Google Analytics and Google AdWords
Google provides a quick, effective, and hassle-free way for merchants to advertise their products and services on the Internet through Google AdSense—a cost-per click and cost-per impression advertising service—where ads are displayed along search and content sites and search results done on the Google network. Merchants will be charged when online users click on the ads that are shown. Keywords are chosen in which the ads will appear, and the merchants will specify on how much they are willing to shell out for each click.
There are various benefits that advertisers can get from utilizing Google AdWords. Unlike other online advertising channels, AdWords enables the advertiser to do away with deadlines and contracts. Google’s kind of advertising does not ask for prepayment and packages. It is by this method that merchants can manage their advertising campaigns with their preferred performance metrics.
This service gives maximum exposure for advertisers due to the sheer number of visitors acquired by the various sites included in the Google network. Advertisements are displayed along search and content sites and products in audience comprising about 80% Internet users in the U.S. Ads appear beside search results or occupying a space in a results page a user navigates through to get to a site directory.
Google’s own electronic mail service, Gmail, also features the ads.
To make the service more advantageous for advertisers, AdWords has been integrated with Google Analytics. Google Analytics informs advertisers information such as the channels to which online visitors have located their ads, and the manner they react and interact with the site. This service enables merchants to receive more visitors on their pages. Google Analytics also monitors the activities of merchants that are not related to AdWords, without any charge at all. With Analytics, one can create marketing campaigns that are target-centered and ROI-driven.
The initial announcement of Google offering this service alongside AdWords has caused a considerable buzz among users. Advertisers have been on their toes deciding whether or not to avail themselves of the new product. A lot of users have started to investigate what sets Google Analytics apart from other analytics companies such as WebTrends and Coremetrics. The tool was in such high demand that Google had to temporarily stop interested parties from registering. By the time they decided to do so, over 200,000 accounts had been created.
The service is free for those sites that attract 5 million or less page views. For those sites that garner more views, it is necessary to register for a Google AdWords account. Registration is fast, it takes about only seven minutes to do so (less if the advertiser already has a Gmail account.) The Help option is functional enough, and the system is available in multiple languages. Plus, Google placed special importance in protecting the corporate data of each account, knowing that data regarding web analytics is extremely delicate.
Admittedly, some problems came up for Google due to the immense popularity of the service. It took almost a whole day or more for some data to load into the interface of Google Analytics—in fact some data took longer. There were also some difficulties with support infrastructure.
For those who are considering availing of the service, there are some possible concerns that need to be considered that stems from it being a live or tag-based reporting software. The main issue with tools such as Google Analytics is that downloaded data like audio and video files and PDF may not be thoroughly monitored.
Google Analytics is one channel for Google to take care of their advertisers and any other marketer who wishes to make good quality material on the web. The service is capable of delivering high-end web analytics to advertisers, and its integration with AdWords provides time saving benefits.
How to Surmount the Constraints of Email Marketing
Email marketing is the revolutionary way of selling ideas or products to clients through the use of emails. It took the place of snail mailing or sending product information through the post office.
Email marketing is now widely used by internet marketers, not only for product information but to acquire as well as maintain their clients. Others use email marketing to keep important information about their clients and use these to profile them as to their wants and interests.
To say the least, email marketing has become a very useful tool as it is not only efficient but also cost effective. Imagine the time it would take and the cost involved in sending thousands of letters just to announce your product to prospective clients. With email marketing, you can send any information, at any time and with the least cost.
However, despite the advantages offered by email marketing, the majority of those who are using the strategy to market their products are faced with some difficulties identified with email marketing.
If you come across a website asking you to sign up for a free newsletter or free recipes, would you sign up and reveal your email? A recent survey revealed that 83 people out of 100 would not reveal their email, for fear of safety issues.
This is one among the many constraints faced by email marketers. How can they encourage prospective clients to sign up and reveal their email addresses when the clients are hesitant to reveal their emails for fear that it will be used for the wrong reasons?
Other prospective clients do not wish to reveal their emails for fear of receiving spam or unsolicited emails. This is a valid fear because most often spam messages crowd out emails more than the important messages. Most email accounts are cancelled by the site administrators because they have reached their maximum amount of messages, no thanks to spam.
Make sure you avoid these pitfalls in email marketing by committing to keeping your prospective clients’ email addresses safe.
So how will you encourage prospective clients to sign up for your newsletters despite their fear of being bombarded with useless and irritating emails? For one, dangle something that would make them drool. If your target clients are female members of the spending public, then look for topics that are close to their hearts, that which would make them sign up and reveal their addresses despite their fear.
One strategy is by offering them topics that will be very useful to them like free recipes, household tips, lifestyle articles, beauty and fashion—there are lots of topics that would interest this lot. For the male clients, why not dangle topics on racing, motoring, all about cars, or how about beautiful women?
By featuring interesting and useful topics in your newsletters, your clients will look forward to receiving emails from you rather than dread the thought of being bombarded with useless emails. Ask your prospective clients what their interests are so you would know what topics could be useful for them. Remember, knowing your market is already an edge in the competitive world of email marketing.
But offering prospective clients with informative and interesting topics is not enough. You should emphasize that your site commits to the protection of their privacy. How can you conduct effective email marketing when your prospective clients would not even sign up and reveal their email accounts for fear of being hounded by spam?
Be up-front with your future subscribers. You have to understand their fear of not getting the privacy that they deserve and assuage this fear by confirming that your company adheres to email’s best practices and that you do not sell email addresses, and that their accounts would only be used for the very purpose they intended for in signing up.
Despite the efforts of legitimate organizations to protect their clients from spam, unwanted email messages continue to flood email accounts and this is becoming the number one problem of email marketing. How can your clients read through your emails when they have to wade through numerous spam emails? Others just delete all the messages at one time—including the informative newsletters you send them.
The other constraints faced by email marketers are mostly related to their individual methods and styles of sending newsletters. These involve informative versus uninformative articles, problems with auto responders, best time to send emails, and other constraints that are best addressed by the email marketer. Whatever these constraints are, they can definitely be solved with a proper review of one’s email marketing strategies.
Locating Links: Enhancing Website Usability
The Internet is what it is because of connections, bridging one computer to a host of others. Because of this we are able to access information at a click of a button.
The things we click are called links, and they can be likened to the synapses of a brain – connecting the user from one document to another.
One of the main tenets of website design is that a page must be able to link to another page. Failure to do so renders the page dead – and is a lot like crashing into a brick wall as you speed down the information highway.
That said, website designers, both pro and amateur, make it a point to include links into every single page they design. But it is simply more than just slapping on links anywhere. Links are as vital to a web page as the content on it for without it, a visitor will be hard pressed to connect to other documents on the Internet.
In any website, there are different kinds of links. There is no hard and fast rule when it comes to laying out links on a web page. But over time, certain conventions have emerged that seem to have become an unspoken standard in design. Deviations certainly will not depreciate a website’s over-all impact, but it may require some amount of time for the visitor to get oriented.
Whether you tend to follow conventions or not, it is best to be acquainted first with the rules, so that you will know what to break and how to break them.
But first of all, for the sake of clarification, imagine a website to be like a book. Of course, you know that a book holds several pages. In the case of a website, the pages are called web pages.
A web page basically has two kinds of links: Internal and External.
Internal links are what connect pages of the same website to each other. Going back to our book analogy, an internal link connects a page to another from the same book. So a visitor can access the contact page of a website from the home (or index) page via an internal link.
An external link, on the other hand, connects a web page to another web page from a different website. So an external link is something like a connection between two pages from two separate books.
Over the years, as more and more users and websites are added to the Internet, certain conventions or assumptions about the location of links have been formed.
The most common of which are the internal links on either the top or left margin of a page. Seeing that these two areas are the ones first noticed by a user, designers felt it was natural to place internal links that would connect the pages of the same website together. Because of the nature of its location, links on these sides of the page are prominent and usually have graphic designs on them.
Another area where internal links are located is at the bottom of the page, usually where the copyright information is placed. However, unlike the top and left margin areas, the links at the bottom are discreet and usually rendered in small fonts (like the copyright info). This is done primarily to avoid redundancies in design, while still providing alternate sources of links should the others fail.
External links are usually found in the body of the text or in the right hand margins of the page. No specific rule exists for this, and the conventions arise merely out of common usage.
However, some designers have surmised that the tendency to place external links within the body of the text is done because references to information outside the website should be described or explained, whereas internal links need little to no explanation at all.
Another theory is that the right side feels like the outer part of page. This assumption is built on the observation that reading is done from the left to the right. So the right part of the page indicates the end of a page, thus references outside the website find themselves allocated to this area.
For some reason as more and more text advertisements (such as Google AdSense) proliferate, the location for such external links are designated at the center or the right side of a web page.
And yet, as mentioned before, these are merely conventions and NOT rules set in stone. Designers have all the freedom to layout information and links however they want. Deviations from such standard practices simply make the surfing experience for these websites slightly more interesting than the rest. The important thing is that connections are made and everyone can continue to cruise and surf the Web one link to one page at a time.