Improving your Ad

Improving your Ad

You have been running your AdWords campaign for a few days now, but how you will know if your campaign is fulfilling your expectations? You can use some of the tools that Google AdWords offers you.

It is important for your business to know the Return on Investment (ROI) in order to know if you are having success. The purpose of advertising your business is to increase sales, but you have to pay for them, even when you don’t get any customer. ROI refers to the percent of profit from your cost, something simple like this:

(Revenue – Cost of the Goods) / Cost of the Goods

Following this example, the Revenue is the final total of your sale, while Cost of the Goods is the total you invested to have a sale. This includes the cost of your product plus advertising.

Supposing that you are at the end of your month and is time to see how you are doing. After reviewing your data, you find a revenue for $1,000, the total cost of your goods was $250 and you spend $100 more in AdWords.  Using the ROI formula you can calculate your percent of profit.

(1000 – 350) / 350

= 750 / 350

= 21%

This means that for every dollar you invested in your business, you get $1.21 back. This could be a low or high profit depending on your business goals. Which of ever your goals are, you always can improve and increase profits.

Look to your AdWords account and see how your ads are performing, you may find that one of your ads is getting more traffic than others, or may one of them has not any traffic. Look at the Impressions Number, this is how many people have seen your ad, then to the number of clicks that you have received.

Choose one of your ads that you want to improve. Review the keyword list for that ad. See how the keywords are performing. Some of them could have a lot of impressions but not clicks; others could not have any impressions or clicks.  Look at the quality score, look for keywords with a low score (being 0 low quality and 10 high quality) and change, pause, or delete those words. Add words to your keyword list that are popular at that time. Also, add words that could let you to the wrong people to your negative list. For example, if you only sell Men Shoes, you may want to add “Women Shoes” or “Kids Shoes” to your negative list, so your ad is not showing to people looking for something you don’t sale.

After reviewing your keywords,  review your ad. Make sure your keywords, ad header, and landing page are related. If your ad is getting a lot of impressions but not clicks, try to change your ad in a way that caught the user attention. If you have any offer or discount, show it on your ad, it will increase your clicks. Also, make sure your landing page takes the customer directly where your ad is telling them. Is not good if your customer was interested in your discounted shoes and then your ad take him to your t-shirts section.

Take the time to review your ads frequently, how they are doing, how is your business growing. This will help you to gain the most you can from your investment.

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Google Analytics

Google Analytics

You finally start your online business, you started receiving traffic to your website by your Google Adwords campaign, but how you know what is working and what is not? This is what Google Analytics do.

This technology is design to analytics the performance of a website or mobile app. You can identify what pages on your site have a low or poor performance. Google Analytics shows you where your visitors came from (by typing your page, referrers, Google search, etc.), how long they stayed on your page, their behavior (what they do), and their geographic location.

You can link Google Analytics and Adwords to review the quality of your ad campaign and your landing page.

These data could be useful if you know how to interpreted and apply actions to your site. For example, you may receive a lot of visitors from different sources, especially your Google Ad, this is good because means that you are offering a demanded product or service, and/or your ad has been designed properly. But you notice that you are not selling many products or that your visitors don’t stay on your website for more than 20 seconds. This could be that your landing page is not related to your ad title and keywords. When a customer clicks on an ad, what they want is to see exactly what they are looking for. Another thing that could cause this user behavior is your content or design of your website. If users can’t easy read your content or are not organized or accurate, or they have troubles navigating on your site, they shortly will leave you and look for another option. Try to make fill your site with relevant and accurate content and make it look clean and organized. Don’t forget to keep your site easy to use.

Another example could be about your user’s location, this will help you to find if you are reaching to your pre-planed audience. If you are receiving many visitors from outside of your targeting audience, especially if you are using an AdWords campaign, you may want to reduce your location to show your ad. Its does not profit to pay for ad clicks for people in places where you don’t ship or offer your products.

Google use cookies (if these are enabled on the client’s browser) in order to know if your site is receiving new or returned visitors. If most of your visitors are returning users is a good sign that they liked your site and what you are offering. With time, this could save you money, because users will type your site instead of click on an ad where you have to pay.

Start using on your site and take the time to analyze your data and improving your business plan. If you learned how to use Google Analytics on your site, it will be a powerful tool to help you to reach your business goals.

Ads Groups

Ads Groups

Google Adwords is a great tool to increase traffic and sales trough your website. You have more success opportunities is to keep your ads campaign organize; you can do that by using ads groups.

Groups are great to have specific keywords for each of your groups. For example, you may create a campaign for your sports equipment website. You can use keywords as Sports Clothes,  sports store, or sports equipment. You probably sell clothes or equipment for baseball, soccer, basketball, and football but not for golf, swimming, etc, so these words are very general for your business because you don’t sell equipment for all the sports; this will increase the impressions on your site but probably not sells.

You could have a better impression and sales using the proper groups. Create an ad group for each of your products, and then fill that group with the best keywords related to your product. For example, taking about baseball products, you may want to add to your group words as baseball ball, baseball gloves, bats, baseball equipment for sale, etc.

Or for your football products, words such as football helmets, football sucks, football ball, football gloves, etc.

Following this tip will lead you to the right customers because they are being redirected directly to the product they are looking for instead of just a website with many different products. You will not lose money by paying for visitors who are looking something you don’t offer.

Think about your products and try to describe them, then use those words to start your campaign, good luck.

Advertising your business

Advertising your business

Regardless your business model, product, or structure, once you have your website built, it’s time to get customers. Exists different ways to increase traffic to your website, but one easy way is by an advertising campaign.

One of the biggest advertising providers companies is Google, you can easy start a campaign using their Adwords Service, the only thing you need is a Google Account; if you don’t have one, you can get one for free.

Google Adwords consist in creating ads promoting your website. These ads are displayed on Google search when a user introduce one or more of your preselected keywords.

Keywords are words or phrases related to your business, or product. These words are important, so you need to choose your words carefully.

First, think like a customer. Organize your services or products by categories, then write down keywords from each category. Include words that describe your products or services for each category. Look for popular words or phrases that represent your business and many people use. Remember that these words are typed by the customers on a Google Search, so think like you are a customer looking for your product or service. What you would you type?

Second,  be specific. Keywords need to be focused on your possible clients. Don’t use general words, for example, if you are selling sports equipment, don’t just the keyword “sports”, this could lead you to people who are looking info about sports, scores, or anything else. General words will define increase your traffic but not your sales.

Third, pick the right number of keywords. You may select from 5-20 words or phrases per ad campaign.

Fourth, review your keywords using Google Keyword Planner. This tool will help you to know how many clicks or impressions you word can have monthly depended on your daily budget and bid. You also can find the competition for each keyword. Competition refers to how many other Google Adwords customers are paying or using the same keyword. You best panorama is having a keyword with a high number of impressions and low competition.

When you finally find your rights words, start your campaign, then keep an eye in how those words are working or not to your goals, you may want to add or delete some words or increase your bid in those words that are generating more traffic.

Legal Structures and Taxes

Legal Structures and Taxes

No matter what business you are starting, it is important to keep its order, this will save you money and legal issues in the future.

There are many different Legal Structures to register your own business.

Sole Proprietorship: This is one of the most commons and easy structures to start your own business. This structure is based as the name says in one person business. The owner is responsible and operates the business. In this way the business and the owner became as one unit in assets and profits. Taxes in this structure are filled jointly because the business income is the owner income. The cons of this structure is the low legal protection to the owner as he is responsible for all the liabilities and debts of the business putting in risk his belongings and assets.

Partnership: This structure focus in business where two or more people share the ownership. Each partner is responsible for the business, contributes in all aspects to the business as money, property, labor, etc. Each owner or member of the partnership receive or is responsible of any profits and losses.  Partnership business file a annual report with all the income, deductions, and loses from the business operations, but instead of paying taxes, the business transfer the profits or losses to the members of the business and they report those incomes and loses on their personal tax returns.

Most business with this structure had a legal file where all the agreements between partners are stablished, even when is not a required to start a business, is a good thing to do. One of the cons of this model is that all the partners personal assets can be used to pay partnership’s debts.

C and S Corporations: Corporations are independent organizations directed and owned by shareholders. In this way, the corporation is responsible for all the legal actions and debts of the business and not the shareholder as others business structures.

There a few difference between C and S corps such as Taxation and Corporate Ownership.

C corps are separately entities and file a corporate tax return as a corporation. This could lead to a double taxation if the profits are distributed to the shareholders as a dividends because these will have to reports those dividends on their personal tax files.

By the other side, S corps are pass-through tax entities, this means that they file a federal return but do not pay taxes. The incomes for the corp are transferred to the shareholders and they report them on their personal tax return.

Limited Liability Company (LLC): LLC companies are business that combines aspects from other business structures, such a partnership and a corporation. This offer a protection to the ownerships from personal liability for debts held by the company. The owners in these companies can be multiple individuals or corporations. The taxes files are filed as a corporation, partnership or sole proprietorship for federal purposes. The process to start an LLC company is longer and require more paper work than other structures.

Every single structure es different between each other, If you are looking for something easy and fast starting and don’t require protection of your assets, starting an sole proprietorship or partnership could be the best option for your business. But if you are in need of legal protection or don’t want to put your assets at risk, even when it would take time to set, a corporation could be a good place to start.

Even when the different structures offers pros and cons, the goals and size of your business will help you to determinate what structure is the best choice.

Designing your Website

Designing your Website

Designing your business website is one of the most important if no the most important step in running an online business. Your site is the face of the company and it should show the heart of your business. Depending on what your business is, you can adapt your website by using different colors, content, or features.

Color Scheme: Choosing the right colors will allow your content to look clear, professional, and easy to read.  Most websites are built using two or three colors in its design, one main color, and two accents.

There are a few common combinations:

  • Red, Yellow, and White
  • Blue and White
  • Red, Gray, and White
  • Blue, Orange, and White
  • Yellow, Gray, and White

These colors are displayed in every browser and can show you content clear, but you are free to choose whatever combination you like. Think about a website you have visited and see if the colors can reflect what your business is, you may use those colors. If you still need help, you can use one of the many Color Scheme Generators online like Coolors.co and Paletton.com. You can pick the main color you like and automatic you will receive some examples of accents colors.

Navigation Bar: Unless your site is built in a single page, you would need a navigation bar to help your visitors move through your site. Place your navigation bar on the top or on the left side of the screens, these are the common places where visitors will look for it.   Try to keep it simple, don’t overload the bar with every content you have, instead, add the most relevant pages or categories your visitors would look.

While designing your bar, you can use text or images to help your visitors identify where that link is going, but keep in mind that some images do not load in every browser. Choose colors who contrast with your background and don’t use big or too small fonts.

Layout: In these days, your website can be reproduced in many devices, it is important that your page can be shown properly on every screen, keep your content organized. Place your main or most important content on the top where your visitors will look at the first place. You can use a single, two or more columns to show your content, but make sure to not overload the user’s screen. When visitors find a lot of items in a little space, they start losing attention, the purpose of your layout is to keep your visitors on your site.

Fonts: There are three based fonts families, serif, sans-serif, and monospace. Serif fonts are easier to read on paper, while sans-serif fonts are better for screens. Look for a font that shows your content in an easy way to read, avoid fonts with little space between characters or with a low difference between capital and lowercase letters.

Also, remember that fonts have to be installed on the user computer in order to work and if you are using an online font, this could not be available all the time, so try to using Web Safe Fonts as a backup. These fonts are installed on every device and will ensure that your content will look the same on every screen.

Site Map & Search Bar: If your site is extent, you may consider to include a Site Map or Search Bar to help your visitors easy find the content on your website. Place your Search Bar in an accessible place, normally on the right top corner of the screen.

Online Payments: If your business requires an online store or payments, you can use PayPal, a transaction service. PayPal will take care of transfer the money from your client to your bank account with a low rate. It is easy to add to your site, you just need to register with them on their site, place your PayPal button on your site, and start selling. You can even design your PalPay button to match your color scheme.

Designing a website is a long but important task. There are many things to consider before start coding your site, so think about what your want and the points above, create a handmade draft on a paper, then you have a basic idea, create your design using any graphic design software, if you like what you see, is time to start building it.

Creating my Business Website

Creating my Business Website

Once you have determined what product or service you will offer to your customers, it’s time to start creating your website.

The first thing in building a site is deciding the domain or in other words, the name of the website (mycompany.com, mysite.info, etc). This should be a unique name in the world and reflect what your business is. You can buy the domain name from many different providers at different prices as Godaddy, Wix, BlueHost, etc.

Next step is choosing how you are going to build your website. There are many different ways to built a website, but depending on the time, experience, and needs that you have you may want to choose from one to another.

The easy way is using a Site Builder, also called them Drag & Drop Builders. This consist in an online software where you create your website using a graphic interface, so you don’t need any coding experience at all. You can star your website from an empty window or use a template. You can choose from many different site builders, such as Wix, Weebly, Webs, etc. Some site builders are free and others require a membership that could be from monthly or full year payment. Most site builders providers offer free domains and other bonuses when you buy a full year membership. Even when this is a great option, it is common that site builders don’t allow too much coding changes or personalize.

A medium option is using Content Managment Systems (CMS) such as WordPress or Squarespace. These CMS offers the easy to use of the Drag & Drop builders with the flexibility of an HTML Coding Editor so you can personalize your site using your coding experience.

The longest and harder way is using HTML editors. These editors are typically used by people with coding experience. If you want to create your unique website and build it from the scratch, this is the best option for you. You can use any of the free editors such a  KompoZer, Trellion, or TextWranger; or you can use a paid software like Adobe Dreamweaver. You would be required to code all your HTML, CSS, JavaScripts, etc. in order to have your website built.

The final step is choosing a server where you are going to store your site and make it available to everyone the 24/7 on the internet. These companies are called Hosting. You can find a big number of companies who offer dedicate or share servers to keep your website online. Most of the commons are BlueHost, eHost, iPage, and Hostgator. Even when most of the hosting offer similar plans, you have to take in consideration the total of storage space you will get, how many domains you can storage with the same account, and how bandwidth you will have. If you are running a website where people will upload and watch videos like YouTube, you will need a big storage space and bandwidth.

Before you buy a hosting, make sure that you are not readily covered with hosting in your site builder or domain name providers. In most cases, these providers include hosting with their plans. But if you are not, check that your hosting is compatible with your site builder; you don’t want to buy a hosting and not be able to use it.