Simple 50 Google AdWords management rules, Part 1.

June 24, 2009

Yesterday I was happy to attend the web seminar by ROIRevolution, the Google AdWords qualified and Google Analytics authorized company. The webinar was named as “50 Ways to Make Your AdWords Advertising Drive More Response and More Profit”.
The knowledge I recieved was very direct and clear for understanding. And, due to it great sense, I thought to share this information with the world, ’cause everyone should be involved.

I decided to share this information in two parts, today I’ll tell the first half. Let’s begin.

1. Use Negative keywords to avoid irrelevant traffic
2. Logically organize your campaign structure for freely swimming through your AdWords acct
3. Separate campaigns with Search advertizing and Content Network advertising
4. Keep in mind that bids differ for various match types of keyword
5. Position 1-3 won’t surely lead to incredible conversions

6. Evently revise positions that your ads occupy on Content Network
7. Also it is not the best way to make changes to account from dusk till dawn, some time is required for system to collect statistics
8. Promote benefits, not features in Ad text
9. Test at least two Ads in every AdWords group: when you found the better ad text, then try to find a better one
10. Examine CTR and Cost per Conversion of each Ad

11. It is a good practice to include keywords and key phrases in the headline of Ads
12. Use Call2Action in the bottom line of Ads
13. Using “&” instead “and” will help you to save place for Ad text
14. Attract attention in Ads that you place in Content Network
15. Try to provide a “unique selling proposition” in your Ads
16. “Words That Sell” by Richard Bayan

17. DON’T USE ALL IN CAPS, there are much more ways to impress your point
18. Ads that are straight to the point work better.
19. In order to get rid of unwanted customers, include price in Ad text
20. Want to increase QS, than you have to improve CTR
21. Use several landing pages, don’t sent all traffic on single page – your customers need space for choice

22. Keep out of money wars for Ads positions
23. According to your market include “free”, “no charge”, “open” and so on in your negatives
24. Do not neglect matching types when you create keywords
25. It may be profitable to create campaign based on your competitors terms, but be careful and smart with this advice
26. Maybe special “branded” campaign with different versions of your company name or site title will bring you additional traffic. Look at example: HireRussians, www.hirerussians.com – is right name, Hirerussians, hire russians, hire russian, hirerussian – variations of our brand name, which may be, and according to Google Analytics it is, used as search query to find our company in the Internet

Don’t you agree that this is pretty useful for advertisers who interested in successful AdWords account management? I think you do, and if so, come back soon for the second part.

In addition, today I was involved in very interesting game provided by collaboration of Google and Virgin America, Day in the cloud. It was some kind of intellectual game, duiring one hour every participants answers questions from various part of life and solves puzzles. The most amaizing was the fact, that here, in Novosibisk, was rain after which beautiful clouds appeared on sky of wonderfully blue colour. You can see it on image below, view from our office window.

View from Sibers office window

Adios!


Russian Programmers Are Champions

April 24, 2009

A team of Russian programmers from St. Petersburg State University of IT, Mechanics and Optics has won the The ACM International Collegiate Programming Contest.

It is the second year in a row when a Russian team of programmers wins this contest dedicated to finding the strongest programming team.

The programming tasks were aimed at solving problems in Java and C/C++. The Russian team has solved 9 of 11 problems at the shortest time.

Our congrats to winners!


Meeting your team in face proves its effeciency

April 8, 2009

Our client Arpad shares his experience about visiting our software development offices in Russia:

“Back in early December I had submitted my project via Elance looking for a well-established software development company to carry out my website. I was very impressed with the response from Sibers and decided to take the plunge and hire Sibers on.

From the outset I planned on meeting with the winning company so I made the long voyage from Calgary Canada to Novosibirsk on February 25. My stay was fairly short having to leave already on March 3.

It was great to meet the Mobizou team and all the other folks from Sibers. It definitely is great to put faces to names! It was great to see the comraderie amongst the team members and the Mobizou poster on the wall (Victor, don’t give up your day job and try your hand as a professional artist!

My visit was busy but with moments for some fun. Luckily Darya was there to save me from the police on my first day! It was a very fruitful visit all and all and it was a pleasure to meet all of you. Until the next time!”

mobi


Executives Consider Zend Certification the Main Criterion When Hiring PHP Developers, According to Sibers

April 7, 2009

Sibers has released a press release dedicated to the role Zend PHP certification plays.

Survey shows the thoroughness decision-makers employ when investigating software outsourcing. Objective proof of practical skills is the decisive factor in favor of certified developers.

Novosibirsk, Russia, April 2, 2009 – Sibers LTD, a Russia-based software outsourcing company, performed analysis of how decision making of executives looking to hire offshore developers changed in the last three months. The survey, conducted among selected current and prospective clients, revealed a significant tendency: a heightened level of cautiousness during the process of selecting a provider. Sibers analytics noted a longer period of hiring developers and weighting reasons for each supplier that takes part in the tender. The number of competing providers has also increased with the larger role of Eastern-European software companies.

Sibers experts conclude that it is the depth and character of hiring criteria that changed the behavior of product managers and investors. Prospective customers take into consideration a much larger number of decisive factors now, which they compare providers against. While attractive prices and a well-organized portfolio were the main criteria before December 2008, new customers are focused on objective methods of evaluating practical skills of their future suppliers. A universal and well-recognized tool is needed, and Zend PHP Certification is found to be an unbiased standard that helps to make their decision.

The Zend PHP certification is considered a worldwide standard for proof of practical skills for PHP developers. The target group of customers agreed that a successfully passed certification provides extra assurance that the code is written according to global PHP community standards.

“While a degree in CS assures theoretical competence, and a portfolio demonstrates abilities, the certification reveals solely the practical experience possessed by a programmer,” confirms Sibers PHP-Team leader Valery Makarenko.

Sibers contributes to the best software development practices by thorough training courses for its PHP professionals. It is confirmed by the fact that 13% of all PHP certified developers from Russia work at Sibers. The growing popularity of Zend PHP Certification in Russia demonstrates the awareness of best practices among Russian programmers who keep in step with the latest PHP technology.

“Our customers tell us that their development managers are finding Zend certification a useful tool in the hiring of PHP experts and both Zend Framework and PHP 5 certifications help those managers to validate practical skills. The Zend sponsored certifications use exam topics that are specified as competencies required in practice and are developed by a neutral board of global PHP community experts,” said Susie Sedlacek, vice president for global services at Zend Technologies. “We are pleased that the huge uptake in PHP in the Russian market also reflects the strong demand for Zend Certified Engineers with pertinent PHP and Zend Framework skills in that market, and at companies like Sibers.”


Looks Like Panic in the Outsourcing World?

April 3, 2009

Will Outsourcing prices fall in next two years?
What sectors or industries continue to grow despite global recession?
Is IT outsourcing seeing a decline given the slowdown?
Representatives of which industries will not decrease IT spending in 2009?

These are just few hot questions in LinkedIn Answers. What’s the matter? Crisis? No.

It is the fresh press-release by Gartner that claims that all prices for outsourcing services will fall.

However, if you read until the end, you will see that this press release ends up with a paragraph about the fall of India’s outsourcing operations (a major argument?). I dare to assume that the price fall (if to happen) will be due to the market inertia when businesses switch to out-of-India-sourcing not willing to pay significantly more than they are used to. This way worldwide prices *may* become more or less equal.

Anyway, it is all about what may happen and what may not. I would focus on just one thing: work.


HireRussians reaches $2,000,000 on Elance

March 25, 2009

It took 22 months to earn another million of dollars on Elance: the first one was earned in May, 2007.

The first million took 5 years of sleepless nights.

elance2mg


Google AdWords: Long hoped-for option

March 23, 2009

It was nice to discover an option in Google Adwords that I was waiting for – a tooltip that pops over the graph at the My Campaign Performance report and displays daily values of the selected metric. As long ago as yesterday it was needed to select a specific date and wait for the information to update. Now it happens immediately when you point your mouse over the graph.

AdWords graph with tooltip

AdWords graph with tooltip

Lucky users of Google Analytics have been enjoying this feature in their diagrams for a long time already.

Analytics graph with tooltip

Analytics graph with tooltip

This is a very friendly feature, so if you haven’t found it yet, log in to your AdWords account and take a look at it.


ASP.NET MVC Framework vs. Web Forms

March 19, 2009

ASP.NET MVC Version 1 has just been released and we are looking at its benefits over standard ASP.Net Web Forms

- a clearer concept of code division (Model-View-Controller);
- powerful backing for unit tests. Such things as testing classes for generating a page layout has become simpler;
- more global and accurate control of HTML and JavaScript generated;
- coming up with a very user-friendly URL.


Internet in Siberia: 404 Not Found

March 19, 2009

On Tuesday, we were lucky to visit Siberian Internet Week, probably the only conference that unites web-developers, clients and investors in Novosibirsk.

Having seen such large venues as TechCrunch50, I was expecting something like that somewhere at the back of my mind.

However… Well, below are some of our outputs that we carefully carried out of the conference.

  1. The local market of web development is focused on creating corporate websites.
  2. The local market of creating corporate websites is divided between 3 small young companies.
  3. Corporate websites are mostly simple 5-page sites on a CMS with catchy design and a couple of interactive elements.
  4. It is considered a great way of doing business to charge $30,000 for development of a corporate website. The development may take up to 9 months.
  5. There is a craze about making your website rank #1 in Russian search engines. People are willing to pay monthly fees per keyword.
  6. There is no clue about public relations management. Marketing efforts are concentrated on what’s hip.
  7. Professionals are not willing to share their practical knowledge with the audience.
  8. The audience, in its turn, has no idea about nice behaviour like standing up when asking questions.
  9. The presenters have no idea about ethics of public speech either: it is normal to present sitting in front of a laptop pointing at its screen.
  10. Schedule? Agenda? The popular people don’t need it. The unpopular people are reminded of time constraints.

In short, this all looked like either a vanity fair or a short catch up of old peers but… ugh… what d’ya expect for 15 bucks?


Software and Web Development from Design Point of View

February 27, 2009

When you decide to get your software or website done, you go outsourcing and hire professionals. What should an outsourcing company do to successfully complete a project? Well, the scheme of the process is pretty simple. Its realization is not too obvious in many cases but let’s dig a bit deeper into four components of it.

1. The core of development process

a. Business Vision Document

Every project must have its goals defined and you should be able to answer the following questions:

  • What is the business goal for you as the business owner?
  • What benefit will you get after launching your project?
  • What benefits will the project’s users get?
  • And the last but not the least, what users’ needs does it cover?

If you are satisfied with the answers, if you and the end users are happy, the project lives long. This is what the Business Vision Document describes: the business idea and the goals that the product is to reach.

It’s a very important document as it inspires the whole team: developers and designers get clear understanding of the project goals and work becomes more efficient.

So, you should start any programming or any new business with working out:

  • Business goals
  • Users’ benefits
  • Clear description of the product idea for team and customer

b. Functional Requirements Specification

Ok, general words about the product have been said, the idea is clear and it’s high time to step to the specification with detailed requirements, so that the development team and you have the same understanding of what they are going to create. A perfect variant is when you know what you want in every little detail and have documented it in the appropriate format that we understand. But it’s also ok if you have got only an idea. Our specialist will specify functional requirements in the process of communication with you asking certain questions that help to understand the details.

Functional Requirement Specification is the key document in understanding what the product is to do and what it is NOT to. If you don’t limit requirements, then development will last forever. But if they are specified, development process becomes clear and predictable.

c. UI design/Wireframes

We have described the functionality of how the product is going to work. But what should it look like? How to understand what the user experience will be like? What is the most efficient way to design the interface, so that users would be happy and enjoy their experience? All of it is under responsibility of the UI designer professional. On the base of the above documents – Business Vision and Functional Requirements Specification – they create wireframes, which is a schematic representation of the user interface, layout of all the pages and UI elements placement together with the description of their behavior.

Who needs it? In fact, everybody! You get the understanding of how UI works, graphical designer gets all needed details to create a unique style, look and feel of the interface, developers get much clearer understanding of the final look of the product.
Here’s what Wikipedia says about wireframing:

A website wireframe (also “web wire frame”, “web wireframe”, “web wireframing”) is a basic visual guide used in web design to suggest the layout of fundamental elements in the interface. Because of this they are often completed before any artwork is developed. When completed correctly they will provide a visual reference upon which to structure each page. Wireframes also allow for the development of variations of a layout to maintain design consistency throughout the site. This is an important part of the initial development stage because it creates user expectations and helps to develop an awareness of and familiarity with the site.
Creating a set of wireframes for any project also acts as a way to communicate with clients and stakeholders such as content creators, engineers, and developers. Over the course of a project the wireframing exercise functions as a stable base on which to consider changes, diverse user paths, and new requirements. The information architect and information designer typically use the wireframes as a meeting of the minds and as solid working documents on which to establish the language, content, and structure of interactions users will have with a given site or project.
The creation of wireframes also helps to define the positioning of global and secondary levels of navigation in a prominent and intuitive position, as well as providing an area for utilities such as helpful information and search facilities. When creating your wireframes it is beneficial to ensure that branding is central to the identity of a site so as to communicate the personality of the site.

d. Content/Copywriting

It’s not mandatory to have the content ready before the development, but with having all the common copywriting done and all typical content presented, design works go much more efficiently. In most cases the content is provided by the customer or a copywriter who works in close contact with the customer.

2. Pre-programming works

a. System Architecture

Well, having docs described above ready we’ve got about half work done: all business ideas are clear, functionality is clear, what it looks like – clear, content – got it! We are ready to implement out ideas into life.

Coding as any other development requires creating architecture of the project: DB schemes, the description of system modules and their relations inside the system. It is important to create such an architecture that allows future extension, upgrades, improvement. Thus, it’s a natural and important part of development.

b. GUI Design

Meanwhile, a graphical designer inspired by business vision, UI design wireframes and customer preferences of the look and feel of similar products creates the look and feel of the product we are developing, that is its style. Logo creation, website design, web 2.0 style, custom icons – any graphic work you need. A common mistake is when you require a GUI designer to design complex user interfaces requiring deeper analysis and UI design skills from the start. But when UI is ready, graphical designers feel free to do their best in turning wireframes into complete stylish pictures.

c. xHTML markup

Web projects require graphical pictures created by a GUI designer to be coded in xHTML (xHTML marked up) so that developers could later integrate functionality with design.

It’s much better if mark up is done before the functionality is implemented. It’s also applicable if done after, though the efficiency in most cases is doubtful.

3. Programming Implementation

Finally, all kinds of designing works are done and we can move forward to programming. As many of you might know, 1 week of coding works requires 1.5 week of design and documentation works. When more than a half way is behind, programming goes very smoothly since ALL details are clear.

4. Quality Assurance

If a project is big and sophisticated, you might need QA services. Our guys explore every little piece of the product and run different tests to make sure that it works as designed. (For more details about QA read about our services at www.sibers.com)
After we go through the process described above, we release the product and that’s pretty it. Any further questions?
The process summarized looks like a diamond:

scenarios-of-interaction