Remarketing is an important tool that is easy to set up in Google AdWords. However, make sure you understand some details before you do set up.
Some accounts will never be able to run remarketing programs. If you are in some types of insurance (workman’s comp) and are a physician, you may not be able due to privacy and sensitivity be eligible to use remarketing in AdWords.
If you cannot install the code on your website or don’t know how, use the remarketing feature from within Google Analytics to set your audience and then flow the data into AdWords by linking Analytics to AdWords.
Once your cookie set list hits 100 ads are eligible to show in the Display network. You’ve got to be at 1,000 cookies to show remarketing ads in search.
When you do set up and select the remarketing list, make sure to uncheck the box that allows “Targeting Optimization” which means that Google will show ads to more people than who actually have the cookie from your website. This last step keeps you bidding only on real remarketing not extended exposure in the Display Network which may bleed off cash from your program.
Take the extra time to link your Google Analytics account to your Google AdWords account and get the added bonus of being able to flow in Google Analytics Goals as conversions or valuable actions into Google AdWords.
Here’s what I do for many of my clients.
Once I have administrative Analytics access, I will set up Goals in the account. I like 3+ minutes on the site for duration and 3+ pages for pages viewed. If Analytics is properly linked to the AdWords Account in moments you can see these Goals in AdWords.
Go to AdWords then Tools. Select Conversions from the drop down, on the left sidebar select Google Analytics. You’ll be able to see your brand new goals. Choose which to import and then update in the conversion screen that opens whether you will include them in the conversions column for the account or not.
For accounts that are having challenges with conversions creating goals of valuable actions can give you another metric to consider as you evaluate if AdWords is working to drive valuable site traffic.
Here are some of the goals I like to use:
Views of the scheduling app for appointments
Downloads of an ebook
Downloads of the tuition cost
View of the business address and email if there is no contact form
As a Google Partner specializing in AdWords, I want to share several key benefits with you as to why working with a Google Partner in AdWords is important.
Google Tests Us Yearly
Each year I have to recertify with Google to keep my Partner status. I take the AdWords Fundamental Exam every year and every other year I also take the AdWords Advanced Search Exam. These are not “gimme” tests. I study over 30 hours for each professional certification examination and am tested on over 1,000 pages of features in AdWords as well as account management techniques.
These exams are hard. They are comprehensive, and studying the materials is a key to staying up-to-date on AdWords features and their use. I personally feel that I benefit tremendously from these intensive refreshers and so do my clients.
Google Evaluates Our Account Management Practices
As a Google Partner, Google monitors activity in my MCC (My Client Center) account. The MCC is where all my firm’s client accounts are linked, to allow me one login to manage all accounts. Google reviews how frequently I am in client accounts, the benefit of the changes I make to account performance and the features I am are using for each account.
Google Evaluates What I Do for Clients and How I Market Our Services
As part of initially establishing my firm as a Google Partner, Google had a third party review all my reports to clients, my marketing materials, and how I marketed Google Products to clients. Google means business when they share their name with firm and allow Google Partner Status. As a Google Partner I am held to a higher standard than others who sell similar services. There are 5,000 Google Partners worldwide.
If you want peace of mind that your AdWords account manager is skilled to provide quality services, Google has done the vetting for you before awarding Google Partner status.
The Benefits of Using McCord Web Services as Your Account Manager
I have been an AdWords account manager for over 10 years. From a depth of experience, I understand how to leverage activity on AdWords to drive traffic, increase exposure but most importantly to generate leads for your AdWords program.
Routine management of your account includes a review two or three times a week based on what I am testing or evaluating. During each review I look to boost click activity, conversions, and the click through rate by refining keywords, adding negative keywords, reviewing actual search queries and reviewing and refining ad text. Additionally I review and add new features as they are available, troubleshoot performance problems, and give advice on landing page and website improvements. I am always keeping an eye on performance and the cost per conversion for your program.
With advanced knowledge of the AdWords system, years of account management experience, I have been able to guide manyAdWords programs to success and boost inquiries through AdWords.
I have personally love the challenge of working in AdWords and live and breathe AdWords.
I work hard to be accessible to you and to offer honest advice and recommendations for Google AdWords as well as for content back on your website to lead visitors into contacting you with a program or service inquiry through our monthly strategy phone calls.
If you are ready for us to manage your AdWords program, know that our fees are affordable, our communication is proactive, and we are seriously focused on exceeding your expectations in all we do.
If you are a do-it-yourself AdWords account manager for your own business, and have never hired a professional manager, here are some things that you may be missing out on using that will boost performance.
I frequently see that a diy (do it yourself) AdWords manager does not understand the power of using extensions. Most frequently callouts and location extensions are not being used. Sitelinks may not be tailored to the ad group, and phone extensions are set up to not use Google Forwarding and recording calls as conversions.
More frequently than not, I see manual bidding used in self-managed AdWords account. Using automated bidding you may see up to a 30% boost in traffic. Using CPA bidding or cost per acquisition bidding you may see a drop in clicks but as much as a 20% increase in conversions.
Most frequently I see that account owners who are managing their own AdWords accounts are not using dynamic keyword insertion in ad text. Using dynamic keyword insertion increases conversions. When ads are A/B tested with and without dynamic keyword insertion, those that insert the keywords always out perform the other ads.
If you have been managing your own AdWords account and frequently think that AdWords is not performing or is simply too expensive, it is time to get professional help.
With over 10 year of professional AdWords account management experience, McCord Web Services is the resource you need to whip your AdWords account into shape and have it start performing for you.
Site Suspension! If you are an AdWords advertiser, know that Google is watching you – very carefully. What you state in your content and the images you show are all reviewed by the Googlebot and flagged for review if you are in the medical, plastic surgery, and dermatology fields of business.
Coolsculpting and Dermatology Advertisers Be Aware
Case in point, if you are promoting Coolsculpting and you state on your website that this treatment provides permanent fat loss, Google will be coming for you – soon.
I’ve now crossed paths now with four doctors in different areas of the US that have all received site suspensions in AdWords. A site suspension simply means that Google will not allow you to promote your business in AdWords, at all! They simply shut down your account.
Only the account owner will receive an email about the issue and Google will point to its terms of service and rules. Account Managers will see next to the accounts ads a speech bubble which will state Site Suspension.
What Would Be Noted in a Site Suspension?
I recently saw a site suspension in AdWords for a Dermatologist and Vascular doctor with this information: Site Suspension due to: Restricted Medical Content Restricted Drug Terms Misleading or unrealistic promotions.
I’ve seen several doctors remediate their site, get up and running, and then get a second site suspension. As sometimes the issues take a while to correct and there are numerous communications with the Google team before the site can even be submitted for a higher level review (which is not immediate), I recommend moving your program to Bing Ads while Google is futzing around with your site review to remove the suspension.
Your entire program from AdWords can be picked up and moved to Bing Ads relatively quickly. At least this way you will continue to have a flow of leads while Google does your review and lets you know things that need to be further changed in each communique.
A site suspension is serious business. In two cases it took 6 and up to 8 weeks to remediate the problems. That’s nearly 2 months off of AdWords with no leads coming in. In all cases to remediate the problem, all content had to be updated and images updated.
Wording like permanent, immediate, fat loss had to be softened to reduction, over time, and fat reduction. If you need help resolving a site suspension or moving to Bing Ads while your staff is working to remediate an AdWords site suspension, call us today to get fast help and get rolling on Bing Ads as your AdWords backup.
AdWords is updating the AdWords call extension, and it is worth taking a quick look in your AdWords account to assure that all is as it should be.
AdWords sent out a notice this past week that it would pick up the phone number from the Google My Business account for the AdWords call extension instead of the phone number that you may have listed in your AdWords account, but only if you are using location extensions. If you are not using location extensions, this is not an issue for you.
Check Your Numbers
Here’s what you should do to assure that you have the phone number you want to show properly update in the AdWord call extension.
Check first your AdWords call extension phone number.
Then click the synched link for your location extension. This will take you to a data page that will show the address and phone number on record for you with Google My Business. Check to make sure you like what you see.
If you don’t make sure to login to your Google My Business account and update the phone number to your desired number.
Google clearly wants the Google My Business page to be the primary place you would do address, phone and service updates.