How to build An adward campaign

My friends this post is regarding developing an adward campaign  to promote a product or web site. In the previous post I have mentioned about search engine optimization. Under that I have mentioned about PPC.

So, the PPC is stand for Price per click.It is coming under the method of paid advertising method.

 

How to build an adward campaign.

  When we go to Google AdWords we can search for keywords relating to our web site or related area.  Under 'Tools And Analysis' there is a tool named 'Keyword Tool', when you go to that page you enter your specification and 'Google' will generate a list of keywords with several fields. So the following steps have to be followed to build an adward campaign.

Firstly  we have to identify the target group of customers which we are going to promote.If the electronic equipment provider is going to do an adward campaign, initialy they have to identify thie target group of customers with the reagions that they are living.

Next step is to identify the most important key words. It means the words that are used to search information from the web. In the above example most of the persons who are searching about electronic equipments are type to identify ellctronic equipment suppliers to find search results.so in this case the key word is elecronic equipment suppliers.

After identification of these things we can do an adward campaign to promote the ads or web sites.

Ultimatly As ,Marketers we can take following benifits with the adward campaigns

•  appear first or top of the search results when customers search on the keywords
• Promote ads by targeting the customers.
• Manageable cost on adward campaigns 
• Ultimately it will result to increase the sales with adward campaigns

Website usability checklist for Seylan Bank

Hi everyone, this is my second blog post which is about an evaluation on website usability. Here I selected Seylan Bank website because of the higher usage of this website among the people as they are a leading financial services provider in Sri Lanka.

When moving on to the topic, appearance and the designing of the website including images, phrases, colors should be matched with the company brand and with the product relatively.

I am going to evaluate the selected website under 4 main categories,

o   Accessibility

o   Identity

o   Navigation

o   Content

Accessibility

1)      Site loading time:

   Site loading time of Seylan Bank website is relatively long and it takes more than 5 seconds.

2)      Adequate text to background contrast:

              The site has a good contrast between texts and colors as it is using red and white color.

3)      Font size, spacing is easy to read:

              Different font sizes have used to highlight particular terms and it is easy to read.

4)      Flash/ add ons are used sparingly:

              This fact is in an average level in this site as there are some ads and banners can be                              seen.

5)      Images have appropriate ALT tags:

              ALT tags cannot be found in this web site.

6)      Site has a not found/ 404 page:

              The site has a customized page.

Identity

7)      Company logo is prominently placed:

               Seylan Bank logo is placed in the left corner of the page where anyone can see at once.

8)      Tagline:

              The tagline stating is giving a clear idea that for what Seylan Bank stands for which is            “the bank with a heart”.

9)      Home page is digestable in 5 seconds:

 It is very clear to extract information from the home page. Quickly and easily information  can be accessed.

10) Clear path to company information:

      Company information is directed in a tab in the top of the site.

11) Clear path to contact information:

We can easily access contact details of the company also from the menus.

Navigation

        12) Main navigation is easily identifiable:

             Main navigation is easily identifiable as there is clearly defined menu for different paths and the viewers can use the site both in Tamil and Sinhala language as well as English. 

        13) Navigation labels are clear and concise:

                Navigation labels such as “savings accounts”, “current accounts”, etc. give a clear idea.

        14) Number of buttons/links are reasonable:

                This site has a sufficient number of buttons that aligned in to a line.

        15) Company logo is linked to the home page:

                Company logo is not link to the homepage.

         16) Links are consistent and easy to identify:

                There are easily identifiable links in the homepage.

         17) Site search is easy to access:

                There is no site search option in this site.

Content

         18) Major headings are clear and descriptive:

Major headings are coded as tabs, once click on the tab viewer can easily access that information.

         19) Critical content is above the “fold”:

                Important information about savings accounts, current accounts are available as tabs.

         20) Styles and colours are consistent:

                Different fonts, sizes, Colors are used in highlighting areas. Mainly theme color red is used

         21) Emphasis is used sparingly:

                Topics are in red color as it is the theme color and also highlighting areas are bolded

.

         22) Ads and popups are unobtrusive:

                Ads are visible in a side of the page. But popups are hardly found.

          23) Main copy is concise and explanatory:

At once someone can understand this site is about a financial company by viewing the homepage.

          24) URLs are meaningful and user friendly:

                Here URL is user friendly and meaningful. Anyone can easily note. (www.eseylan.com)

          25) HTML page titles are explanatory:

                HTML titles are basically giving and idea about particular page contents.

This is simply about my evaluation about usability of the website of Seylan Bank according to above mentioned 25 criteria.