What a wonderful day. Its Monday, rainy, and a bit chilly for August.  Since its Monday it is my turn again to write another lovely post, and after trying to think of what I should write about for the past hour, I have decided.  Basics to web design.  Why do you ask?  Well why not.  I haven’t been designing too long, I’m actually pretty new to it.  I’m in the process of designing a few sites and I figured I would share some of what I have learned (and hopefully learn something myself.)

When you are designing a website there are tons of thing to consider.  Your background, your font, navigation, graphics, links, color schemes, advertising…….the list goes on and on.  The simplest little detail can make all the difference for your site.  Take the color gray for example.  Gray is a very plain uninviting color, doesn’t bring emotion to your site, very neutral. Generally speaking gray is not a good color to work with, especially for your background.  Your background should have nice inviting colors that highlights the page and does not make the text hard to read.  Colors can be tricky, I recommend getting to know what colors mean and how they affect people (http://en.wikipedia.org/wiki/Color_symbolism_and_psychology) it’s pretty interesting stuff.  Take this information in and use it to help your color schemes.  It’s going to take some trial and error, but before long you’ll figure out the best color combination for your website.

The graphics you use on your site can also easily affect peoples opinion of your website.  You don’t want anything to large that takes away precious space at the top of your page.  They should be subtle and blend well with the overall flow of the site.  Large images also take longer to load and slow down the load time of your page.

Font/Text:  Texts that are hard to read, strain the readers eyes, or blend in with your background will frustrate your reader equaling out to not much time spent on your site.  Your text should be easily readable. Make everything flow together and easy on the eyes. You’re not trying to give your reader a headache by reading your page.

Don’t forget about navigation.  Navigating through your site should be easy and efficient.  It should be accessible and consistent on every page.   Navigation bars gives the visitor clues to where they are on the site.  Now like I said there are tons and tons of information you have to take into consideration when planning the layout of your website.  And your plan will change as you start putting everything together.  The best thing is to build it as if you were the visitor.  Would you like how the navigation is set up?  Do the colors make the site look plain and bland?  As long as you keep looking at your design through the visitors eyes everything should come together nicely.

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Filed under: Site Design by Matt Fern
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I wrote one very short post about web site design tips before, so I figured I’d write a little more. I’m going to continually complain about writing on Friday, because it just feels impossible sometimes.

So you’re designing your website yourself. You throw some images on, you do some colors, you think it looks real spiffy. You post it online, thinking this is the best you can do, and it looks great. You’re not a professional, but this is still good.

I hate to say it, but I run across this all the time. People are always designing their own sites, because they can’t afford to pay a designer. I can understand this, but remember, thousands (if you’re lucky) of people are seeing your website each day. Is it costing you sales because your website’s not up to snuff? If you designed it yourself, it just may be doing that.

Logo
When the coffee’s gone, what do you do? You go buy more, of course. Everyone’s got a favorite brand, and you know it by the name and by the logo, whether you think about it or not. Your logo speaks the same for you. People identify with it. Everyone can recognize the Apple or Chevrolet logos. People who come to your site should recognize yours too. So look at your logo, look right now. Is it memorable? Is it memorable for a good reason? Does it look good? Does it relate to your business? Is it unique? If you have any doubts, then your logo isn’t good enough. Brand recognition, starts with the brand, the logo.

Tags
This is more of an SEO issue, but when your website is designed and coded, these things need to be taken care of. Do you image tags have an alt declaration? They should; alt declarations provide a better description of the image, and give a place to put major keywords. Don’t overdo it though. Do you have a title tag? Again, you should. This is what identifies your page, distinguishes it from all your other pages. Keep it short, but make sure it’s there and it concisely describes your page. Are you using header tags such as h1, h2, h3, etc.? From an SEO standpoint, these tell the SEs that those keywords are important to your page. They should be used to show different sections of the page, the important ones.

Javascript and CSS
This is one of my pet peeves: do you have <script> or <style> inside your <head> tag? Why is it there? With the advent of included files, you can/should keep your CSS and Javascript in separate files. This cuts down on code length, and brings your actual page’s code higher up, making it more relevant to the engines and given the SEs less code to sort through. Javascript is great to use for dynamic sites, you can do all sorts of cool things with it. But it’s not SEO friendly. The search engines can’t replicate the effects of Javascript because they can’t run Javascript. The same goes for flash. You might have a great flash index page that looks awesome, but if you’re looking for SEO, there’s nothing that can be done, unless you get rid of the flash and do a new site. CSS, on the other hand, is great all around. It doesn’t help or hurt SEO, and it makes everything look all pretty.

Ok, so this wasn’t just design tips, I through in some minor SEO hints. But hey, I can’t give away the farm, so there are only so many tips I can share with you folks. Hope this helps nonetheless.

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Filed under: Search engine optimization, Site Design by Tim Caspersen
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Local Search has been “in development” for a long time. Since the invention of the internet people have been going after the big picture instead of the specifics, many have tried to have a local portal that encompasses all types of local businesses and services but not many have been successful. At this point I can only think of a few including City Search and Urbanspoon. Others have tried but they look and feel so automated (restaurants.com for instance, you can tell all the info is just scraped information) and don’t offer much to the user in the way of reviews, recommendations or even if the location in question is still in existence.

These sites aren’t perfect and they have a long way to go before they are but it raises the question, as a small business, how exactly are you supposed to effectively advertise in your community?

Know Your Area

Keep track of your customers and where they come from, you should have an idea at this point where your business is coming from. Is it coming from right next door or are you clients driving an hour to do business with you? This information is very valuable to you because it will help you target your online advertising, once you find your niche online you should try to expand to other places where you have previously had success or wanted to advertise. There is always a way to make a new customer and sometimes reaching out locally is the way.

Know Your Customers

Your customers have come to expect something from you whether it is your service, your product or just your personality. You should let people who come across your ads online in your local area know that this is you. Put a little twist on it that lets your local customers or potential customers know that it is you who is advertising online.

Leverage The Power of Google

Google Local Business Directory

Being in new to Los Angeles I am continually using Google Maps more and more to find things that I need, since L.A. is so big it helps me find things in relation to my location. One great (and free) way to get your business in front of other in your area is to add yourself to the Google Local Business Directory. Esentially it adds your business to Google maps and it shows up when people are searching within or around the location that they specify.

Google Local Search

Adwords is an incredibly powerful tool. One of my favorite features of the program is that you can select specifically where you want to advertise. I am pretty sure that if you wanted to advertise just on your block you could. Anyway, there are a few ways you can go about doing this. The first is to select a radius around your business, there are many preset ones but you can also make your own. The second is to select the specific areas, you can select certain states, certain towns and so on. Going back to what I said above about knowing your area can be very useful here.

Keyword Selection

You don’t know exactly how people are going to search but you can get a good idea, just because your campaign is targeted to a certain area doesn’t mean people will find you. Often times it is a good test to try variations with the areas you are advertising in. For example say you are a hardware store in Los Angeles, a good keyword would be “Hardware Store” a good variation would be “Local Hardware Store” or “Los Angeles Hardware Store” this way it ensures that you will capture the most searches for your products, business and services.

Going back to what I said before about local search portals not being successful may not have to do with the portals themselves. We have been trained since the beginning of the internet to just search for things in a broad fashion. I think slowly people are coming around more and more and realizing that local search is growing and is becoming a more effective search for them. Honestly, I like when I can search for something in my neighborhood and then go visit that place whether it is a store or a national park it is still nice to go out and meet the faces behind the company.

If you are looking to get started with local Search Marketing or looking for someone to explain it to you better contact us at 1.866.282.1903 or leads @7evenleafclover.com or come to our website www.7evenleafclover.com and sign up for our free analysis and proposal.

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Filed under: Adwords, Business Functions, Google, Local Search, PPC Marketing, Search Engine Marketing, Search Engines by Dean Karasinski
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So it seems that half of my blog posts have had me complaining about someone’s interface.  If you enjoyed those posts then I have good news, I am just going to run with this theme for a while.  Well, at least until I get bored with it.  When I started doing internet marketing, the first thing I learned was how to use Google AdWords.  AdWords is pretty user friendly and I had no problems learning it.  I actually found it quite easy.  Then I branched out to MSN adCenter and Yahoos Overture, and they were the exact opposite of easy.  But that was many years ago and they obviously have made drastic improvements over the years.  Right?  While they have become somewhat more user friendly, they are still way behind AdWords (even with their new, unpopular interface).  So now that we have decided that Bing is cool, I am going to let MSN know what they need to change in order for adCenter to start having the same appeal.

My first complaint is the fact that it doesn’t offer you the option to save your password.  This is something that Linkshare changed in their new interface and I applauded them for it.  I go to tons of websites everyday that have my password stored in the browser.  If I thought there was a chance of someone ripping off my passwords, I wouldn’t do that.  So why don’t you let me decide whether or not I want to store my password, and at least give me the option?  There are few things I hate more than having to be slowed down by typing in a password.

Often MSN adCenter, just like Google and Yahoo, will disapprove my ads.  Usually this is due to me typing in something wrong so I don’t mind when this happens.  However, adCenter give you no help in finding out which ads were disapproved.  Instead, it will simply give you a message saying that “Some ads or keywords were disapproved.”  This really does nothing to help either of us out.  Google has a nice tool that lists the disapproved ads so I know it shouldn’t be too hard for MSN to add this feature.  If they told me which ads were disapproved, I could easily fix them and then they would run, resulting in a win-win situation.  Instead, I just check the ads that are performing well to make sure that they are ok, and ditch the others, thereby helping neither of us.

Just like Yahoo, MSN adCenter makes it “easy” to import Google campaigns.  Please make sure that you notice the quotation marks, because it is a super huge pain.  The importing part isn’t too bad.  Well, actually it is a pain, but it is doable.  The awful part is what comes next.  Once you upload your campaign, you have to manually go through each of the steps just like you would if you were starting a new campaign, except this time all the information is already filled out.  So if you import 90 ad groups, you have to go through each of the 90 to make them active.

When most people were using dial-up to connect to the internet, I could see the argument for only listing so many items on a page.  It made the site load quicker and worked within the bounds of the technology at the time.  I don’t see why this still happens.  When I look for something on eBay, I want 200 items to show up at a time, not 50.  In the time it takes for me to load 4 pages, I could have quickly loaded 1 page with all the items.  So I don’t understand why adCenter only loads 50 ad groups at a time, when I have 91 of them.  If I am looking for a particular ad group across 3 or 4 accounts, I then have to remember to look on page 2 for it.  This is also something that Google’s new interface does, but it at least gives me the option to increase it to 100 ad groups.

With Bing now riding high there is plenty of momentum for MSN right now.  If these changes were made it would make me way more likely to recommend it to more people.   There are still plenty of other problems that I have with the platform, but I believe that these are the major ones that are holding it back from being user friendly.  Is there anything that I missed?  Let me know in the comments.

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Filed under: Microsoft, PPC Marketing, Search Engine Marketing, Search Engines by Chris Cremen
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There are a lot of different ways to get your name out there in advertising. Some can take up a good chunk of your time while others are pretty darn easy. We’ve already covered Facebook, MySpace, and Twitter, but what about letting people hear your own voice? And now, a few words on blogging…

Writing a blog is so incredibly easy, which is why there are tons of different types of blogs out there. The key to writing a widely received blog is to find a topic that is interesting and unique. While you should write something that you know, you also need to pay attention to what the public wants to read about. You can go on and on about shoe horns, but if no one’s listening (or reading, really) then what’s the point? Because there are a multitude of bloggers all competing for the same audience, you have to stand out.

So now that you have a super cool idea that’s sure to grab the public’s attention, your next step is to go about setting up your blog. But if you’re like me, that concept can be a bit daunting. I mean, I just want to write a blog, can’t someone else set it up for me? Sure, you can go that route. Or, you can head over to Wordpress and get a blog set up faster than you can say “fiddlesticks.” True story. Their set up is really easy for newbies to use (myself included), and they have tons of themes to choose from so you don’t have to worry about your blog looking too generic.

Ok, so you’ve got your blog set up, you’re writing some seriously rocking posts, but you’re not getting the traffic you want. Remember a few weeks ago when I was talking about Social Marketing? It’s time to hook up with your new besties: Facebook, MySpace, and Twitter. Set up a presence with each of these networks and you’re getting your blog out there to the people that matter. Facebook will even track your RSS feed and publish a note every time you write a new post – set it and forget it.

So what are you waiting for? Don’t keep that genius all to yourself!

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Filed under: Blogs, Social Marketing, Social Media by Caren Romanyschyn
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Hi Everybody! (bonus points for anyone who read that in Dr. Nicks voice.) Is it Monday already?  Well last week I talked about composing a solid keyword list.  This week I’m going to go deeper in detail about keywords and keyword matching options.  Keyword matching options allow you to control how precise a user’s search must be to trigger your ad.  Remember, the more targeted your keywords are, the more likely you’re likely to reach potential customers.  There are four matching options for you to choose from; broad match, phrase match, exact match, and negative match.

Broad match keywords are your default setting.  Broad match is pretty simple. If you enter a keyword in without any punctuation, it’s a broad match keyword.  These keywords produce the most impressions and will get your ad seen by more people.  The problem is that is usually a vague word/phrase and will produce a lot of clicks, but those clicks might be untargeted traffic which will not result in conversions.

Phrase match keywords are entered by adding quotations ( “ “ ) around the word or phrase.  Meaning your ad will only trigger if someone search has the exact words in the exact order.  If your keyword was “free games,” the search for free download games would not show your ad.  Phrase match options are fantastic for question based searches.  The phrase “engagement rings” would be shown for searches like “How much are engagement rings” and “cleaning engagement rings.”

The exact match option is entered by putting square brackets around the phrase.  ( [ ] ) Exact match option means that only search queries with the exact words/phrase without any additional words or letters before, between, or after the keyword will trigger your ad.  Example: The exact match [cheap video games] means that only a search of “cheap video games” would trigger your ad.  A search for “where can I find cheap video games” or “cheap video games for sale” would not trigger your ad.  Exact match tends to not get as many clicks but the resulting traffic will increase your click-through rate.  Having you enter every possible combination of words/phrases you want to trigger your ad is more time consuming and could restrict some traffic if you have forgotten to include something.

Finally negative keywords, WOO HOO!  Negative keywords are words that prevent your ad from appearing and are entered by using a minus sign ( – ) before the word.  If you sell used video games on your website, negative keywords can help you immensely.   A good negative keyword would be –free.  That way for any search that is for “free used games” your ad will not be triggered.

It’ll take some time and effort but if you learn the advantages and disadvantages to the keyword matching options it will greatly improve your online PPC campaign.

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Filed under: Adwords, Affiliate Marketing, Google, PPC Marketing by Matt Fern
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So I’ve been very busy the past couple weeks. There’s only one of me, it’d be great if there were two. I’ve been having a terrible time concentrating, sleeping, and getting things done. I’ve been hammering caffeine in hopes that I’ll get jittery and focused enough to work my magic. Well, it worked for a while, but after three weeks straight of this, it stopped having it’s effect. So bad, that I had pounded two Red Bulls inside 15 minutes and was asleep less than an hour later. For a normal person, this might’ve made their heart jump out of their chest, but after my addiction, it didn’t really do much.

So I made a challenge with myself. On Monday, I swore off caffeine. Just for a couple days, though. I’ve been getting withdrawal headaches, I’ve been irritable, and it’s generally been a miserable experience. I finally had caffeine today, and while it wasn’t Earth-shattering, I do feel better and more alert. It also helps that I got a full nights sleep last night.

I’ve run across campaigns that work the same way. Well, they don’t run on caffeine, but I anticipate clicks coming from a certain source. In fact, I rely on it, it’s my crutch, such as promoting solely through PPC. I’ll pour money into a campaign, it’ll be getting good clicks, but it’ll start getting stale after a while. I’m only going through PPC, and usually only through Google, so all my traffic comes from the same place. So sometimes, I have to step back and re-evaluate my plans. PPC is great to drive traffic, but sometimes you need to detox from it and look down another avenue. When I’m running affiliate offers, I’ll usually start with PPC, but something like AdBrite would be a great alternative. It offers a different traffic stream, for a reasonable cost. It’s not as targeted or as quality, but sometimes shaking things up will improve things overall.

So that’s just a small example. Don’t put all your eggs in one basket, as they say. Don’t rely on just one avenue; step back, detox, try something else. You might return to the original, but hopefully you’ll do it with a better viewpoint.

Oh, and stay the heck away from my coffee and Red Bull.

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Filed under: Affiliate Marketing, Uncategorized by Tim Caspersen
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I never thought I would say it, in fact I never thought I would try it. I was certain that I was a one search engine type of guy for I would never cheat on my BBSE (Big Beautiful Search Engine) Google. On a whim I went to Bing.com today and it just so happened that on this day Hawaii was added to the U.S. so on the front page they have some lava. Lava is a very strange interest of mine so I was intrigued, I started poking around the main page of the site (which is more than I can say that I have ever done for Google) and started watching videos on lava, looking at pictures of lava and Hawaii and so on. I was engaged, completely engaged.

I started searching for other things, among them, myself. I binged myself (does that sound dirty) and up came a shorter list than would on Google (But bing got rid of all the duplicates.) I searched for stories about Search Engine Marketing and so on and one of the coolest features, if you mouse over to the right of the listing a small info tab comes up that mentions more and more stuff about the Search Listing.

I know I am late to the game but Bing is cool now excuse me while I go play around with it some more.

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Filed under: Bing, Microsoft, Search Engines by Dean Karasinski
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Ebay is changing the way that they handle their affiliate commissions.  Instead of an affiliate getting paid a commission on a sale, they are going to something called “Quality Click Pricing”.  This basically seems to be a modified pay per click model.  It seems like the amount paid will vary according to how closely the clicks relate to direct sales.  This is to basically help them reduce commissions on items that they would have sold regardless of the affiliates work.

While I am not sure I really like this new payment structure the one thing I like that by the end of August eBay will have reporting in place to show how well affiliates would be doing under the new plan if it was currently in effect.

This new plan will go into effect on October 1^st for all current merchants but anyone who joins after September 1^st will go into the new plan.

Below is a copy of the email that eBay sent out this morning.

Today we’re announcing Quality Click Pricing, a new payout structure designed to further reward the affiliates who drive incremental transactions on eBay and who send valued buyers to our sites.

What’s Quality Click Pricing?

Until now, eBay Partner Network has paid for sales and leads. With Quality Click Pricing, we will now instead pay affiliates for each click sent to an eBay site. The price paid per click will still depend on the short-term and long-term revenue of the traffic that the publisher drives to eBay, but will now also take into account the incremental value of that traffic to eBay, i.e., whether a sale happened as a direct result of the publisher’s actions. The greater the incremental revenue and the higher the expected lifetime value of the customers an affiliate sends, the higher the EPC and total earnings the affiliate will receive. Earnings Per Click (EPC) will be set daily for the previous day’s traffic.

When will this change take place?

We plan to phase the introduction of Quality Click Pricing to ensure existing publishers have enough time to understand how this affects them.

• New publishers that join the eBay Partner Network as of September 1st will be paid out under the new system. This includes all publishers joining as they transition from TradeDoubler and affilinet.
• Publishers that joined eBay Partner Network prior to September 1st will remain on the current pricing system until October 1st, when they will begin to be paid under the new Quality Click Pricing payment structure. Before October 1st, and starting the last week in August, existing publishers will have access to a preview report to see how their new payouts compare with the existing payment structure for them.

How can I find out more about this change?

We know that you may have questions about Quality Click Pricing, so we have put together several resources to give you more information about it:

• Read more about this change and some of the reasons behind it on our blog, including a FAQs document.
• A new set of pages on the eBay Partner Network site that explain how Quality Click Pricing works in more detail will be available later today.
• Two new videos that explain the concept of Quality Click Pricing (one available today and a second that will explain new reports on September 1st).
• In addition, we will hold two live webinars to explain the change and give publishers the opportunity to ask questions. Find out more about the webinars.

We will also be on the boards more frequently over the next few days to answer publishers’ questions.

We are very excited about the launch of Quality Click Pricing, as it will allow us to reward publishers who are driving high quality, engaged and incremental traffic to eBay. We are also committed to continuing to invest in helping our publishers succeed with eBay Partner Network, and to ensuring that everyone is rewarded fairly for the value they generate for eBay.

We look forward to working with you on this new endeavor. Thanks for your continued support!

Sincerely,

Steve Hartman,

The eBay Partner Network

Update!!!

There has been another email sent out further clarifying Quality Click Pricing.  It’s below for your reading pleasure.

Following the announcement of Quality Click Pricing, I realize that there are going to be a lot of questions, so I wanted to take a moment to speak with you about why we’re making this change.

Since we launched eBay Partner Network, we’ve continued to invest in the platform and have made many improvements to the quality of our affiliate program. Quite simply, quality in eBay Partner Network means that eBay’s affiliate spend results in incremental transactions and incremental high lifetime value users. Said another way, we are working to make sure that our affiliate marketing spend delivers transactions that would not have otherwise occurred and new high value users who may not have registered on eBay.

We’ve taken a number of steps to make sure that eBay Partner Network delivers on this promise so that we can continue to invest in our affiliate program, but we’ve been missing one key piece: fully aligning affiliate payouts with the true value of the traffic, transactions, and users that they deliver. Our first step towards aligning compensation with actual value was our Value Based ACRU pricing, which we launched in the US last year. With Quality Click Pricing, we will go further; compensating each affiliate not only for the value of your ACRUs, but also the incrementality of the transactions you drive.

By fully aligning our compensation with quality, we hope that the affiliates whose earnings increase under the new payout model will find ways to drive even more of your high quality traffic to eBay. For affiliates who will initially earn less, we’d like to see you test some of our suggestions and work to improve the incrementality of your traffic, as this will increase your earnings and benefit eBay. From our experiences with our beta publishers, we know that with optimization increasing your payout is a real possibility.

We have not taken this decision to change our compensation model lightly. The eBay Partner Network team has put a lot of effort and thought into the move to Quality Click Pricing over the last year, and we’ve involved numerous publishers in a beta program and previews of the system. From the results that we have seen for eBay and for our publishers, I feel strongly that this is a very positive move for the future of our affiliate program and I am personally excited to see the continued improvements in quality that it will drive.

We know that change is not always easy, and that any change like this has a large impact for each of you on a personal level. I’m sure that there will still be additional questions moving forward, and to help address them, we’re setting aside time to engage more with you on the discussion boards, and will hold a live webinar on Friday 21st August at 9am PST. You can visit the blog for more details. I look forward to the dialogue and to continuing to build our mutual success on eBay Partner Network.

Sincerely,
Steve Hartman

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Filed under: Affiliate Marketing by Chris Cremen
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So a couple of weeks ago, I open up my email to find a little note from Google Affiliate Network (who I still affectionately refer to as “Performics”). Was it a love note? If only! Nope, Google Affiliate Network was dropping me a line to let me know that I would soon have to link my account to an approved Google AdSense account if I wanted to get paid.

Now, this caught me a little off guard. Granted, it’s not a completely ridiculous request and they did give me generous notice (I have until midnight on September 21st). However, I am still a little bit miffed. I mean, if I wanted to use AdSense, don’t you think I would have done it already? What’s the big draw of AdSense? AdSense will allegedly dazzle me with “a wider range of payment options, improved ways to manage payment information, and consolidated payments from Google (if you’re working with other Google products).” Hmmm, this could be halfway decent – but is any of it true?

Let’s start with the allegations of a wider range of payment options. Alright, so I login to my AdSense account, click on “My Account,” and then “Payment Details.” Since I’m new to AdSense, I haven’t gotten around to setting up my payment information yet. Well, it appears we’ve hit a roadblock. I’d love to tell you about these exciting new payment options, but I can’t. Why? Because until my account balance reaches $10.00, AdSense won’t let me select a form of payment. Fantastic. What about that claim about improved payment information management? It must be nonexistent, or maybe it’s another thing a newbie like me can’t access, because I don’t see anything different from the standard. Lastly, I will apparently benefit from consolidated payments from Google, but I can’t for the life of me think of how this benefits me. I mean, what vast array of Google products are out there that merit such a consolidation? Google Checkout?

Since AdSense has decided that I must prove my loyalty because I will be trusted with any privileged information, I had to go to anther source. I asked a friend to look into the “improvements” that the joining of Google Affiliate Network and AdSense was spawning, and I didn’t really hear that much in the way of “improvement.” Apparently one of the changes is the payment threshold, which has been raised from $50 to $100. So now I have to make twice as much money before I’ll see a penny of it. As if that wasn’t bad enough, AdSense now pays once a month instead of twice. Sure, this might not affect those big moneymakers out there, but what about the small-time guys who need that money now? How are they supposed to keep up with their advertising costs when they have to wait a whole month to get paid? Compare this scenario to Linkshare, who pays once a week, and these changes seem just a little ridiculous.

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Filed under: Google AdSense, Google Affiliate Network by Caren Romanyschyn
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