Paul Sizemore

Paul Sizemore  //  

Oct 24 / 2:46pm

Writing the perfect ad

Writing the perfect ad is an art, and with practice and feedback you can hone your skills so you can craft killer copy, and not be the copy cat. 

First, know your target, and speak to them directly. Don't take the shotgun approach, be a laser. Are you looking to speak to information seekers, shoppers or buyers? The message will be different for each one of them. Know the geography of your prospects, and limit the PPC campaign to that area. Do you know what else they are into? 

Remember to sell in the website, not the ad. If the prospect was truly ready to buy, they would be buying the product, not looking at a search engine results page (SERP). Write an ad that resonates with the reason they are looking at a SERP. Users go to search engines to get information. What information do they need about your product/service. Answer that question, and you have a winning ad. 

AIDA / Attention, Interest, Desire, Action Get the user's attention, then their interest that leads to desire, then a call to action. 

A few specifics of Ad writing: 
   • Keep adWord groups tightly focused
   • Use a question in the headline and use adjectives 
   • Be specific with a call to action, and keep it simple

 

Filed under  //  PPC  

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Oct 24 / 2:39pm

The internet will change everything / word of mouth

Remember all the claims of how the world would change with the dawn of the Internet? Remember the claims of the rise of the individual? One victim is traditional advertising and public relations. Word of mouth in on the way to reigning supreme. 

The old way was to buy your way in to markets or beg your way in through PR. Companies had faceless prospects, and company ego rules the marketing. Would Apple's 1984 commercial succeed today? We would collectively roll our eyes, and hit the fast forward on the DVR. The classic bait and switch doesn't work anymore. 

The back button is the 3rd most used web feature. 

As professionals we no longer have faceless buyers, we have an audience with unique personas. Buyers have the expectation that they find meaningful help in every step of the process. As professionals, we have to be useful. 

In turn, people will tell the story of your product or service. People are empowered by the Internet, and they will carry you with them. Social media is the new PR, but it has a new voice. The voice of the buyer. To be successful, speak in their language not the typical PRish rhetoric of the past. 
Filed under  //  Internet Marketing   Product Management   Social Media  

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Oct 24 / 2:38pm

What does your URL look like? www.domain.com versus domain.com

Canonicalization is simply choosing the best url to display when there are several posibilities. The most common, is a home page can often be reached by linking to www.domain.com, domain.com, domain.com/Index.htm or many other ways.

Search engines are driven by the URL; that's what they crawl and index. Canonical (hereafter know as 'jacked-up') URLs create pluralistic data sets representing a singular page. Your analytics package will see the jacked-up URLs as separate pages, unless you configure it to merge the data.

The analytic angle is minor in comparison to the SEO implications. A big part of SEO is inbound links, and the total number of inbound links will be distributed over the different jacked-up URLs. Since search engines will see the different URLs as different pages, the 'link' ranking will be less. That's a bad thing.

The quick and easy fix is to use mod_rewrite or ISAPI_Rewrite.

Filed under  //  SEO  

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Oct 23 / 12:03pm

Book Report: O'Reily's High Performance Web Sites

I recently read High Performance Web Sites, and these are the notes that I took from the reading: 

Only 10-20% of the response time is downloading the HTML, the rest are the other components. Front end improvements typically take fewer resources than back end improvements. If you cut back end responses in half, that would only decrease the user response times by 5-10%, but cutting the front end response times in half yields a savings of 40-50%. 

1) Make fewer HTTP requests by using image maps, CSS sprites (position in the background of a Div or Span), combine scripts and style sheets. This point provides the largest wins -reduce the number of HTTP requests to the server. Typical savings is 30-45%.

2) Use a Content Delivery Network. The user's proximity to your servers has a large effect on the page response time. The first step is to disperse the component web servers. Do this before attempting to handle the application. CDN are used to deliver static content, such as images, scripts, stylesheets and flash. Typical savings is 18%.

3) Add an expires header. This tells the browser that it can use the cached content until the content expires. For Apache you can use the mod_expires module. Also, use Max-Age directive. When you change a component, change the file name, this ensures that no cached content is seen by users. Add a far future Expires header to your components. Typical savings is 57%.

4) GZip components. Compress all text files - HTML, scripts, stylesheets, XML, and JSON. Typical savings is 7%.

5) Put style sheets at the top, in the head. Putting stylesheets near the bottom of the document prohibits progressive rendering in many browsers. Use <Link rel ... and not the @Import. 

6) Put the external javascripts at the bottom of the page to enable progressive rendering and greater download parallelization. Moving scripts down the page, means that more of the page is rendered for the user before the script is processed.  Also, most often only two components can be downloaded at a time from each host name. While downloading and executing a script, browsers stop other downloads. 

7) Avoid CSS expressions. CSS expressions are evaluated every time the page is rendered, resized, scrolled or even when a user moves the mouse. The CSS expression can overwrite itself as part of it's execution. See http://stevesouders.com/hpws/onetime-expressions.php

8) Make JavaScript and CSS external. This allows for caching, that is where the savings are. 

9) Reduce DNS lookups. It typically takes 20-120 miliseconds for the browser to look up the IP address for a given hostname. Reduce the number of hostnames in the web page, split between two - four hostnames and use Keep-Alive. 

10) Minify JavaScript - reduce unnecessary characters from code. Also your code can be obfuscated - remove comments, whitespace and munges the code (converts function and variable names to smaller strings). Use ShrinkSafe or DoJo Compressor. 

11) Avoid redirects. Use the Apache Alias to alias www.xxxxx.com to www.xxxxxx.com/. Or, you can use the DirectorySlash directive or the mod_rewrite. 

12) Remove duplicate scripts, they hurt performance. 

13) Configure ETags / Entity Tags - a way web servers and browsers validate cache components. This only really effects sites that are clustered; one servers component will be seen as different from another's component. This will loose the benefit of caching. Reconfigure or remove ETags.

14) Make sure your AJAX requests follow the performance guidelines, especially having a far future Expires header.

And here are a few links to tools from the book:
http:// www.gomez.com / Load & cross browser testing
http://www.getfirebug.com / development tool for FireFox
http:// developer.yahoo.com/yslow / Analyze load times of pages
Filed under  //  Book Report  

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Oct 23 / 11:35am

Meet Me: An Introduction for Ignite502

Back in August, I organized an Ignite event at Proof on Main. In stead of having going through normal introductions, I created a one minute slide show to present myself to the crowd.

Octoprise!
Creative IT & Marketing Consulting  /  502.475.0069  /  paul.sizemore@gmail.com
1314 Rammers Avenue Louisville, KY 40204
Filed under  //  Ignite502  

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