WEBSITE DESIGN & OPTIMIZATION

yellow pages

November 15, 2011 | Posted by admin

Bob, Anthony and I all worked at the dex yellow pages.

Should I Advertise In The Yellow Pages? Part 2

April 25, 2011 | Posted by admin

Instead of using the internet to connect potential customers looking for information to a small business in a local area, the yellow page publishers remained greedy and “sold” space on their sites in the form of “priority placements” and banner ads. This had nothing to do with the end user looking for information and had everything to do with how much a business owner would pay to be above the fold. Just like the print product, you could pay or buy your positioning and the promise of more calls and more customers.

Google did/does the exact opposite, Google doesn’t care one bit if your Adwords campaign works, they don’t care if no one clicks on your ad, what they do care about is that the end user looking for information can find it. Google rewards businesses for being relevant and having authority in their particular industry. When you search for a Dentist in Gilbert Arizona that offers teeth whitening, that’s exactly what you find. Not a Dentist who paid the most to land at the top of the page. Around 2008 the yellow pages industry finally caught on and started developing their sites to be more like search engines, but it was too late, Google and Yahoo had already set the standard and by doing so, won the war of local search.

How can I be so sure the battle is over?
When I do a Google search for a Roofer, Plumber, Electrician, Attorney, Dentist or Garage Door Repair in Phoenix, Arizona I see companies like, www.dexknows.com, www.yellowpages.com and www.superpages.com advertising on the right hand side of Google, in the paid search results, yet try and find a listing for Google in the phone book or even the heading “Search Engines”. I’ll save you the time, there isn’t one.

See, the yellow page publishers know you’re using search engines more than the dinosaur print product but in order to “try” and get clients any form of traffic the yellow page publishers are forced to advertise on Google, then hope the end user clicks on their ad and then wades through a number of advertisers on the yellow pages web site before making a contact. Here’s an idea, cut out your yellow pages budget and the yellow pages middle man and learn or pay a company a small fee to run your own Adwords campaign. If you have a strong, easy to navigate web site, you’ll learn very quickly that you’ll be just fine without that half page in the phone book and the monthly bill that goes with it.

This was part 2 in a 5 part series. Part 3 in a day or two.

If you’re a small business owner, I sincerely hope it helps.

Should I Advertise In The Yellow Pages?

April 21, 2011 | Posted by admin

If this was 1999 I would say absolutely YES, but it’s 2011 and the Titanic I mean Yellow Pages has missed the boat and hit the iceberg (so to speak).

I started selling yellow page advertising in 1996; at the time I thought it was the best kept secret in sales. Small business owners had really nowhere else to turn. They either paid the exorbitant amount for positioning, color, and ultimately phone calls or they waited until next year and took their chances.

Used to be a roofer, plumber or attorney with no real business sense could almost fall into a successful business just by having an outstanding yellow pages rep. who “sold” them the dream of more phone calls and more customers just by investing in this half page, or even more clients or customers with this FULL page.

Back then most yellow page publishers were tied to the phone company and had deep pockets for flashy marketing pieces and customer sales aids. Sales people were very well trained in marketing and advertising a small business. The small business owner relied upon his rep. year after year to coach them through whatever the new company product was, all geared to generate revenue for the YP publisher or phone company. I can remember when we added the white background to ads, almost doubled the price, but you were going to get so many more phone calls if you did it, and if you don’t – your competition certainly will (some reps would say). The next year you were able to add a photo in your ad, of course for a small increase. Then came TABS and double trucks, next was the dreaded triple truck, three full pages right in a row.

As the Yellow Page companies started breaking away from Ma’ Bell because of declining phone company profits and going it alone, here came the internet. The publishers treated the net as they did their print products, making clients pay for positioning instead of relevant search or what the “end user” actually wanted. They made the biggest mistake in advertising history by underestimating companies like Google & Yahoo.

The untouchable executives of the yellow pages… had been touched.
This blog post will be #1 in a 5 part series – please check back in a couple days for part 2

And if you’re a small business owner, I hope this helps.

Tips for Advertising on Facebook

April 19, 2011 | Posted by admin

Every day, about 200 million people log onto Facebook, spending an average of 14 minutes on the site—adding up to about seven hours per month!

This high number of engaged users represents a huge potential advertising audience for your business. If you choose to tap into this audience, consider following these tips for advertising on Facebook:

Familiarize yourself with Facebook’s advertising guidelines. Facebook has very strict requirements for the types of ads you can place on its site. For example, ads can’t contain audio that plays automatically; they can’t contain excessive repetition; and they can’t promote “get rich quick” opportunities. Make sure you adhere to these rules or your ad will be rejected.

Make sure your ad text isn’t annoying. Facebook has a feature that neither Google nor Bing has: You can close ads you don’t like. Just click on the gray box at the top right corner of the ad. Facebook will ask you why didn’t like the ad, and you can offer your feedback. If enough people close the ad it won’t be shown anymore. So if you actually want your ad to last beyond a few days or even a few hours, make sure it’s not too pushy.

Find a relevant and attractive image for your ad. While ads on the major search engines can’t contain images, Facebook ads allow for one image. When I signed into my Facebook account today, for example, I came across an ad for Caribbean real estate containing a beautiful image of an island surrounded by clear, turquoise water. Be sure to pick an enticing image that highly relates to your product or service. Then you’ll get more qualified clicks.

Familiarize yourself with the different ways you can target users. With Facebook, you can target people based on many different factors. You can show your ads to people of a certain age, people in a certain city or country, or people who had a certain college major. You can target single people, Republicans, or employees of a specific company. You can also target people based upon their interests, whether it be snake charming, fly fishing, or cross stitching. Determine your target audience, and then advertise to these people alone.

Determine the main purpose of your advertising campaign. Decide whether your main aim is to have users become familiar with your brand, or to generate leads or sales. If it’s the former, then cost per impression advertising is probably the better option. If it’s the latter, then cost per click advertising is likely your better option.

If you don’t have a lot of money, don’t spend a lot. You can be a thrifty advertiser with Facebook. According to Facebook’s Help Center, the minimum required daily budget is $1 for both cost per click and cost per impression advertising. The minimum cost per click is 1 cent and the minimum cost per impression is 2 cents. Just keep in mind that if you have a lower budget your ad will be shown less frequently.

Use Facebook’s bid estimator to help you set your bid. If you really have no idea what bid amount will get your ad a good amount of exposure, take advantage of this tool. While creating your ad, enter your targeting criteria, and then go through to step 4. The bid estimator will show you the range of bids that are winning auctions among ads like yours.

Make the most of the advertising space you’re allotted. Facebook allows 25 characters for the ad’s title, and 135 characters for the ad’s body. While Google also allows 25 characters for its ads’ titles, it only allows 105 characters for the ad’s body (70 for the ad’s text and 35 for the display URL). So take advantage of Facebook’s extra space by including all the information you think will prompt qualified clicks.

Monitor your ads’ performance with Facebook’s Ads Manager and Facebook reports. These resources will tell you how many people saw your ads, how many people clicked on them, and your click-through rates. They will also tell you how much you’ve spent, the types of users who have seen your ads, and the types of users who have clicked on your ads. This information shows you which of your ads are successful, and which need improvement. Modify your ad campaign based on this information.

What is SEO

| Posted by admin

Search engine optimization is the key to getting your site noticed on the web. Whether your trying to grow an online business or simply trying to build readership for your blog.

In the simplest of terms, SEO is the process of fine tuning certain aspects of a website to make the site “search engine friendly”.

A search engine friendly site is one that has been optimized to increase the likelihood that users of search engines like Google and Yahoo will find the site when seeking the type of content or service that the site offers.

A typical internet search can return terms for thousands of search results, which by default are displayed in sets of 10 or so per page.

the purpose of SEO is to make a site appear higher in the search results list than competing sites. Sites that ignore SEO altogether often appear lower in the results or don’t appear at all.

The ultimate goal of every SEO strategy, even for small businesses should be to make your site appear on the first page of search engines when the public is looking for your products or services.

MarketingAZ is an advertising agency for small business | www.MarketingAZ.com | Email Us