Google Plans To Win AdWords Converts
The Website Optimizer tool received a formal launch for Google's AdWords clients today. Marketers using it should see conversion rates improve for their sites.
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| Google Plans To Win AdWords Converts |
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Tom Leung, a product manager at Google, talked with WebProNews about the new tool called Website Optimizer. Now a fixture in AdWords, Website Optimizer serves a distinct role in Google's offerings, according to Leung.
"Optimizer closes the loop," he said, referring to how this latest application fits in with Google's other advertiser services. "AdWords drives traffic; Analytics measures it. That had been it."
Until now, that is. Leung touted Optimizer's main idea as one that will benefit advertisers worldwide. Through use of the application, marketers will be able to tell Google about new content on a page, and test parts of a page.
Optimizer allows this multi-variable testing, and tracks which components perform best at securing conversions from visitors. Conversions can range from simply completing a form requesting information to making a purchase online.
"It takes the guesswork out of marketing," Leung said.
Site publishers can try different versions of their pages with Optimizer, and view reports on conversions. With Google having recently released a beta test of pay per action advertising, the Optimizer unveiling comes at an opportune time.
Leung confirmed that, saying the two teams working on those respective products kept in contact during development and testing.
PPA only charges an advertiser when a conversion takes place, and being able to determine which approaches work best at gaining conversions through the Optimizer should help Google spur interest in both products.
Leung left us with an important tip about using Website Optimizer: let tests run for a week at minimum to factor in all of the days and times a page would be live for visitors.
Google, Website Optimizer, AdWords, Conversions
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Aug. 7, 1944: Harvard, IBM Dedicate Mark I Computer
1944: Harvard and IBM dedicate the Mark I computer. Also known as the IBM Automatic Sequence Controlled Calculator, or ASCC, the pioneering computer was notable for producing reliable results and its ability to run 24/7.
Harvard electrical engineer Howard Aiken first dreamt up a large-scale calculator in 1937. He knew he needed a corporate partner and first courted Monroe Calculator Company, which turned him down. Aiken went back to the drawing board and came up with a proposal that convinced IBM, whose big product at the time was a punch-card processor. A big plus in the proposal was that it used so many existing IBM components in a new way.
Clair Lake, Frank Hamilton and Benjamin Durfee finished the Harvard computer at Endicott, New York, in January 1943. They demonstrated it to the Harvard faculty members in December, and then took it apart, packed it up and shipped it off to Cambridge, where it was rebuilt in the basement of the physics lab.
The Mark I was a monster: 55 feet long and 8 feet high. It weighed five tons and contained 760,000 components, including 3,000 rotating counter wheels and 1,400 rotary-dial switches, along with an assortment of shafts, clutches and electromagnetic relays, all linked together with 500 miles of wire. Its clickety-clack sounded like a "roomful of ladies knitting."
You fed instructions in on paper tape, and loaded the data on punch cards. It could only perform operations in the precise linear order it received instructions. The tape could not run backward.
The Mark I could handle 23-decimal-place numbers and perform addition, subtraction, multiplication and division. It was also programmed with subroutines for logarithms and trigonometry.
It was slow, taking three to five seconds to do a multiplication. It gave you results through two outputs: teletypewriter and punch card.
Mathematician Grace Hopper of the U.S. Naval Reserve joined Aiken's team at Harvard and was instrumental in keeping the Mark I running. She repaired it one day by removing a moth that had fouled the Mark I's electromechanical innards, becoming the first person to debug a computer. She then coined the term computer bug.
When the time neared to dedicate the Mark I, in August 1944, the Harvard News Office put out a press release giving all the credit for the machine to Aiken. IBM chief Thomas J. Watson was himself so put out that his firm's work was not being acknowledged that he threatened to return to New York, boycotting the dedication and luncheon festivities. Cooler heads prevailed, and Watson stayed for the hoopla, but Aiken and Watson never got over their turf tiff. Years later, when Thomas J. Watson Jr. made a peace offering of a consultant gig at IBM, Aiken refused to sign a nondisclosure agreement.
Hopper and Aiken (also USNR) used the Mark I to help the Navy produce tables for aiming artillery shells and bombs in the closing year of World War II. The electromagnetic machine remained in use until 1959, by which time it was left in the dust by true electronic computers using first vacuum tubes, then transistors, then chips.
And for all of the Mark I's advances, German engineer Konrad Zuse's Z3 model from 1941 may have preceded it as the world's first fully functional, programmable computer.
Aiken went on to build the Mark II in 1947, the same year he founded the Harvard Computation Laboratory and predicted, "Only six electronic digital computers would be required to satisfy the computing needs of the entire United States."
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Large Cylinder Scales Weigh Chlorine and Other Liquified Gasses
Many types of gases are stored under pressure in liquefied form. This allows large quantities of the gas to be stored and used in industrial processes. Generally, these gasses are contained in cylinders, dewars or tanks. As the gas is required, and released from the tank, a small amount of the liquid will boil off into gas. A valve will allow this gas to be piped into the required area. The remaining contents will stay in liquid form until further gas is required. Chlorine is one of the more common materials that are required. But a wide variety of other types of liquids and gases are also stored in this fashion. Of course, it is very important to know the quantity of the gas in the tank. The flow rate of the gas can be calculated by measuring the change of weight during a fixed period of time. The weight is also used to determine when the tank is running out of gas and must be replaced and refilled. Cylinder scales are the most appropriate type of industrial scale for this purpose. They are designed to accept different types of gas cylinders. The most standard type of cylinder will easily fit on a small platform with dimensions of approximately 9" x 9". The capacity of this electronic scale is 300 lb. But the larger tanks require a much larger platform. Two of the larger standard sizes are 3' x 4' and 4' x 4'. These may have a capacity of 3000 lb and 5000 lb respectively. There are a number of aspects of the design of large cylinder scales that will impact their accuracy, suitability to the task, and ease of use. Accuracy is primarily associated to the type and number of load cells used in the scale. Load cells are the electromechanical devices that convert a weight into an electrical signal. The least accurate scales employ just one load cell. While this is the least expensive way of producing a large cylinder scale, it relies on mechanical bearings to bring the entire weight resting on the scale platform to that load cell. As the mechanical bearings wear and corrode over time, the scale will become less accurate. It is also extremely important to position the gas tank accurately on the platform. A variety of different types of rollers and edges are used for this purpose. But it is impossible for this position to be accurately maintained all of the time. A somewhat better, but similar design employs two load cells. This ameliorates some of the positioning requirements along the long axis of the tank. The best accuracy and highest quality large cylinder scales, such as those produced by Arlyn Scales, employ one load cell in each corner of the scale platform, for a total of four load cells. This type of scale is completely electronic, without any of the pivots or bearings required otherwise. The gas cylinders and tanks may be placed anywhere on the platform without affecting the accuracy of the weight reading. As an added advantage, a four load cell industrial scale will also be more rugged than other types, as there are no moving parts that can damaged. The type of material used for the load cell is also quite important. Many cells are manufactured from aluminum, or from steel that is plated with nickel. Although these will work well at first, they are more prone to long term deterioration from the types of environments that these types of cylinder scales will experience. Corrosive liquids or fumes, as well as moisture or water vapor will eventually produce layers of corrosion on the load cell. Arlyn Scales uses only a special alloy of heat treated stainless steel for their entire line of industrial scales. Besides exhibiting excellent resistance to corrosion, they also provide a higher modulus of elasticity. This gives them excellent characteristics in avoiding the type of damage that may occur when tanks are removed from, or placed onto the scale platform. The material of the scale platform is also of interest. Some scales are manufactured from steel, which are then coated with various types of paint to protect them from corrosion. Some provide special plastic platforms. But the remaining metal structural components are still subject to corrosion. The highest quality scales utilize full stainless steel construction. Many cylinder scales are used in environments where there is a wide variety of other types of electronic equipment, including wireless communication devices. These can easily interfere with the very low level electronic signals produced within the electronic scales. To avoid these problems, Arlyn Scales shields the large cylinder scales from both electromagnetic and radio frequency interference.
ArlynScales.com goal is to provide clients with superiority in equipment and service unrivaled in the scale industry. For almost 30 years Arlyn has manufactured top of the line industrial weighing equipment with an accent on quality, accuracy, advanced technology and durability. From <a href="http://www.arlynscales.com/Platform-Scales-s/3.htm">Platform Scales</a> to <a href="http://www.arlynscales.com/Large-Cylinder-Scales-Weigh-Chlorine-and-Other-Liquified-Ga-s/101.htm">Large Cylinder Scales</a> and everything in between, Arlyn Scales has it all.
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name: MAGPIE