2010 September | Glenn Ward

The other day I did an hour session on the use of Google Adwords and like most of my explanations related it back to conventional marketing practises and thinking about purchase process.

So, it is an extremely large subject and some might say its an art to perfect pay per click for a particular industry, product or brand. For more specifics on keywords and your campaigns see this article. If you break it down to it’s absolute basics and suggest some theory that could be applied to any campaign and in fact could be used to refine or revisit your existing campaign. The aim is to pick up your potential customer from an online space where you know they are specifically looking for something. Your advert should then suggest to them that you have what they are looking for, in as few steps as possible the customer will arrive in front of your product where they will find the right price and enough information to make a purchase decision. Of course it’s not that simple, product awareness often happens way before the online experience, the competing ads on the search engine may grab their attention more, they might feel you have the right price but not enough information to make an informed purchase decision or visa versa, they might research the product on your site but purchase from the cheapest vendor, they might even drop out during the checkout process. The point is that the drop out could occur at any point in the purchase process and so they are many important aspects to consider when designing your pay per click adverting and it’s not just about cleverly chosen key words and advert. You should also be looking at your SEO, landing pages, website content, price reviews, targeting, the list goes on! One is not successful without the other so think of PPC as a small part of your Digital Marketing Strategy.

I’ve written some beginners guides to SEO to here, which should also help with your landing page content.

Around the world in 80 Raves – Chapter Ten – Detroit

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Left Niagara around midday after a few interviews and filming the general chitchat on the bus. We had the company of the crew for this journey so the bus was quite cramped so we didn’t really get up too much on the journey. We got there in the night, got of the bus to stretch our legs but we were parked on the side of a dual carriageway and the place was dead, we couldn’t walk far so we got some sleep now we had stopped. Up at 10:30 the next day and off to meet our new chaperon for the day, a record producer called Ade, we went to meet him at his studios where him and a couple of his buddies and his wife were hanging out. He told us how his business operates and what they do in the studios, how they lay down a track. The decks came out and they showed us his mate “Friday Nights” rapping skills. He then sent someone down the shop to get the molten ice 40oz bottles and we felt obliged to join them for a beer early on. We were then taken to be shown where we would find the best pizza in the states according to them. It was a big restaurant and we had a table booked for like twenty, we ordered some big pizzas, which were proper pizzas, not the modern quick and easy style you get now in a pizzeria. Everyone chucked in their share of the bill and we started to make our way on foot to an African American jubilee 2000 open-air festival. It made an excellent change, loads of little stalls, music, artwork, dancing and Ade had a nice two litre vodka and fruit juice mixer going on to keep us in the mood for the evening. We browsed around the festival and met two girls who had just set up a .com business in utilities or something and they fully thought they would be millionaires within a few months and after knowing them for a few minutes they were asking us to set up there operations in the UK for them, yep, that’ll work! Apparently she could trust me cos I am a Pisces and she could trust my eyes, I don’t think they meant business I think she was just trying to crack onto me. We all met up around the entrance. We had some time to kill before going to the club so Ade took us to an island where everyone hangs out, drinks, smokes and plays their music as loud as possible and the strange thing was a lot of the cars had Ade’s music coming from them. I bet that made him feel quite proud of his work. I bet that’s the main reason he goes to that part of Detroit. The police soon came and moved us all along and the crew almost got arrested as they were filming us leaving and weren’t in the car themselves. We then went straight to club to experience the girls “Shaken der ass” as Ade puts it. It wasn’t as fast as they do it in Barbados but it was still something to look at. Chantal got up and had a go, and didn’t do badly then Sheryl got up and had a go and resembled a sweaty lesbian hore if you can picture that. Bop had go but his floppy armed dancing style didn’t quite fit with what the others were doing. As the cameras moved on to the dance a competition between the locals began to take place. These girls tits and arse seemed to be drawn by some mysterious force to the camera, “everyone wants to be on tele” we weren’t complaining though all the footage needs watching over and checking before it goes back to England. We’re there. I defiantly wasn’t drunk enough to attempt some of the things they were doing so we pissed off up stairs and worked on that not being drunk problem. We found a tamer dance floor up there and had a bit of a groove up there instead. The night was pretty routine after that we all got drunk messed around with the locals in the car park who again seemed drawn to the cameras like a group of people waiting in line at an episode of Jerry Springer. We jumped into a car and went back to the bus where we said goodbye to the guys and thanked them for showing us around.

More 80 Raves

Digitizing your DVD / Film collection, software, settings, exports, codecs, file size etc

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The other day a colleague, Ryan Garner! you may have heard him on Simon Mayos drive talking about iPad sales (tech expert) no big deal! said he was thinking about digitizing his DVD collection. It got me thinking, it’s about that time that hard drives are so big and compression routines so efficient that we all should start to think about having our films as files. I have a few DVDs as digital downloads and a few I have converted for my iPhone but with 160gb of ps3 hard drive sitting there doing nothing why haven’t I taken the iPod mentality with my DVDs and got them all on a hard drive. So it’s testing time.

I started by looking at the old iPod exports I had done a few years ago but I was after something that wouldn’t look to degraded on a 40″ TV. I remembered having a download available with my x-men origins DVD I bought recently and so download it to look at the file. It was slightly bigger at 8 x but still what would this look like on a 1080 tv, I was optimistic as it looked pretty good in full screen on the MacBook. So the next step was to play it from the PlayStation. No transfer need, see Media Streaming from an Apple computer to a PS3 using MediaLink…. No worries, here to help!

So, next to look at some software, exports settings and codecs. My preferred DVD ripping software is Handbrake on the mac but have a search on Softpedia or Download.com if you are using a PC for alternatives. Handbrake has a few export presets so I tried a few to compare results. When these exports are played back on laptop there isn’t much in the quality although the files sizes can differ dramatically. I exported another targeting the file size to around 700 mb, this produces a very low bitrate and a noticeable reduction in quality. I next produced an export with a targeted bitrate. Many video files on my laptop had a bitrate of around 1500 so I thought it would be interesting to see what file size this produced. The results were a medium size file, approximate 2 gig and a good quality. The test would be though which files I could play through the TV and still be happy with the quality. My opinion is that if you are after DVD quality videos you need to target the 4 to 5 gig file size with minimum compression. If you are happy to notice slight pixelation in your image and funnily enough this occurs on the flat chunks of colour then go-ahead and start reducing the bitrate.

There Is other software and codecs that do the same sort of job, DIVX has a very good compression routine and produces small file sizes in high quality, just make sure you check what file extensions your devices can playback before you compress your entire collection.