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AdWords Express Limitations

August 16, 2011 by primm

Google recently sent out $100 gift cards for AdWords Express (formerly known as “Boost.”)

If you were given a gift card, I say go ahead and use it. But I don’t recommend sticking with AdWords express after the gift card money runs out.

Signing up for AdWords Express will automatically create an AdWords campaign for a business, but users don’t have the ability to modify or manage the campaigns from within the AdWords interface.

Here are a few things wrong with the Express platform, many of which could cost you extra money:

–Express doesn’t allow the user to regulate the cost-per-click. (Your budget may be $100 a month, but Google can charge you anything they want for each click. So if each click costs $50, you’ll only get two clicks.)

–The position of pay-per-click ads on search is partially based on Quality Score. Express doesn’t offer the capability to tailor keywords, so there isn’t an opportunity to increase the Quality Score of your campaign.

— Express doesn’t allow the use of negative keywords, which will likely cause the user’s ads to appear for unrelated queries. When a regular AdWords user doesn’t want to appear for certain search queries that might contain his keywords, he lists them as negative keywords. (For example: Someone who sells/installs windows in houses, should list “Microsoft” in their negative keyword list.)

–Express doesn’t allow users to include specific keywords or choose a landing page, which restricts the user’s ability to write strong calls-to-action that are aligned with the campaign.

–Express doesn’t allow for ad extensions (location extensions or sitelinks).

–Express doesn’t offer the option to schedule your ads for certain days of the week or times of the day.

–Express doesn’t allow the user to test multiple ads at the same time to determine which one performs best.

In short, I feel that using AdWords Express beyond the free offer is a waste of money…a bad gamble, at best. Without the options to monitor your bids or control which keywords trigger your ads, you’d be setting yourself up to possibly spend a lot of money on a limited number of visitors you may not want in the first place. It’s much better to develop an effective Adwords campaign that provides significantly more control and flexibility.

For more information on AdWords and how The Primm Company can help you run an effective campaign, call 757-623-6234.

Converting Happy Customers to Brand Evangelists

July 27, 2011 by primm

The best advertisement is a happy customer. A really happy, appreciated, impressed customer.

If you have one of these (and I’m sure you do), don’t let them forget how much they love you. The clients who keep coming back and have a high level of satisfaction are often the greatest evangelists for your brand.

Make them feel important.

Here are several things you can do:
• Send thank you cards.
• Invite them to VIP events, and encourage them to bring a friend.
• Offer them exclusive deals, opportunities and special pricing.
• Reward referrers.
• Ask for their opinions on decisions that would impact them, and listen to what they tell you.

Whatever you can do to make them feel special will be mutually beneficial.

Google +

July 21, 2011 by primm

Google recently introduced its answer to Facebook: Google+. The familiar gray strip at the top of every Google page will turn black, and come with several new options for accessing your Google+ profile, viewing notifications and instantly sharing content.

Google+ is a social network, with a “steam” that operates very similarly to the Facebook News Feed. Users can share messages, pictures, videos, links, and their location with friends.

We’re waiting with bated breath at The Primm Company for company profiles to roll out. In the mean time, we’ve put together this summary to explain the current functionality of Google+.

Circles

It’s the “Circles+” that set Google+ apart from other social networks. In most cases, Facebook users share information with mass groups of friends. (Granted, there are ways around this on Facebook…but they’re tricky.)

Google+ makes it easy. The focus isn’t to share with a mass group of friends, but to share with very specific social groups. So if you want to post a picture on the internet of your best friend, four hours in to her bachelorette party…you can do it ever-so selectively by choosing which of your circles will see the post.

The circles are very easy to set up, allowing users to simply drag and drop their friends in and out of different social circles.

Photos and Video Chat

The photo tab allows users to easily see albums they uploaded and pictures in which they’re tagged. There are two really neat features that set Google+ apart from the competition. The first one is, again, the privacy options and sharing features. And the second is a nifty photo editor, allowing users to edit their photos after posting them. So the next day, when someone tells your best friend that you posted a horrid picture of her from her bachelorette party, you can quickly crop her out of the picture and plead innocence. (Then perhaps drop the tattle tale from the “People Who Can Keep a Secret” Circle.)

The video chat feature is one of the most interesting aspects of Google+. The creators understand how uncomfortable it is to invite people in to chat rooms or send them messages asking them to turn their webcam on. Thus, the “Hangout” concept was created.

Users click “start a hangout” and are instantly taken to a video chat room alone. At the same time, a message goes out to their circles to let them know their friend is “hanging out,” and they’re welcome to join.

If business profiles are set up the same way, this will be a great tool for businesses to manage customer service requests and coordinate meetings.

Sharing Content

Google+ Sparks is a collection of content (articles, videos, etc.), grouped by interest. If you click the “Recipes” spark, you’ll see a collection of recent and relevant information for that topic.

You can create your own sparks, which will help you (1) easily stay up-to-date on the subjects that interest you most, and (2) share things you like with others.

Users are also given the option to click the “+1” icon for websites and content all over the web. Whenever someone clicks the “+1,” it’s like giving it a thumbs up or your stamp of approval. As more people adopt Google+, this feature will undoubtedly play a role in search engine rankings.

If you’re interested in learning more about using social networking tools for your business, give us a call at 757-623-6234.

Source: Mashable

Your Customers Are Mobile, Are You?

July 15, 2011 by primm

A recent study by the Pew Internet & American Life Project found that, for 25 percent of smartphone users, the mobile device is the primary way they access the internet. A whopping 87 percent say they use the internet or email on their device, and 68 percent indicate they do so on a daily basis.

That means your online brand (web site, Google Places listing, shopping cart and more) needs to be mobile friendly, because this trend is only going to grow. For many people, the phone is the “computer” they use the most, or perhaps the only one they own. If your target market includes young people, it’s even more important. The study found 44 percent of people between the ages of 18 and 24 have a smartphone.

Be sure to reach your audience where they are – mobile versions of web sites often need to be different to maximize the benefit of the devices, and accommodate smaller screens. Make it easy, and use mobile-friendly tactics like QR codes to drive results.

If you’re not fully engaged with your customers in the mobile environment, give us a call at 757-623-6234.

Grant Money for Your Web Site

June 10, 2011 by primm

If you’re a business in Hampton, Virginia, you may be eligible for grant money to help build or improve your web presence!

The city of Hampton has an e-commerce grant program designed to assist Hampton businesses in retaining and growing employment and business profitability. If your company is accepted, Hampton will pay for 50% of the total project cost, up to a maximum of $10,000. (Minority-owned companies will receive 60%).

Grants are made on a first-come, first-served basis and are only available to for-profit businesses currently licensed and located in the City of Hampton.

The Primm Company is a certified service provider for this web development initiative. Services include web design, consultations, internet marketing, and e-commerce.

Other restrictions apply. Click here for more details and the application on the City of Hampton web site, or call us for details at 757-623-6234.