theIT support, website, and marketing news from EZSolution / NOVEMBER 2015

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111 Centerville Road • Lancaster, PA 17603

Web: 717.801.1638 • EZSolution.com

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Recently Launched Websites:

Company City WebsiteLanChester Grill & Hearth Gap, PA lanchestergh.comGro� ’s Heating & Plumbing Willow Street, PA gro� s.comConestoga Valley Education Foundation Lancaster, PA conestogavalleyef.orgTPA Solutions Livingston, NJ tpasolutions.usRiteScreen Elizabethville, PA ritescreen.comHash Tag Taxes Lancaster, PA hashtagtaxes.comLone Star Structures Lott, TX lonestarstructures.comThe United States Hot Air Balloon Team Elverson, PA ushotairballoon.com

If possible, how many times would you have to fold a piece of paper for it to be thick enough to reach the moon?A. 11B. 42C. 523D. 34,670

Winner of October’s Quiz:This Month’s Quiz:

Email your entry to Stacey Snovel (stacey@ezsolution.com). She will put all of the correct answers in a hat and draw the winner on November 15. The winner will receive a $25 gift card to Isaac’s or Amazon.

Steve Rubin of Chicco USA/ Artsana USA won a $25 gift card.

Last Month’s Question:The Old English (or Anglo-Saxon) name for October was “Winmonath,” which means what?

The Correct Answer Was:A. Wine Month

In a world of instant results, people have come to expect instant grati� cation from their marketing investments. When a user performs a Google search query, their results are returned in under a second. Your marketing e� orts often aren’t so instantaneous. You can spend months and months trying to improve your organic search presence in an e� ort to land among the page one links. Organic search engine marketing is hard—it takes time and dedication to get right.

There’s no denying that Google AdWords is an instant way to get your website in front of people. By using the right keywords and crafting the right ads, and sometimes even targeting return users, you can create a really successful PPC campaign. If done correctly, you can see massive gains from those PPC campaigns.

Test and Test AgainThe beauty of Google AdWords is the depth of customization. You have control over your ads, spend, audience, and more down to the smallest detail. Getting your business in front of exactly the right customer isn’t always easy with more traditional, organic marketing tactics. With PPC, you know your ads are shown to the right people.

Testing is a cornerstone of any good AdWords practice. You should test, optimize, and re-test often—not just when you’re new to the PPC game. Testing allows you to gather the data you want from the audiences that are important to you. Without this data, we can’t begin to make educated decisions about the ROI of any PPC campaign.

Gather Your DataNew campaigns and ads should be left to run for at least two weeks to gather a good baseline of data. This is when you can start to sort through valuable metrics like clicks, impressions, click-through-rate, average cost-per-click, and conversions to name a few. Understanding and applying these metrics will allow you to calculate real, actual ROI from your PPC campaigns—something that’s not as easy to do with organic marketing campaigns.

Make Educated DecisionsReturn on ad spend, pro� t per impression, and pro� t per click are just a few high-level numbers you can quickly calculate to your ROI on your AdWords campaigns. There are many, more complicated numbers you can dive into to really see how PPC a� ects your bottom line.

In all of your calculations, don’t forget about the obvious data you have. Sometimes, no math is needed to see if something is or is not working. Common sense goes a long way in a PPC campaign. For example, if you can clearly see that a conversion costs less than the value of a sale for your business, you’re already in positive ROI territory.

These metrics are quick and easy to use. They allow you to make educated decisions when editing and optimizing your PPC campaigns. Instead of following the best practices, you think you know data can give you hard evidence of what’s working, and what’s not. Remember, if PPC is making you money, you’re already seeing a good ROI.

A PPC campaign could be the right � t for your business. To learn more about running an e� ective Pay-Per-Click campaign and a free consultation, call Chris DeMeo at 717.801.1638!

The winner will receive a $25 gift card to Isaac’s or Amazon.

We’ll go “under the hood” and look at what truly makes Facebook successful for business, with tips and tricks to help you optimize your Facebook presence.

EZSolution is proud to partner with Discover Lancaster and the Susquehanna Valley Chamber of Commerce to o� er a series of FREE educational seminars.

DISCOVER

www.ezsolution.com/ezacademy

Would you like to be featured as our “Client of the Month” in a future newsletter, and get $100 to boot? If so, we have an o� er for you! All you need to do is let us know about a problem or challenge your business faced, how EZSolution helped to solve it, and what resulted from our

partnership. We will randomly select a winner to be featured in our newsletter and send our Client of the Month a $100 Visa Gift Card.

In order to participate, call Dawn Umstead at 717.291.4689, or email her at dawn@ezsolution.com to set a time to talk. You may end up being our next winner!

Be EZSolution’s Client of the Month—and Win a $100 Visa Gift Card! }and send our Client of the Month a $100 Visa Gift Card.

717.291.4689, or email her at dawn@ezsolution.com

partnership. We will randomly select a winner to be featured in our newsletter and send our Client of the Month a $100 Visa Gift Card.

717.291.4689, or email her at dawn@ezsolution.com

and send our Client of the Month a $100 Visa Gift Card.

717.291.4689, or email her at dawn@ezsolution.com

Mee

t Daw

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mst

ead Dawn joined EZSolution in July of 2015 as Internal

Marketing Coordinator with over 12+ years’ expertise in account management and project coordination. She enjoys collaborating in a team environment to conceptualize, create, develop, and implement promotional materials. Her superb organizational skills allow her to coordinate and

maintain a variety of projects, while always keeping deadlines in mind. Dawn is originally from Chester County and is a graduate of Millersville University with a degree in English.

Dawn recently celebrated 20 years of marriage with her husband, Todd. They have a 16-year-old daughter, Olivia. They also have two large Labrador retrievers, two cats, and one guinea pig. In her free time, she loves watching football on Sundays with her family, entertaining friends, and traveling anywhere that has a beach.

We’ll go “under the hood” and look

Facebook 401!

November 19, 2015 at 8:30 amPerfect Settings on 200 Locust Street, Columbia, PA

Register TODAY for

By Kate Wolf, SEO Specialist

Is Your PPC CAMPAIGN Generating a Return on Investment?

Lancaster Parts & Equipment manufactures, sells, and services new and usedfarm equipment.

Established in February 1965, and originally called Lancaster Silo, the company expanded over the years and decided to change their name and develop a new mission and vision. Lancaster Parts partnered with EZSolution to establish messaging and branding that spoke to their new goals and abilities. Bryant Glick, general manager of the company, shared his experience working with EZSolution.

“We were working with another marketing company, but had been experiencing non-responsive calls and unkept deadlines and promises. The new website they built was full of typos, and we didn’t feel the messaging and branding they developed spoke to our target audience. Additionally, the previous company built a shopping cart that was incomplete and had many navigation errors. Overall, we felt we were spending money on marketing but not getting results.

“After meeting with Mike and seeing his hands-on approach to marketing, we knew EZ was a good � t. Mike’s attention to detail and friendly personality, along with Hale’s artwork, were the catalyst for partnering with EZSolution.“

“EZSolution’s sta� began working on new marketing tools and developing messaging that established our company for what it has become—a manufacturer and repair shop for new and used parts that are high in quality but friendlier to the budget. We wanted to share our new name, our cutting-edge philosophy, and express the fact that, although we’ve been in business for over 50 years, we’re ‘not your father’s Ag Business.’

“The catalog and website the EZSolution team developed were much, much better than what we’d had before. The web team created an ecommerce shopping cart, which is increasingly pulling in new customers and establishing Lancaster Parts and Equipment locally, nationally, and internationally. In fact, it has opened up new opportunities in the Latin American market.

“We’re pleased with the results of our three big initial projects and look forward to continuing our partnership, which has led to some new projects—trade show booth graphics, a print ad campaign, and more. EZSolution has been reliable, knowledgeable, and customer-focused throughout our relationship.”

EZSolution is so pleased to partner with Bryant and Lancaster Parts! To visit their new ecommerce pages, learn more about the company’s storied history, or to reach out to the team, please visit www.lancasterpartsandequipment.com.

For more information about how you can work with EZSolution’s friendly team of experts on your soup-to-nuts marketing strategy, including a website, collateral, ads, and more, give Chris DeMeo a call at 717.801.1638.

“Not Your Father’s Ag Business”

IN THIS ISSUE:NOVEMBER 2015

the

Take the November Quiz and Win a $25 Gift Card

Is Your PPC Campaign Generating a Return on Investment?

The Top Three IT Mistakes Local Businesses Make

“Do your little bit of good where you are. It’s those little bits of good put together that overwhelm the world.”

~ Desmond Tutu

Quote of the Month

Presort First ClassU.S. Postage

PAIDLancaster, PAPermit #23

111 Centerville Rd.Lancaster, PA 17603

Tom Malesic President

“My team and I love helping other companies grow their business. We look forward to helping you!”

Thanks to our managed services program, we take full responsibility for managing your computer network! This service is guaranteed to eliminate expensive, frustrating computer programs and give you the peace of mind that your data is safe and secure.

Do you need expert advice about your computer’s network? We would love to talk with you about how our managed service plans save businesses time, money, and e� ort! Give Brad Roth a call at 717.801.1393 to learn about how to protect your data in case of a disaster.

Want to avoid the most common and expensive computer problems most local business owners experience? Then read on! We’ve compiled a list of three things you should be doing to save yourself a lot of time and money by avoiding a big, ugly computer disaster.

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We cannot stress the importance of this enough. Having an o� site copy of your data will be the equivalent of wearing a seatbelt in a major accident. You don’t think much about it until you need it, and then you will thank your lucky stars you had it in place.

Also, perform weekly spyware scans. Almost everyone understands the importance of anti-virus software, but many businesses still do not perform weekly spyware sweeps. Spyware can cause a host of problems that include slowing down your systems, pop-up ads, and even identity theft.

At one time, servers only made sense for large organizations because of their high cost and complexity. But today, there are very a� ordable and easy-to-implement server systems designed speci� cally for any size small business. Depending on your business needs, your server can be in your o� ce or hosted in the cloud. A server will not only speed up your network, but it will also make backups simpler, allow secure remote access to allow you and your employees to work from home or on the road, and make it much easier to share documents, databases, and printers.

Have an Automated O� site Backup System in Place

Keep Your Anti-Virus Software up to Date

Centralize Your Data on Your Server

opened up new opportunities in the Latin American market.