People ignore design that ignores people.

— Frank Chimero, Designer & Author

The Big Red Buy Now Button, blinking text, multiple font styles and colors, and ALL CAPS EXCLAMATIONS!!! do not make people pay attention or feel welcome. They only make you look like the stereotypical used-car salesman.

Think of all the messages that we absorb on a daily basis. Ads at bus shelters, billboards, apps on our phones, prime time TV commercials, the magazines we read during our cardio workouts, store windows glimpsed while we’re rushing back to work … the modern world is a constant pulse of visual stimuli that clamor for our attention. Whether we like it or not our consumer brains absorb the implicit meanings and directions within those carefully constructed messages (even when we don’t notice it). Our behavior is then linked to design and we learn both good and bad habits which we apply to the next, similar situation. As designers, we really want try to elevate the reader’s experience and teach them to use our website in the most intuitive way possible. Effective calls to action are simple to understand, easy to complete, and aesthetically pleasing.

1. Let your reader know that they are in the right place. You have a lot of competition for readers attention from other websites, email pings and real-time demands. Your website homepage should let people know right away who you are and what you do with a graphic or text logo and concise, descriptive tagline.
2. Don’t talk down to your reader. People are more visually sophisticated than you might think, especially when it comes to the design (packaging) of your web content and calls to action.
3. No hoops, please. Focus the readers attention on a single task. Ask people to do something (preferably just one thing) and make it easy to achieve.

When designing your page layout you should be aware of how people scan a web page. The findings from the Nielsen Norman Group’s usability studies defined an “F-shaped pattern for reading web content”. This valuable information can help you put your important content where your readers will see it and act upon it.

From Jakob Neilson’s “F-Shaped Pattern For Reading Web Content,” http://www.useit.com/alertbox/reading_pattern.html

The eyetracking heat maps above also show that people don’t navigate websites in a linear fashion and they tend to scan rather than read pages. This can be hard to accept knowing the hours we’ve spent crafting our awesome content. On the bright side, this understanding can help us concentrate on a few good design principles to help keep the reader engaged.

• Remember the F-shaped pattern. Don’t put the most important prompts in places where readers are unlikely to go. The top-right banner section and all the way down (scrolling … still scrolling) at the bottom of your page should not be where you have your “Sign up for my Free Newsy Newsletter!” button.
• Consistent, clear navigation. Although the home page may be more of a “squeeze” page and have a different layout than your sites inner pages, make sure you use the same names for navigation and key concepts throughout the site.
• Keep the text and ideas simple. Not simplistic, just focus on the primary purpose of the given page. Don’t try to be all things to all people. If this is your “home” page, there might be a few distinct calls-to-action but you want to be aware that there is a user capacity ceiling. We humans can only do one thing at a time, too many options will overwhelm your reader and it becomes increasingly likely that they will guess wrong and leave.
• Design your pages in blocks of easily digested, satisfying content. Clear topic headings, concise writing and illustrative graphics/photos will help break up your content and allow readers to scan your page easily.
• Make doing things super-easy. Provide a simple prompt to help the reader find what they are looking for and complete the desired actions. For example, at the end of a blog post, add a text prompt or button to subscribe to your blog’s RSS feed. Helping your reader find what they are looking for quickly and easily makes them feel smart!
• Use CSS buttons for important action links within your page content. People understand and like buttons.
• Test it. Check out the Website Optimizer, Google’s free website testing and optimization tool. Google has loads of resources through their Website Optimizer blog, YouTube channel and “Google Conversion University”.

And, finally, all web designers and developers must read Steve Krug’s fundamental (and refreshingly short) book, “Don’t Make Me Think: A Common Sense Approach to Web Usability”. This is also an excellent resource for website owners to educate themselves.

* This is somewhat variable depending on the type of website.

1. The client’s goals for the campaign
   
2. The buying funnel

What’s a buying funnel?

A buying funnel is a way of representing the stages a purchaser goes through on their way to buying a product or a service. Depending on the business or school of thought, it can have different numbers of stages and different names for the stages. However, a fairly basic, five-step funnel that works well for us looks like this:

The buying funnel has a direct impact on two areas of AdWords: keyword research and writing ads.

Let’s start by taking a look at the impact on selecting keywords.

How the buying funnel affects keywords selection

If you’ve been around Internet marketing at all, you’ve likely come across the the words, “long-tail keywords” and “head keywords” (also referred to as “high-volume keywords”). To get started, let’s make sure you’ve got these terms clear in your head.

So that's what long-tail keywords are

When you are doing keyword research for your AdWords campaign, you’ll likely start with the AdWords keyword tool. Google’s keyword tool provides a wide variety of keywords related to your product or service. Some of those keywords will be searched for thousands, tens of thousands, or maybe millions of times a month. These high-volume phrases are what I call “head keywords:” they tend to be short (one or two words in length) and quite general. In the graph above, they are represented by the long vertical bars to the left.

At the other end of the X axis, represented by short lines, are keywords that are not searched for very often. Long-tail keywords tend to be longer (3+ words in length) and are quite specific; searchers may include make, model, color choices, and even model numbers. They are called long tail because of the shape of the graph above: these low-volume keywords can continue to the right for a long, long way, making a long tail on the graph.

Imagine you sell bicycle trailers online, which our client, Wandertec, does very well (see our SEO case study). When you do keyword research you’ll find that people search for the keyword, “bike trailers,” more than 150,000 times a month. For your products, that’s a lot of searches, so “bike trailers” is a definitely a head keyword. One of the products that you sell is the BOB Ibex trailer; you check the keyword tool for “BOB Ibex Bike Cargo Trailer” and find that it’s only searched for 16 times per month. It’s a true long-tail keyword in that it doesn’t have a lot of volume and has at least three words in it.

How are keywords and buying funnels related?

Let’s take the graph we were looking at earlier and turn it on its side.

Double it for good measure and the funnel is pretty clear (see below).

How the buying funnel relates to keywords

The head keywords (in my examples above are: “pourover coffeee”, “bike trailer”, etc.) are the types of keywords someone would use at the top of the buying funnel—just becoming aware of a product or service. On the other hand, people use long-tail keywords (such as “stainless steel pourover coffee kettle” and “BOB Ibex bike cargo trailer”), when they are shopping or ready to buy.

Therefore, people who use long-tail keywords are much more likely to convert than those using head keywords: they have learned about the product or service and are using those long-tail keywords to get further details or to try to find the best deal.

The buying funnel and ad writing

One of the keys to writing compelling ads is to make sure the copy resonates with the searcher. Knowing about where the keyword is in the buying funnel helps you make educated guesses on ad copy. If consumers are at the top of the buying funnel, your copy should encourage their curiosity and desire to learn more. If the keyword is at the bottom of the buying funnel, you might want to begin focusing on the factors that are going to help them make the decision of whether to buy from you.

Let’s continue the bicycle trailer examples. You’ve got an ad group in your campaign that is focused on head keywords that are all similar to “bike trailer.” Ads that would appeal to individuals at the top of the buying funnel might encourage them to learn more about different types of bike trailers and how they can be used.

Someone who is low in the buying funnel is likely much more interested in pricing, shipping costs, and the reliability of the seller.

Where in the buying funnel do you want to focus?

Depending on your campaign’s goals, you will likely focus on different keywords. If your goal is to educate people about your product or service—that is, if your site is set up to nurture people through the buying funnel—you likely want to focus on head keywords. This approach often works well for  high-end or complicated products and services.

Imagine you’re looking for a way to use the Internet to market your B2B products and services; these are products and services that often have long buying funnels. A strong strategy is likely going to focus on head keywords to bring people high in the buying funnel to a website that will establish your credibility and expertise before moving down the buying funnel with most potential customers. With B2B Internet marketing, we seldom find long-tail keywords that are productive.

It is also true for luxury consumer products; one client that fits this description is Conservatory Craftsmen—a custom conservatory builder. Their products are costly and completely custom, so it’s important that people who are interested in a conservatory learn about them and come away feeling Conservatory Craftsmen are experts. By attracting people high up in the funnel, Conservatory Craftsmen have the opportunity to educate their potential clients and fully demonstrate their expertise.

However, there is of course a downside to focusing on head keywords. They tend to have much higher competition from other AdWords advertisers and be more expensive—that is, you will have to bid higher and/or have better quality scores to be competitive with all of those others wanting to show ads for the same keywords. And with that expense comes an additional challenge: a lot of the people who search for head keywords are probably “only looking,” so you’re paying to help them “just look.”

On the other side of the coin, if you are simply interested in finding the people who know what they want, then long-tail keywords are for you. Let’s say you bought a pallet of 8 GB flash drives direct from a Chinese manufacturer and want to sell them online. You don’t need to teach people about these products; you just need to convince them that you have exactly what they’re looking for and at prices, quality levels, and service levels they want. If that’s your business, you will likely have much more success going with long-tail keywords focused on things like color, size, price, and features.

Long-tail keywords have fewer competitors bidding on them, so they tend to be considerably less expensive than head keywords. The other benefit of long-tail keywords is that you have a much greater chance of searches actually converting since they probably know what they want. The catch with long-tail keywords is that they aren’t searched for all that often, so you have to cast a wide net and go after a lot of them, which require organization and systems when setting up your AdWords account.

Put a fine point on it

Identifying the right keywords is both science and art. While setting up an AdWords account, you should select them based on your campaign’s goals. You also have to keep in mind how those goals are reflected in the buying funnel. With this knowledge you can then judge the keywords based on where they are in the buying funnel.

Thanks to Jory for sharing the pourover coffee photo via the Creative Common’s license.

We decided to team up with Scott and collaborate on our first response: “How B2B companies can unlock the value of online marketing.” In it, we highlight a fairly simple and proven path to create a solid B2B marketing campaign online from the ground up.

Over the next few months, we will be updating and expanding on these concepts (both for the specific white paper campaign, as well as bringing in more aspects of the online marketing ecosystem). Check back here at the Chicago Style SEO blog or at the Leff Communications blog for our ongoing discussions.

How To Crop a Photo Using Preview

Cropping means removing part of the photo—literally cutting out a part of the photo you don’t want in the picture. Let’s take a look at an example of how to crop.

Suppose you were out to lunch with your mom and took this lovely photo of her:

Who is that guy in the background?

You just want the picture of your mom without the photobomb in the background. Using Preview it’s easy to get rid of him.

1. Open the file in Preview; you have several options: double click on the photo;  launch Preview and then using “File > Open” dialog box; or drag the photo onto the Preview icon.
2. Make sure the crop icon is clicked and looks like in the photo below. You have several cropping shape options: rectangle, elliptical, lasso (free hand), smart lasso (Preview tries to grab what it thinks you want), and Instant Alpha (where it removes the background). For this example, we’re just going to look at the most commonly used: the rectangle. (See the red circle in the image below.)
   
3. With the cropping tool selected, draw a rectangle around the area of the photo you want to keep. Once you draw the rectangle you can adjust it using the white drag buttons in the corners and the sides. You can see in the image below I’ve drawn a rectangle around “mom.” You can also see the little white drag buttons in the corners and on the side.
   
4. Once you have the cropping rectangle adjusted to how you want it, select “Crop” from the “Tools” dropdown menu or press Command+k. You will then have a picture that looks like this…no photobomber in the background:
   

How To Resize a Photo using Apple Mac’s Preview

Most cameras these days, by default, take HUGE photos: thousands of pixels wide at at resolutions that are much more than what a webpage needs. Nearly all of the time,  you need to take the time to resize the photo a little before uploading it to your website. Why is this important? If you upload a huge file it will take a long time to upload and will take a lot of space up unnecessarily on the server. Also, many content management systems (CMS) have a size limit they will allow you to upload; often the limit is 10 MBs. Most importantly, if your website’s CMS doesn’t resize photos, every time someone looks at the page, you will send out a huge photo that will create a very slow webpage because it will take quite a long time for the person reading your webpage to download the huge image. And, the search engines don’t like oversized photos and will penalize your web site for loading slowly.

Here’s how you use Apple’s built in Preview application to resize…it’s easy:

1. Open the file in Preview either by double clicking on the photo, launching Preview and then selecting “Open” from the “File” pulldown menu, or dragging the photo onto the Preview icon.
   

   Isn't she darling?

2. Save a copy of the file! Don’t work on the original file; if you make a mistake on a copy, you can always go back to the original and start over. If you save over the original…it’s gone for ever. So, select “Save as…” from the “File” pull down to make a copy in OSX 10.6 or older. In OSX 10.7 (Lion), you will need to select “Duplicate” from the “File” pulldown menu.
3. Select “Adjust Size…” from the “Tools” pulldown menu
   
4. A dialog box will open that will show you a lot of information about the picture. You’ll easily see the size of the photo in either inches or pixels. In the example below, Preview is set to pixels. You will also see the size of the file in MBs. You will also see the resolution, which in the example is 300.
   
5.  Most photos on the web can be much, much smaller than the example above. Some numbers to shoot for:
• Width/Height
  Very seldom are pictures on a webpage larger than 500 pixels on their longest side. The picture above is 300 pixels wide to give you an idea of the width you’re looking for. Note that Preview, by default, locks the proportions of the picture so you don’t end up with stretched images.
• Resolution
  Photos for the web should be set to a resolution of 72 pixels/inch.
• File Size
  You want the file size to be as small as possible. All the photos on this page are less than 50 KB (0.5 MB) By adjusting the  width/height and the resolution of the photo, you will likely bring the file size way down. See the image below—by adjusting the photo to 500 pixels wide (Preview automatically calculated the width to 333 pixels) and a resolution of 72 pixels/inch, the image went down to 46 KB. In the save dialog (we’ll talk about it below) you can further adjust this.
  
6. The last step is to save the file. Preview gives you several options of file types, but the most common is JPEG. The main reason to switch is if the picture has a transparent background, you will have to use PNG. In the image below, you will see that you have a slider that allows you to adjust the quality of the image. If you’ve reduced the size and resolution above, the image will be quite optimized already. As a general rule, I leave the slider at about the 3/4 of the way toward “Best.”
   

Wrap Up

Preview is an amazingly powerful tool that Apple gives to every Mac owner for free; cropping and resizing are just two of the many things it can do for you.

My kids skipping rocks at Lake McDonald, Glacier National Park

Yesterday I got an email newsletter from the Glacier Raft Company (GRC). My family and I spent a fantastic day this summer on the middle fork of the Three Forks River in Glacier National Park on one of GRC’s boats. It was a great time and I would recommend the trip and the company to anyone going to Glacier.

I opened the email from GRC with a lot of anticipation, thinking there’d be some cool pictures of rafters going over Bonecrusher rapids or maybe even a video of some lucky person jumping off a raft into the freezing water. I was thinking since we didn’t get a great photo of us or a video rafting, I’d be able to share this video on Facebook.

Instead when I opened the email I found a request for a Yelp review and four ads encouraging me to come to Glacier National Park in September for all the great deals they have on fishing trips, cabins, and more rafting. As much as I’d love to head back, I just can’t see it happening (kids in school, I’m 1,500 miles away, all my vacation time is gone for this year…that kind of stuff). I have to believe the vast majority of people who received the email felt the same way.

I unsubscribed.

This is the second email sales push I’ve gotten from them; I’m now thinking I’m obviously not going to get anything of value to me from them.

Some Email Newsletter Advice

If I were advising GRC (and similar service/entertainment businesses), here’s what I’d recommend:

• Split your mailing list geographically
  It’s simple; one list for those near enough to drive for a weekend and another list for those that live too far away for a short trip. Market the hell out of special deals in September to those that can drive there fairly easily and don’t bother with those of us who aren’t.
• Use content on your blog to troll for Facebook shares and inbound links
  Put up a video of each of the main rapids; in your newsletter let people know about them. Encourage them to share the videos with friends and family to show everyone all the fun that you had this summer. Yeah, let me rub my friends’ noses in it! Those videos are going to be shared on social networks, through emails, and probably even blogs; all of which are huge ranking factors.
• Think about your audience
  Don’t send your audience what you think is important; think about what they will want from you. Next spring don’t show me your price lists…show me videos and photos of what the river looks like so even if I can’t come there, I can imagine what it’d be like and maybe start pushing my family to head there the summer after that. Keep me wanting to open your newsletters.

You’ve spent time and money to create and maintain the list you have…now spend just a bit more time and effort to make sure you aren’t pushing people off of it. And, at the same time, get those precious Facebook shares and keyword-rich inbound links.

There has been a lot of talk about Google’s recent announcement that they are rolling out Interest-Based Advertising inside of their AdWords platform. They initially began talking about this in 2009, slowly allowing more and more people to experiment with it. But, as of yesterday, it’s available to everyone.

What Is Interest-Based Advertising?

The sugar-coated answer to the question is, it is the practice of advertisers showing you ads they think will be of more interest to you based on what types of websites you like to visit. Sounds harmless right? We all know there are going to be ads on the websites we visit…they might as well be relevant to us. Well, that’s certainly one way to look at it.

The other way to look at this topic is to examine the last part of the sentence above, “based on what types of websites you like to visit.” The obvious—and to some—the unnerving question is, how do advertisers know what sites I visit?

How Do Ad Networks Track Me?

Google and all other advertising networks on the web spend a lot of time, money, and effort trying to figure out what you like to do on the web. There are many ways they track your online activities. For example, if you use Google’s Chrome browser, it has tracking built-in. When you first launch the browser, they ask if you will allow them to track your activities—most people do. (More info on opting out of this here.)

But, in general, here’s the basic process:

1. You first visit a page the ad network (Google, Bing, Facebook, and many, many others) has ads on or they have some influence over. The ad network places a cookie on your browser, which is a bit of code that allows them to begin keeping a list of pages you visit on this browser.
2. You visit more pages that contain the advertising network’s ads and the network adds those pages to the list of pages they know you’ve visited.
3. The ad network evaluates the list of pages you’ve been to and begin to categorize your interests. For example, Google has 1,000 categories that they will use to put you into. Examples of categories are “Computer and Electronics”, “Pets & Animals – Dogs”, “Arts & Entertainment – Humor”, etc.
   To see a list of the categories Google has you in, go to this URL in any browser: http://www.google.com/ads/preferences/
4. You visit yet another page the ad network is on, but this time the network displays ads relevant to the categories they think you’re interested in.

Who’s Tracking Me?

I said above there are many, many ad companies that are tracking you. Want to know how many? In the browser you use the most, visit this page: http://www.networkadvertising.org/managing/opt_out.asp

You will see a list of 75 different ad networks in alphabetical order that place cookies on browsers. And the list will already be updated to let you know which companies have cookies on your browser. For example, my browser had 63 of the possible 75 cookies in place.

A list of some of the ad networks following me

Can I Escape Interest-Based Advertising?

Yes—easily.

You can opt out of all of these cookies by using the links above. The Network Advertising Initiative gives you the tools to easily turn off all the cookies. Simply click on the Opt-Out check box for those you want to get rid of and click the Submit button.

And Google also gives you a one-click way of opting out of their cookie by again going to http://www.google.com/ads/preferences/ Google also gives you the option to customize the categories listed in your browser using this same page. Lastly Google points out that if you ever clear your cookies, the opt-out code will disappear. After you opt-out, they offer you the ultimate opt-out tool: a browser plugin that is independent of the cookie system. Simply click on the “Download the cookie opt-out plugin” button on the page that displays after opting out.

[Edit] A reader has pointed out that you can opt out of Yahoo’s tracking by visiting this page: info.yahoo.com/privacy/us/yahoo/opt_out/targeting/details.html

Is Interest-Based Advertising Bad?

The answer to that question depends entirely on you.

These systems raise legitimate privacy concerns, which is why tools and systems to opt-out exist. Many privacy advocates would prefer that you had to opt-in for such tracking rather than opt-out. And, I can completely sympathize with that point of view.

On the other side of the coin, there is the perspective that websites are going to show you ads, so you might as well stay opted-in so the ads at least have something to do with your interests. And, since the cookies are anonymous (the categories are not associated with your name, email address, or other information) so what harm do they do.

Which side of the coin are you on? I look forward to reading your comments below.

We’d like to thank 11950mike and anw-fr for generously sharing the photos above via the Creative Common’s License.

Last week I finally found PhonePress, a free WordPress plugin that allows you to easily display different phone numbers depending on where the visitor came from.

Why Would I Need To Track Phone Calls?

AdWords conversion tracking is easy if 100% of your conversions end up in a shopping cart; plop the conversion code onto your thank you page and you’re done. (It is, of course, best if you link your Analytics and AdWords accounts…but that’s another post.)

Conversion tracking becomes more difficult if you sell a service, like AdWords consulting, property management, violin and ballet classes, and on and on. If your product is a service, a lot of people will likely call you rather than fill out the form on your website (where you put your conversion code). If leads do call you, do you have a reliable way to track that call?

When presented with this problem, many of our clients say, “We ask every caller how they found us.” That really won’t help; here’s why. If your receptionist pushes and asks for details and the caller replies, “the Internet” the follow up from your receptionist will likely be, “Where on the Internet?” The vast majority of the time the answer will be, “Google.” Are you then going to train your receptionist to ask, “Did you find us in the organic search or the paid search part of the search results page?” Yeah…for a wide range of reasons that should be pretty self evident, this is not going to happen.

So, what can you do? The best answer is to display a different, trackable/countable phone number depending on where the visitor is coming from. If they came from AdWords, everywhere they look on your site should have a unique phone number that only people who clicked on an AdWords ad will see. If they came from your Facebook ads, they will see a different number. If they come from adCenter ads, they will see yet another unique phone number. And, very importantly, if they come back to the site in a month, your site needs to remember that they came from AdWords and continue to display the correct, unique phone number.

If your site is built on WordPress, the answer is simple: PhonePress. PhonePress allows you to do this easily. Tracking AdWords is built-in based on the fact that AdWords automatically adds ?gclid=### to all destination URLs. You are able to track and display up to nine more custom phone numbers by simply adding ?phone=# (where # is replace by 1 through 9) to the URL on the site where the visitors are coming from—for example from your Facebook ads or your adCenter ads.

And, PhonePress sets a cookie on the visitor’s browser so if/when they return a day, a week, a month, or a year later, PhonePress displays the correct unique phone number and you correctly track your conversions.

Where Do I Get Trackable/Countable Phone Numbers?

Google Voice is where we get unique, trackable phone numbers since they’re free and immediately forward to any phone number you want. This gives you a custom phone number that  will forward to the client’s normal phone number without any interruption or indication that the number went through Google Voice. (Make sure to configure Google Voice so it does exactly what you want; pay close attention to the voicemail settings.)

When you want to know how many phone calls your AdWords campaign generated, simply log in to the Google Voice account go into the history, and count how many calls you received during the time you are measuring. We do reports for our clients twice a month, so we check for the 1st through the 15th and the 16th to the end of the month.

Don’t like Google Voice? Need a trackable toll-free number? There are plenty of other services that allow you to buy numbers and track the number of calls to it. The problem with these services (in my view) is that you get charged for minutes by both the phone number service and by your phone company for the same call. Also, they aren’t free, and it’s usually easier to convince a client to do this type of tracking of the service is free.

Accurate Conversion Tracking Requires Tracking Phone Calls

There are quite a few services out there that do all of this for you…for a fee. If you’re building sites with WordPress, there is no need to pay to track phone calls…use PhonePress and Google Voice and you get amazingly powerful tracking at no cost.

Brijeet Dhaliwal - The Latest CSSer

All of us here at Chicago Style SEO are extremely excited to welcome Brijeet Dhaliwal to our team!

Brijeet comes to us with an amazing, varied background that is going to make her a huge asset around here. Her cover letter perfectly explained her unique qualifications:,”My background is in technical writing, librarianship, and web development.” Her resume went on to point out that she is a also qualified English as Second Language teacher and was actually a library technical manager, which means she administered a server farm and the library network. A writer who can admin servers? Yeah!

All of these skills are immediately transferable to Internet marketing: SEO, PPC, and building optimized websites and landing page. She’s already started digging into and winning at the “game” of Google AdWords and helping to build a few websites.

We’re looking forward to all the help Brijeet is going to give us, the fresh perspectives we know she will provide, the expertise and skill she will provide to our clients, and the spicy recipes she has promised to pass our way.

Better-Gmail-Ads Spokesperson Giving the Spiel

While going through my email in Gmail this morning I saw a little pop up that said I was going to start seeing fewer ads soon and asked if I wanted to learn more. Given how many AdWords clients we have, I of course wanted to see more. The link took me here.

It sounds like Google is going to allow some trial accounts to do basically want Priority Inbox allows you to do: let Google know if an ad is useful or not. They will then adjust the ads they send to you based on the feedback you give them.

They say in print and in the video several times that Gmail users will start to see fewer ads, but that the ads they see should be more useful. I also liked the philosophy they stated that it makes no sense for them to show you ads that are not useful to you. I wish Facebook would begin to take this into account…I would love to start seeing fewer ads for all the SEO/affiliate-marketing scammers I seem to attract on Facebook.

They also note that more of the ads will be for my local area; I guess that means they will emphasize local ads over national ads. I’m anxious to see how this plays out for some of our clients. Most of our local clients don’t advertise in Gmail…that may have to change.