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Google Launches “Interest-Based Advertising” Beta

Google Launches “Interest-Based Advertising” Beta

Search Engine Land has another great article by Barry Schwartz taking a look at Google’s new “Interest-Based Advertising” beta.  This looks to provide a big advantage for both consumers and advertisers. (Read below)

Google today is launching a form of behavioral targeting advertising named Interest-Based Advertising. Interest-Based Advertising allows advertisers to deliver ads based on hundreds of interest categories and previous interactions with those users. The beta is opening to select advertisers at first but will be expanded in the upcoming months.

Brad Bender, Google’s Product Manager in display offerings on Google Content Network, explained that Google is looking to make ads “more interesting” to users and more effective for advertisers. Interest-Based Advertising allows Google to do that by giving users control over their interest categories and advertisers the ability to target based on those categories and user’s previous actions.

Interest based categories are based on the type of web site a browser visits. For example, if a user visits ESPN often, Google will know that user is interested in sports. Bender told me Google currently has 30 top line categories and about 600 detailed categories. In addition, users have control over these categories and can add or remove categories in the user ad preferences section at google.com/ads/preferences.

Previous interaction is the second area of Interest Based advertising where Google is able to show ads to users based on their browsers previous interaction with that advertiser. For example, if a user had a product in their shopping cart and did not check out, the advertiser can display ads on other sites, within the Google network, that promote that product or that product line. This is Google leveraging their DoubleClick technology from the acquisition in April 2007.

To read the complete article (which I highly recommend) Click Here

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Using Twitter For Local Marketing

Using Twitter For Local Marketing

I found this good read on Twitter and it’s effects on Local Marketing by Chris Smith over at Search Engine Land it is definitely worth taking the time to read.

The Twitter social networking and micro-blogging service was launched only two years ago, but it’s rocketing up in usage numbers quickly, and it seems likely to turn red-hot. Many companies are rapidly cluing into the promotional value, but smaller businesses appear slow to hop on the bandwagon. Here are a few tips on leveraging Twitter to help your locally-oriented business.

As oft pointed-out among search marketers, Twitter links do not pass “link juice”—that is, they don’t transfer PageRank value from Twitter to linked-to sites. Even though links in Twitter are nofollowed, there still could be some small value in real ranking terms, according to the theory that “citations” or “references” appear to sometimes help improve rankings in local search.  So, at the very least, it’s a good idea to claim a profile in Twitter and link back to your business site.

But, the larger value of Twitter to your company may be in terms of audience engagement and as a communication vehicle, if you learn to use Twitter effectively…

…Even better, if they endorse the business to their followers, this becomes an online species of word-of-mouth-marketing. So, how do you encourage this to happen?

Twitter is full of word of mouth Marketing opportunities. Here’s a sample of just a few tweets I saw that came up in the last week for people seeking NYC restaurants:

  • “I need a good reco for a restaurant in NYC with fried chicken. Anyone have suggestions?”
  • “looking for inexpensive restaurant options in NYC. Anyone want to help? I’ll be in Soho, but all around the island”
  • “I’m seeking NYC Mexican restaurant recommendations, any thoughts?”
  • “looking for a NYC restaurant recommendation for me and my lady friends…”

To read the complete article Click Here

Then head on over to twitter and follow eLocal Listing for updates on blog posts, products and not to mention the fact that we would love to hear what you are up to.

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Coding In a Team Environment

Coding In a Team Environment

For the 1st part of the series we are going to look at code, but we are not going to talk about perfect html/css semantics, many others have done that, and it is probably a series in itself. The goal with this article is to provide a few simple tips that will help when working in a team environment, as well as provide some solid resources for further learning.

For many of us single line css, our own routines, choice of naming conventions and personal approach to writing and organizing code is a way of life, and we are very comfortable in it. When working as a part of a development team a lot of these comfort-zones can be challenged, but the ability to be flexible not only saves frustration, but also says a lot to those we work for about our ability to be a productive part of a team, which goes along way in the work place. Here are some things that I have learned, tried, and found to be very helpful. I will provide reference links so you can do more research if so inclined.

1) Link / Import your stylesheets, and scripts.

This may seem like simple beginner css/html, but we must remember that everyone on our team my not be well versed in our areas of expertise. The cleaner and more organized our html (and css) files are the easier it is for others to pick them up navigate through the code and execute their project responsibilities.

One of the ways to do this is to keep all styles out of the html in an external style sheet that you link or import to the html file. The same goes for scripts wether we are using jquery, mootools, or some other scripting we should do our best to keep it out of the main html document (there are exceptions… google scripts, flash, and browser detection to name a few).

The main idea is to keep our code very clean, readable, and easy for others to use. When we compartmentalize our different code elements it makes it easier for others to know what to expect, where to find it, and keeps a solid framework for team development from initial development to revisions. For more on this check out Jina bolton’s presentations on Sexy Stylesheets there are some great insights.

2) The Name Game – Responsible Convention Naming

When creating our html and css files it can be easy (for times sake) to cut some corners and name our div id’s and classes very general terms. Initially I can understand this thought process, but I think we do out team members a disservice by taking this simple approach.

If someone were to pick up our work and need to edit it would our naming conventions help them get to the section they need to edit quickly, or would they have to search through our files filtering through general terms to try to find it?

As you can see this isn’t very efficient, I am sure that many of you are thinking “that sounds great in principal, but it just isn’t practical.” I agree there are times and environments that don’t lend to this idea, but as much as we can we should make our best effort to help our team by clearly defining “id’s” and “classes”, so that when someone else picks up one of our files to edit, they can easily find the section where the edits need to take place.

Using terms like main, left, right may seem easy and even familiar to us, but can lead to frustration when digging though files looking for content to edit/update. We should try to give our id’s and classes names that describe their purpose and placement on the page.

Andy Clarke put it well when he said.

“ That is why I think that establishing a set of naming conventions makes sense, not because I’m some kind of Maoist revolutionary who thinks that we should all wear the same grey boiler suits, but because it can make life easier for us and our end-users. “

Our team members and end-users should be the driving force behind setting up good practices. I encourage you if you haven’t to check out his site, and especially his writings I have found them very informative, and helpful.

Again for those of us who use css/html on a more advanced scale some of these concepts may seem simple, but we must remember that the focus of this series is to work towards bettering our development team.

3) Use Comments

If we take into consideration the above ideas and build upon them further by implementing a comment system we all but serve up great mark up on a silver platter for our dev teammates.

Working with Mike A (@miacevedo) we implemented commenting for easy browsing through code, as well as version tracking to help keep track of when revisions happened and who executed them. This allows us to both work on the same style sheet, or html pretty seamlessly, and will without a doubt increase efficiency of our front end development efforts.

This is something that I also picked up from Jina Bolton’s “Creating Sexy Stylesheets” presentation.

 As you can see a them the idea is to communicate well by the code we write. At times this will cause us to have to take some extra steps, and go beyond what is asked of us, but in the end it will lend to a better end result, not to mention earn the respect of our teammates, which will go a long way. The only way we can see improvement in our development team is if we start with our contribution.

Wrapping Up

These are just a few simple tips that I have picked up along the way. A lot of the concepts and inspiration comes from talks that I have heard and blogs that I have read. There is a wealth of knowledge out there just waiting to be soaked up.

If you have any input, or tips that you have used, please feel free to share them.

1) Building a Successful Dev Team

2) Coding In a Team Environment

3) Building Development Team Communication

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Building a Successful Dev Team

Building a Successful Dev Team

Here at eLocal I find myself doing less “web design” and doing more User Interface design, as well as a lot of UX research/design/testing. This has caused me to really step back and see team development in a new perspective. The more interaction I have with our engineers (local, and offshore) the more I understand their world, and how it relates to me as I develop the front end of a lot of our applications, and the more user testing, and UX related research I do the more I have really come to a good understanding of all of the components and effort (individual and team) involved in making a great product (and or website) that is visually appealing, easy to use, and truly beneficial to the end user.

So this is the start of a new series on designing/developing in a team environment and how to take steps to ensure that you and your team are working towards success. Whether you are a team lead/manager or one of the cog’s in a bigger mechanism each role is important and if we can learn what we can contribute to the team we can help insure the success of the products/web sites that we are a part of creating.

The series will be split into four parts:

1) Building a Successful Dev Team

2) Coding In a Team Environment

3) Building Development Team Communication

Hopefully as we look at these (an possibly a couple extra) points we will be able develop a focused pursuit of development team bliss, granted it may not be as easy as it sounds, but developing a solid dev team that works together to accomplish a common goal is instrumental to the success of any design firm, start up, and or top secret missions.

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