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Letter 2010-2 Technical Council endorsement of the defense budget


In the meeting of 28 October as the proposal of the Chief Professor of Sociology Shiota Gustavo de la Vega, was agreed to publish a letter from the Technical Board in support of the defense budget UNAM .

This letter appeared in El Universal on November 1 this year.

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AdWords does not charge per click

is true that you pay a cost per click, but in fact AdWords are paying for impressions. And once you realize there are a number of important implications.

Let's start

Historically, advertising has been paid by diffusion, not effectiveness. If you want to go out in a newspaper, were paying for their millions. If you want to go out on the radio, according to the number of listeners.

In Internet the same, so for every 100,000 impressions. But as advertisers with limited budgets who we are, what we asked the media was: "I can pay only if the ad works?" (To which, the media responded with a grin because he was biting my tongue).
AdWords
But then came and surprised everyone with his magic formula: your ad appears, a thousand times, and if no one clicks, you will not charge. Only if there are visits (clicks), you pay X cents per unit.

"Great no? But it's not exactly true. Step into the shoes of the Lord AdWords: advertising space wasted on ads that do not generate revenue? Do you will risk your income depends on the ability of advertisers, whether known or not writing ads? Obviously, no.

AdWords charges you for PRINT

is, you're actually paying for the times your ad appears.

Exhibit A clear is that when the effectiveness of your ads down, you see the ominous message: "Rarely are shown (the ad) because the quality is low."

Looking

what this means, you say: "a high level of quality means that the trigger keyword ads on a higher position at a lower cost per click (CPC)." Translating

you're saying that for every 100,000 impressions your ad receives few clicks, Google enters little money and you can not waste visibility. Put ads from other companies that have better efficacy or that pay more per click (CPC). Your ad will

relegated to the banishment of the second page (where almost no one will see) or appear only in 1 of every 20 times someone searches your keywords.

Want definitive proof?

If you have an AdWords campaign running, look in the keyword panel next to the cost per click, where there is a blue icon that looks like a sperm.


you must click, you receive the simulator deals such as this image. I just did a campaign for a client in USA and I said that, the current cost of 1.25 € per click get 1,120 impressions. And if you go up to € 7.55 will get 7,280. True

that the American market is most competitive in the world, but look who is telling me I'm just announcing a small part of the total market! What if I want more coverage I have to pay dearly And I thought they paid for clicking!

Implications for your AdWords campaigns

1. If you are not over, it is normal that sooner or later the costs will go up without stopping or your campaign looks increasingly less
2. Only properly segmenting words and ads can improve the quality
3. If you compose better ads attract more clicks, you pay less per click and be seen more
times

You must be always happy to AdWords, or penalize you. With the media has to sleep with one eye open ...

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"The Geopolitics of Freemasonry Franc" Commission Agreements

NATIONAL AUTONOMOUS UNIVERSITY OF MEXICO

FACULTY SOCIAL AND POLITICAL STANDING SEMINAR
Geopolitics

PAPIME
PROJECT:
Schools in the World Geopolitics and Training
Mexican Geopolitical
Design Code: PE300609


A student community
P resent

University Nacional Autonoma de Mexico through the Faculty of Political and Social Sciences, the Permanent Seminar and Project PAPIME Geopolitics: Geopolitics Schools in the World and the Formation of a geopolitical design Mexican PE300609-key, organized the first fruits the Sixth International Seminar on Geopolitics: Geopolitics Franc of Masonry ", to be held on Wednesday 25 November this year at 9:00 pm in the auditorium" Ricardo Flores Magon "of our faculty.

event which will be held two presentations, one by the distinguished Dr. Pierre Mollier, Grand Master of the Grand Orient Lodge of France, an expert on geopolitics of Freemasonry and who will Franc exposure through the system videoconferencing, and Dr. Patricia Galeana, prestigious history of the Faculty of Philosophy and Letters at UNAM and a specialist in Problems of Mexican Masonry Franc nineteenth century.

Given the importance of the event and the opportunity it represents for the enrichment of the academic work of our faculty, we are honored to invite you to join it through your attendance and participation.


CAREFULLY

DR. GONZALEZ LEOPOLDO AGUAYO responsible
Geopolitics Permanent Seminar
PAPIME Project Director.

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The objective of this commission was responding to requests for students to have more information on teachers and their courses to enable them to have a basis for selecting the time of registration. This information will be posted on the website of the Faculty. However, no agreement was reached on the publication of PISA.



each teacher was asked the following curriculum:



1. Teacher Name

2.
degrees
3. Category and level of appointment

4. Affiliation

5. Subjects who has taught in the last three semesters

6. Research areas

7. Publications related to subjects taught

8. Number of theses directed

9.
experience
10. Contact: email, Internet blog, etc. (Optional)

11. Date of delivery of information (to find updated)

12. Each teacher must submit the program of subject matter taught in the six month period, which must be based on the official program of the matter and shall specify:

a) Method of teaching and learning;

b) Forms and assessment criteria .


13. Teacher Support classes (based on the signature roster of attendance)


14. Timely delivery of qualifications (based on registration of the Department of School Services)

Rights

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Google Academy: AdWords advanced



few weeks ago, Google held the Academy. Access is by invitation only Google and I was lucky enough to attend. I will try to make a summary of the 7 most interesting: The

grouped into the three topics discussed:

NETWORK OF CONTENTS

1. Most network: according to a study last November Comscore, the Google content network is the largest advertising network in Spain. If you're in it you have the possibility to put your ads on thousands of websites and participate in the 12,000 million impressions per month or contact with 13.5 million unique users per month.

My comment: This is a great opportunity but it requires a different treatment of the search network (which everyone identifies with "AdWords"). That is, forward in broadcasting, but less efficient. It is not the same person you are actively searching on Google that you are reading an article in an online newspaper and see your ad by accident. Treat both groups in the same way can be an expensive mistake.

2. Opportunity: still relatively untouched. There is less competition in the search network. This will change sooner or later.

My comment: when you start to master the content network, the better. For example, in terms of image ads (banners typical), the normal principle that costs make it work. Better start now, when they can do tests with little competition

3. Locations managed / Automatic: with the new interface can do with just a click different websites where your ads appear, one by one, and thereby eliminating those that have but performance. Or, spend some of "automatic" to "managed" to fully exploit it.



My comment: we must be careful to permanently delete sites, it is sometimes more practical to see what the website says and then take negative words or better, lower-level analysis of URLs to remove only parts Site inefficient, not everything.


GOOGLE ANALYTICS

4. Install the code correctly: if visitors to your site can move to other domains or subdomains, you have to modify the code that gives Analytics or the data are not reliable.

My Comment: I just happened and I can assure you it is very frustrating to have mixed data "traffic direct "and" traffic from AdWords. "Thus, money invested in placing the code and place it on every page is money well spent.

5. Conversion Tracking: It is arguably the most important Analytics all the visits if you want to do something on your site (is there not?). default Analytics gives you up to 4 goals for the set up and can see not only how people do what you ask, but where Gone are the "clueless"

My comment: stressing that said, you have to take full advantage of this functionality. When properly configured, can give you a gold information, for example, where you have bottlenecks in your site.

6. Bounce Rate: is another indicator that something may go wrong. For example, if you have keywords that generate a lot of visitors with a high bounce rate (the visit will not look at other pages, go to other sites) maybe there is something wrong, unless you have a blog (where the rebound is justified).

My comment: check Adwords ads and landing page. Usually the problem is that the promise does not match what was found.


NEW INTERFACE

7. Simulator offers: The new interface is a simulator that will indicates the prints you can get up your bet, the cost per click (CPC). For different amounts above tells you how far you can expand your outreach.



My comment: Google puts you in the long teeth, but the quality of care for these extra visits. If you do not convert well, the waste can be considerable.

well written

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PISA Student Rights

University students Nacional Autonoma de Mexico
Know your rights!

Right:

writing exercise, and within the period set for it, his right to petition university officials responsible for reviewing and, where appropriate, procedures to relieve request. Also, get grounded and reasoned response of the authority which requested the completion of the process.

Submit complaints, claims or complaints concerning the allocation of the rights conferred by the University Legislation.

Access to public information which is part of the archives of the UNAM through the mechanisms established in the regulations of the subject.

Set from the second half of the order of the subjects they wish to pursue, where permitted by law university, provided it does not alter the serialization of the curriculum in which it is registered.

Having the appointment of a guardian or guardians, who will serve as his advisor and their academic activities.

receive educational services according to schedule, plans, programs, school calendar and the regulations approved by the Technical Board of each Faculty.

know (of materials being carried) the curriculum, books, and if attendance is mandatory .

Receive 85% of the classes of professor, or where appropriate, interim teacher .

right to take and certify classes in other faculties or schools of the University .

As the assessment is entitled to:

That is taken account class participation and performance in practical exercises and work, as well as exams providing the respective program.

Submit evaluations and assessments within schools and within their official working hours of working time, if for reasons of force majeure occur elsewhere, must have prior authorization from the school administration or faculty.

be evaluated through regular reviews as long as they meet the requirements. These tests should be applied on the dates specified in the schedule established by the Technical Council and the timetables set by management.

exam revision request to the director of the authority within 60 days following the publication of the final grade.

Having NP (not presented) should not attend the examination of the subject.

Request correction of a final grade must be made in writing within 60 days from the date of publication of it.

Submit

tests did not establish extraordinary a matter, not having been registered or not having completed.

Submit up to two subjects per semester through special examinations.

Regarding the time limit to be educated, are entitled to:

have 50% more time than does the undergraduate curriculum, with all benefits of educational services and extracurricular activities, and twice as long to fulfill all the requirements of the curriculum.

As for social services has the right to:
Knowing

existing programs to achieve them, receive timely documentation required for registration and receive a certificate of compliance.

As set change, career or school is entitled to:

Change Group within 15 days after the commencement of the course as long as the quota allows.

Career change within the same power (as long as the quota allows) having a requirement written consent of the director.

Skip to the same race but another campus (Provided that the quota allows) with the approval of building principal acceptor.

Issue a simultaneous career have covered 50% of credits of the first with an average of 8.

Referring to the suspension of studies is entitled to:

to suspend their studies for one academic year and in extraordinary cases, for a longer period (with permission of the Technical Council).

Should be referred to University Court for any lack of legislation, the student is entitled to:

appear and be heard in open court.

Provide all evidence necessary for better understanding and resolution of the matter.

appeal for review of the sanction imposed by the court in his case.

Source: Supplement to the Gazette UNAM 4.096 number 1 September 2008.

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Presentation MONUUNAM / Indigenous Social Forum with the presence of OXFAM

hereby extend an invitation to attend the presentation of the Second Model United Nations and the Indian Social Forum to be held Friday 2 October at the Sala Fernando Benítez at 1 pm. The event will be attended by Oxfam, an organization that in turn will present its "Come to the point."

Importantly for those interested in the work of NGOs is a good opportunity to approach issues OXFAM volunteer or community service.

look forward to your assistance. Greetings

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Pisa

Draft / proposed to introduce the next session of the Technical Council

The ad hoc Committee of the Technical Council for review Applied Social Research Program (PISA), met on March 10 and September 17, 2009.

Given the problems addressed, has agreed to change the name of this Committee Monitoring Committee for the Teaching Performance.

A) The Commission endorsed the request to the coordination of career school system and open system of curriculum information for teachers to make it available to students through the School website. In order to be uniform, layer the following:
1. Teacher Name
2. Degrees
3. Category and level of appointment
4. Affiliation
5. Subjects who has taught in the last three semesters
6. Research interests
7. Publications related to subjects taught
8. Number of theses directed
9. Experience
10. Contact: email, Internet blog, etc.
11. Date of delivery of information.

B) insisted on implementing the agreement by the course syllabus that the teacher develop must be based on the official program of the matter and also specify:

a) Method of teaching and learning;
b) form and assessment criteria. Since

information above two points are requested for the current semester 2010-1, calls are incorporated into the Faculty's website shortly.

C) Department is requested to direct, at the beginning of the semester, a personalized letter to each teacher with the notification that it is their duty to attend on time since the first day of class, schedule and room assignment and submit its course work plan. Likewise, you should insist on compliance with the contents of the official program of the subject, as well as to inform in a timely fashion skills to students and on record within the period established by the school calendar approved by the H. Technical Council.

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The 4 U's in the AdWords ads

Are your ads?

In the seminar Perry Marshall about "AdWords, Traffic and Conversion (AdWords & Traffic Conversion ), Bob Bly, one of the editors most recognized advertising worldwide, gave a trick to write better AdWords ads small.

In fact, it is a trick so powerful that it serves any notice or action advertising you have in place:

"Every great ad is 4 U's:"

• Urgent
• Useful
• Single Ultra-Specific

See if someone applies. For example, in a highly competitive market such as credit cards. If you Google "credit cards" appear to us to 60 advertisers. So competition, the ads should be very well written.

If we focus only on the first three:

Credit Card
Use your card to buy
to in retail credit.
card www.bancaja.es/ s

• Urgent? No
  
• Useful? Yes
  
• Unique? There is one more card
  
• Ultra-Specific? It is rather general

Credit Card
Account Current unconditionally
No small print. Open it now!
www.ingdirect.es

• Urgent? No
  
• Useful? No, I do not know what it is
  
• Unique? Yes, it seems that no one talks about this issue
  
• Ultra-Specific? Yes, at least more than the previous
  

Credit Card of MBNA
No annual fee or switch banks
credit limit flexible.
www. Card s Credit s.com / MBNA

• Urgent? No
  
• Useful? No, do not talk about benefits
  
• Unique? With great difficulty, there is another similar poster
  
• Ultra-Specific? Of the three, the most
  

In view of the few U's to meet, seem to have room for improvement. With best texts possibly get better ratios of click ( CTR) and thus pay less for being in the top positions.

Because we remember , AdWords decide who is above all not only by the size of the check, but also wit.


What can you do to improve your listings?

1. Check your ads more traffic, more money will have
   
2. Look how many of the 4 U's past are in the content. "No? "Few?
3. Monta tests including at least three of the four U's and see the result after a few days

As we have seen, the campaigns of traffic AdWords have, in general, with ads that are purely descriptive, those "I sell product A, and B and C ". No commercial messages, not seduction, with little hook.

When you have no competition in AdWords, and it is unprofessional, an ad can be descriptive enough. But this does not last long. Soon the wolves appear While the need to sharpen pencil.

Sure you can improve your ads.

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Campaigns Content and Locations



Of the many advantages of AdWords is one extremely powerful, do not come to light until used: how AdWords advertising lets you "conventional".

Yes, mass advertising, the unsolicited, the intrusive, but that AdWords works in a special way to work.

But before we see the problem with that "traditional advertising" on the Internet.

conventional working

Say you've developed a new application for the iphone, and as new, no one is looking for on Google. In this case

out sponsored links in Google with search words such as "iphone" does not make much sense, because you might be looking to buy the device, not an application.

But sure there are hundreds of websites that are being visited by iphone users. All you have to do is hang your ad in front of their eyes.

The problem comes when you negotiate Advertising on a site: in 99% of cases give you a fee of 250 € per 100,000 impressions. You think,

- "What if no one clicks?"

To which the owner of the website answers:

- "Not my problem"

And you will mentally add the distrust that these 100,000 impressions actually occur.

Ultimately, a negotiation where both parties have competing interests with a probability of agreement uncertain.

unconventional solution

Google found a solution to the dilemma. They are content campaigns. They are ads that are inserted in their AdSense network pages web, formed by hundreds or thousands only in Spain and here comes the first difference, PAY PER CLICK, not impressions.

That is, if the campaign does not work, it costs you nothing.

But you're interested to work, and Google too, do not get paid. And here comes the second difference: ADWORDS DECIDE THE WEBS for you, you just have to tell you what your keywords. From here begins a process of trial and error that moves throughout its network of Adsense Websites, jumping from one to another looking for the best locations for your ads.

If the application for the iphone, start by inserting your ad on websites that talk about "iphone", regardless of the theme of the web, or whether it is a portal with 100,000 hits a day or a niche blog with 100 visitors. Once tried this test with words like "Apple" and "Mac", which will jump to other sites. Then with "smartphones", "mobile devices", "mobile games", "Steve Jobs", etc., Etc.

When you encounter sites where the click rate is high, will stay there and make the announcement again and again. When one click, go with the ad to find new walls to hang it. Decides

better than you

The system works so well that when you mount a campaign placements, ie a content campaign where you choose the websites in which you want to appear, usually the result is often worse.

To sample, the example of the principle, two contextual advertising campaigns, one in the hands of Adwords (the "content") and the other choosing the websites (the "sites"):



Comparing Content with Sites: best CTR, more than 10 times the dissemination of the ads (impressions) and more than 20 times the visits.

interests of the advertiser and media agency aligned. And it looked like before Google was all invented in advertising ...

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The sales funnel I


All internet company has a funnel in sales ("sales funnel '). The visits come to the web , conversion occurs and of these, some customers become final. So far nothing new. What is perhaps not so obvious is the multiplier effect.

The multiplier effect

Working While each of these 3 phases has increased pay for what you believe. I show you a simple example.


1. Imagine a business in internet you get 100,000 hits month.

2. These visits become leads web page (eg requesting a budget ) at a rate of 10%, ie, 10,000 leads

3. Once have abandoned the web , 1% of these just getting customer leads, a total of 100 clients (those that generate income)

improved by 25% each phase separately

1. Implement or improve AdWords campaigns , for example, and up to 25% monthly visits, we went to 125,000 hits

2. create tests of landig with page Google Website Optimizer , for example, 25% and improve the web conversion from 10% to 12.5%. These are leads 15,625

3. Introduce a series of e-mails a autoresponder, for example, to convince gradually to lead ends to accept the budget in greater proportion. Instead of 1%, we get 1.25%.


The overall process improvement to 95%!

The multiplier effect means that instead of 100 customers we now have 195. That is, small increments applied at each stage of the funnel have nearly doubled the results.

In the next post we discussed how to improve each of the 3 phases.

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The power of the text This web

If you speak little unconvincing.

If you talk too bored.

Do you know where virtue?

If you answered in the middle, you can be in error. Or not.

I have two cases to share with you which demonstrates the power of the texts. Two cases of websites in which we test the amount of information needed to get the answer.

His teachings are extrapolated to a mailing letters, the text of an e-mailing or the number of blades you have to have a brochure.

Case 1: More wood

In this case, we test a long landing page against another almost twice as long.


Contrary to those who say that "people do not read" the extra-long on the right won a resounding: 27.9% conversion, 14.0% against the first.

But this does not mean that landing pages should be as long as may be possible. If you talk too much you can create a doubt or suspicion and the sale is completed. Occurs in the following case.

Case 2: Far or little

three lengths were tested, each new version added more business case:


Neither short version (the "squeeze pages" or pages that are now squeezed fashion) or the full version.

virtue in this case was on the average. Although this example I can not reveal details, I can tell you the differences between one version and another were two percentage figures. Negligible.

The power of the texts

web pages are a combination of design and text.

The design speaks to the mark, but the text is which leads to action. We all have the letters of the alphabet twenties to play with, but depending on how the combinations can be very different result.

The main lesson of the above is that how you say it is a key variable degree of success.

The second is that if you do one test never know if you need a minimalist page four sentences, or no longer encyclopedic web or an unanswered question.

But there is another not so obvious teaching and learning to coscorrones when you start doing tests:

The test must be carefully planned
or may be a waste of money and time.

This is not guess what's going to win. But:

- Guessing how much of your website is the first you should test.

- Getting it right if you should test landing page length, or concepts, or tenders, or processes, or forms, or ...

- Match in the tools that will enable you to make a test easy, fast and guaranteed.

can not test all at once. So if you do not succeed with this plan, the test can give you the worst possible outcomes: there are no significant differences among the variants tested.

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wonder called Auto-Answer vs Facebook



Do you remember your first pair?

Sure. But ...

Remember if it was that the Cola-cao instant or rather as the slow ripening of an apple tree?

In my case, as in most, get the first appointment I was not an easy task.

was a distance race. In many previous attempts. Deceptively banal dialogue. Seemingly random encounters. Suitors who had to be deleted from your mental catalog, one by one. A lot of work. With reward, yes, but hard work. It took

many 'hits' to get the jackpot (no double meaning in this sentence). If for every new client has to invest the same effort that would do nothing agency presentations 24 hours a day.


Do visitors to your web shop at your first visit?

If you said "yes", which is not interested.

But you said "no", do not you think that there should be a lot of visits to your site who leave and never return? Do not you think you should do something to prevent these missed opportunities? At the end of the day, each visit has a cost, even from the free Google.

As in the case of dating, and unless you are Scarlett Johansson or Brad Pitt, success is a process that requires more than one contact. The problem is how to get more contacts with whom you just left your site and never re-enter.

There is a small wonder that is responsible for you to receive any interested parties, to give them a warm welcome to reconnect with them every few days, to maintain a relationship over time, to keep track of them, to bring them evidence that you have the best product, gradually seduce ... until they are convinced and converted into customers.

This is especially useful when your product or service is expensive or complex and requires a more or less long of purchase. In other words, when your client needs to compare and think.


The small wonder of the auto-responders

This little machine that solves the problem is called "auto-responder" and holds a power that few have been exploited, at least in Spain.

An auto-responder is a service via e-mails, 100% automated, preprogrammed, tested at all stages, ranging from the prospect comes to your website until it is convinced that you are the best option succumbs to your charms. Let

advantages with an example: a company that sells an English course at a distance. The course is 6 months, including DVDs, tutor, phone consultations, exam preparation, etc. The cost is high enough to that he first enters it very difficult to have to buy it right then.

Here is where it starts to run the auto-responder:

1. Subscription: with a good deal, normally at no cost to the interested party is invited to subscribe, for example, with only a name and e- mail. If the offer is sufficiently attractive, the decision is much simpler than buying the course, then the chances are high that you subscribe
2. 24 hours / 7 days : this subscription may be made at any time of day and from any country, the system automatically
3. Double Opt-in : the system sends an e-mail to subscriber to confirm that is really a person and not a machine collecting e-mails, ie, avoid spam and complies with privacy standards
4. Home of the relationship : Once confirmed, send the first e-mail. If the strategy is well made, the user is waiting for this e-mail and "devour" on arrival.
5. continuity of the relationship: the next day, after 3 days, etc. will receive further communication, not directly for sale, adding value but the important thing is that the user sees the e-mails but not as advertising incordiante as a "well I am subscribed to"
6. Eventually, interspersed invitations to buy the English course, but always within a context of relevant messages . That is, although at that time do not buy, it is important also withdraws from the list
7. The process is repeated for each new subscriber, you receive automatic so whole series of contacts, each with the periodicity previously marked
8. The auto-responder performs all management , both high and low, reports of everything (opening ratios, bounces, click ratios, complaints, etc.) and most importantly, lets test it all to improve gradually, and eventually create a system that generates money while you sleep. Business

on autopilot

Ultimately, the auto-responder is for you if you like:

- Go beyond AdWords, Google, impressions and clicks
- Start building relationships long and fruitful relationships with those who visit your website
- Improve conversion, whether in the form of more subscribers, more budget or more orders requested
- Ultimately, expanding the potential of your internet business

Causes Of Unwanted Erections

Should you advertise on Facebook ? Or with AdWords already have enough?

Notice that I said "advertise" and not "be." I was not on Facebook a few months ago and was equally happy, although some friends were pressuring me to "be."

the end I caved. But not because I draw the social part of Facebook, but on the other hand, it is not so glamorous ads on Facebook.

We have started using AdWords for some customers and collect here some conclusions and recommendations. FACEBOOK


and ADWORDS

80% of my clients currently use AdWords to advertise on Google and other network sites Google, both in Spain and other countries. AdWords is a very powerful tool, vital for many of these clients. But AdWords is a monopoly. Although benign, it is a monopoly.

Unlike other monopolies, the philosophy of AdWords means that everyone wins: companies are announced, those who are looking for, and no one feels overwhelmed or cheated. But it is unwise to put all your eggs in one basket.

To sample, a button on a client, 98% of traffic comes from Google. This gives respect if not fear.

Therefore, any alternative that can complement, Google AdWords, it is welcome. ADVANTAGES


ADVERTISE ON FACEBOOK

• 4.3 million users: this network has had a rapid success around the world and especially in Spain. A year after launching its version in Castilian, has gone from 400,000 to 4,300,000 active users (those who have accessed your account in the last 30 days). Customers
• concentrates Facebook has valuable information about the interests, tastes or interests of their users. Facebook advertising can be targeted not only by age, sex, geographic area, etc. but also by "lovers of the good life", "Mercadona Fan Club", "People in Barcelona" "Save the Beach Bar," "Singles Madrid" ... If your customers are swirling around a profile or group, you have a gold mine on Facebook.

Many things that are difficult to advertise on AdWords, because no one is looking. A member of Friends of the trees "may never look at a book on AdWords" trees ", but if you see advertised on his Facebook page ... DISADVANTAGES


Post to Facebook

• Keywords: unlike AdWords, where you can select millimeter keywords with which your audience is searching on Facebook, as far You can select the words that are available, the user has chosen to describe their hobbies. This can be a big problem depending on how is your business.
• Tracking: with AdWords you tell if a visist is converted or not, that is, if the cost of click has translated into sales. With Facebook is not so easy. The system itself does not provide for variable conversions, and this is the critical variable for any website that wanted to be profitable. Facebook stay in the middle of the movie: how many people have visited the site through the ad. Do not report the end of the movie, where perhaps there is an unexpected outcome. To track conversions you need other tools.
• Clickabilidad: when someone searches AdWords is that you need at that time. The chances of it being a client are high. In contrast, Facebook, advertising is when someone is hanging out with friends, comment photos or exchanging thoughts more or less irrelevant. Could compare contextual AdWords publicity. But in my opinion, even that. In the AdWords advertising content there is a relationship between what the user is reading (for example, an article on fishing) and the ad that appears (eg, a notice of fishing poles).
• Tests: Facebook does not allow scientifically test two ads at once, at least I have not succeeded. The "split testing" is one of the pillars of AdWords (the other is conversion tracking). No possibility to test two different messages is difficult to improve and find profitable ads. If it fails, do not know why. You can adapt a profitable AdWords campaign on Facebook, but this is no guarantee either, so we talked about how different the audience.

Despite the long list of disadvantages, do not be misleading. We are not burying Facebook. On the contrary, we have added to our catalog of solutions, with AdWords campaigns, e-mailings and website optimizations.


USING THE ADVERTISING

FACEBOOK Facebook has an audience too big to ignore him. But it has its own rules. Therefore, if we mount a campaign on Facebook, is on these principles:

1. Objective: With AdWords you can be successful selling because he is looking for Visa in hand. Facebook does not. A campaign for the market may be too ambitious. It may be better idea to change the purpose for capturing leads. That is better than giving a gift or invite a lot, you pick up a list of interested and potential customers (leads) and then you work with e-mailings or other means to convert into customers. Segmentation
2. : like AdWords, a good segmentation is key to that money will not go down the drain. Facebook is arguably more true. Find large volumes of prints may not get you anywhere. It is best to refine and refine, to micro levels, but you run almost without a hearing, and then talk directly to your target as if you had before with the ad and landing page in perfect harmony.
3. Image: Image of the ad is probably more important than the text beneath it. Avoid bland pictures, bet they draw attention (novelty will not it?). As Facebook is about relationships between people, images of people can work well. Creativity
4. : AdWords ads are losing effectiveness with the mere passage of time. On Facebook, the process is even faster. Often ready to renew ads. The same applies to the landing page that follows the click.

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final Moral: Try Facebook, follow it, make changes, follow it and if it seems to bring results, cut the bleeding and try other things. The important thing is action. If you just think, no go. If you try many things, some will eventually be a success.

As they say Americans, "fail fast" (fast equivocate.)

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AdWords Pay or not pay Google?


"SEO or SEM? "Positioning organic or sponsored links? "Free or pay?

Two days ago I was doing a presentation of agency to the marketing department of an industrial company.

was explaining how Google AdWords to attract visitors to the web. AdWords is the middle star that our clients use. We talked about its effectiveness, the cost of clicks ... suddenly, an officer interrupted me

- Do not you think it is better to appear in the left column, which do not have to pay?

The first time I asked this question I was paralyzed. But that was for many presentations. Over time you tend to clarify things much base to attend the School of coscorron "(as the Americans say), ie, based on many failures and some sporadic success.

My answer, always saves me from these wrongs, is the wildcard of smart:

- Depends. ..

is the eternal question. What is better SEO or SEM? In other words, is there to focus on doing well in natural or organic positioning, which is free on the left of Google? Or is it better devote efforts to AdWords, sponsored links column on the right?

In this case I will not give a "depends." I'm going to get wet and I'll tell you:

must empower them. Free and not free. But the smart strategy is to start with AdWords and only after mastering AdWords, work organic positioning. AdWords is the tip of the pyramid. Below it is everything else: SEO, e-mailings, membership, mailings, advertisements, etc.

This is the principle we apply to our customers: AdWords and complement natural position, both are necessary. But first things first. I'll point:

• is not an idea I had invented this morning while Prince cookies dipped in milk for breakfast. It is an idea that was invented for at least 5 years to really know this, as Perry Marshall or Howie Jacobson, and strictly apply to businesses that want to live on the Internet.
• organic positioning is free, but only for those who are fortunate enough to appear on the first page. If you appear on page 5, what good is it is free, with no one sees you? An example

If you sell "home alarms" you have to know that there are 343,000 pages competing for the click Free. Only the top 10 are visible. Given that few people go from the first page, 342,990 are semi-hidden. In contrast, AdWords, we have 13 advertisers. A priori, it seems more affordable.

• Not all keywords are created equal. If for a given keyword appears on the first page of results for free is not enough. If that keyword is very sought after, will be few who see you.

In the example above, imagine a company that sells home alarm gets appear on the first page of Google when someone searches for "residential alarms." Is it a success? Probably not, in April 2009 was carried out 36 searches in Google Spain with "residential alarms." The key word really is "home alarms": 1,600 searches in the same month.

• Even if you are lucky enough to receive divine well positioned on the first page and for the most popular keywords, who tells you that Google will respect your position tomorrow? In fact the log is constantly changing which sorts search results, and this can benefit or harm. A business can not be sustained "only-in something so uncertain. Let

the benefits of AdWords:

1. AdWords allows you to view from Day 1. Spain is still an untapped market in many sectors. A customer who sells machinery for optical Briot Weco, is virtually alone. Paradise. Even for those who are competent, you can be on the first page from the day you start the campaign.
2. AdWords allows you to scale: unlike organic positioning, for which you can only choose a few keywords, AdWords can increase the range all you want, it's free. You can have a campaign with 50 or 50,000 words. You pay only when someone clicks on the word.
3. AdWords is control: you decide what you spend, where you spend it, when you spend it, if you want to appear on working hours but not at weekends, which enhance product lines and what not, what advertising to web pages and which to veto. In Adwords you are the decider component, not Google.
4. AdWords is not expensive or cheap. course has a cost, the cost of each click. But for my clients is (almost) irrelevant. Why? Because what we really want to know is how much it has cost each new budget downloaded or each contact generated through AdWords. Based on this I say, "If every potential customer cost me X € or less," bring me all you can! "
5. AdWords information: what you get to know everything, the message that work, offers that are profitable, the groups that become customers, the most favorable times of the day, the most attractive countries. And here we link to the decision of principle:

When AdWords tells you the keywords that are key to your business, is when you invest heavily in improving organic positioning. is when you know the money you pay to an SEO consultant will be well spent.

If you start to reverse, the SEO consultant will ask one day: "What words Key want us to optimize the web? "And you run the risk of leaving the profitability of your business in the hands of the whimsical intuition.

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