facebook users who had not clicked ?like?
  • Fans visited the business? store 639 percent more often than people who were not on Facebook
  • Once users became fans they visited the online store more often by a factor of 30 percent [2]

AdWords Performance Grader

Small businesses have been among the most active users of a free tool that helps them manage their spending on Google PPC advertising, said Larry Kim, founder and VP of Marketing and Products for WordStream. He likens the free AdWords Performance Grader to a health check or a credit score because it tells you how you?re doing versus others in your class.[3]

On the registration page, you supply the link to your AdWords account and permission to access it, and in about a minute, the tool analyzes your data and runs a report comparing your behavior (such as, do you have multiple text ads running) and results to that of others in your spending bracket. You get a percentage score in eight categories like Quality Score, Click Thru Rate, and Long-Tail Keyword Optimization. This tells you where you are doing well and also gives you plenty of tips on doing better.

WordStream?s clients are typically small business, with half spending less than $1,500 a month on PPC advertising, said Kim. ?What this tool gives you is a free, instant audit of how you?re doing? versus those with a similar spend. ?Our score is saying we?ve analyzed thousands of accounts that are similar to your account and here?s how your achievement stacks up?? he said. Your results are compared to those of companies with similar amounts of advertising dollars at stake.

One of the key metrics is Wasted Spend, which looks at your use of negative keywords (the way to exclude your ad from showing up where it?s not relevant; for instance, if you were a San Francisco chiropractor you would want a list of negative keywords from Albuquerque to Zanesville). How many you added in the last 90 days is the point in this category. Not only does the tool give you a percent score, showing, for instance, that 70 percent of others in your spending category did better than you did at adding negative keywords in this period, but it also calculates a dollar figure for money you?re wasting in a year. Adding negative keywords ?routinely ? will continue to save you money going forward,? the tool advises.

That educational aspect of the AdWords Performance Grader is one of its best features. Below every chart and jargon-free description of what?s important about this metric, you can click to learn more. Most of those buttons lead to white papers and how-to?s. Some go to a free trial of WordStream?s other product called PPC Advisor.

AdWords Performance Grader is a free education for business owners who are feeling their way in PPC advertising.


[1] Pre-qualified Fan Bases and the Metrics That Demonstrate Their Superior Worth

[2] How Often Do Facebook Fans Go To A Company?s Online Store?

[3] Are You Winning The AdWords Race?

?

Tags: Business Tips, Marketing, Technology

Source: http://www.thesba.com/2012/08/14/how-to-improve-your-online-advertising-campaign/

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Source: http://feeds.gawker.com/~r/gizmodo/full/~3/o3dcauljcPQ/investigate-your-enemies-with-your-own-rc-surveillance-drone

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Carphone Warehouse announces Motorola RAZR MAXX launch

Android Central

The Motorola RAZR MAXX isn't the newest or fastest Android handset out there, but if you want ridiculous, multi-day battery life out of your phone, it's still a decent option. Today UK retailer the Carphone Warehouse sends word that it's launching the (GSM) RAZR MAXX on British networks O2, Orange, Vodafone and T-Mobile. As ever, a wide selection of tarrifs are available, but if you want a free MAXX, you'll be paying at least £20.50 per month.

Like its Verizon cousin, the GSM RAZR MAXX packs a whopping 3300mAh battery, which on 3G/HSPA networks should get you more than a day of use on a single charge. The phone's still running Android 2.3 Gingerbread for the moment, but an ICS update is due within the next couple of weeks.

Look for a full review of ICS on the international RAZR MAXX on AC in the weeks ahead.  In the meantime, we've got Carphone's press release after the jump.

More: Carphone Warehouse

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Source: http://feedproxy.google.com/~r/androidcentral/~3/gguf8qfUOAs/story01.htm

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Belarus shot putter stripped of Olympic gold

LONDON (AP) ? Shot putter Nadzeya Ostapchuk of Belarus became the first athlete to be stripped of a medal at the London Olympics after her gold was withdrawn Monday for doping.

Valerie Adams of New Zealand was awarded the gold and Evgeniia Kolodko of Russia was bumped up to silver. Fourth-place finisher Gong Lijiao of China was moved up to bronze.

The International Olympic Committee said Ostapchuk tested positive for the steroid metenolone. She won the shot put exactly a week earlier. The IOC said she was tested the day before her competition and again following the event. Both samples were positive.

"The (Olympic committee) of Belarus is ordered to return to the IOC, as soon as possible, the medal, diploma and medallist pin awarded to the athlete in relation to the above-noted event," the IOC said in a statement.

The announcement came hours after the flame was extinguished at the closing ceremony with athletes and officials heading out of London. A day earlier, IOC President Jacques Rogge had proclaimed the fight against doping a success.

The Belarus team had already sent home hammer thrower Ivan Tsikhan because of suspicions over a sample provided after his silver-medal performance at the 2004 Athens Games.

Besides Ostapchuk, only one athlete tested positive for a banned substance after competing. U.S. judo fighter Nick Delpopolo was cited for traces of marijuana in his urine sample.

He blamed "inadvertent consumption" of food baked with the substance. The IOC disqualified him from seventh place in the 73-kilogram class.

Seven more were caught in doping controls conducted since the official testing period for the games began July 16. One of the seven competed in London before her test result was known.

"I think that is a sign that the system works," Rogge said Sunday. "I am happy about the fact that we could catch athletes who cheated, both before the games and at the games."

The IOC had said this would be its most extensive Olympic anti-doping program. It took almost 6,000 urine and blood samples, including no-notice tests ahead of athletes competing.

Rogge cautioned that some samples are still being analyzed and "we might hear something tomorrow or the day after. Hopefully not, but you never know."

Syrian runner Ghfran Almouhamad tested positive for the stimulant methylhexaneamine two days before her 400-meter hurdles heat. She placed eighth and was eliminated before the IOC disqualified her.

Until this latest turn of events, the London Games were set to end with medal standings in all 302 events unaltered by doping scandals.

Three Beijing events were tainted during the games, and two more medals were changed months later when a new test for the blood-booster CERA was introduced. The signature men's 1,500-meter gold medal was stripped from Rashid Ramzi of Bahrain.

Rogge reminded that the IOC will store all samples from London and can reanalyze them, revise results and reallocate medals until the statute of limitations expires in August 2020.

"When there is no new tests, we wait until the last moment; if there is a breakthrough new test, we'll test immediately," he said.

Indeed, the next Olympic doping scandal could be from the 2004 Athens Games instead. Next week the IOC could announce up to five new disciplinary cases based on retested samples.

Source: http://news.yahoo.com/belarus-shot-putter-stripped-olympic-gold-105642575--oly.html

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Police patrol South African mine after deadly clashes

Police Tuesday patrolled a South African platinum mine shut down by the world's third largest platinum company Lonmin after clashes between rival unions killed 10, including two police officers.

Scores of police patrolled the mine as a helicopter circled over the Marikana mine near Rustenburg about 100 kilometres (60 miles) northwest of Johannesburg, the commercial heart of the world's top platinum producer.

Seven Lonmin employees and the two policemen officers were killed in two days of violence that started here following an illegal work stoppage on Friday called by one of the unions.

Police said they shot dead three protesters, acting in self-defence.

In a statement Tuesday, Lonmin announced "with regret a serious and ongoing outbreak of violence" in the dispute between rival unions.

Its shares fell 4.08 percent to 710 pence on the London Stock Exchange in late trading on Tuesday.

Police spokesman Dennis Adriao said "various police units were deployed" at the site, adding that a tenth body was discovered Tuesday afternoon in the bushes near the mine.

"It is not clear how the person died, his body was found lying in the bushes," he said.

Miners did not report for work as tensions remained high, company and union officials said.

"There is no work going on. The situation is very tense. Nine people have died in our property. If people don't feel safe they won't go to work," Tanya Chikanza, head of Lonmin investor relations, told AFP.

She did not give statistics, saying only that "production has been severely disrupted".

Two of the dead workers were security guards who were stabbed and had fire bombs hurled at their car. A miner was shot while trying to report for work, while another was hacked to death in his hostel room.

South Africa accounts for nearly 80 percent of the world's platinum production.

But strikes and riots have hit the country's platinum mines -- including Aquarius and Impala -- in recent months, and the violence at Lonmin was among the worst seen in recent years.

The violence at the mine run by Lonmin is part of a battle for dominance between the leading and decades-old National Union of Mineworkers (NUM) and the smaller Association of Mineworkers and Construction Union (AMCU).

The AMCU broke away from NUM -- which boasts of 320,000 members -- and is reportedly trying to recruit members on promises of bargaining improbably huge pay increases.

The battle for turf and control of membership has been seen as bordering on intimidation by some, forcing members to cross the floor out of fear. AMCU officials were not readily available for comment.

Condemning the clashes, the country's umbrella labour movement, COSATU, blames splinter union AMCU for the violence.

COSATU "believes that violence is in this case used as a political strategy to intimidate workers into making political choices about their association."

Observers see the feuding and factionalism in the mining industry, a prime sector of South Africa's economy, as mirroring internal power struggles that are simmering in the ruling African National Congress.

"There is an emerging conflict between South African trade unions, there are power struggles taking place among the leadership of the unions," said labour analyst Daniel Silke.

"The leadership divisions in the ANC is now being reflected in the divisions in the unions," he said, describing the conflict as a "battle between a more populist hard line versus a more centrist philosophical trade union."

Deadly clashes at South African mines have broken out in the past during strikes over wages, when workers belonging to rival unions have not heeded the strike call.

In February, two workers were killed at a mine owned by Impala Platinum during a lengthy strike that shut down operations, but the Lonmin clashes have been the bloodiest.

The mining sector is the biggest private employer in South Africa, whose workforce is among the most unionised in the world.

Source: http://news.yahoo.com/police-patrol-african-mine-deathly-clashes-074540652.html

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South Korea Sharpens Its Censorship Knife

Today in international tech news: South Korea is in the spotlight for its crackdown on Internet criticism of the government. Also: A paper publishes an article on how successful -- or unsuccessful -- it has been on getting people to pay for content on iPads, and a hit Indian TV show enlists an IT firm to turn millions of messages into hard data.

Source: http://ectnews.com.feedsportal.com/c/34520/f/632000/s/22570507/l/0L0Stechnewsworld0N0Crsstory0C758850Bhtml/story01.htm

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Palin won't speak at GOP convention

WASHINGTON (AP) ? Sarah Palin says she won't speak at the Republican National Convention later this month in Tampa, Fla.

The 2008 Republican vice presidential nominee says she's excited to hear from this year's candidates.

Palin says in a statement that she supports Mitt Romney and his running mate, Wisconsin Rep. Paul Ryan, and will focus on grassroots efforts to help get the pair elected.

She says everything she said at the 2008 convention still holds true ? including her prediction that President Obama would set out to fundamentally transform the country.

Palin didn't say whether she will attend the convention, where Romney will officially accept the Republican nomination for president.

Democrats will hold their convention in early September in Charlotte, N.C.

Source: http://news.yahoo.com/palin-wont-speak-gop-convention-011216993.html

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