Adwords impression share is very useful for demonstrating how much of your target audience you’re covering. As a rule of thumb, impression share (IS) above 80% is usually regarded as good.
Take the following figures from a real Adwords account:
Impression Share: 93%
Lost IS (Rank): 7%
Lost IS (Budget): 0%
Exact Match IS: 100%
There can be a couple of reasons for the Lost IS due to rank; one of which is that the ads are being displayed on a partner site that doesn’t display as many ads as Google’s homepage so effectively the ad drops off the bottom. This is logical.
However, in the above example the advertiser is only distributing their ads on the Google search results page, so it will never be displayed anywhere other than on the Google.com/.fr/co.uk/com.au etc.
A second (and more relevant) reason for the Lost IS (Rank) is that the advertiser is missing opportunities to display ads against long tail terms. Let’s assume that the advertiser above is targeting the term “curly wigs” (phrase match type). They’ve set their CPC bid and daily budget high enough to display an ad to 100% of the people searching for “curly wigs”. But only 93% of the people searching for “curly wigs” plus a modifier e.g. “brown curly wigs” see an ad. This probably means that their website isn’t optimised for all the possible long tail terms (“curly wigs that make me look like Michael Knight just when he gets out of Kitt” anyone?).
The more content they add to their site, the more keywords they target and the more they bid the lower their Lost IS (Rank) will be. But at over 90% I reckon they’ve got the curly wig market pretty well covered!
Image: Glenn Pebley
Creating accounts and remembering passwords for every site you visit has always been a major pain. A simple way around this issue is OpenID. This technology allows you to use a single account to control access to lots of sites in a secure way.
You probably already have an OpenID account but just didn’t know about it.
Keep reading and watch a quick video to see how easy it is to set up…
If you’re integrating your website with Salesforce.com you may need to capture multiple select values. Unfortunately, Salesforce doesn’t accept an array of values (the way PHP sends multiple selects when a form is submitted) so it truncates the values it receives so only the first value gets through. I recently solved this issue when I was building a form for a client.
Salesforce needs a single
pair for each of the values in the same select. So, we need to create something that looks like
The php implode() function is very helpful here so we could just pass the array from the form to a php file and do something like
It would be sensible to urlencode the values of the form data to make sure it arrives safely. So, we need to urlencode the values after they’ve been imploded. If we simply urlencode the array, we no longer have an array and it’s pretty useless.
To send data from the website to Salesforce, I pre-processed the data and sent the request ‘manually’ so my chain of events looked something like this:
Form on website >> php data manipulation >> php creation of POST >> Salesforce.com object
If you have any tips about integrating your website with Salesforce, please drop me a line.
The guys at website monitoring service Pingdom have done an interesting visual round up of how some of the more successful blogs have evolved over recent years. There are a few trends to note but for me the move to a very crowded masthead stood out. Most of the blogs featured have decided to place a large ‘leaderboard’ style banner ad at the top (or near the top) of the page. I read this as a sign that the attention ads get here is too difficult to ignore when compared to the revenue from other areas on the site. It really reminds me of the huge mastheads we now see on print newspapers.
If you’re planning a blog it might be worth learning from the big guys rather than find out through your own evolution. Although the specifics are clearly relevant for those looking monetize content, the layout lessons must be applicable to corporate, promotional blogs too.
Take a look now: A visual round-up of successful blog evolution
If you want to share large files with your suppliers (videos, photos, artwork etc), the best service I’ve found is drop.io. There are lots of file sharing services out there but what’s so great about this one is that it is totally free (up to 100MB per file), its quick and doesn’t require registration or other annoying shenanigans. If your data is particularly sensitive you can password protect it at no extra cost. The premium versions of the service allow much larger data storage and shorter url’s (not that the 7 characters of the free version are too long). Quite simply there’s not much more you could want from an online file sharing service. If you think there’s something better please let me know.