Foreign Perspectives

Archive for the ‘Business’ Category

Now and again I try out adwords, mainly to advertise the listings sites or rather to advertise for owners to list on them.

It’s been ages since I spruced up the campaigns so I thought I’d have a shot at it again today.

One thing to remember is that you only want relevant clicks on your ads. How many times have we all come across an adsense ad that was on a site that seemed totally inappropriate to the content? That’s because the person placing that advert hadn’t thought enough about exactly what keywords they should be aiming to use and probably thinks that it’s great that they’re getting loads of page impressions but they’re getting very few clicks.

In fact, the best approach is to have very tightly defined keywords, get very few page impressions but get very high click through because your advert is displayed where it should be. Not an easy task for sure, but one way to tackle the problem is to consider all the factors that go into placing your advert and why someone would click it.

Consider an example: a self-catering property in Brittany, France.

1. The language. If your ad is in English then you need to select that as an adwords option.

2. What country? OK, our property is in France, and the advert is in English but there are a lot of English readers out there so we could list the UK, Ireland, France as a first cut but it’s probably also worthwhile adding in all the countries bordering France. In practice the use of English will exclude non-English speakers but you could add the rest of the richer European countries on the basis that English speakers in them might want to go on holiday in France.

3. What keywords? This is where many people fall down. Yes, your property is in France but you don’t want people clicking on your ad if they’re looking for a place in Provence so you need to include Brittany as one of the keywords. This isn’t quite so easy though as it means that you need to add phrases like “gite brittany france”, “france brittany gite”, and so on. It’s best to include the keywords in quotes as this will limit the irrelevant page impressions and clicks but note that you need to put in all possible variations.

4. What about the ad? This needs to say what you’re offering. Now, that might sound silly but many ads don’t or rather attract irrelevant clicks because they aren’t clear about what they’re offering. Remember that the people seeing your ad won’t know what keywords triggered it so you’ll need to say something like “Brittany gite with pool”. The ad needs to be readable too which often isn’t easy as there isn’t much room for the text.

5. Where should it go? Whilst you could just go to your homepage, it’s best to run up a special adwords page that follows through with the sale information. Not only will a more direct sales page be more effective but you’ll also see more clearly in your stats which clicks came via adwords.

6. What about the budget? This is a difficult one. For example, there are a lot of gites advertising using adwords so the more general phrases have high bids. Remember too that you generally need 100 clicks to make a sale so if you’re charging $1000 a week then paying $1 a click means that 10% of your income will go in adwords costs. Also, no matter how careful you’ve been, you may get heaps of irrelevant clicks through some oversight so you should always test a new ad with a low budget.

Finally, don’t forget that the longer the phrase you use, the lower you need to bid. Long phrases mean low numbers of page impressions but higher click-through from them and lower costs for you. What you don’t want is lots of irrelevant clicks as that just costs you money.

At last I have sorted out the problems that the RSS feed for the blog was having.

Yet again, it was down to problems with the character set. This time around I thought I’d go back to basics and work from the validation errors that the feed was having to correct the problems directly in the XML file that WordPress produces when you export a blog.

That fixed all but a handful of the odd characters and I’ve just corrected the final couple through WordPress itself so for the first time in ages I’ve a nice clean RSS feed which I’m hoping will remain clean and operational for quite some time to come.

Normally people move from savings to investment but draw the line at risky investments and don’t consider gambling as being in the same continum.

But it is. Certainly savings and gambling are very much at the extreme ends of that continum but some high risk investments aren’t nearly so far from gambling as the investment community in general would have you believe.

Is it any more risky to put £1 on a horse or to put £1 on a penny share? Well, sure, it’s usually riskier to put it on a horse BUT remember that whilst you might put £1 on a horse, chances are it would be more like £1000 that you’d be putting on that penny share which is a whole lot more to lose.

Of course, that difference in the amount of money involved is critical in how you should rate a gamble as compared to a very high risk investment. However, don’t forget that even the safest investments are also gambles as any investor in Northern Rock will tell you now or for that matter policy holders in what was the even more solid Equitable Life.

Although the big names are always present, there seems to be an almost constant launching of new sites offering sponsored post opportunities these days.

This is brilliant in the sense that nearly all of them give you one post to do about themselves for an above average sum. Typically you’ll get $10 to write a post of a few hundred words about the sponsored listings site but I’ve had as high as $55.

In several cases, that has been the only post that I’ve written for a site. That’s not because I’m totally mercenary and take only the payment to write about them and then ignore them, but because several of the sites have never had another opportunity available for me to write about. OK, eventually perhaps some of them might do, but realistically I’m not going to continue to look at a site that never has anything for me when I can spend that time looking at other sites which do provide a stream of opportunities.

The e-mail sites are very hard to judge on this score. They tend not to ask you to write about them but offer you a trial post to do. In one case, I picked up $75 from such a site and I’ve never heard from them again. I can live with that in that I have $75 in my bank account which wouldn’t otherwise have been there but I wonder what happened to them.

Are there getting to be just too many such sites around for the amount of advertising that they can collectively deliver?

Everyone stretches the truth to some extent on job applications and, of course, the employers know that and allow for it.

But, what if you stretched it so much that you started writing that you could do X when in reality you couldn’t quite do it?

Obviously, it’s one of those situations where “it depends” is the only possible answer. Clearly it’s going to be a problem if X is absolutely key to doing the job but probably it’s a pretty minor thing if X falls into the category of “we thought we’d ask for somebody that could do X but don’t really expect to get someone who can”.

Naturally too the requirements of some jobs aren’t possible. I’ve seen the equivalent of “must have 40 years Unix experience” when Unix wasn’t around 40 years ago so nobody can fulfil that. Actually, it’s surprisingly common to see that kind of requirement in technical jobs (see http://www.dilbert.com/comics/dilbert/archive/dilbert-20080229.html and http://www.dilbert.com/comics/dilbert/archive/dilbert-20080301.html).