Eve Lopez
Associate Editor, Business.com & Work.com, Work.com
Santa Monica, CA
Eve Lopez has several years of editorial and internet experience at companies including Amazon.com, The Seattle Times and two global newswires. Her fields of expertise include writing, editing and internet research; best practices of PPC advertising; B2B advertising; writing and editing SEO content; and researching online media trends. Currently, she writes and edits guides for Work.com, as well as researches online advertising trends. Some of Eve's accomplishments have included three prizes for her work on an award-winning campus newspaper; a pickup of an article by the Associated Press; and an award of achievement from Business.com's Client Services Editorial Team for her work managing and optimizing Search Engine Marketing campaigns.
Industry:
Internet
Size of Business:
none listed
Years in Business:
2-10 years
Affiliations:
none listed
Business Interests:
Writing, Editing, PPC Optimization, B2B, SEO, SEM, Green Business, Volunteering, Corporate Giving, Social Responsibility, Online Advertising, Advertising Trends, Social Media
Guides Written by Eve Lopez
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This is awesome! Charity Holiday cards ... I love your commitment to social responsibility. Thanks!
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Thank you for an informative guide! Businesses that "go green" see bottom-line profits. There are numerous studies to support this - thanks so much for calling attention to this!
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Thanks for all the great resources! I agree that team building is very important in today's corporate world. Teams that work together excel.
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Thank you for all these great resources. One thing that employers need to take into consideration is child care. One-third of Fortune's Best Places to Work have on-site childcare at heavily subsided costs. Some studies indicate positive bottom-line impact:
http://www.bowdoinalumni.org/news/archives/1academicnews/001791.shtml
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This is a great guide, Jeanne - and I totally agree with this theory. I have seen it time and again in the workplace - employees who are properly engaged work harder and contribute more meaningfully, and that ultimately leads to bottom-line profits.
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Thank you so much for this in-depth, very detailed guide. I knew of only two main green funds - Calvert and Domini. My investment guy likes Calvert. I just found this article about the two mutual funds, both award-winning: http://www.greenmoneyjournal.com/article.mpl?newsletterid=43&articleid=592
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I love the advice to listen to your Customer Service Team - strangely, it's often the last place business owners go to for advice. I'm surprised when I hear of business owners ignoring the requests of this very important department. A Customer Service rep is often the first and last person your customers talk to.
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Great guide, especially the information on "listening to your audience." Great advice for small businesses to follow is: Find out where your audience is going to network online. For instance, it's silly to waste your customers' time by creating a Facebook page for your business with updates if none of your customers are on Facebook to begin with. I also like what you say in that social media is a human endeavor. I think if you are able to say "I don't know," it gives your audience members a chance to say, "I know, I know!" Great advice here, Chad - thanks!
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I agree, this is a fantastic guide with useful information. "We need to plant over 3 million trees this year to absorb the CO2 generated in 2008, but it will take 70 years for those 3 million trees to absorb the all of that C02." - this is really sobering, especially for people who travel for business and have higher-than-normal carbon footprints.
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Topher, that is something I'm researching right now, but things look pretty grim - there's not a whole lot of hard data about that. Google releases only certain information.
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Thank you for posting that list, Andy - it was the most comprehensive of B2B negative keywords I've seen, and very helpful to BDC's clients. Every B2B advertiser should incorporate your recommendations into their campaign.
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Thank you for reminding us of this very important part of running a business. Many high-tech/start-ups/internet companies think that because they're small and they pay their employees "on salary," they don't need to pay overtime. That will get them in trouble. Every business owner and manager should check their state laws for overtime exemptions. Here's a good PDF file from the US Dept. of Labor on white collar OT laws: http://www.dol.gov/ESA/regs/compliance/whd/fairpay/fs17a_overview.pdf
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Scott, thank you so much for pointing that out - those two sites are rather big jungles of information, aren't they? Let me share this with you:
SearchEngineWatch.com published Content Advertising Explained, by David Szetela. Look at Part 3 for excellent examples of writing a call to action.
http://searchenginewatch.com/showPage.html?page=3627628
ClickZ has a great series of columns by Bryan Eisenberg. One of my favorites is "Confronting Relevance," which speaks to the continuity I wrote about in the action step on making sure your ad copy matches your landing page copy. http://www.clickz.com/showPage.html?page=1383921
I do hope this helps you in your quest for ad copy knowledge! Let me know what you think of the information presented by those two experts!
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Thank you so much for your comments, Scott - "Sometimes people come through a PPC campaign, read the offer and find it's not exactly what they want, but it's close enough that they'd like to learn more about your company." - I haven't seen any evidence of this, and would love to hear more about any data or experiments you've seen to support that. The nav bar or any links at all away from a conversion point is a huge topic of controversy in landing page optimization!
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Eric, I think 30 days is a good time frame for testing PPC ad copy, but if your CTR or ROI starts to tank before that, I'd move quicker.
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Thank you so much for an informative guide - "Companies should be as diverse as the markets they serve." - I could not agree more. It's so important for companies in today's changing demographics to employ people of diverse backgrounds.
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Hilary, thank you so much for this great advice. It actually never occurred to me before to give my dad a green gift, but now I definitely will!
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These are great tips, Helen, and very timely. It seems that nearly all major companies now have comprehensive policies for sustainability and social responsibility, and it's a good example for all small businesses to follow.
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This is a great guide with fantastic resources. Corporate responsibility is now a major factor in business values and policies - business ethics are now being taken very seriously by shareholders and consumers alike. Thanks for all this relevant information!
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Thank you for all these excellent resources!
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This is a fabulous guide and I agree that each company should make its corporate responsibility policy unique. Also, business should remember that social responsibility begins with their own employees, which means guaranteeing a living wage and adequate health care benefits.
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Eric, thank you for sharing that information! Landing page optimization to improve the quality score for a Google campaign is not something I've studied, but this is a great guide idea - perhaps you or one of our Work.com users can write more about this?
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Removing the navigation bar on your landing page is probably the hardest thing about landing page optimization for marketers to accept. All I can say is - test, test, test! The thing about optimization is that we know what works when we learn what doesn't. Good luck, and keep us updated!
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Really great advice, particularly about the ad copy and landing pages. I've seen the lack of attention to these two crucial components doom ad campaigns. Excellent guide!
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This is a great guide - as a former press release editor for newswires, I saw many unfortunate instances of press releases that did not meet industry standards. Your template is exactly what a press release should look like!
Comments Posted by Eve Lopez
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