New to Google Ads are responsive search ads. Not all accounts will see this option yet, but for many of our big accounts we are starting set up now.
A responsive text ads consists of the following items.
Six 30 character headlines.
Two 90 character descriptions.
A final URL.
Two 15 character paths.
Additionally Google gives some additional best practices for setting up your responsive search ads.
Google recommends only using a keyword in your account or dynamic keyword insertion in two of your six headlines. They recommend that other headlines mention, price, shipping, a unique feature, or a special promotion.
When Google Ads renders the ads your ad assets can be bundled in any number of ways by device. You may see three headlines, two headlines, or one head line and a description, or even two headlines and one description. It is all Google Ads choice.
Setting up the responsive search ads take about 12 to 18 minutes each. We are currently testing versions in client accounts. Will they convert better than a typical search ad? Google Ads says yes, so the time investment to create them is valuable.
This is the struggle for businesses and it is real – get a bad online review and how do you deal with it and move beyond it.
First, you should not ignore a bad online review. That does not mean that you have to respond to each and every one, but you definitely want to think about your strategy and what to do if and when you get one.
Consider the following…
1. Review the legitimacy. Should you change something you are doing?
2. Decide if you should respond. Not every comment about your business deserves and needs a response.
3. If you do respond, don’t respond in anger. Craft your response and sit on it for several days, read and re-read your response. Make sure you are not venting.
4. If you know who left the review, try to fix the problem and then ask for an update to the review they have posted.
Negative reviews can be very damaging to your business but sometimes your own response can make it even worse. You should be regularly monitoring your business reputation online and looking at what others are saying about you. Especially as Google and Bing are now highlighting reviews that they find around the web and meshing them with location specific results in the Knowledge Graph side bar on their search pages in the four pack of location specific businesses.
As a Google Local Guide, I review every place I visit and every place I eat. With over 300 reviews and photos uploaded to Google, I am just one of many who are helping Google index local businesses, build reviews and improve the accuracy of Google Maps.
Google does not pay me for these services, but I do receive special Google branded products and other perks for being a Google Local Guide.
Here’s what I’ve found out as I travel my local area.
Reviews really do matter.
People actually look at the photos I post for about a business.
Negative reviews mean I probably won’t visit.
I am constantly evaluating my store or restaurant experience.
If I receive poor service, I will write about it.
Even for lower end restaurants food presentation is important.
People actually read what I post about a business.
I do not tell business owners I am reviewing them.
I myself select who I trade with based on online reviews.
Reviews are more important than a nice website.
The bottom-line is that you are on display and being rated with every phone call, every visit, every plate that is served. You may have the best website, but if your visitors do not receive the royal treatment when they call or visit, you’ll set yourself up for a negative review. Get several and they can damage your business and sales!
As a Google Ads consultant, I offer several tips on how to find and work with a consultant to boost your Google Ads response and conversions.
First, Look for a Google Partner
Google Partners have had to meet very specific qualifications in order to carry the Google Partner badge. A badged agency will have the technical know how, best practices, and be up to date on Google Ads services. Start first by using a Google Partner for your Google Ads consulting needs.
Second, Interview Your Consultant
We offer free account reviews if you are considering using our Google Ads consulting services. After review of your account, an interview with me will showcase my firm’s and my own level of experience. Thoughtful suggestions to help improve your account performance that are shared during your interview will assure that you are working with an experienced expert.
One question you may want to ask is, “Will you be the one updating my account and planning my Google Ads strategy?” When you work with my firm, I personally manage and plan the strategy for all accounts and routinely work each account. Many other services may have you interview with a marketing rep who will never talk to you again after the sale is closed, or ever even manage your account. Make sure you are clear about the level of hands-on that the person you are interviewing will take with your Google Ads account.
Third, Check References or Reviews
If your potential Google Ads consultant does not have names and phone numbers of satisfied account owners to share with you or does not have performance ratings or reviews, you may want to move on. We post our client ratings and can offer access to clients we manage. We want you to speak with our clients before you make a decision to use our services.
Here are a few tips on how to communicate and keep staff on track and accountable as well as focused.
Use Technology to Communicate
Most of our staff is under the age of 30. I have found that assuring that they have mobile access to tasking is key. We use TeamUp for our online tasking and scheduling app. Each staff member has a smartphone with enough data monthly to access work. I require that when projects are completed that they mark the item done or drag that item to the day they will work on it.
Use Video to Show How
When I have complicated tasks, I do a video explanation followed up by an email. Some of my staff like to closely follow the steps in the email and others get the gist of what to do by watching the video. As a good boss I know which of my staff members needs what and I try to supply the information in the way that I know will be the easiest for them to get and understand. My videos are typically 4 to 10 minutes long and show as a hands on what to do. The emails are detailed so staff can print it out and follow step by step.
Although work gets done, assuring that they note that something has been completed in TeamUp or doing the required follow-up email or text can be a challenge. I use SMS Scheduler to send out reminder text messages on an automated schedule to keep staff on notice that they need to do the final step which is to let me know what they have done. I have found that text is the best way to get the attention of younger staff and email the best way to get the attention of older staff. The automation of the text messages allows me to set the reminders up once but to send out on a repeating schedule.
Working with remote staff does have its own special challenges. We do try to get together periodically face to face to celebrate and train on more intensive subjects, but I have found that these several tactics have really helped my business to be effective and grow.
Who owns your Google My Business Page? Well, of course it should be you, the business owner. But, did you know that many times your webmaster or internet marketing firm actually owns it?
Here’s just one scenario I saw last week. We did an AdWords set up for a doctor, the AdWords account already existed. The original marketing firm had set up their own business as a location tied to the client’s Google My Business page, so it looked like the client had two business locations. The Google My Business was linked to the client’s AdWords account.
What I found out was that the search marketing firm was getting free clicks to their business at the client’s expense. $35 of clicks just in two days! All without the client’s knowledge.
It is very important that you have all items for your business set up in your name and with your email. You should be the admin and never your marketing firm. Google is very persnickety about ownership of Google My Business pages and it is very, very difficult to break a connection once established, especially if you are not the account owner.
How will this issue for the AdWords client be resolved? First, the marketing firm needs to pass ownership or give admin rights to the real business owner. The owner needs to try to separate the two business locations and if all else fails get with a consultant such as myself to call Google and try to have Google do the separation.
Separation will most likely require a site revalidation by regular mail and may or may not be successful. For this client, for the time being, clicks cannot even be stopped to the other business as there is no way to select business locations once the Google My Business Page is connected to AdWords from within the AdWords control panel.
Be aware that this is a difficult issue to resolve. If this cannot be resolved, we may have to disconnect location extensions from the client’s AdWords account which would be a huge negative in our location specific search world for this doctors ad serving.