The immensely popular premium WordPress theme Socrates has now just launched its 2.0 beta version. Now in addition to the incredibly useful features of the first release are added sales page templates, squeeze page templates, advanced SEO, and in-post ad units. The first release, featuring built-in AdSense, Clickbank, and SEO optimization as well as a header generator, custom navigation bar, social media slider, and more, is the best highly customizable premium WordPress theme created by marketers, for marketers. It enables you to have a fully customized, monetized, and optimized blog up and running in literally minutes.

The Socrates Theme has enjoyed tremendous sales in its first release, and that is expected to continue now with the Beta 2.0 version. Here’s what users have to say about Socrates:

I LOVE, LOVE, LOVE the Socrates theme! This is the theme that I have been looking for and waiting for. I have bought other customizable themes, and always struggle with the non-intuitive interface. This is so easy. You guys are genius!

Thanks for this theme, I plan to recommend it to everyone.

- Teresa Miller

You’ve hit a homerun! Love Socrates! Bought the unlimited license last night and have changed one of my sites over already.

Great job… it’s heads and tails above another “special” theme made for marketers that just has problems after problems. I’ll be switching over all my sites for the cleanliness and simplicity of Socrates!

Thanks a million for your efforts…much appreciated!

- Ted Denton

To learn more or to get the Socrates Theme for yourself, head on over to: http://socratestheme.com

This Year’s Keynote Speakers:

Jaime Cohen Szulc
CMO,
Levi Strauss & Co.

Chris Anderson
Editor in Chief,
WIRED

Kristi VandenBosch
CEO,
Publicis & Hal Riney

Lori H. Schwartz
Executive Director,
IPG Media Lab

Loic Le Meur
Founder,
Seesmic and LeWeb

Geoff Ramsey
CEO and Co-Founder,
eMarketer

Adtech is always an amazing show to touch base with old faces and check out the new kids on the block. If you will be attending Adtech and would like to connect please call 1-888-210-9941.

Apple just announced the addition of a native advertising platform for the new iPhone, iPod, and iPad OS 4.0. The people running AdMob over at google  must be trembling in their boots this very second. AdMob has secured hundreds of millions of dollars in funding, and was just purchased by Google for $750 million, almost exclusively on the iPhone advertising market share. That is all gone now.

Apple’s advertising platform is incredible and runs completely in HTML 5. The ads are incredibly smooth and function almost like an application in themselves. They have access to certain frameworks for use by applications as well such as location and accelerometer access.  In short, Apple’s new advertising platform offers an entire world of wonder that AdMob (or any other 3rd party platform) cannot even dream of.

What does this mean for publishers and advertisers? It appears to mean that mobile advertising just went pro. Advertisers can serve ads based on location and make them fully interactive. Publishers might finally actually make some real money! As for AdMob and all of the other platforms in the market that have been securing funding based on speculation, this looks to me like the end of the road.

I’ll let you draw your own conclusions for this particular quote simply because they are easy to draw. Here it is:

 ”We do not have any plans to become a worldwide ad agency. We tried to buy a company called admob, and Google came in and snatched them from us.”  - Steve Jobs

The new advertising platform is being released for use by developers as this article is being written and will be available via the new OS to end-users this summer.

The Elevate Blueprint is 18 modules of DVD content filmed live on-location at the Elevate event where tickets sold for as much as $5,000. The Elevate Blueprint is the real members of Joel Comm’s corporate team, who are working in the industry every day, telling you exactly how we make all the magic work.  The full product is available at $997 with a 3 payment option, click here to check it out http://www.theelevateblueprint.com. The product will be open for sale to the general public on August 31st at 12:00PM Eastern Standard Time.

If you are an affiliate and interested in promoting The Elevate Blueprint the current payout is 40% of the $997 ($897 for 24 hours on launch day only) with a $10 recurring commission on the optional upsell (not forced continuity) subscription to our monthly magazine/report the Top One Report. You can join or log into our affiliate program here if interested: http://www.affiliates.infomediainc.com.

When we turned on the exchange functionality previously, our revenues went down, and we got a ridiculously small number of downloads after testing several ad copy versions. We left the exchange turned off until about a week ago. This time after we turned it on we started to see a drastic increase in revenue due to the fact that we started receiving dramatically larger numbers of CPM impressions from the network. The downloads were still amazing low, to the tune of about 6 downloads/150,000 impressions, but our CPM revenue is up well over 1000% gradually over the course of about 6 days.

I am personally at a loss as to why this might happen. I have no idea how turning on exchange impressions could tick something in the formula that would start serving us more CPM ads or if there was some kind of human intervention either from the network or advertisers. Of course there is the chance that it could be a complete coincidence so we will rinse and repeat to check that out as well.

If you happen to have any insight or inside information that might shed some light on the mysterious AdMob numbers that we discuss from time-to-time please feel free to leave a comment.

Case #1: Where’s the Clicks?

In testing we setup several external landing pages and some basic ads to looks at the analytics. What we found was pretty scary in this world where numbers mean everything. Of the clicks we paid for we only saw about 60% of them actually ever hit the page at all. After a few variations of all settings we came to the conclusion that the vast majority of the missing clicks were “misclicks” on the device and the user closed the mobile safari window before it actually loaded the page, thus we pay for the clicks but the analytics pixel on the page never fires because the page does not load.

This is obviously a huge problem and many factors contribute to this case. Developers are far from mastering the mobile user interface, bad interfaces and bad ad placements will result in misclicks on a system with so little real estate available in the UI.

Another contributing factor is that AdMob advertisers cannot target specific mobile sites or applications for ad delivery, this means that you cannot filter out the sites or apps sending “misclicks” or bad traffic in general.

In summary AdMob must allow advertisers to target and filter the applications and sites that display their ads. In addition AdMob must develop better controls to protect against click fraud, misclicks, and other types of generally bad traffic.

Case #2: Demographic Targeting

Before I start in on this topic I want to give AdMob some credit for their SDK. Software developer kits are a rarity in the Internet advertising and marketing scene as a whole and we were particularly happy to work with it, great code, great documentation, great functionality.

Unfortunately the functionality that the SDK provides us as a developer seems to have little point in the end. The main advantage provided application publishers in the SDK is the ability to provide AdMob demographic and location data for the individual user under the auspicious that AdMob will return highly targeted advertisements for that individual prospect.

Through testing we have seen absolutely no evidence that this data is being used to deliver more relevant advertising in any regard. As we are both a publisher and an advertiser in AdMob I know that there are very little targeting options at all in the advertiser interfaces. There are some great device and location options but nothing for demographics. I suspect the missing ad targeting is the result of a lack of advertisers able to benefit from the targeting and deficiencies in the AdMod software that returns targeted ads dynamically.

Case #3: The Impression Exchange

I love the idea and thinking behind the impression exchange feature that AdMob recently launched. The impression exchange allows publishers to exchange advertising impressions in their applications. I find it peculiar that they enabled it by default in our portal for one of our apps but I understand why they did. Without any impressions in the exchange there is nothing to exchange, the default enable looked like a vehicle to help the exchange reach critical mass and have value sooner.

As I said I really like the idea of being able to back fill my inventory with exchange impressions and even trade out the lowest paying impressions for exchange impressions but in this case the bottom line is that currently it just flat out didn’t get us any results. We saw no noticeable download increases after switching our entire inventory over to the exchange for several days to test. On top of that there is no reporting to facilitate the exchange, it just lumps your exchange clicks in with your overall clicks. You cannot tell your exchange clicks from any other type of click and in this case the total number of clicks went down dramatically even after optimizing the ad text line and graphic.

In Short

AdMob is is leading the way in a very young industry and they deserve credit for overcoming the obstacles that they have overcome to get to this point. The ideas and philosophies behind the platform are right on in my opinion but the immaturity of the industry and lack of attention to critical details hinder the system in it’s current form.

We will continue to use AdMob and continue to test new and existing features but we are making plans to keep the doors open for other solutions. We are currently working on new internal mobile adserver technologies that will give us a layer sitting above AdMob and other providers so that we can dynamically insert and rotate other networks and advertisers with the AdMob inventory.

AdMob is a great way to get a little extra cash out of a free application and if you need downloads to jump start new applications it is one of the few ways to get them. With $350 million in new funding from Sequoia I expect to see improvements in the areas of concern I covered in this article, how fast that might happens is anyone’s guess.