Should Your Small Business Use AdWords Display Ads?

Should Your Small Business Use AdWords Display Ads?
Facebook Enables Starred Reviews for Some Businesses
How to Give and Receive in Business This Holiday Season
New Verizon Ellipsis Tablet Offers a Budget Friendly Option for Business
Hewlett Packard MicroServer Is Ideal For First Timers
FAA Changes Rules on Electronic Devices in Flight

Posted: 13 Nov 2013 04:00 PM PST

adwords display ads3

Recently, Google announced a new flavor of campaign called “Search Network with Display Select.” This new campaign type is a slight modification of the old “Search & Display Networks” campaign type.

Here is Google’s pitch:

“Search Network with Display Select uses improved signals and methods of predicting when and where your ads are likely to perform best, and sets a higher bar for when to show them.

That means your ads are more likely to be shown to a smaller number of prospective customers, who are more likely to be interested in your offerings.

Compared to the old campaign type, initial tests show that advertisers, on average, could see a 35% higher click-through-rate, and a 35% lower cost-per-customer purchase on the display portion of their Search Network with Display Select campaigns.”

use adwords display ads

In summary, it seems to me that they’re being slightly more selective with the display network placements and the timing. But I don’t see a huge difference. That, of course, elicits the usual question. . .

Should You Use AdWords Display Ads?

My short answer is yes, small businesses should use the Google Display Network (GDN). But with a couple important caveats:

Conversion tracking is set up & working properly.
You know the value of a conversion to your business.

I’ve written about the GDN or PPC “black hole” as I called it, before. My opinion is the same – you’ve got to control it.

Controlling the Google Display Network

First, you need to remember that targeting on the display network is very different from search. For display advertising, Google is looking for websites/pages that are contextually relevant to your keywords and then deciding to place ads.

Therefore, display campaigns need far fewer keywords and they can be much more broad than search campaigns.

Second, your ads need to stand out much more because you’re trying to steal someone’s attention from the blog post they’re reading or the image they’re looking at. That is a much different proposition than search ads, where you know what they’re looking for and can include their exact search query in your ad copy.

Lastly, Google will always put your ads on domains that you don’t like. You need to regularly review your placement reports and exclude poor websites so your ads stop showing there.

Final Verdict

Don’t use the new “Search Network with Display Select” campaign type (pictured above). Use separate campaigns for search and display so you can control and optimize each area in an appropriate manner.

You can get great results from the GDN, but only if you set it up right, measure, optimize and improve.

Images: Google

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Facebook Enables Starred Reviews for Some Businesses

Posted: 13 Nov 2013 01:30 PM PST

Facebook is entering the review game, but in the social network’s case it includes a star rating system, Facebook starred reviews. Facebook introduced the feature recently for businesses with physical addresses. So for those Web entrepreneurs who only have a website, this doesn’t seem an option at the moment.

The process seems fairly easy, according to directions found in the Facebook Desk Help section :

Just visit the Facebook page of the business you want to review.
Scroll down to the review section on the right hand side of the timeline.
Fill in the number of stars (total of five) that reflect your experience with the business.
Fill in a written review as well in the space that asks “What do you think about this place?”
You can mark your review public or select the friends, acquaintances or other connections you want to be able to see it.
Then hit “Review” and you’re done.

Page owners be aware. You automatically enable the Facebook star reviews feature by adding your physical address on Facebook. Facebook warns you cannot remove individual reviews. So the only option is to remove the review function completely by taking your address off your page.

How Facebook Starred Reviews are Different

It’s impossible to think about the new Facebook review feature without considering all the controversy now surrounding online reviews.

In September, small businesses in New York state faced $350,000 in fines after the attorney general’s office said they had hired freelancers to write fake online reviews.

Around the same time, a study revealed 16 percent of reviews on Yelp might be fakes and Yelp sued a law firm claiming it had faked reviews as well.

Meanwhile, the Better Business Bureau is rolling out what it claims is a more credible process to ensure reviews are written by real customers.

Facebook allows only those with an account to write a review. But how many fake Facebook accounts are out there is anyone’s guess. At best, the new Facebook starred reviews feature should probably be viewed as another way to collect feedback and generate social interest rather than an objective measure of customer sentiment.

Thumbs Up Photo via Shutterstock

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How to Give and Receive in Business This Holiday Season

Posted: 13 Nov 2013 11:00 AM PST

how to give and receive in business

In an increasingly competitive retail landscape, small retailers are always seeking an edge. As we head into an uncertain holiday shopping season, one way your small shop can get customers' attention and earn some of their cash is by giving back to the community.

The success of initiatives such as Small Business Saturday has shown that consumers have a strong interest in supporting their local communities with their dollars. Getting involved in socially responsible activities in your area is one of the best ways to show your business's commitment to the community.

So where to start?

Ideas for How to Give and Receive in Business

Highlight Your Existing Social Cause Activities

If your business is already involved in social responsibility, be sure to highlight these activities around the holidays:

Post pictures on social media and your website of your employees packaging up gifts for disadvantaged children or feeding the homeless on Thanksgiving.
Write about your efforts on your website and in your email newsletters.
Keep a running tally on your website of the number of toys, hours, dollars, etc. donated to your charity so far. Include a call to action for how customers can help ("Click here to buy/donate/learn more").

If Non-Existent, Take Up a Social Cause

If you aren't already involved in a social cause, the easiest way to get started is to participate in existing local organizations' holiday outreach, such as toy and food drives.

While there are many worthy organizations your business could get involved with nationally or even globally, since your goal is to attract local customers, you want to focus your charitable efforts at home:

Ask your employees about local organizations they support; have everyone vote on which one to focus on.
Poll your customers for suggestions and hold a vote on social media or your website for which organization you'll support.
Pick an organization based on your industry and/or customer base. For example, it's a no-brainer for a toy store to support a children's toy drive or a restaurant to donate to a local food bank.

Get Your Customers Involved

Everyone's in a giving mood around the holidays, and offering your customers an opportunity to contribute will make them feel good about themselves (and about your business):

Put a donation jar at your point-of-sale with a sign explaining your charity so customers can drop their spare change in it.
Inviting customers to join with you and your employees in a charitable event such as feeding homeless families on Thanksgiving.
Ask customers if they'd like to "round up" their purchase price to the next dollar and you give the extra money to a charitable organization.
Ask customers to donate food, blankets, toys or whatever your organization is seeking at your store; then you take it to the charity.

Create Specials to Drive Sales and Spirit of “Giving”

Customers love the idea of giving gifts and giving back at the same time:

Host a special shopping day where a certain percent of all sales goes to your local charity. Be sure to let local newspapers, bloggers and radio stations know in advance so they can spread the word.
Choose a certain gift item (or package of items) and give the profits (or a percentage of them) from that item to your local charity. Merchandise the product(s) prominently in your store with special signage highlighting the donation customers will be making simply by purchasing.

Conclusion

As you plan your charitable outreach, make sure to:

Consult your accountant to make sure you are handling tax aspects of donations correctly.
Promote what you're doing and the results in your marketing and advertising as well as to the local media.
Focus not on what you are getting out of charitable activities, but what you're giving.

Charity Drive Photo via Shutterstock

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New Verizon Ellipsis Tablet Offers a Budget Friendly Option for Business

Posted: 13 Nov 2013 08:00 AM PST

verizon ellipsis 7

Lines blur more and more between consumer and commercial devices. The result is that useful technology for your business shows up in the most unusual places. Take Verizon’s first venture into tablets, the Verizon Ellipsis 7.

The new 7-inch tablet seems at first glance like a primarily consumer device. The official Verizon Wireless News Center lists these features:

An Amazon Kindle App for ebook readers
Streaming video from Redbox Instant for watching movies on the go
4G LTE connectivity and a front facing camera which Verizon says is for video chat with family
The ability to sync calendar and email with other users

Here is a brief overview of the device’s operation from CTNTechnologyNews:

Consumer Tablet with Business Uses

The Verizon Ellipsis 7 has some uses that might be helpful for businesses too. For example, CTNTechnologyNews reports the tablet can create a mobile WiFi hotspot for up to eight devices. Verizon says the device also features:

A full HD display
Additional storage via an SD card
Support for personal or corporate email
Voice search and Google Now
Meeting, event and travel alerts
Accessories like a folio with kickstand and added keyboard.

According to Verizon’s specs, the Verizon Ellipsis 7 tablet has 8 GB of internal memory expandable up to 32 with the SD card and has up to 12.28 hours of battery life. It also runs on the Android operating system making it comparable to other devices like the Nexus 7.

Verizon’s limited offer of $100 off the cost for customers who sign up for a two year Verizon contract starts the tablet at $149.99, well below the cost of many competitors.

Look over the specs, including those for the front-facing and rear-facing cameras, to be sure they fit your needs. Then consider whether you’ll be happy being tied to a contract with Verizon.

If these issues are not a problem, the Verizon Ellipsis 7 tablet may be a very budget-friendly option.

Image: Verizon

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Hewlett Packard MicroServer Is Ideal For First Timers

Posted: 13 Nov 2013 05:00 AM PST

When you get to the place that you need a server for your business, it seems a daunting task to purchase one. Hewlett Packard (HP) has made it easy with a new product aimed at business owners who are setting up their first server. The HP ProLiant MicroServer Gen8 is a must-consider product.

hewlett packard microserver

Earlier this month, Small Business Trends published a small business community piece mentioning dedicated servers. One of them caught my eye because it is relevant to this article about buying a dedicated server.

Brandon Ellis authored an article about dedicated web hosting, which differs slightly, but still answers why you might want the power of a dedicated server or host. Because you need more power, more control, more space, more speed. You can get that in the cloud, too, but not necessarily in a way or at a price that works for your business.

I received a review unit and quite often companies will say, “Easy setup, right out of the box.” I never believe it, but in this case it was true. HP spent a lot of time to make it easy for those who have never set up a server before.

I connected it to an extra monitor I had and plugged it in. After just a few clicks, the machine self-configured itself (seriously) with what they call Intelligent Provisioning. You can interrupt the setup (by pressing F10) and customize various options. No CDs or software to download. It is already loaded on a flash chip.

Many business owners will want to add an Ethernet switch for better networking. HP built one to fit this design. The HP PS1810 lets you create separate local area networks (LANs), for example. You can buy a lower cost switch, but this one comes with features that you might want to read more about.

What I Really Like:

4 hard drive bays: You can put at least 12 Terabytes into this machine. That silver front opens like a door and you can install or swap drives. You also can add a solid state drive.
Affordable starting price of $469, then the cost of the hard drive. Comes with 2Gb of RAM, which you can upgrade to 16Gb.
I like the small square form factor and that they designed it so you can stack more than one of these, or a router switch, on top or below.
It is ultra-quiet. In a previous startup of mine, we had two servers that were so loud, we put them in the closet.

What I Would Like to See:

If you want to use the remote console capability, you have to purchase additional software, "iLO Essentials" for $150. I would love to see a "lite version" for free.
If you have been in the market for your first server, or an additional one that you can expand as you grow, the HP ProLiant MicroServer Gen8 is a healthy, robust machine. You can learn more about it on the HP website (which only links to partners and doesn’t make it easy to “buy online,” but Amazon, NewEgg, and TigerDirect have this new server available with reviews that can give you some customization ideas.)

I have not purchased hardware like this from Amazon, so I would recommend going with a specialty firm like NewEgg or Tiger Direct if you are purchasing online. They are well known and have good customer service. Or, use a local computer services or installation firm.

You can find reputable and well-rated ones on Yelp, Angie’s List, or Local.com depending on how active your local area is on these review sites.

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FAA Changes Rules on Electronic Devices in Flight

Posted: 13 Nov 2013 03:00 AM PST

electronic devices in flight2

Actor Alec Baldwin would be thrilled. The Federal Aviation Commission has officially approved use of electronic devices in all stages of flight, with a few exceptions.

You may recall Baldwin was famously ejected from a flight back in 2011 after he refused to stop playing a game on his phone.

But for small business people who travel regularly, this is good news too. It means possibly being able to get a little extra work done while waiting for takeoff and landing.

The new FAA rules apply specifically to e-readers, laptops, tablets and, in some cases, smartphones. But they must be switched to airplane mode or have their cellular signal disabled. Laptops and other larger devices must still be stowed during takeoff and landing.

Previously, use of electronic devices was only permitted above certain altitudes. Now many electronic devices can be used “gate to gate.” Individual airlines are implementing the new policy one by one after getting FAA approval. JetBlue, for instance, adopted the policy effective November 1, 2013 for its airline. The JetBlue announcement says:

“Prior to the new policy, customers had to turn off and stow all electronic devices during taxi, takeoff, landing and when the aircraft was below 10,000 feet. The new policy allows JetBlue customers to use smart phones, tablets, games and other smaller electronic devices at any time during taxi, takeoff and during flight, unless otherwise instructed by a crewmember. Laptops must be stowed for taxi, takeoff and landing.”

Voice Calls Still Not Allowed

Sorry, voice calls still won’t be permitted during flight. But short range devices including Bluetooth accessories used for mobile keyboards will.

Under certain conditions such as low visibility, the aircraft pilot or crew might still ask passengers to turn off electronic devices during landing.

Airlines may begin allowing expanded use of portable electronic devices by passengers inflight as soon as they certify the aircraft can tolerate interference caused by the devices, the FAA says.

However, many airlines have already begun allowing expanded use of the devices on flights, Entrepreneur reports.

But don’t necessarily expect expanded privileges with your electronic devices on your next flight. Be sure to ask the airline’s policy ahead of time, if possible, on using your tablet or e-reader.

Mobile Photo via Shutterstock

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