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How Does Google AdWords Work? Ad Position

By Ayo Ijidakinro

Summary: Google has published an excellent video explaining how Google AdWords works and gives insight on how ad position is determined. I recommend that any website owner watch this video to understand how he can advertise his website effectively using Google AdWords.

Google Ads are ranked by a metric Google calls Quality Score and the amount advertisers are offering to pay per click. Though many advertisers try to improve the position of their ad by offering to pay more money, improving your ad's Quality Score is often a better approach. Why? Better quality ads generate more business and save money.

Optimizing for Google's Quality Score can help you, because the way Google calculates ad quality is generally in the end-user's (e.g. your customer's) best interest. Better quality ads are probably going to be clicked more often, result in better qualified leads, and thus are more likely to lead to a purchase.

Again, I highly recommend you watch the entire video!

Related Articles:

Get Elastic. 2009. "PPC Myth Week Pt 2: Bid Higher to Appear Higher"
The Click Equations Blog. 2009. "The Preface: Quality Score in High Resolution"


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How Can Freely Sharing Articles You Author Help You Build Business?

By Ayo Ijidakinro

An image of two kids sharing an ice cream cone can teach us a lesson about sharing expertise on our website to grow business.
Make friends with your customers, both potential and existing, by giving freely.

Summary: Customers ignore advertisements because advertisements saturate our lives and we've learned most of them can't be trusted. So how can you reach ad-weary customers? By freely educating them. If a customer can learn something valuable from you, they are more likely to respect you, trust you, remember you, and recommend you. This technique is often called "Content Marketing." To help you better understand what Content Marketing is and how it can help your company, I thought it would be helpful to share an excellent definition I found on Wikipedia today.

Which is a customer more likely to ignore, a helpful article or a traditional advertisement? Which is a customer more likely to show to colleagues, an educational video or a video advertisement?

Freely sharing helpful articles, videos, etc. to grow your business is an effective method called "Content Marketing." Below is a definition of Content Marketing from
"Content marketing is an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases. In contrast to traditional marketing methods that aim to increase sales or awareness through interruption techniques, content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action.

The idea of sharing content as a means of persuading decision-making has driven content marketers to make their once-proprietary informational assets available to selected audiences. Alternatively, many content marketers choose to create new information and share it via any and all media. Content marketing products frequently take the form of custom magazines, print or online newsletters, digital content, websites or microsites, white papers, webcasts/webinars, podcasts, video portals or series, in-person roadshows, roundtables, interactive online, email, events. The purpose of this information is not to spout the virtues of the marketer’s own products or services, but to inform target customers and prospects about key industry issues, sometimes involving the marketer’s products. The motivation behind content marketing is the belief that educating the customer results in the brand’s recognition as a thought leader and industry expert.

Marketers may use content marketing as a means of achieving a variety of business goals, such as thought leadership, lead generation, increasing direct sales, improving retention and more.

Content marketing is the underlying philosophy driving techniques such as custom media, custom publishing, database marketing, brand marketing, branded entertainment and branded content." (Wikipedia, 2008.)
Put simply, Content Marketing allows you to build a closer relationship with the customer than mere advertising can provide by freely giving him with educational articles, audio, video, that address his problems and also demonstrate your company's value and expertise.

So do not delay. Start sharing your expertise with your existing and potential customers by writing articles with solutions to their problems and placing them prominently on your website, sending them out in email, and using any other reasonable method. If you share your expertise freely, you will generate goodwill and will gain the potential customer's attention, respect, and business. However, if you do not share your expertise freely, customers will incorrectly assume that you don't share information because you don't have their interests in mind, or worse you don't have the expertise you claim to have. As a result, they will take their business to a more convincing competitor. So apply this saying to your expertise, "Practice giving and people will give to you."


Wikepedia. 2008. "Content marketing."

This definition of Content Marketing was shared under the terms of the Wikipedia Licensing agreement.


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Guest Article: How can Patience Provide Rewarding Sales Growth?

By Ayo Ijidakinro

Image from the blog homepage of
What lessons can we learn from the success of

Summary: Over a 2 year period, Peter Renton's blog has helped him grow his website,, from zero visitors to 22,000 visitors per month (, 2008). This is impressive for a business with such a small niche. Today, Peter is going to discuss the rewards of patience as you build your website and how he benefited from writing a business blog. Recently, Peter estimated that his blog drives at least $2,000 per month of additional business to his website. I hope you enjoy this article.

I believe every business should have a blog, but to launch a successful blog you need to be patient and committed. You simply cannot judge the success of your blog for at least 12 months, so you need to continually update your blog even when few people are reading it. Unless you are very lucky or famous, building blog traffic is a slow and gradual process.

A blog can do a number of things for a business. First and foremost, it should provide a more personal face for your company. The blog author or authors should be visible and be allowed to write in a personal, conversational tone. A blog is not about telling the world how great you are; you should leave that to your main site. Instead, you should use your blog to educate and inform, and possibly entertain if it is appropriate.

When you start writing your blog you should do a handful of posts and then announce to the world that you have a blog. You can do online press releases, contact industry publications, email your customer list and get the word out any way you can. This should provide an initial bump in traffic for you which will hopefully result in a number of regular readers.

Our company blog is now two years old, and is the oldest blog in our industry. For many months, though, I would write blog posts and look at the traffic and be disappointed. Here is the breakdown of approximate number of daily visitors and how it has grown:

MonthDaily Visitors
12th 65
The numbers above are for unique visitors viewing pages on the blog web site, but with any blog you can subscribe to the content without visiting the site by using an RSS reader. Our growth in the number of subscribers has followed a similar curve to that of daily visitors, and today we have about the same number of subscribers, around 140.

These are not huge numbers but for a vertical market such as digital label printing you can’t expect to have thousands of readers. One important feature that every business blog should have is a prominent link back to the company’s main web site. We get more visitors to our main site from our blog than any other source other than the search engines. People find our blog go to our web site and become customers. I estimate that we get around four new customers a month resulting in around $2,000 in sales directly from the blog.

So how do you grow the number of visitors to your blog? Here are a number of ways we have done it:

1. Search engines – every new post is indexed by the search engines within a day or two and after two years we have over 170 posts and more than 50,000 words written about our industry. All these words are indexed and able to be searched with more words being added with every post.

2. Promoting the blog – we promote the blog at every opportunity. We provide a link to the blog in our customer emails, press releases, articles, even in my email signature.

3. Commenting on other blogs – I subscribe to dozens of blogs and I regularly make comments on these blogs. These comments usually provide a link back to our company blog. One word of warning: be careful to make the comment meaningful otherwise it will be deleted as spam.

4. Blogrolls – Develop a relationship with other bloggers and you can get your blog placed on what is called a blogroll. This is a list of blogs (with links) that a blogger publishes on their blog.

5. Your main web site – a link to your blog should be prominently featured on your main company web site.

We get many people who visit our own main site, then go and check out our blog and place an order. We have no way of measuring the actual impact that our blog has on these people but I know the blog helps create the impression that we are an industry leader. Our blog is also mentioned in trade publications now and has resulted in speaking and writing engagements for me that increases our exposure in our industry. But this all took time and perseverance.

Peter Renton is the founder of Lightning Labels, Inc., the leaders in digital label printing and custom labels. He writes regularly about the label printing industry on his company blog at

References 2008. "Snapshot of"

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Well Written Press Releases Will Generate Traffic

By Ayo Ijidakinro

Graph of press release readership over a 28 day period.

Summary: Press releases are an excellent way to promote your company and website. My last press release was read by at least 745 readers over a period of 28 days. Spend some time thinking about what your company has done recently that is worth writing a story. Don't wait until you have earth shattering news to release a press release. You should release whenever you have news that you know some people will find interesting.

Have you written a press release in the last six months? If not, you're missing out on a good way to generate exposure for your company.

I was looking at the number of readers my last press release received and I was pleased. Within a period of 28 days my press release was read by 745 readers. To put this in perspective, if only 1% of readers end up attending one of my classes that would result in over $1,117.50 in new business. (Assumes a conservative estimate of $150 per attendee.)

Graph of press release readership over a 28 day period.

You might be thinking, well $1,117.50 isn't much. But it only cost $80 to publish the press release. That would represent a return on investment of 1,397%!

Furthermore, this number of 745 readers doesn't even include the readers that read my press release as it was picked up by other websites. Even if these readers don't purchase automatically, it is still valuable to get my company's name and content in front of thousands of new readers.

Why am I telling you this? Is it to brag about my success with press releases? Not at all. It is to encourage you to try using a press release for your company. You may be pleasantly surprised at the success you achieve. To help you get started, I am including a link to PRWeb's explanation on writing press releases.

The best online service to use to release your news is PRWeb. You also want to try local newspaper or magazine editors. Also, if there are periodicals for your industry, send your press release to them directly. Editors are accustomed to receiving press releases directly in email or by snail mail; be tactful with your approach, but don't hesitate to contact them.

What can you write about? Here are some ideas:
  1. New product releases.
  2. New discoveries your company has made.
  3. Company milestones (e.g. 1,000th customer, 100th employee, etc.).
  4. New employee hires of note (e.g. new CFO or new Sales Director).
  5. New office opening.
  6. Store opening.
  7. Customer success story.
  8. Exciting ways customers are using your products or services.
The list could keep going, but hopefully you're starting to see the variety of press releases you can write.

So make it a goal to write a press release within the next month. Start getting your name in front of thousands instead of hundreds. Upload your press release to PRWeb and send it to newspaper and magazine editors in your local area or industry. A well written, interesting, press release will get results.

Additional Reading

Barebones Guide to Writing Successful Media/Press Releases
Submitting Press Releases to Help Search Engine Optimization
How to Write a Social Media Press Release

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Your Website: You've built it, but they DON'T come...

By Ayo Ijidakinro

Business owner frustrated that his website isn't generating any sales.

Summary: Frustration about website sales is common. It isn't enough to have a website built for your business; you need to advertise your business through other means. This is the surefire way to generate website traffic and sales.

"I've spent lots of good money designing my website, but I'm not getting any phone calls! Can you help me?" This was the question I received on the phone this past October from a frustrated business owner. I was able to give him some ideas for which he was grateful. However, this story reveals a key point.

"Build it and they will come," does not apply to the internet. Why? Because, there are millions of websites on the internet. Thus, you must realize, your website is only one needle in a barn-sized haystack.

Among so much noise, how can your voice be heard? I have assembled a list of suggestions you should follow to grow traffic and sales. Go down each item on this checklist, and ask yourself, "Am I doing this already?"
  1. Purchase a phone book advertisement. Customers looking for your service are more likely to find you in the phone book than using Google. (< $100 per month)
  2. Purchase ads in local newspapers. Newspaper ads build awareness and motivate readers to check out your website. (< $300 per ad for a major newspaper)
  3. Conduct a direct mail campaign. A good direct mail campaign can do wonders for awareness, but it is expensive. (< $2,000)
You might notice that a lot of these suggestions cost money. Unfortunately, the saying, "You have to spend money to make money," is very true on the internet. There are free methods, but most free methods take more time. Nevertheless, most of these suggestions are not as costly as you would think.

As always, make sure you calculate the costs before you invest money in any of these suggestions. Make sure you will make enough money from increased sales, to justify the advertising and marketing expenses.

By spending money in the right places you will increase your traffic. Increased traffic will lead to increased sales.

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