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Article Details
Last Updated
7th o February, 2008
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Introduction
This document is a detailed guide for using the “Conversion Equalizer” application. Instructions for every option inside the application are located in appropriate sections of this document.
Installation
In order to begin installing the “Conversion Equalizer” double click the “Conversion Equalizer.exe” file. Wait until the progress indicator reaches the end and the following screen will be displayed. In order to continue installing “Conversion Equalizer” click on the “Next” button and the “License Agreement” screen will be displayed.
Select the “I accept the terms of the license agreement” radio button and click the “Next” button.
You can choose to install the application to the default directory or set the desired directory by clicking the “Change” button. Once you have defined the destination location, click the “Next” button.
Inside this screen you can still determine to go back and change the settings, or click the “Install” button in order to install the application. The following screen will be displayed once you click the “Install” button.
The progress indicator will be displayed. Wait until it reaches the end and the following screen will be displayed.
This screen contains confirmation on successful installation. Click “Finish” to complete the installation procedure.
Conversion Equalizer Interface
This section of the document will give the definition of the “Conversion Equalizer” interface.
The interface contains the following elements:
File menu - see section 11 for further information
Insert menu – see section 12 for further information
Help – information on the version of the program
The main menu with the most important options:
Project setup – setting up project parameters
Edit Display Page– option for editing the landing page that will be seen by the surfers when they click on the Google ad
Preview Display Page – option for previewing the created landing page
FTP upload – option for uploading the generated landing page to your web site via FTP
Setting Up A Project
The first step is setting up a project (choose option “Project Setup” from the main menu).
The following are the parameters for setting up new project:
Project Name (Output File Names) – input field for setting the project name which will also be used for naming the files that will be generated
Note: the name of the generated file i.e. Landing page (example: adwords.html) will also be used for defining the destination URL inside the Google Ad interface
Script File Template – option for choosing the script file template (note: filled by default)
Display Page template – option for choosing the display page template (note: filled by default)
Display Page Title – field for setting the title of the page
Output Folder – click the browse icon to select the folder where the files will be saved once you set up the project, click on the “Copy Files to Output Folder” button.
Once you click on the “Ok” button, the application will automatically take you to the second step which is “Edit Display Page” page
Editing The Display Page
The “Edit Display Page” option is used for adjusting the landing page users will come to when clicking on the Google Ad. This page can be used for creating the page in HTML; in addition, you can choose to copy the source of an existing page (for example: one of the pages inside your website) and further modify it.
Inserting Keywords Into The Display Page
The crucial part of the “Conversion Equalizer” application is inserting the keyword variables inside the page, so that the exact keywords the surfer has used inside the Google search box would be displayed inside your landing page (page generated with “Conversion Equalizer”) after he has clicked on your ad. The procedure includes placing of the keyword variable on the exact location inside the page where you want them to appear. The keywords (variables) can only be inserted while inside the “Edit Display Page” tab. In order to insert the keyword, place the mouse on the location you want the keyword to appear, click on the “Insert” menu and choose the desired keyword format.
Choosing The Keyword Format From The Insert Menu
The chosen keyword format will be displayed inside the selected location.
Example Of The Inserted Keyword (Variable)
You can repeat this procedure to insert the keywords in any of the three formats inside the desired number of locations throughout the page (including the page title). Once the surfer uses the keyword inside Google and clicks on your Ad, the landing page (the one generated by “Conversion Equalizer” and uploaded to your web server) will display that keyword inside the location you have chosen.
The following are the available keyword formats:
Keyword – for the case when the keyword the surfer used was typed with small letters (for example: “computer software”)
Keyword Capitalized – for the case when the keyword the surfer used was typed with capitalized letters (for example: “Computer Software”)
Keyword Plus – for the case when the keyword the surfer used was typed with the plus symbol in between (for example: “computer software”)
Previewing The Display Page Template
This option is used for previewing the look and organization inside the page created by “Edit Display Page”. Click on this tab and the page as seen by the end users will be displayed.
Previewing The Created Page
Note: if you are not satisfied with the created page, click on the “Edit Display Page” again to continue modifying and editing until it meets your satisfaction.
Defining The Google Ad Parameters
One of the steps involved is defining the Google Ad parameters inside the Google Ad account interface. The parameter closely related to the “Conversion Equalizer” application is “Destination URL”.
Defining The "Destination URL" Parameter
In order for the Google Ad to function correctly, the pages generated by the “Conversion Equalizer” have to be uploaded to the web server (e.g. “adwords.html” and adwords.html.tpl”). In addition, the exact location of the HTML file i.e. landing page (e.g. “adwords.html”) generated by the “Conversion Equalizer” and uploaded to your server has to be entered inside the “Destination URL” field.
For example, if the name of your site is http://www.coralpalms.com and you have uploaded the generated landing page (e.g. “adwords.html”) to the root directory of your website,
the correct “Destination URL” will be http://www.coralpalms.com/adwords.html.
Uploading The Generated Pages via FTP
The “FTP Upload” option is used for transferring the generated pages to your website via FTP. In order to start using this option, choose “FTP Upload” option from the main menu.
Setting The FTP Upload Parameters
The following are the parameters and options inside this page:
FTP options – input fields for setting the FTP parameters
Test FTP Connection Settings – option for testing the FTP connection settings
Upload Output Directory Now – option for uploading the generated pages to the server
The following sections explain each of the options and parameters.
Setting The FTP Parameters
The following are the FTP parameters that you should set in order to upload the generated pages via FTP:
FTP Server Address –field for entering your ftp server (e.g. “ftp.coralpalms.com”)
FTP port – field for entering the FTP port; usually “21”
FTP User name – field for entering your FTP user name
FTP Password - field for entering your FTP password
Destination Folder – field for setting the folder the generated pages will be uploaded to
Notes
The connection to the FTP server has to be established prior to setting the destination folder)
The chosen destination folder is also important because it will be used for defining the destination URL inside the Google Ad Interface
www.website.com/adwords.html - for the case where the generated “adwords.html” page was uploaded to the root of the web server)
Once you click the “Destination Folder” icon, the window for navigating to the desired folder on the server will be displayed.
Navigating To The Desired Destination Folder
Inside this screen double click the desired folder and click on the “Use Current Folder & Close” to set it as the destination folder.
Testing The FTP Connection Settings
Option “Test FTP Connection Settings” should be used once you have defined the FTP parameters in order to check if the parameters are correct. To check the parameters click the “Test FTP connections” button. The following confirmation dialog will be displayed in case the parameters are correct.
FTP Test Successful
In case the test was unsuccessful, the “Conversion Equalizer” will you inform you on the nature of the error with the appropriate dialog window.
Uploading The Output Directory via FTP
The “Upload Output Directory” option is used for establishing the FTP connection to the server and uploading the generated pages from the local output directory. Choose option “FTP Upload” from the main menu, set the FTP options, and click on the “Upload Output Directory Now” button.
Uploading The Generated Pages To The FTP Server
The following screen will be displayed showing the file upload progress indicator (note: you can stop the process by clicking on the “Stop Current Action” button).
File Upload Progress Indicator
Once the upload has been completed, the “Conversion Equalizer” will display the confirmation dialog.
Click on the ok button and the procedure of FTP file upload will be completed.
Modifying The .htaccess File
Modifying of the .htaccess file is necessary because of the HTML extension the generated files have in order to make it possible for the servers to parse those pages. The .htaccess file is usually located in the root of your web server, so all you have to do is locate the file and enter one line (further explained below).
Opening The .htaccess File On The Web Server
Once you locate the .htaccess file:
Open it
Enter the following line: AddType application/x-httpd-php htm html
Save the file
Note: If there is no .htaccess file, you can create one yourself (further information available in section below).
Creating An .htaccess File
If there is no .htaccess file in the root of your web server, you can create one yourself by creating a new text document.
Put the following line inside the newly created text document:
AddType application/x-httpd-php htm html
After adding this line, save the file under the name .htaccess (note: the dot is at the beginning of the file name and there are no extensions – i.e. remove the .txt extension). Now you can upload the .htaccess file to the root of your web server and the server will be able to parse the HTML pages.
Note: You might not be able to save the file under a name which begins with a dot. In that case, you can rename the file directly on the server.
Using The File Menu
This section will give detailed instructions on using the file menu and all available options.
The following are the available options inside the file menu:
New Project – option for clearing all previously options and starting a new project
Open Project – option for opening a previously saved project from the local system
Save Project As – option for saving the project
Preview Display Page – option for seeing what the final display page will look like
Open Output Folder – use this option to access the output folder the files have been saved to
Exit – option for exiting the application
Using The Insert Menu
This section will explain the use of insert menu as well all of the available options. The options inside the insert menu are used while “Edit Display Page” page is loaded i.e. the options inside the menu are only active when this page is loaded. The purpose of these options is to allow you to insert the variables inside the page.
The following are the options inside this menu:
Keyword – for the case when the keyword the surfer used was typed with small letters (for example: “computer software”)
Keyword Capitalized – for the case when the keyword the surfer used was typed with capitalized letters (for example: “Computer Software”)
Keyword Plus – for the case when the keyword the surfer used was typed with the plus symbol in between (for example: “computer software”)
Getting Help Inside The Application
There is help available on almost most parameters inside the application. Place the mouse over the question mark and the explanation for the parameter will be displayed.
Uninstalling The Conversion Equalizer
In order to uninstall “Conversion Equalizer”, click on the installation file and then on uninstall.
Wait until the progress indicator reaches the end and the following screen will be displayed.
Inside this screen choose the “Remove” option and click on the “Next” button. The confirmation dialog will be displayed, where you should click on the “Yes” button in order to continue uninstalling “Conversion Equalizer”.
Once you click on the “Yes” button, the un-installation progress indicator will be displayed.
Once the progress indicator reaches the end, the screen with the information on completed uninstallation will be displayed.
Select the “Yes, I want to restart my computer now” option and click on the “Finish” button to complete the un-installation procedure.
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