Understanding Google Adwords

In an age where the typical consumers encounters upwards of 5,000 marketing messages each day, optimal marketing isn't loud or flashy. It's sufficiently fine-tuned to cut through the excess noise. Companies are increasingly turning to Google AdWords as a tool for conveying their messages to consumers who are actively searching for branded solutions. Over 94% of consumers use Google as a primary tool for product or service research, and AdWords can effectively ensure your content is at the top.

What is Google AdWords?

Google AdWords are the results that appear at the top right of Google search, as sponsored results. Marketers write effective advertising copy, and use Google's built-in keyword research tool to identify the words and long tail keywords (defined as 3 words or more) that are driving search in their industry. As the world's largest search engine puts it, you're really just advertising to an audience that's already looking for you. These paid advertisements may also appear on the millions of websites that advertise with Google's network, depending on the relevancy of the website content, and the search habits of the website visitors.

How to Use Google AdWords

Just like with organic content marketing, Google's key recommendation to marketers considering paid advertising is to consider quality. If you're using irrelevant keywords, or trying to promote a questionable website, your costs, ROI, and rank among sponsored ads will be significantly lower.

Effective keyword research is vital to a successful  campaign. It's essential to choose a group of between 5-50 key terms that are closely related to the product, service or offer you're promoting. Fewer keywords that are more relevant have better potential for success than a larger group of keywords that aren't as relevant. It's advisable to further tailor your advertising by allowing both broad match results for closely related concepts, and negative match, to block results that are linguistically close but irrelevant.

One of the primary factors which influence the final cost of your campaign is relative competition in your industry. Insurance, loans, mortgages, and attorneys are currently ranked as the most-expensive categories for pay-per-click advertising, where keywords can exceed $10 per click. Achieving a high quality score for your paid advertising campaign is an effective way to control costs; as is ensuring you identify negative keywords to filter results.

Why Use Google Adwords

Simply put, Google AdWords is an effective tool for modern marketing. Between search and affiliated networks, Google's advertising drives an estimated 29.8 impressions daily. Data from the 3rd quarter of 2012 indicates an average conversion rate of 5.63% for ads displayed on Google, and 4.68% for websites within the search engine's advertising network, or a total of 12 million conversions every 24 hours.

It's easy to track the efficacy of your AdWords campaigns with built-in analytics, which include quality scores, average position, and your average click-through rate. When coupled with Google analytics or your marketing automation software, you can simply tie your click-throughs to website conversions, as well as the percentage of your paid advertising-originating leads who ultimately become customers.

Finally, unlike other forms of paid advertising, it is a feasible option for virtually any budget. Companies can choose keywords that match their product and intended spend, and purchase impressions accordingly.

Unlike many other forms of advertising, Google AdWords can be leveraged to effectively promote virtually any product, within any niche. While there is a significant learning curve to begin, and a campaign is only as effective as its keyword research strategy, an effective approach can convey your messages to consumers who are already looking for similar solutions.

For more information on Google Adwords, visit our Google Services page on our website. 

How to keep your online business information secure

On the 23rd of April 2013 the Associated Press Twitter account @AP was hijacked and a tweet saying “Breaking: Two Explosions in the White House and Barack Obama is injured” was published. Immediately after the tweet was published it started to receive attention. The @AP account has roughly 1.9 million followers and is a trusted verified account meaning whatever is tweeted is treated as gospel and usually aggregated by other publishers fairly quickly.

The tweet caused panic, high profile calls were made, media outlets began to publish and the general public did the only thing they know how – they liquidated their stocks – causing the stock market to fall.

That day the Dow Jones dropped by around 150 points – which equates to around $134.2 billion (136.5 USD) – all because of a single tweet. After the mess was cleared up and the stock market recovered, industry experts took a long hard look at Twitter and have started pressuring them to look into better security for their users accounts.

Do you have the same risks? 

Count up your online accounts that you use;
1.   Facebook
2.   Google (Gmail, Google Drive)
3.   Apple (App Store)
4.   Hotmail
5.   Online Banking

What would happen if you lost access to one of these accounts because your password was hijacked like the Associated Press. What would you lose? What damage could it cause to your person or brand?

The average password is 8 characters long; this is all that protects you from losing access to any one of your online accounts. If you are using the same password for all accounts then you've just increased your risk. You need to better secure your accounts, and the good news is it’s very easy to do.

Two-factor authentication 

Two-­factor authentication is the answer to better security – also known as token-­based security. It is an approach that requires two authentication items, in this case something that the user knows – their password – and something that the user has – their mobile phone.

The accounts listed above all have the same thing in common; they offer a form
of two-­‐factor authentication.

•  Facebook has integrated with a web sms (http://smscentral.com.au) gateway to introduce unique passwords sent via SMS upon login of an unrecognized device.
•  Google offers a range of tools including Google Authenticator (Smartphone App), Voice or SMS options.
•  Microsoft offers one time passwords delivered by SMS or Email
•  Apple has two-­‐factor authentication built directly into their iPhones
•  Online banks such as Commonwealth and Westpac offer one-­‐time SMS passwords – other banks offer other tools such as SecurID RSA tokens.

I recently ran through a scenario of what would happen if I lost access to my Google account due to a hijack. It would be a disaster. Have you ever clicked on a “Forgot your password link” what happens when you do – the website sends an email to the registered account and asks you to reset your password. The hacker of my account could search through my emails and find out what communities or online accounts I have registered through my email. They could reset each of my passwords and block my access to any online account I use.

My online social accounts, my business website and my company assets could all be at risk. My brand would suffer enormously; my reputation would be lost and the damage would be irreversible.

My identity would be stolen in a simple hijack of an eight-­‐letter password.

Protecting your assets is important; from your personal email account to your corporate bank account additional security is always beneficial and can save you from losing everything.

Based on the activity in April Twitter should be releasing two-­factor authentication to their users shortly, it might be in the form of an SMS password, or a smartphone application. Once released users will most likely have to opt-­in to the authentication setting to enable it on their account. Which means a large percentage of users won’t make the change, as they don't see the dangers.

Don't be one of the users that loses and account through easy­‐to‐fix security holes. Enable the extra security settings now. There are plenty of resources online explaining how to enable two-­factor authentication on your favorite online accounts. ­I recommend you enable them now before your account is lost for good.

Twitter chooses Drupal for their official blog

At the beginning of this month Twitter announced that they had re-launched their blog on Drupal. Twitter have used Drupal for their developer site for sometime and their blog was previously run on Google's blogger platform. Not only was this great news for Drupal as a platform and as a community, but it was great news for us here at Newbiz Solutions as we believe Drupal is the superior open source content management platform for developing content rich website and other web applications.

Drupal is growing at amazing rate and it powers some of the busiest sites on the web. There are now millions of sites using drupal including high profile sites such as IKEA,The White House, Fedex, Harvard University, MTV, The United Nations, Amnesty International and Warner Bros.

Drupal is the content management platform of choice at Newbiz Solutions as it offers the flexibility and extensibility to satisfy a wide variety of client requirements. Drupal is an open-source content management platform that can be customised to include the following functionality and integration with:

• SEO (Search Engine Optimization) - numerous configuration options, such as human- readable URLs, customisable page titles, meta tags
• Web Analytics - Integration with Google Analytics
• Ecommerce - Online stores and shopping cart sites
• Social - User registration, user accounts, website memberships, social media platform integration, polls/voting, blogs, forums and social commenting & reviews
• Search - Customisable search and search results
• Flexible Content - Endless number of content types to make website updates a breeze
• Content Organisation - Content tagging for improved information architecture
• Lead Generation - Contact forms and integration with CRM and marketing automation systems
• Mapping - Google Maps Integration
• Content Syndication - Newsfeeds, RSS and subscription

Drupal vs WordPress vs Joomla

Choosing Drupal is your first step to achieving a solid web based content management platform upon which to build your web application. When properly maintained and updated consistently to ensure you are running the latest and most secure version, Drupal has been proven to be extremely secure and reliable; backed up by the large government and private organisations that have chosen Drupal vs WordPress or Joomla.

Newbiz Solutions works with businesses and organizations to plan, produce, launch and support Drupal websites. Some recent sites we have developed using the platform are:

Central Highlands Water - chw.net.au

Cancer Australia - canceraustralia.gov.au

Drupal is not just a piece of software, it represents a growing community of real people who have a passion for the web. The Open Source community (of which Drupal plays a big role) is always working to make the web open and accessible for all. So for a web based giant such as Twitter to choose Drupal as the platform of choice for its developer site and blog shows that Open Source software really has come of age and is winning the battle against proprietary solutions. So thank you Twitter. Thank you for supporting Drupal and the Open Web. We support this great move!  

Site Security for Small Business - Why Should You Care?

Security threats and attacks on corporate networks and government websites have become more persistent recently. These so called Advanced Persistent Threats or APTs are usually sophisticated and target millions of dollars worth of Intellectual Property (IP), sensitive and competitive business data and classified government information. But how real is the risk to small businesses? Should they really care?

The short answer is: as distant as the threat may seem, it helps to be safe. The rise in popularity of Open Source and other knowledge sharing forums on the Internet has made the threat of attacks on small businesses websites not so distant. This means that relatively unskilled but adventurous juveniles suddenly have the means to deface or compromise their somewhat insecure local Dry Cleaners’ website with very little effort. The amount of ‘hacking’ information available online for these ‘script kiddies’ is a real threat to small businesses with websites and online services. Unfortunately, this information is enough to cause sufficient amounts of dollars worth of damages to small businesses’ online infrastructure. A 2010 survey in New York reported that almost 500 of 1000 New York teenagers thought hacking was cool and that 17% of them had tried it on some random site. In the UK, the Association of Chief Police Officers reported that 32% of uni students thought hacking was cool and that 23% had hacked into computer systems. These amateur hackers are usually ignorant of the repercussions of their mischief and rarely understand what these hacks actually do to the systems they target. And so the fact is that the risk to the relatively dated small business website is as real as it can get.

So what can small businesses do? Well, for starters, it is worth getting the site audited for security vulnerabilities. Security vulnerability audits for small websites are not as costly and are surely worth the peace of mind. If a site is more than 10 years old, it may be worth investing in a new website. This will not only be a security boost but will help freshen the digital appeal of the business and possibly improve sales. If one decides on getting a new website, it is advisable that one seeks security conscious web developers who will guarantee a vulnerability tested site or recommend a third party security tester. As usual, small businesses are advised to select a web developer with a digital strategy, who understands the business value of a website and appreciates the need for a secure and robust application.

By Oarabile Omaru 

1 easy step that can help you increase your Google Adwords Conversions without spending a dollar more

It is a common misunderstanding that you need to spend more on your Google Adwords account in order to out rank your competitors. We naturally assume that by increasing the amount we spend (maximum cost per click) on our Google Ads we are moving into the number one position on Google.

Without getting too technical this is certainly one aspect of the process but relevance or quality play a vital role in where your ads appear and can drastically help you increase your conversions without spending a dollar more.

Quality Score, simply put, is how useful your online advertisements are to their users. For example a quality score of 6 out of 10 can be improved by making it a 7 out of 10.

If a potential customer searches for a term ‘Wedding Photography Sydney’ the relevance of your ad should reflect this query. As an example I would consider the heading of your advertisement to read ‘Wedding Photographer Sydney’ with reference to your service area instead of the common ‘Wedding Photographer’ heading.

Taking this to the next level would be having the advertisement click through to the relevant ‘Wedding Photographer Sydney’ page on your website highlighting a specific mention to your service area.

Keep in mind that quality score and how much you are bidding work together. A good quality score and a good budget will naturally help your position and conversions.

One of the greatest things about Google Adwords is its ability to work for both small and large businesses. I encourage you to review your quality scores and turn a relevance of 6/10 to a 7/10, take a small step and don't spend a dollar more for great results.

Good luck with your online advertising!

By Mark Wall, Senior Graphic Designer at Newbiz Solutions

Digital Marketing Strategy - Why your company needs one

As the internet becomes an increasingly common tool for product and service discovery worldwide, the brands who manage to capture the attention and business of today's connected consumer are the ones with an excellent digital marketing strategy. Shifting your marketing online won't just improve your communication with customers and prospects, it's crucial to remain competitive.

What is a Digital Marketing Strategy?

Simply having a website isn't enough to put your brand in front of the right consumers. Globally, 61% of internet users begin their search for branded products or services online. The brands with the highest search results rankings, and the most-engaged followers on social media networks haven't reached the top as a result of dumb luck. Getting found online by the right consumers is the result of a comprehensive digital marketing strategy.

1.75 billion mobile devices were sold in 2012, ensuring virtually 24/7 connectivity. As the internet becomes a near-ubiquitous tool for consumers, the process of product and service discovery has shifted to web-based channels. Brands that succeed during this dramatic shift in the way business is conducted are those who do the legwork to determine the best channels for their market, and position themselves optimally. A comprehensive digital marketing strategies may include a combination of web design, content marketing, social media, and paid advertising.

Why Create a Digital Marketing Strategy?

Every company has an online presence, whether they realize it or not. Consumers no longer trust television commercials, radio advertisements or direct mail as much as they used to. Conversations about brands have shifted to web-based forums, and companies who haven't invested time and resources into an online strategy will lose the opportunity to shape public perception and purchase decisions.

Building a website and signing up for a Facebook page aren't sufficient. 75% of consumers never scroll past the first page of search results, and Forbes recently reported that it takes around 32 hours a month to manage a single social media platform correctly. Your digital marketing strategy needs to encompass a plan for continual effort to capture attention and remain competitive.

How to Create a Digital Marketing Strategy

There is no simple cut-and-dried formula for building an effective digital marketing strategy, aside from continual effort and applied analysis of web metrics and analytics. In order to build a plan to capture interest, convert leads, and bring revenue into your company's sales pipeline, your strategy should be based on the following questions:

• Who is My Ideal Consumer, and How Do They Research Branded Solutions? 
• What Key Terms are Driving Search Traffic in My Niche? 
• What Are the Most Frequently-Asked Questions in My Industry? 
• How Do My Competitors' Digital Marketing Strategies Stack Up? 

Every digital marketing strategy should begin with a thorough knowledge of your company's ideal customer and how they find information online, often known as buyer persona profiles. Market analysis can guide the formation of your content marketing, social media, and email marketing strategies.

Achieving positive SEO in an era where search engines have become smart enough to reward creators of quality content requires a digital marketing strategy that encompasses content marketing. Blog articles, informational videos, webinars, infographics, and white papers are all valuable tools for connecting with savvy consumers.

Developing a marketing strategy that stands out in an era of information overload isn't easy, but it's within reach for brands willing to do the work. In an age where the average consumer skips television commercials, avoid ads, and tosses direct mail without a second glance, a digital marketing strategy is key.

For more information on Digital Marketing Strategies and how we can help your business please email info@newbizsolutions.com.au or call the office on 53352230.

26 Things To Note Before You Develop A Website

If you are thinking about creating a website for your business or wanting to rebrand or refresh your website then you may feel a little overwhelmed at where to start. There are some essential details to consider and this info graphic by PIXAAL is great in that it shows the basic things to note before you even begin to develop a website.