Category Archive Blog

ByApex Digital Media

How Much Does a WordPress Site Cost?

One of the most frequent questions business contacts will ask us is – “how much does a wordpress site cost?” – to be 100% honest there is no straight answer. WordPress is a Content Management System (CMS) that is extremely versatile. It can do just about everything but most importantly it allows people with zero knowledge of web design the ability to create content online.

Some businesses need to sell products – WordPress has a deep ecommerce integration through WooCommerce. Some websites need to be able to allow new users to create and manage their own accounts – WordPress has a built in solution for handling this, etc. etc. A typical WordPress site at it’s core, domain, hosting, software installation can be fairly cheap. Good domain, good host and you’re looking at $300 a year if you can install, set up and customize the site yourself. Those are just basic costs – but when you need custom apps, design adjustments, etc. that’s when the costs begin to increase. Building a wordpress site isn’t much different than coding a site by hand. The core elements are there for you to use and a designer / developer can take those elements and shape them to a customer’s needs – in much the same way the basic HTML or CSS elements are there for a coder to use. WordPress is simply another platform, or vessel for design.

The Importance of Web Design is Largely Underestimated

One thing we find time and time again is that business owners will do as much as they can to get a website “on the cheap” – they will try to do it themselves in their spare time, have a grandkid or a cousin tinker with it… all the while having a subpar representation of their business visible to the world. These people will come to us and want to spend several thousand dollars a month on advertising to try and drive new business – but the advertising is sending people to a flawed website that will never result in actual business.

If you are a business owner, your website is a big investment! This is your first impression to most people who are looking for what you do online. Think about it on your own terms – if you want something you go to Google, type in “best fishing gear” and you’re going to see brands like Cabela’s and BassPro but you will also see mom and pop business in the mix with these muti-million dollar franchises. These smaller shops have one chance to gain your business and imagine if you clicked through to “Dave’s Fishing Shop” because they had a great price on some waders but their site looked like it was built in 1995… You’re going to be less likely to make a purchase there.

So… How Much Does a WordPress Site Cost?

There is no right answer here, however there are some good price ranges to consider and anyone that is way above or below these should raise concern. Someone who is too cheap is likely going to do a subpar job and then you’re just going to have to pay someone else again to do it right. Someone who is too expensive is either overcharging, outsourcing for a profit or in some cases just good enough and in enough demand to charge higher rates than their counterparts.

Typical WordPress Website

For a company just looking for a basic, 100% mobile & tablet responsive, 10 to 15 page website with a typical templated design the average cost is going to be around $2,500-$3,500. The low end would probably not include things like hosting, domain costs, email addresses, ongoing support & updates, etc.

Custom WordPress Website

This would include all of the basics from the typical set up but then add in items like a custom-built contact form, newsletter registration, hosting and domain registration costs, 5 – 10 email addresses, etc. These more customized design packages will run a bit higher in the $3,500 – $5,000 range.

eCommerce WordPress Website

eCommrece for WordPress is a bit more development heavy and as a result more costly. While plugins such as WooCommerce are available to help you will most likely still need the aid of a developer to customize them to your liking and set up payment gateways, shopping carts, etc. Other features that you will want to consider here are support (in case something you can’t fix breaks), custom landing pages for advertising campaigns, feeds for 3rd party store fronts, and anything else that helps you drive sales or new business. So how much does an eCommerce WordPress Site Cost? You’re looking at a range somewhere between $5,000-$15,000 depending on your needs.

For more information about how Apex Digital Media can help you with your design needs, click here.

ByApex Digital Media

Magento Design and Development Costs

Magento Design and Development is Expensive

e-commerce-web-designWe do a lot of design for e-commerce driven businesses. One of the things we’ve run into a lot over the past couple years is people with unfinished Magento sites who need our help to get them functioning properly.

This can be a daunting task depending on several factors including which version of Magento they have and what type of hosting solution they are using. We did a lot of research into the costs associated with building and maintaining and found this article by the good folks at Shero Designs that covers the issue with great nuance. We borrowed a few of the key points from it for our blog and we encourage you to click over to their website and read the full version of the original post if you’re seriously considering a Magento site. (We also encourage you to read this thread and as many of the responses as you have time for.)

Magento Hosting

Let’s start with the basics. You need to strongly consider your hosting before anything. We recently took on a client who does pre-sale launches that produce incredibly high traffic spikes. Initially working with this customer there were issues with his server CPU maxing out. We were forced to move him to a more robust host and they are no longer having problems. If you are using Enterprise Edition you will need a dedicated server – however, we recommend it with Community Edition as well if you are planning on serving a large, international market.

If you are a site that’s doing 30 / 50,000 uniques or more per month it’s a good idea to get a dedicated server that is not cloud based. Most people completely negate the cost of hosting when looking to build a site of this nature but it’s an important one. You should be able to find a good dedicated server for $300 – $500 a month. If you are a small store without a budget like that you can work with shared hosting to start and find a hosting company that can grow with you. A lot of companies will have basic starter packages for $10 / $20 a month and as your site begins to grow you can expand to larger packages with ease.

Some questions to ask yourself when choosing a Magento hosting company are:

  • Will you need shared hosting, dedicated or multi-server environment?
  • Where is your target market located Geographically?
  • How many unique visits / day do you expect?
  • How many concurrent Magento customers do you expect?
  • How large will your catalog be (SKU count)?
  • Will you be using the Magento Payment Bridge?
  • Will you be using a service to monitor your website’s performance (e.g Pingdom, New Relics)?
  • Will you need a content delivery network (CDN)?

Basic Magento Website – Approx. $25 – $50,000.00

This is a basic website for a business starting from scratch or moving over from a different platform. This can be done by using a pre-built template which can be purchased or comes with a basic install of Magento. Another method is by converting an Adobe Photoshop design into a Magento store. Both of these options require a good deal of time to set up, configure, customize and test which is why even at a basic level Magento sites are not cheap.

Here are some of the basic features you can expect with a basic set-up of this nature.

  • The Latest Community Magento Edition
  • Limit of about 5,000 SKU’s
  • Simple Design Implementation
  • Transactional Emails with Store Logo
  • Inventory System or POS Integration
  • Integration of Payment Processor such as Authorize.net and alternative payment methods from PayPal, Amazon, Apple Pay, etc.
  • SSL Configuration
  • Product and Category Setup and Configuration
  • Site & Database Testing
  • Basic Shipping & Tax Configuration (usually requires an extension)
  • Internal quality assurance (QA) to ensure cross-browser compatibility and functioning of all features
  • Responsive design for mobile devices

Custom Magento Website Approx. $50 – $100,000.00 (and Up)

This option is for bigger, established retailers who do most of their business online and are either moving from a different eCommerce platform or are upgrading their existing Magento websites. It provides a complete solution to online selling and with a business continuity plan in place for growth.

  • 5,000+ SKU’s
  • On-Site SEO
  • Inventory System or POS Integration
  • Multilingual Store Front
  • Advanced 301 Redirects
  • Custom Home Page Design, Check Out Page, Product Landing Page Etc
  • Custom Banner/Graphics
  • Different Pricing for Wholesale, Partners, and Retail Customers
  • One Page Checkout
  • Address Validation at Checkout
  • Advanced Reviews
  • Auto-Complete Search
  • Gift Registry
  • WordPress Blog Integration
  • Social Media Sharing Options
  • Connection With Back office Accounting Systems, Sales Force, Rewards Program, and Other
  • Affiliate Marketing Systems
  • Testing/ QA
  • Code Documentation
  • Warranty and Support
  • Data Migration
  • Advanced Shipping Configuration

Magento Enterprise Cost $100,000-$250,000 and Up

This option includes all the features from the Custom Magento website. Magento Enterprise Edition comes with the following additional features:

  • Mobile Commerce
  • Multiple Stores
  • Full Page Caching
  • Free Professional Customer Support
  • Built in Modules
  • 25,000+ SKU’s
  • Private Sales, Wholesale, Gift Registries
  • Hosted By Magento
  • Search Engine Optimization
  • Customer Segmentation
  • Targeted Promotions & Merchandising
  • Custom Coupons
  • Return Management Authorization

To find out more about how Apex Digital Media can help you with Magento Design and Development click here.

 

 

ByApex Digital Media

RESPONSIVE WEB DESIGN FOR GOOGLE ADSENSE PART 2

Back in Oct of 2014 we did a post about responsive web design for Google AdSense. The post was really popular but as all things internet related do, the details and process have evolved quite a bit since Oct 2014.

With that in mind I thought I’d publish a quick update as sort of a “heads up” to bloggers & publishers who may still be struggling with this issue. It’s actually very very simple now for Google AdSense. We will cover setting it up in DFP and other ad servers in a later post but we’ll keep this post nice and simple for Google AdSense.

It took me a while to grasp this but Google’s new “Responsive” format will fit ANY ad size – including the 728×90. I mistakenly thought the responsive ad size was simply a 300×250 that would scoot over on a mobile device screen…

adsense-responsive-ad-unit

Google AdSense – Responsive Unit

I always opted for the 728×90 as my header ad, but in fact the responsive unit IS a fully responsive ad unit that when placed within a “div” tag will read the size of the space and serve ad formats that fit based on the user’s screen size. It’s pretty awesome. As an example, below are some shots of how the Apex blog looks on my desktop (Macbook Pro) and on my iphone.

Here’s the types of ads I’ll see on the desktop version of the site:

apexblog-desktop-ad

Google Responsive Ad – Desktop

And here’s how that ad unit displays on the mobile version of the site:

apexblog-adsense-mobile

Google AdSense Responsive – Mobile

ByApex Digital Media

Social Media Management Best Practices & What to Look For

Social Media has quickly evolved from the glittery “showin some love” gifs of MySpace to a full blown world of platforms we use every day to communicate and express ourselves. No one just has a single profile anymore, you share your photo’s on Instagram, your personal life through Facebook, you use Yelp to find a great restaurant, and on and on. Social Media has intertwined with modern society in ways we never would’ve forseen 10 – 15 years ago.

If you’re a company without a social presence you are way behind. Most modern corporations not only have active social teams and marketing campaigns, they also encourage all employees to maintain a social presence or represent the company in the social media space.

Apex does a lot of social media management for small businesses as well as large corporations. It used to be that “social media expert” was a laughable term in the marketing industry “an expert at tweeting? lol” but social media of today is extremely nuanced and one of the best ways to gain new customers and audience so it’s something to take very seriously. Each platform has something different to offer and depending on what type of business you run you can take advantage of this nuance. Pinterest for example is a widely underrated tool for driving traffic to a website. You can post high res photos of your products that link directly back to your site. Pinterest works as a recommendation engine so if there are users who like fishing poles and you sell high end fishing poles, the chances are good the right people will see your products and might even click through to your website to purchase.

In researching best practices for social media management, we came across this article from Forbes that does a great job of illustrating the diverse set of skills a quality social media management rep, firm or team would have. We paraphrased them for you, but recommend you read the full article here if you’re seriously seeking information on the subject.

  1. Advertising Experience (Specifically, Social Advertising): Just about every platform now has a paid advertising model that savvy businesses can utilize to their benefit. Having someone on board with the knowledge of how these programs work and how to take advantage of them is important. As an example, Facebook gives you the ability to target people by what they like. This is a HUGE advantage to businesses trying to get the word out about a product that already has a built in fan base. As an example, if you’re advertising for the new “DC Comics” Superhero movie, you already know you’ve got the eyeballs of the fans who like DC Comics, but you can target advertising to people who like Marvel comics. An audience with a known interest in comics and superheros, that you don’t currently have access to via your organic channels. It only gets better from there, you can target age demographics, DMA’s, and just about anything else you can imagine. Once you start spending in these channels you’ll also want to have someone who can look at the analytics data and make intelligent decisions and adjustments with that information. This is probably one of the most important attributes to look for when hiring a social media management expert or firm to represent your company’s best interests.
  2. Graphic Design Skills: Posts with images always get more love. Think about it for yourself, as you scroll through your social feed you’re more likely to click on or like a post that has a funny image or an interesting image. That’s not to say there’s no value to the text, but it’s human nature to go with the pretty visual. This is why it’s important that your social manager have a solid understanding of graphic design. This person may need to resize images, color correct, or even create images on behalf of your company. One of the things that Apex provides our clients with is Infographic Creation. We have seen that social shares with infographics or funny meme’s will garner much more traction with a brands audience than posts without. These graphic images can also be used to distinguish you from competition. Brands that are sharing interesting or valuable things to an audience free from a sales pitch, just for the sake of sharing tend to gain popularity very quickly on social platforms and eventually this loyal audience translates into new business.
  3. Understanding of SEO / Native Advertising / Content Marketing: Let’s face it at this point in time Google search pretty much powers the internet, accept that reality. If people are looking for something they are going to Google it. I don’t discount the value of Bing, Yahoo and other independent search engines but they are all following in Google’s wake… (in much the same way any smart phone is following in the iPhone’s wake, but I won’t get into that here!). Google’s organic search algorithms now incorporate “social value” as a big part of ranking content. The more social value and traffic referrals your content has from social platforms – the better it’s going to rank in search engines. Anyone who works with you in a Social Media context should be aware of these basic facts and have a strategy that aligns with your overall content production to help drive new traffic and business to your brand.
  4. Excellent Communication / Writing Skills: In a business setting anyone who’s working for you should be able to read and write at a college level. That aside, your social person or team should be communicating daily with your customer base (if you’re doing things right). With that in mind this person or team should have great writing skills and be able to effectively express the things that need to be conveyed to your audience. A social feed rife with spelling errors and mistakes can make a brand look extremely unprofessional and sloppy. When you’re considering a person or firm for this role ask yourself can they clearly convey ideas in writing? Are they able to maintain a consistent voice when writing on behalf of your brand? Do they convey passion and excitement for your brand in their interactions? Can they maintain top-notch professionalism and avoid embarrassing grammatical or spelling errors… or worse yet politically incorrect statements that can create PR nightmares? Make sure you take these types of questions into consideration before making a decision.
  5. A Customer Service Mentality: One of the questions I ask of anyone who works with Apex is if they’ve ever read “How to Win Friends and Influence People” by Dale Carnegie. The reason is that this book does one thing incredibly well – it helps foster a sense of empathy. If you can empathize with your customers you will always provide incredible service! The person or team representing you on social media needs to be quick to respond to questions and complaints. Your social presence is the face of your brand online, everything they say or do is a representation of your brand and your business so it’s not something to be taken lightly!

These are 5 good qualities to consider when looking for a person or firm to handle social media management on your behalf. The industry evolves so quickly though, the needs have evolved even over just the past couple years. Look for updated posts and information about social media management on our blog in the future.

To learn more about how Apex Digital Media can help you with social media management, click here.

ByApex Digital Media

AdWords PPC Management Pro-Tip #7 – Google Merchant Shopping Feeds

AdWords PPC Management Tip #7 – Google Shopping Feed

Apex is a Los Angeles, CA based digital agency heavily involved in adwords ppc management. For this reason we learn a lot in real time, as we execute campaigns daily for clients. This is why part 7 in our series is going to discuss Google shopping feeds and Product Listing Ads. If you’ve ever searched for something very specific in Google you’ve probably seen them, they look like this:

google-product-listing-ads

Example of Google Product Listing Ads

We recently had a client (who will for contractual reasons remain unnamed) who had an unsuccessful PPC campaign after 30 days. It wasn’t completely our fault… and to be honest, it was a lot more successful than most AdWords campaigns are in their first month – despite the issues. All that aside, we also learned 2 very valuable lessons from the experience.

  1. Make sure that no one internally is altering the site’s URL’s during an AdWord’s campaign
  2. For ANY brand selling items online always set up a Google Merchant account and run product listing ads. The CPC here is much lower and the conversion rates are much higher. They are perfect for e-commerce driven businesses….

Never done this before? You’re in luck. The next section will explain in 3 easy steps how to get your product feed up and running, and converting sales for you or your clients.

Before we dive into this – if you still need help you can go directly to Google’s help page for this topic, which is much more extensive than this post: https://support.google.com/adwords/answer/3455481?hl=en

Step 1 – Create a Google Merchant Account

That is if you don’t have one yet. You will also need an AdWords account to associate this with – but we’re kind of assuming you already have that. For the merchant account go here: http://merchants.google.com Once you have this set up you will need to follow the instructions to associate it with your Google AdWords account.

Step 2 – Create & Upload a Product feed

The first thing to consider here is this – Google Shopping Policies. Make sure you read these policies and abide by them. If you’ve ever worked with Google you know that they value the user experience and seek to serve the most relevant search results to their users. So as you’re structuring your product feed – keep this in mind. DO NOT try to keyword spam or use shady tactics in your feed or you will be banned from Google Shopping altogether.

File Formats – The only file formats you’re going to be able to use are XML and .txt. If you’re a programmer who can code for an API you shouldn’t be reading this anyway! Google recommends using .txt if you have minimal technical expertise so keep that in mind.

Basic Product Information – There are tags for basic product information:

  • id [id] – An identifier of the item
  • title [title] – Title of the item
  • description [description] – Description of the item
  • google product category [google_product_category] – Google’s category of the item
  • product type [product_type] – Your category of the item
  • link [link] – URL directly linking to your item’s page on your website
  • mobile link [mobile_link] – Mobile Landing Page URLs
  • image link [image_link] – URL of an image of the item
  • additional image link [additional_image_link] – Additional URLs of images of the item
  • condition [condition] – Condition or state of the item

Availability & Price – This is to manage price and inventory information for your store. You can find advice on providing the most up-to-date or fresh data here.

  • availability [availability] – Availability status of the item
  • availability date [availability_date] – The day a pre-ordered product becomes available for delivery
  • price [price] – Price of the item
  • sale price [sale_price] – Advertised sale price of the item
  • sale price effective date [sale_price_effective_date] – Date range during which the item is on sale

Your feed will need to contain the REQUIRED attributes or it will not serve in Google. You can make sure you set up everything correctly using this reference here.

Step 3 – Create Product Listing Ads in AdWords

You’re in the home stretch. The toughest part of this is setting up and loading your product feed. Once you have that implemented and working correctly the rest is easy.

  1. Sign in to your AdWords account at https://adwords.google.com.
  2. Click the Campaigns tab. Then, click + Campaign and select Shopping.

adwords-shopping-campaign

 

If you need additional help view the full Google walkthrough here.

To learn more about how Apex Digital Media can help your business with AdWords PPC Management Click Here.

ByApex Digital Media

Digital Audience Targeting at 2015 Network Upfronts

In another sign that digital marketing has officially achieved mainstream status, advanced audience target is going to have a seat at 2015 TV Upfronts. Media vendors are promising advertisers cross-platform reach – mainly out of necessity as viewer attention is beginning to fragment across devices. Brands want to be sure that when they commit to an upfront buy there are going to be “multiple points of execution” as ad exchanger puts it.

According to AdAge & Forrester – Digital ad spending is going to overtake traditional television by the end of 2016 so this intermingling of digital and television in upfronts has been going on for a while now but is really starting to take hold as more and more people move from traditional television viewing to tablets and handheld mobile devices.

apex-digital-user-targeting-upfronts

Brands are beginning to target users across multiple devices.

 

NBC is one network who has been ahead of the curve with this trend. Their launch of Hulu in 2004 has proven to be a very wise move in the wake of success stories like Netflix and Apple TV. They recently launched a tool called “Social Sync” that allows advertisers to integrate paid and organic social campaigns with TV distribution efforts. About 1/3 of client business NBC transacted at upfronts last year included TV & Digital Extensions. They expect an even bigger number of marketers to bring converged budgets to the table this year. A+E Networks is another major player leaning heavily into the digital space. One challenge it faces is justifying advertiser spend for newer formats like in-app video. On average the network says it has 50%-60% of traffic moving from traditional desktop into mobile and other non-desktop environments.

In addition to advertisers shifting more budget from television to digital media agencies are beginning to meld their digital video and TV buying groups. The dynamics between television networks and agencies during Upfront negotiations is also starting to produce some interesting dynamics.

One is the urgency factor, booking ad placements at upfronts is likened to booking a flight during the holidays. If you book ahead you’re guaranteed to get a lower price and the seat you want. Another is the differential in network ratings and the prices that advertisers are willing to pay for premium content. The advertiser will use a drop in TV ratings to argue for reduced CPM’s and sellers will counter with data and new channels, proprietary audience targeting, apps, and other new opportunities.

The push back from the agencies remains on the loss of audience. They feel justified in offering lower CPM’s to networks for a drop in ratings, while the networks will argue that the audiences have just moved over to mobile, video on demand and other methods of viewing their content. At the end of the day TV Networks have the premium video content that the biggest and highest spending brand advertisers want to be associated with. Brands are going to pay for the audience one way or another, regardless of what type of device they are viewing the content on.

The process of TV upfronts will continue to merge with digital in the coming years as technology, viewing habits and platforms continue to evolve.

 (source: http://adexchanger.com/digital-tv/digital-influences-tv-buys-as-networks-prep-for-converged-upfronts)
ByApex Digital Media

AdWords Management Pro-Tip #8 – Callout Extensions

So you’re probably asking yourself: “If this is the first post in your AdWords Management series; why I haven’t seen #’s 1 – 7?” The answer is not because I am a Tarantino-esque genius who created an intricate web of blog posts that starts at #8 and circles back to #1 for the climactic finish… It’s mainly because our first post in the series covers a topic that’s a little more of intermediate to advanced level practice for an effective AdWords campaign manager.

I could spend a lot of time gushing about how much I love Google, maybe even to the point that it would be considered virtual brown nosing – or “blog-nosing” to coin a term… (® Jan 26, 2015 – ie. “Please give me better rankings for “blog-nosing” Google!”), You have to respect the way that they strive to make a quality search engine that delivers the most relevant possible results to its users. This holds true not only from an organic SEO perspective but also from a paid advertising perspective.

Even in paid advertising Google’s methods reward not just the advertiser with the most money, who bids the highest but also the advertiser who takes time to create a worthwhile user experience. “Quality Score” is a real example of this practice. Even the smallest e-commerce shoe sales website can compete with a giant like Zappo’s for customers in AdWords as long as they keep their landing pages clean and their keywords relevant. In fact, Google rewards them with lower cost clicks for taking time to do things right.

To get to the point, AdWords is always evolving, and so AdWords management as a procedure has to evolve as well. One of the most recent evolutions in the AdWords is the “callouts” extension. Much like the “site links” extension it gives you the ability to add additional customization to your ad and thereby get a larger chunk of real estate, which will in turn increase your click through rates.

AdWords Management - Callouts

Callouts

If Sitelinks are like the different departments of your business, Callouts are like the signs you would place in the window of your business. Things like “20% off all purchases over $100” or “Free Shipping with All Orders!” are the types of phrases you can use in a call out. It gives you an opportunity to better showcase the nature of your business and your offers to prospective customers – at a glance. As I hinted at earlier it also gives you a larger piece of real estate which usually results in a higher click through rate.

Yet another way that Google helps the little guy compete online and keeps the market fair for all.

ByApex Digital Media

Google Announces "Mobile-Friendly" Labels for Mobile SERP

ApexDigitalMedia.com is Mobile Friendly.Today the Apex team was enjoying Pizza at an undisclosed location in Agoura Hills.  As we were waiting for them to heat up our slices we all began to flip through our phones for some temporary amusement. One of our brighter team members decided to check how we are currently ranking in organic search for our business name… “Apex Digital Media.”

We were shocked and surprised to notice a small but new demarcation on Google’s Mobile SERP next to our listing that read “Mobile-Friendly.” It was something we’d never seen before and a quick search produced the recent announcement that indeed… Google has updated mobile SERP’s to let users know whether or not a site is mobile friendly. Fear not webmasters, they have clearly defined the criteria for what will earn you this tag. It is as follows:

GOOGLE: This change will be rolling out globally over the next few weeks. A page is eligible for the “mobile-friendly” label if it meets the following criteria as detected by Googlebot:
  • Avoids software that is not common on mobile devices, like Flash
  • Uses text that is readable without zooming
  • Sizes content to the screen so users don’t have to scroll horizontally or zoom
  • Places links far enough apart so that the correct one can be easily tapped

This also fits with Google’s core mission which is providing relevant results and a great user experience. They even created a test site to help you with mobile optimization.

ByApex Digital Media

Selling Effectively is Communicating Effectively

Chances are if you have been around marketing on any level, you’ve heard of the acronym “K-I-S-S” – “Keep It Simple Stupid.” It’s one of those cliche’d phrases that’s been around for a long time… because it holds a lot of truth.

People have always had short attention spans and even more so today where they have access to everything at the touch of a screen / push of a button. This is why it baffles us how many of our clients don’t understand the simple correlation between great advertising and a great landing page or website.  Time and time again we will hear this line:

“I don’t want to spend too much on advertising because I get results, but it’s not the results we really want” 

I could write a book of short stories around that theme. The guys with the software development business who were getting customer inquiries for languages they didn’t code in. The auto dealership getting inquiries for Toyota Corolla’s when they are a high end Lexus franchise. There’s the Karate instructor getting continual calls about Krav Maga / Gracie Jiu Jitsu and it goes on. All of these businesses have one thing in common – they are not properly qualifying their prospects with a great website / landing page.

Landing Page Confusion

If you are a Karate instructor who only teaches Karate, that should be clear on your website. If you run a development firm and only code in PHP, that’s important to let people know before they pick up the phone and call you! If you don’t let people know exactly what you do chances are good you’re going to have a lot of people contacting you about products or services you don’t provide.

There are some really simple things you can do to improve the quality of the leads you get for your line of business online, regardless of what it is. Coincidentally, these are things that also make the internet a better place for everyone.

We compiled a quick list of what we feel are the top 5 most important things to consider when developing your website or landing page. For the full list of 21, visit the kind folks at unbounce.com.

5) Be as Transparent as Possible: Have a physical address that isn’t a PO Box, have pictures and video of your employees, have your phone number, actually answer your phone, etc. In todays world it’s easy to hind behind email & text and forget that personal touch. Even something as simple as having pictures of your office, testimonials from customers, links to your socials and clear and easy ways to contact you can help separate you from competitors. This seems like basic common sense, but again… you’d be surprised how many people don’t even give it a single thought.

4) Simplify Ad Copy, Use Bullets: Even though I’m sure it’s aweosme, most people aren’t going to want to read your 10 page epic about how you created your latest product in your garage while living off cat food and donating your body to science. If what you sell or do is useful though, they want to buy it… so get to the point and let them know quickly why they need what you have to offer. If your brand is complex try to simplify your pitch by creating  a bulleted list of the positives – “Keep It Simple Stupid.” (seeing a theme here?)

3) Have a Clear and Present Call to Action: When people get to your site or page, what do you want them to do? Tell them! Make it clear! If you’re collecting leads for real estate, for example, make sure there’s a quick and simple form someone can shoot you their contact info through. Very simple stuff, but also something not a lot of people take into consideration when creating an online presence for their business.

2) Use Online Video Content for Promotion: Thanks to the increased adoption of broadband and smartphones, everyone is watching video all over, all the time. Additionally, a video can more quickly familiarize a new customer with your brand and the nature of what you do than any other form of media. We always recommend that clients maintain a presence with online video however that might look. It doesn’t have to be a “salesy” infomercial type pitch video, it can be something as simple as a “video installation guide” or “video product manual.” You’d be surprised how putting out these useful little tidbits of information will bring new customers to you organically (in some cases incredibly well). In addition to the effect it has on prospects, placing useful and relevant content like this online will help you  generate better organic search listings in Google, Bing and Yahoo.

1) Have a singular focus, purpose and message: One final “K-I-S-S” reference for you…  The overarching point here is this: Don’t muddy the waters and complicate things for your prospects. If you have a great product or service let them know why as quickly and clearly as possible. Do your best to edit out any unnecessary details. Make sure that when that user gets to that page they know why they’re there and what they need to do. It’s shockingly simple how easy it is to improve the amount and quality of inbound leads that you are getting by keeping things as clear and simple as possible.

ByApex Digital Media

AdSense Ad Placement Tips

AdSense Ad Placement Tips

Having trouble deciding the best AdSense ad placement strategy?  Does your AdSense  scorecard look like this?

Adsense Ad Placement Tps

 

 

 

We talk to a lot of people that can’t strike the right balance between aesthetic integrity and ad placement. We’ve had many customers come to us wanting to optimize their AdSense yield, yet are unwilling to compromise on ad placement strategies.  This article highlights a few AdSense Ad Placement Tips based on actual client situations, our own experiences, and references from Google AdSense’s support pages. This article is intended for a beginner to intermediate AdSense user audience.

First and foremost, it is imperative you abide by Google AdSense’s program policy. If you know anything about Google, their slogan is “Don’t be evil”,  so you can expect they are very serious about their rules of engagement.  Abiding by AdSense’s rules will not only help you maximize your revenue yield but keep your account in good standing.  You can’t make money if your account is suspended or Google claws back your revenue.

Secondly, don’t be afraid to put ads on your site.  I come across a lot of clients that have great content and social followings but are afraid to destroy their “brand” or “aesthetics”  because of the types of ads displayed to their users.  If you want to make money with AdSense, you have to submit to this and become comfortable with the notion advertisers will pay you for the eyeballs on your site.  In my opinion, users have become accustom to seeing these ads over the years. Younger internet surfers don’t even know a universe without display ads. Users don’t stop going to msn.com or tmz.com because there are a few ads on the site. I firmly believe in keeping your main website  or local business’ site ad-free .  But quite honestly, if you operate a blog; that’s what they’re for, syndicating and monetizing content.  If users are leaving  your site, it’s not because of a few ads. It’s because your content is not engaging enough or your site has a poor user experience or both.

We also have customers requesting to heavily restrict or block ad categories. in AdSense. Honestly, these days ads are so highly targeted based on a user’s search pattern that it will hurt you to manipulate or augment types of ads displayed via AdSense.  Keep in mind, this is a part of maximizing revenue yield.  Say for instance, you block the general apparel category. If a user was recently on J.C. Penny and Macy’s sites; then you also just blocked the chance for their ads to display to that “pre-qualified user”,  which will in my opinion lowers the potential for a banner click through if a “less” relevant ad creative is displayed. Ultimately, this affects your revenue yield as AdSense does factor in banner CTR when calculating payout.

Next, it’s imperative to think like a user! Google is all about user experience, so if you provide that typically you’ ll be in good shape. Also, put yourself in a consumers shoes to better understand how to garner better stats.  What ads have you clicked on recently? What compelled you to do so? Also, think of sites you’ve visited with poor user experience and header stuffed ads as examples of what not to do.  Google suggests implementing your AdSesne ads placements in a highly visible manner that does not get in the user’s way. Google also recommends placing your ads along slide your best content using both text and display ad formats for optimal fill and RPM (Revenue per thousand impressions).

Google’s Best Practices for Ad Placement. 2014. Retrieved from [Google Support].  ‹https://support.google.com/adsense/answer/1282097?hl=en›.

Here’s a recent example that I came across that stuffed 3 skyscraper ads above the fold.

Adsense Ad Placement Tps

This example was even more frustrating to me as a user because it is a local directory listing site on which my local web design company is featured. These ads are distracting potential consumers from seeing my listing and calling me.

Don’t get me wrong, I’m 100% for having a clean 728×90 leaderboard or a larger home page banner ad.  Sometimes, I even get frustrated when a client refuses to take advantage of this valuable online real estate due to aesthetics.  But theres a right way and a wrong way to accomplish this  (Also, pay attention mobile view  – Click here more on responsive header ad placement).

At the end of the day, ad placement is 100% up to you. But so is revenue maximization… if that’s your end goal. Your aesthetic preferences may be costing you money each time a user flips to next page of your site. On the other hand, don’t be greedy and stuff ads all over the place.

Honestly, I would go to your favorite news and entertainment websites and pay close attention to their monetization and ad placement tactics. Observe how they balance aesthetics, user experience, and ad placements for best revenue yield. They’ve spent years honing these strategies and they are typically up-to-date on best practices as they have teams devoted to these efforts. Please note however, not all sites use AdSense to monetize their content so there will be slight variations across platforms but the approach should remain relatively consistent.

Feel free to respectfully add to, comment on , or share this post.

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