If your business is pulling back where can you realistically chop in your marketing plan and not get hurt?
Social Media – if you are paying to update Facebook, Twitter and Google+ you could easily take a break to save money.
Blogging – try not to kill all your writing as the SEO juice you get from well-written blog posts helps you in the long run, but maybe consider moving from three days a week to two or from two days a week to one. Try to still keep the momentum up but maybe lower the word count or frequency.
Google AdWords – don’t touch it unless you absolutely have to. AdWords is hands down the best way to generate new leads and start cash pumping back into your business.
e-newsletters – they build loyalty and repeat business. Newsletters are especially important to businesses that have annual renewals for service plans like pest control firms and HVAC firms. If you chop this, your name is not kept in front of your customers and come time to renew, they may not see the value of renewing; which will hurt your sales even further.
As a professional Google Ads account manager, I see all kinds of accounts – healthy ones, sick ones, and those that simply need to be started all over. One thing that I have seen consistently is an issue with conversions and what clients decide to track has a big impact on performance. Especially when automated bidding driven by AI is turned on.
In the image above, you can see that this client has no conversion tracking working. This new client is using conversion maximizing automated bidding, but is not tracking any conversions as the codes are all broken.
Here’s what I like to track when it comes to conversions:
Email form completions
Phone calls from the website after 40 seconds
Click to call from ads – sometimes
Free Demos or Trials
Here’s what I do not like to see as tracked:
Visits to a page
Time on a page
Number of website pages in a visit
Set up for a disaster are:
No conversion tracking at all
Broken codes for conversion tracking
Clicks on a button – in most cases
I have also found that changing from 1-conversion to many-conversion can be good, but moving from many-conversion to 1-conversion can be very problematic, for reporting history as well as communicating a strong success story in Google Ads.
From my point of view not tracking the “right” conversions in an account makes it very hard to utilize the Google Ads bidding algorithms to maximize performance and to drop the cost per conversion effectively.
If you do use any automated bidding tools with a conversion boosting focus and your conversion tracking codes are broken or not working, you set yourself up for incredibly high bids as Google has no historical data to base bidding upon.
If you are looking to optimize your Google Ads account join our clients and get quality review by our experienced team. We take a no-nonsense approach to getting you more business.
I have been managing Google AdWords accounts for around thirteen years. This depth of experience has given me a unique point of view.
Here are a few nuggets to share with you on the topic of mobile.
1. Advertising in the mobile space has to be a part of your Google AdWords strategy. For some clients all leads will come in via mobile, for others just a part, and for some none.
2. If you are a lawyer, dentist, or a doctor where you have a mix of patient age groups, you will see strong activity in the mobile ad space and strong conversion activity there.
3. If your product or service deals with immediate decisions such as an animal emergency room your activity will be in the mobile ad space and nearly all of your lead conversions will be by phone.
4. Even if your business is tech software, know that although you may not get leads from mobile, early decision making and research is being done initially on mobile. It is better to control your ad spend on mobile in that case instead of totally moving out of mobile.
5. There is no single combination of what works best for businesses in mobile at this time and there does not seem to be one pattern of behavior that is repeated across diverse industries. What I have definitely seen is that mobile should be a very important part of every AdWords program.
When you start advertising on Google Ads, how do you determine your starting budget?
There is no mystery to deciding your budget for Google Ads. I use the Keyword Planner to determine the best budget for starting out. Here are my tips.
Create a list of 10 two to three word phrases that you feel will help drive qualified traffic.
Go to your Google Ads account or ask your Google Ads consultant to run the numbers for you, but putting each keyword in the Google Keyword Planner to check for traffic, competition, and typical bids.
Plan on these potential bids being about 20% lower than the real auction for clicks when your account is set up.
Take the average of these ten keyword’s click costs and then decide how many clicks you would like to have a day before your ads stop showing.
Look at the number generated in step 4 and determine if you can realistically live with this number. Never get over your head in regards to a budget that is way beyond your means. It is not typical to get leads in Google Ads the day ads serve. For some account it can take as long as three weeks for optimization to start to see the first lead conversion.
Remember a lead conversion or beneficial action you are recording as a conversion is not always a sale. Sometimes it is just the first step in the sales process.
Understand that it takes time for a Google Ads account to become profitable. Google Ads is a dynamic auction with bids changing for each query and many factors determining if your ads show or not.
Work with a professional Google Ads account manager or consultant like McCord Web Services to get the most out of Google Ads.
In early 2019 Google did away with the ability for a Google Ads account manager to not serve ads on AdSense for Mobile Apps. In May and June this year, across diverse business sectors we have seen a striking trend of strong ad serving to mobile apps in the Display and Remarketing space that is killing account performance.
Here’s what we see in a nutshell.
Clicks to mobile apps are up strongly.
2. Cost per click is $.01 to $.08 to mobile apps.
3. Impressions are up very strongly.
4. Conversions are non-existent.
5. Ad serving budgets are mostly served in mobile apps.
6. The quality of the automatic app placement are game and kid-related.
See the Proof
To put this in perspective, we have attached a few screen shots that illustrate this huge change in ad serving that is killing the value of Display and Remarketing for client use.
Client One – Display 1/1/19 to 7/19/19 – shows a Display program note in May the strong increase in clicks (blue line) and strong drop in conversions (red line).
Client One – Remarketing 1/1/19 to 7/19/19 – shows a Remarketing program. Note in May the strong increase in clicks (blue line) and strong drop in conversions (red line).
A Trend Across Diverse Business Sectors
Both performance graphs above are for one client. But, that is just an illustration of this important trend. For further illustration are results from other clients. Multiple this by all clients we manage and we know that this is not an isolated incidence or one of a setting update.
Client Two – Remarketing 1/1/19 to 7/19/19 – shows a Remarketing program. Note as early as February the performance drop and strong clicks (blue line) in April, May, and June with no conversions (red line).
Client Three – Remarketing 1/1/19 to 7/19/19 – shows a Remarketing program. Note the click spike in April and May. The earlier drop is due to our moving out of the space due to quality due to no conversions and inability to stop the proliferation of poor quality Mobile App placements.
The key takeaway on all this, is that Google has clearly made a first quarter change in automatic placements, of which you have no control, in all bidding algorithms for Remarketing and Display programs.
How to You Fix This Problem to Return Display and Remarketing to Performance?
Right now, we am testing some options. One includes weekly rules that run on Sunday to pause Mobile App placements that have high clicks and no conversions. We are not sure that this will work to stem the drop in activity as Google may simply replace the pause placements with other poor placements. Google may not even pause the placement as it is an automatic placement not a account selected placement.
For other clients, we have either dropped budget significantly in Display and Remarketing, moved totally out of mobile using a -100% device bid, culled out high dollar mobile sites as exclusions, or even stopped programs entirely.
We are hopeful over time that Google will see the drop in client investment in these spaces as a red flag and adjust their ad serving algorithm to allow account managers greater control over where their ads appear in the Display network.