Finally, I plucked up the courage to purchase my shiney new Samsung Galaxy S3 (more on that later) and whilst reading the latest news on the Guardian app I noticed that they (or their ad server people) still don’t know how to do ad targeting properly.
See my screenshot of the app below, taken on my new Samsung Galaxy S3 and showing me an advert for… wait for it… the Samsung Galaxy S3.
Obviously I’m never going to click that ad. I already own an S3. I’m using it!
The worst bit is that it’s easy to detect that I’m using it. They should know that I’m using an SGS3 and remove that ad accordingly. Any marketer wanting to keep their job should be aware of this and be eliminating such horrendous wastage from their marketing budget. You’d think the Guardian would want to make their offering useful, too.
Even employing me as a freelancer, £2,750 would get you not only a WordPress installation bolstered by a bunch of security features to tighten up the out-of-the-box setup, but a completely custom theme designed by a professional web designer and a good chunk of custom development work.
Having taken a look at euvue.co.uk it looks very simple and something I’d probably charge less than £500 for. Having said that, the exact same site could be placed on my Journal Local platform (also built on WordPress) for a small monthly fee which wouldn’t even approach £500 over 12 months.
I still can’t figure out where that £2,750 is going…. maybe into revenue generation tools?
“Unlock your earning potential with the built-in advertising management system, including sliding banner, 4×4 blocks and classified ads with full AdSense compatibility (Google advertising). You could expect to pay thousands for this unique system however we have taken a sensible approach to pricing that won’t break the bank!” (my highlighting)
Let’s just discredit one thing for a start: no one in their right mind will consider Google AdSense to be a credible revenue generation tool for a sustainable web site. I’d love to know what’s unique about the ability to use WordPress’ built-in Text widget to paste Google AdSense code into your sidebar (here’s a free online tutorial showing you how in 9 steps), or even one of the many advertising plugins already available. I wonder which classifieds plugin they’ve installed (that takes less than a minute to do, by the way, thanks to WordPress’ built-in plugin search and installer).
No, I’m still stumped. Once you get past the features that are standard in WordPress anyway Super Local Sites appears to be charging for something that could easily be created in a day without hardly spending a penny.
I actually find it offensive that anyone can charge that amount for something so simple and that’s built mostly on freely available tools and resources. The fact they’re charging £2,750 to out-of-work journalists is even worse – my fear is that many journalists taking the risky plunge into entrepreneurship will get burned by the unnecessarily high overheads and fail in their first year.
There’s a phrase I picked up from somewhere a while ago and now use it quite a lot. It’s;
No involvement, no commitment.
The basic premise is that if you don’t feel involved in something then you’re less likely to be committed to it. Take work, for example. If you don’t feel as if you’re an integral part of the place you’re less likely to give two hoots about getting in on time, meeting deadlines etc.
This basic idea seems to be behind so many things, including social media.
For me, Facebook works because it makes it so easy for friends to involve each other in what they’re doing. Earlier this year, Neilsen released some stats showing the amount of time people spend on top sites. Facebook, the 4th most popular site and most popular social network, pushed passed the 7 hour mark. That’s over 7 hours a month that the average user spends on the site.
Spotify. I love it. I have a premium subscription allowing me to listen at a higher bit rate than most users and, with the app on my 32GB Nokia N97 I have an incredible MP3 player at my fingertips.
I’ve been saying for ages that Spotify needs to get social. It needs to add that element of involvement that keeps people so glued to Facebook. I ‘scrobble‘ what I’m listening too so that my habits are recorded by Last.fm, but I never use the service because it involves the effort of opening up another service, but if those features were built into Spotify… wow. Then I could interact with my friends, just like I do on Facebook, but focused around our shared music tastes.
Nothing provides that in one place. It takes two apps and some manual copy/paste to share stuff.
So as exciting as mflow looks, it’s a bit too much like Last.fm but on the desktop. Sure it’s great that I can share songs I’m listening to and like, but I have to switch from Spotify to mflow and search for the track that’s already right in front of me in Spotify. Again, ball-ache and I can’t see myself using mflow long term because of the extra effort involved.
What Spotify needs to do is add mflow-like features. Let me “favourite/like/love” a track/album/artist. Show this on my friend’s start pages, as part of a timeline of activity including what I’m listening too. Show me a chart of my compatibility with my friends.
Give me a profile which shows what I’m listening to, charts of what I listen to most. Let me share tracks, albums and playlists with friends easily from within the application.
Let me involve my friends in my Spotify experience and let them do likewise. We’ll all be more committed to using Spotify – and with the added benefits, far more likely to pay that £10 per month for the privilege.
Update #2: Spotify made a u-turn; they’re going social! This article on Music Ally describes the Facebook integration features which will allow easy sharing of playlists and tracks between friends. Not only that but they’re sorting out my second bug-bear: existing music libraries. No longer will I have to suffer the embarrassment of using Windows Media Player as Spotify will now incorporate music already stored on your PC. Fantastic! Well done, Spotify.
Google’s contextual advertising doesn’t get a lot of love from anyone; publishers or advertisers. Publishers slam the low revenues and advertisers are disappointed with the high-cost, low-return they seem to get when choosing to advertise on the content network.
Having spent years managing campaigns through Google’s AdWords program (the advertising platform that supplies ads to contextual service, AdSense) I’ve experienced advertiser’s frustration over the content network. Indeed, one of the first things I did when creating or optimising campaigns would be to turn off the content network, ensuring that my client’s ads only ever appeared on Google search results.
This was the thinking;
About two years ago I re-visited the content network and figured that actually, it’s not that bad at all. You can target very effectively. I began taking a more traditional approach to online marketing. I researched the target market and found the sites that my target market was frequenting. Then, I pumped those sites into AdWords and it told me if they ran AdSense as well as some similar sites that definitely did. I could then easily create a campaign targeting only those sites that I’d identified. The situation then looked very different;
It’s a very crued way of demonstrating the point, I know. What it does make you think about as well is the amount of wastage you get from search. I’ve always had great difficulty dealing with ‘keywords’ because it’s impossible to know what searchers are thinking when they type them in. Let’s take the common example of ‘mp3 players’. Is someone searching for ‘mp3 players’;
Looking to buy an MP3 player?
Researching MP3 players with the intention to buy at a later date?
Trying to figure out what an MP3 player is?
Looking for a supplier of MP3 players?
Searching for a local shop selling MP3 players?
Attempting to find software that will play MP3s?
Researching in-car MP3 players?
I could go on… Imagine you are selling portable MP3 players by Sony. You find an MP3 player review site, add that to a Google AdWords campaign and target keywords including Sony. Your ad will only display on Sony MP3 player reviews. The great thing about that is you are catching your target market right at the point where they are trying to make a purchase decision. If they’re happy with the review there’s a good chance they’ll want to buy that MP3 player and conveniently, your (hopefully well-written) ad is sitting right along side.
I liken it to being able to cherry pick people off the street to pull into your high street shop. It really can be that powerful. So is it really the case that Google’s contextual targeting is flawed? Or is it just that advertiser’s aren’t taking full advantage of the system?
Well, it’s a bit of both. Google’s system needs to be smarter – showing ads for hotels in Lichfield isn’t very relevant on a site who’s target market all live in Lichfield. Google is also just doing what it can with the ads it’s been given though. Advertiser’s need to get smarter, too, and realise that this power is at their fingertips if they only look. Having said that when Google updated the AdWords interface a while back they manage to bury all the features I’ve just told you about. It took me ages to actually find them again!
Google make a big song and dance about how quickly and easily you can be up and running with AdWords. It’s true, anyone can do it in less than half an hour. It’s rarely successful though and to make a success of AdWords you need to really know your stuff, to the point that you can pass their certified professionals exam.
So what’s the solution? Pay a pay-per-click agency thousands to do it for you? Spend hours learning AdWords inside out? Well, yes ….and no. Why not KISS?
When we put AdSense on The Lichfield Blog we weren’t surprised that it didn’t generate a lot of revenue. After something like 3 months we switched to the much simpler and easier Addiply system. In the first month we had secured £42.50 of advertising revenue, beating those 3 months with AdSense by miles. It took some phoning around and it’s by no means a living but it pays some costs and considering it’s very much a ‘suck it and see’ effort, it’s gone very well.
There’s still some ground to be covered… Addiply is simple and easy to use, AdSense is feature rich and powerful once you know what you’re doing. There’s a middle-ground somewhere and in this period where local media is looking for ways to make the web pay, that middle ground is going to make publishers and advertisers everywhere very happy… as well as a small pot of gold for the person who gets to that middle ground first!
I’m gonna assume the answer is no. Giving info like full name, postal address, e-mail isn’t the kind of thing you expect to have to do purely to browse around.
So why do so many web sites insist on asking for exactly that?
I got a little irate earlier this week (maybe ’cause I’d been in a bad mood all day) at eMusic. I was doing a bit of research for my post about Spotify and just wanted to find out how much eMusic subscriptions were so I could compare the cost and support my argument that Spotify is too expensive when put up against the likes of eMusic.
Could I find out about the subcription plans let alone the prices though? No. I faced the same wall whatever I tried: a 13 field registration form which was just step 1 of a 3 step process.
It’s the same story with sites like Love Film which ask for your bank details just to get a free trial. They say stuff like “to make it easier for you to sign up after your trial, if you want to.” No it’s not, you just know some people are flakey and won’t be arsed to cancel. Or, like me, will cancel last minute but you’ll have already charged my account in advance for the first months subscription that I never actually said I wanted. (I got my own back, by the way.)
I had a brief conversation with eMusic on Twitter about this little phenomenon;
You might be thinking, “why do you care so much, they’re the ones loosing out?” They probably are missing out on customers because they’re putting up a barrier to conversion.
Thing is, I’m passionate about the web and how it can be used successfully for businesses. But putting up barriers to conversion in any business is surely a bad idea (unless they’re designed as a qualifier). I hate to see examples of the web done ‘wrong’ because I want to see a web that is easy to use, free of frustration and ultimately a good experience for the user.
Yes, I’m an idealist, bit of a dreamer but it’s not impossible. It’s certainly not hard. So why not JFDI?!
I’ll make this an open letter to all on line businesses… open up. Take down your barriers. Let people in. You’ll benefit in the long run.
“Top media laywer Mark Stephens” was quoted saying, “I suspect the husband’s lawyers will claim it was an invasion of privacy that will cost him his marriage and Range Rover.”
He may well lose his marriage and precious shagg wagon but it’s not Street View that’s brought that cost upon him, he’s done that all on his own.
And here, my patient readers, is where my point comes in.
The internet is an open and democratic medium. Get filmed, photographed or otherwise captured doing something you shouldn’t and you could well face the consequences.
It’s not the fault of the internet, of Google, of ISPs or of web site owners. It’s your fault.
Moaning about having your ‘privacy invaded’ because you got caught humping your cleaner thanks to the internet is akin to complaining that you got caught speeding because you happened to have been followed by an un-marked Police car.
The solution is quite simple: don’t do anything you wouldn’t want anyone knowing about. Especially cheating on your wife!
And guess what, the same applies (even more so, in fact) to companies.
On an almost daily basis my twitterstream contains tweets pertaining to bad customer service. I always worry for those companies. I wish, for their sake, that they’re monitoring Twitter, and the rest of the web.
If not, they are potentially letting their reputation sink lower and lower. As tools like Twitter, Facebook and Get Satisfaction gain traction, more and more people are making themselves heard. Word of mouth as a communication medium has rocketed to new heights.
So, if you’re a business do two things right now.
Smarten up. Don’t do anything you wouldn’t mind the world knowing about.
Keep an eye on what’s happening to your brand online. Failure to do so could result in a seriously damaged reputation.
A great opportunity for the AdSense team at Google to get instant feedback on what people are finding difficult so that they can make some improvements.
There could be lots of people talking about your product or service not just on Twitter but throughout the web. Are you finding them and addressing their concerns? The impact on your reputation either way could be dramatic.