Ads and Ad Groups

This week I learned about text ads. 

Text ads, the simplest version of the online ads AdWords offers, have three parts: a headline, a display URL, and two description lines.

Advertise with Google adwords.google.com Want jaw-dropping results? Create your ad campaign today

Headline Display URL Description

First I recommend watching an interesting video about Organizing campaigns and ads in your account This video explains the most convenient way to organize ads and campaigns. Next watch a video about successful text ads. This video recommends to use this tips: 

Highlight what makes you unique Free shipping? Dazzling variety? Tell people! Showcase the products, services, or offers that make you competitive. Include prices, promotions, and exclusives People often use Google search to make a decision about something. Give them what they need to decide. If you have a limited-time discount or stock an exclusive product, say so. Empower customers to take action Are you selling something? Tell people what they can buy. Are you offering a service? Tell people how to contact you. Calls to action like purchase, call today, order, browse, sign up, or get a quote make clear what the next steps are. Include at least one of your keywords Keywords  in your ad text show your ad’s relevance to what people want. For example, if you've included digital cameras as a keyword, your ad headline could be "Buy Digital Cameras." Learn how to build the best keyword list. Match your ad to your landing page Have a look at the page that you're linking to from your ad (the landing page ), and make sure that the promotions or products in your ad are included there. People might leave your website if they don’t find what they expect. Appeal to customers on mobile People seeing your ads on mobile are more likely to want to know where you are, or to call you. Show your location and phone number with location extensions and call extensions. Also, consider creating ads devoted to people on mobile devices, using the mobile version of your website as a landing page, and offering specials suited to a mobile audience. Keep in mind, your text ads can appear differently on mobile. Experiment Create three to four ads for each ad group, and use different messages for each to see which does the best. AdWords rotates ads automatically to show the best-performing ads more often. Learn more about ad rotation. Next video shows how to create a new text ad.

Setting up an AdWords Campaign

It was fun to set up an AdWord campaign. Before doing it, I had to figure out my geographic locations which are very specific and depend on the areas my uncle covers for window cleaning.
Then I had to answer a few important questions:

 What devices do you want your ad to show on? Why?

I want to do mobile ads. Because

•  Mobile search volumes have been growing exponentially the past few years.
• Mobile CTR drops off 45% faster in lower positions than desktop or tablet.
• Search CPCs have been rising dramatically for mobile over the past 12 months.
• The mobile impression share penalty is more dramatic that its desktop counterparts.

 Did you choose automatic or manual bidding options? Why?

I want to try and use a manual bidding. I read that automatic bidding is a good way for a beginner advertiser to test the waters as it lets the system do a lot of the work for him. But manual bidding gives more control and seasoned advertisers never use an automatic bidding. I want to learn how to make changes in the account and make based on certain performance metrics such as cost/conv etc. But If I feel I can't manage it well enough by the time I need to start my campaign I can go back to the automatic bidding.

 What is your daily budget? Why?

My weekly budget is 25$ if I understand right so my daily budget will be a little over 3$.

Then I studied keywords and learned about Good and bad keywords.

Good keywords are words and phrases that people actually type into search engines when looking for your site. The better you guess those words the biggGood keywords are creative.

Bad keywords are single-word terms, terms that are way too broad, and not focused to what you offer, terms that are too specialized, which nobody searches for, terms which are unpopular, and highly-competitive terms which you can't hope to rank well for.

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Legal structure, licencing and tax for window cleaning in AZ

I'm creating a website for an existing business. The name is registered. Kcswindowcleaning is a window cleaning service that my husband's uncle have.

I've studied the materials for the lesson and some additional materials and here are the things that I've learned this week about starting a business in AZ. 

Legal Structure

Sole Proprietorship would be my choice for several reasons.

1. This is the simplest business structure to organize.

2. I will be responsible for all business decisions and financial obligations. Business revenue (income) is considered my personal income and is taxed at my personal tax rate.

Business set up. 

In the USA. I will need to fill in a certificate of Assumed Business Name.

Taxes are paid by filing Schedule C with the owner's personal income tax return. The owner pays quarterly estimated taxes on business profits and pays self-employment taxes. See the Taxes section of this site for more information.

The business terminates upon the owner's retirement, death or bankruptcy. Assets are disposed of according to the terms of the owner's will or a court order.

In Russia. You have to file a petition to register a Sole Proprietorship and pay the registration fee. To close it you have to do the same things. The registration or closing takes 5 working days. 

The tax system for Sole Proprietorship is pretty complex and there are many different tax plans that you can choose from. You have to pay pension fund contributions even if you don't have profit so it is better to close the Sole Proprietorship is you stopped doing this kind of business or your profit is not sufficient. 

Tax and licence.

I've learned that in AZ a window cleaning business must obtain a business license after getting DBA and Federal ID. Kcswindowcleaning also makes sunscreens and sunscreen doors, so it must have a seller's permit or a resale license to collect taxes and to buy wholesale. If Kimber decided to hire an employee he'll have to obtain two EINs i.e., employer number: one from the federal and one from the state government to pay employment taxes.

For tax purposes, all business income and losses have to be recorded within Kimber's individual federal tax documents. In AZ, an income from your business is distributed to you as the sole proprietor, and you have to pay tax to the state on that income at your income tax rate that depends on your total year income. 

Here are the resources I looked at

http://emp.byui.edu/lundink/250/licensestaxes.htm

http://www.wikihow.com/Set-up-a-Sole-Proprietorship-in-Arizona

http://www.nolo.com/legal-encyclopedia/arizona-state-business-income-tax.html

http://smallbusiness.chron.com/start-ground-floor-window-washing-business-4187.html

http://www.businessnameusa.com/Answers/do%20i%20need%20a%20business%20license%20in%20arizona%20for%20window.aspx

Taking online payments

I'm working on a website for a local window cleaning service in AZ. I live in Russia. I might not even need a payment tool on a website, but I'm considering the option. Maybe some people will be interested in buying a gift card for their friends or relatives for a window cleaning. Who knows. I was wondering if the prepay for an order with a discount will be an interesting option or now. I need to talk to my uncle who does the cleaning for years to know what his customers like and how the payment goes. 
For now, I researched the Pay pal. My question was, how many Americans actually use it. But then I learned that to pay with a pay pal you don't actually need an account. You can simply use your credit card which is convenient.   
We can try and test it if my uncle likes an idea. 
Here are some great articles to read for more information:
 PayPal Payments Standard and A Simpler Way to Pay.

You can even create a “Buttons for shopping cart purchases" easily in 2 minutes. The button options are shopping cart, buy now, donation, gift certificate, subscription, automatic billing, and installment plan.   

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By accident or design?

There is no place for an accident when you plan the design for your website. There are several instruments that you can use. I suggest using them all. 
1. Google several successful websites that operate under the same business model as the business idea that you have chosen. For example, I have chosen a local window cleaning business. I can google either window cleaning in the other areas or other local service oriented websites like carpet cleaning or something similar. Then I'll examine the top 3-5 sites from the search results and look for similarities and good ideas that I will write down. Then I can plan my own design and implement those good ideas that I find.  
2. Extra learning. You can study some basic rules and ideas. Web Wiz has a good list of articles that I find helpful. 
Designing a Website

• Page Design
• Navigation Rules and Option
• Page Sizes
• Text Layout
• Fonts and Typefaces
• Graphics and Images

Cyberindian gives a short but a good list of website design parts you have to keep in mind. Tamingthebeast has a nice set of ideas for website pages that can inspire you. 

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