For this example, we’ll use the trusted Google Content Network. For those unfamiliar, Google allows you to advertise using Adwords on three different “networks”. These are “categories” are the Google Search Network, which AdWords advertisers will be most familiar, The Search Partners Network which includes AOL and various other “trusted sources” and the Google Content Network which consists of hundreds of thousands of websites and domains running Google AdSense. For the sake of simplicity, I am leaving out print, audio and TV. What we will be focusing today is the Google Content Network.

Many advertisers either fail to consider buying additional domains to compliment their main one or don’t want the trouble of researching the value of the domain. With the Google Content Network, this is already being done for you behind the scenes.

The content network is, by default, run on all sources. This includes a plethora of relevant publisher websites as well as social networks, video portals and parked domains. We want to take a closer look at the latter.

It should be noted that Google give options to exclude most of these sources from within the AdWords console.

Assuming you are advertising on the content network and have your conversion tracking set up (you do have it set up don’t you?) you can use a rarely spoken about AdWords report called the “Placement Performance Report”. This report gives you insight into how your ads are performing on the different sources and gets as granular as the domain and URL of where your ad was served from.

When you run this particular report, you can choose to report and view on a variety of metrics. For the purpose of this post, we will only be looking at the domain, URL impressions, clicks, conversions and Value/Cost (Return On AdWords Ad Spend).

Below you will see an actual report run for one of our clients. As you can see, we have sorted the list by ascending conversion data. This is a report for ONE WEEK. Starting to see where I am going with this? For this particular client, the value for each conversion is between $97 and $227 so you can clearly see that the content network is working for them.

Great! We can see the content network is working well for this client. We can leave it running right? Well… let’s just take a look at what’s actually on “parked domain 1″. When we navigate to the site, we see a typical SEDO landing page with content network ads prominently displayed. We can also see the clients ad running in position #3. However, as with most/many SEDO landing pages that are only monetized through advertising while they are waiting to be sold, in the left column there is an offer to “Buy this domain“.

So this domain is for sale eh? If this domain is generating an average of six conversions per week for this client and it’s getting a lot of type in traffic, it must be worth something. Even sharing this domain with ten advertisers using AdWords, the value to this particular client is on the bottom end is $762 ($127 x 6) per week or $39624 per year! (assuming traffic is maintained AND that the client is still sharing with the other advertisers). We might be on to something. Clicking on the “More Details” link to buy the domain brings us to the following page:

So here we have a domain that’s generating $762 a week gross revenue and it’s for sale for $500? Do I need to tell you what happened next?

We advised the client and they purchased the domain the day of this report. Because we know which landing page was generating the conversions from this domain, the client simply did a 301 redirect to the landing page and let me tell you, they are reaping the rewards. They are getting an even higher than expected return because now they are not paying for the clicks to their site and are not sharing the page with 9 other competitors! Since the beginning of the year, they have purchased over 30 domains using this method.

Buying these domains that have type in traffic and that you KNOW convert (from your AdWords conversion data) offer a significant long term return on investment. So what are you waiting for? Go run your placement performance reports and see what money you are leaving on the domain table today! (before your competitors read this)

There is some wonderful research and documentation done by Stanford University on the subject of Web Credibility. They have published their findings on the incredibly informative WebCredibility.org site. Of their findings, their top ten credibility factors really stuck out. Below are my takings on the results.

1. Make it easy to verify the accuracy of the information on your site.
Google put a lot of weight on this, especially when evaluating the quality of your landing page. Make it easy (read: link) to verify what you claim. Simple. If you are an INC 500 company, a Deloitte fast 40 company, a Google AdWords Qualified Company or have won an award, link to the proof. It makes your more credible and shows that you have nothing to hide.

2. Show that there’s a real organization behind your site.
We have all dealt with companies online that claim to be a massive organization and found out the hard way that it is some kid reselling a service from his/her bedroom. Nothing wrong with that in principle as long as it is not outright lies, but when it comes to getting support problems can arise. Show photos of your office, list your address. Show photos of the staff and list your office on Google maps (if you are not in Ireland that is).

3. Highlight the expertise in your organization and in the content and services you provide.
You are the best at what you do right? Your product is the best on the market right? Highlight the fact. Sing your own praises. Push the fact that you are the best and you are not afraid to prove it. If you are not the best, highlight the areas that you are. Focus on your unique selling point. If your staff have any special skills, tell the world!

4. Show that honest and trustworthy people stand behind your site.
Do staff profiles on your site. Highlight their experience and life (in moderation). Highlight any particularly noteworthy performances by them for your company or past employers. Display individuals testimonials (“John Doe at Makey Upey co. took ownership of my project from start to finish”).

5. Make it easy to contact you.
This is a no brainer. Company name, VAT number, registration number, physical address and phone number should all be displayed either in the footer of each page of your site or at least in an easily accessibly part of your site. This is fact now part of EU legislation to include this information.

6. Design your site so it looks professional.
First impressions matter. Use a good web design company to portray an image of how professional your business is. If a customer were to visit your office what sort of state would you have it in? Make sure the first impression your potential customer is given is the best possible impression.

7. Make your site easy to use and useful.
We all know our business. We all know every section of our company website like the back of our hands. This does not mean that the visitor to our site does. Make sure that your site could be used by someone using the internet for the first time. Make sure the navigation makes sense and include a search feature. If possible, run lab usability tests or outsource this. It is amazing watching your potential customers interact with your site, make sure they are getting what they are there for.

8. Update your site’s content often (at least show it’s been reviewed recently).
Show that you have not dropped off the face of the planet. Time Stamp any articles and if possible, show your most recent press releases, or at least show their dates. Link to recent press coverage or industry event involvement. People assign more credibility to something that is updated frequently and recently. Better yet, start a blog (don’t forget to maintain it).

9. Use restraint with any promotional content.
This still amazes me. Companies sometimes would rather earn a few cents a day displaying ads on their websites than have the optimal chance at converting their visitor. If you absolutely need to display advertising on your corporate site, display something relevant and non competitive. (obviously unless your business model is display advertising!). The worst thing you could possibly do is use AdSense or some other contextual advertising which displays the ads of your competitors on your site.

10. Avoid errors of all types, no matter how small they seem.
While we all make mistakes (in blog posts mainly), poor grammar and spelling can reduce credibility many times over. Think about it yourself. Have someone read over all your content. Have multiple people inside and outside your company do this. As soon as you find an error, fix it immediately. It could be only minutes before that big potential customer comes along and sees it.
These points may seem too basic to even think about. Have a look over your website and see how much your credibility can be improved. Now go and ask someone else.

More information and details of these results can be found on the Stanford university research repository (http://credibility.stanford.edu/research.html).

]]> http://www.redflymarketing.com/blog/web-credibility-factors-you-need-to-keep-in-mind/feed/ 14 http://www.redflymarketing.com/blog/charities-and-marketing-for-charities-with-google-grants/ http://www.redflymarketing.com/blog/charities-and-marketing-for-charities-with-google-grants/#comments Thu, 28 Jun 2007 16:22:11 +0000 Dave Davis http://www.redflymarketing.com/blog/charities-and-marketing-for-charities-with-google-grants/ I was tagged recently by Mr. Hearne earlier this week to take part in a charity blog meme that had been floating about and doing absolute wonders for the organic search engine rankings for charities worldwide. While we are RedFly Marketing are more than happy to participate, I would first like to call attention to a fantastic scheme offered by our favorite PPC giants Google. The free advertising for non-profit organisations or “Google Grants” scheme is an often overlooked yet amazing offer from Google that is testament to the “Do No Evil” mantra of the search Giant.

According to the Google Grants scheme home page:

The Google Grants Ireland beta programme supports organisations sharing our philosophy of community service to help the world in areas such as science and technology, education, global public health, the environment, youth advocacy, and the arts.

Designed for Irish charities which meet our requirements and have been granted an exemption from tax by the Irish Revenue Commissioners, Google Grants is a unique free advertising program. It harnesses the power of our flagship advertising product, Google AdWords, to non-profits seeking to inform and engage their constituents online. Google Grants has given AdWords advertising to hundreds of qualified non-profit groups whose missions range from animal welfare to literacy, from supporting homeless children to promoting HIV education.

While many charities allocate a certain spend of their donations to marketing their cause online, many are not aware that a lot of that can be subsidized by Google and search marketers willing to dedicate their time, effort and skills to the cause.

With that said, and following Richards lead to further the the cause of helping charities, I would like to formally offer the services of RedFly Marketing to any charity who would like to apply for the scheme who needs help with the application process, consultation or guidance through the process and subsequent PPC management of the paid search campaign of your charity. Please feel free to contact us or give us a call about your online marketing goals for your charity.

Now, without further ado, I would like to get back to the meme. Here are the Charity links that I would like to add.

• Goal Ireland – Helping HIV and Aids Victims
• The Smile Train – Giving children back the right to smile
• Doctors Without Borders – Providing Medical Assistance where it is needed most

to the current list:

• Oxfam Ireland – Oxfam Ireland Shop – buy gifts, help charity
• Rescue A Kid – Helping orphaned and disadvantaged kids in the Third World
• Headline – Irish Mental Health and Suicide
• Bubblegum Club – Children In Crisis
• Autism NI – Autism Northern Ireland
• Adoption Ireland – Irish Adoption Charity
• Ireland Funds – Peace and Reconciliation In Ireland
• Dublin Simon Community – Combating Homelessness in Dublin
• The Great Orchestra of Christmas Charity – Polish Charity
• CPR For Schools Across Poland – CPR Training
• Program of Insulin Pumps in Diabetic Children Therapy – Insulin Pumps For Children
• Non-invasive Neonatal Breathing Support – Infant Flow
• Program of Universal Neonatal Hearing Screenings – Neonatal Hearing
• American Red Cross – disaster relief
• Raleigh Rescue Mission – homeless raleigh
• SOS Children’s Villages – sponsor a child
• Samaritan’s Purse – emergency relief programs
• St. Jude Children’s Hospital – cancer research
• Medecins Sans Frontieres / Doctors Without Borders – Humanitarian Relief
• American Red Cross – Emergency Preparedness
• AMREF – African Medical & Research Foundation – African Health Development
• DOROT – Programs for Elderly
• Feed the Children – Protect Children
• Service International – Disaster Relief
• Pujols Family Foundation – Children with Down Syndrome
• National Alliance to End Homelessness – Homelessness
• The Michael J. Fox Foundation for Parkinson’s Research – Parkinson’s Research
• Ronald McDonald Care Mobile Program – Child Healthcare
• Aids Research Alliance – Aids Research
• Wildlife Conservation Society – Wildlife Protection
• Cancer Research Institute – Cancer Research
• Second Harvest – End Hunger
• AARP Foundation – Helping Senior Citizens
• Jack & Jill Childern’s Foundation – Jack & Jill Childern’s Foundation
• Irish Guide Dogs Association – Irish Guide Dogs for the Blind
• Simon Community Cork – Sign Up for Simon
• Trócaire – Irish Charity & Development Agency
• Cancer.ie – Irish Cancer Society
• Royal National Lifeboat Institution – RNLI
• Barretstown Castle -Barretstown Castle [Hole in the Wall] Camp

Here is the updated Charity Links file.

Finally, as is customary in a blog link meme, it’s my turn to “tag” some people. I would like to Tag Damien, Finola, Michele, Red Mum and Anthony. Come on guys, it’s for a good cause!

 *** UPDATE*** For those looking for a detailed rundown of how exactly to apply for a Google grant, please see the the fantastic Google Grants Application Guide by RB Digital Rodeo.

In recent months, DMOZ has had some very severe server issues and lost a lot of data. The submission process is now open again. Most of the data lost in the crash was data relating to previously submitted and queued sites. One of the bigger problems with DMOZ previously was the size of the queue for waiting sites. This is now gone so there has never been a better time to submit your site to DMOZ.

As many of you know, I am an editor of a few main and regional Irish categories over at DMOZ. This is my common sense,personal, updated and non-ODP endorsed DMOZ submission guide.

Step One:
Read over the DMOZ submission guidelines and pay particular attention to the following:

Determine whether a site is appropriate for submission to the ODP:

* The Open Directory has a policy against the inclusion of sites with illegal content. Examples of illegal material include child pornography; libel; material that infringes any intellectual property right; and material that specifically advocates, solicits or abets illegal activity (such as fraud or violence).

* Do not submit URLs that contain only the same or similar content as other sites listed in the directory. Sites with overlapping and repetitive content are not helpful to users of the directory. Multiple submissions of the same or related sites may result in the exclusion and/or deletion of those and all affiliated sites.

* Don’t submit sites consisting largely of affiliate links.

Step Two:
Find a REGIONAL (Yes regional) category that suits your site. Most websites are allowed two listings in DMOZ. A normal and a regional. There are more regional editors and all editors have the ability to move/copy your listing to another category internally.
Step three:
Read the description of that category and make sure your site belongs there. If your site or business is relating to or doing business in that regional category, it will usually belong there.

Step four:
Use your sites OFFICIAL TITLE OR BUSINESS NAME for the title and a non promotional description. Look at other descriptions in the category and see how they are done. Editors will correct any incorrect titles and descriptions but if an editor has a lot to do, he or she “MAY” skip past yours and approve all the submissions where they do NOT have to go to the effort of rewriting. Rewriting incorrect entries may be left….. for another day. It is essential that an editor of a busy category approve you FIRST time around. Who knows when they will get around to you again.

Step Five:
Find an appropriate general, non-regional category. Usually I would wait for a few weeks to see if your site was listed regionally. See if the editor changed your title or description. Copy that and submit again to ONE non regional relevant category.

Step Six:

Wait or Forget. Your choice. Either way, make sure you continue working on your site.

How long does a DMOZ listing take?
DMOZ does NOT have as many editors as stated on the front page. “over 4 million sites – 74,719 editors – over 590,000 categories”. It has a LOT less. This number is the amount of editors since the beginning. Most of these are no longer editing, or edit once in a blue moon. If your category has no editor, this will be indicated by a “Volunteer to edit this category” link at the bottom of the category page. If your category has no editor, it will take a VERY long time for a Meta editor to get around to it. Think about either submitting your site to another relevant category or becoming an editor. See Tips below.

Why does DMOZ reject some sites?
DMOZ rejects spammy/MFA sites, affiliate sites, sites without unique content and my personal pet peeve, SEO competition sites (You have no idea how many of those we get!). Just because your site is clean and offers something, does not mean it has not been offered by another site in the category. Are you just another brick in the wall? Another “Me too” site?

Tips on becoming an editor.
Do NOT try to become the editor of the Search Engine Optimization category or the Web Design Category first. Seriously, do not waste your time. There is a reason there is no sub category editor there. Apply to be the editor of your local regional town. You will have a much better chance of being accepted. Edit your category according to the internal editor guidelines. Participate in the editor forum. Ask questions. After a few months, apply to be editor of another smaller category. Build up your edits and categories. Earn your status. Jim Boykin has a detailed and humorous post on how to become an editor. Well worth the read if combined with my guide.

OK, that’s it. I hope this has cleared some things up for you and with the recent re-opening of DMOZ, I hope this will help more people submit correctly and become editors. The more editors we have, the less moaning and abuse the current editors have to put up with!

*** This article was written by me, and all opinions expressed within are my own and do not reflect the opinions of DMOZ, the ODP or AOL in any way.

Today, getting accurate statistics on a website that you do not own can be very difficult. Many advertising networks now factor Alexa ranking into judging how valuable a site is. For example, many of the top CPM advertising networks also use Alexa data to determine if you are eligible to participate in their campaigns and join their network.

With the online advertising industry getting so competitive, if you are an advertiser, it appears in your best interest to have a higher Alexa rank. Some people also use Alexa Ranking as a selling point when selling their website.

Many, if not most of the online publishing industry will be in agreement that Alexa statistics are skewed at best. Sitepoint member KLB pointed out a while back that a simple script allowing you to artificially inflate your Alexa ranking. I tested this out and can confirm that run on one machine a day, this will increase your Alexa rank to well over 50k. This experiment was done on a site not made public by search engines or advertising. In fact, it was not even indexed in any.

This just goes to show how meaningless an Alexa ranking can really be. So next time you judge a sites popularity based on its Alexa ranking, make sure you can back it up by checking the amount of quality backlinks it has, along with it’s pagerank/sitescore and common sense on the quality of it’s content.