If you are not sure that AdWords is working for you, I encourage you to stop your advertising and find out.
Here’s what happened for two of our clients…
Both are doctors and both decided that AdWords clicks were too expensive and both stopped AdWords. Within a week, both medical practices were back up and running in Google AdWords again.
The comments from the two doctors were eerily similar – our phones stopped ringing and we had no new patients. Now that’s a real testimony to the power of AdWords for lead generation!
If you are advertising on AdWords and don’t feel it is working for you, I do recommend that you consider stopping your advertising for several weeks to 30 days. As these two clients found out, one week was long enough for them to know that AdWords was not all about clicks, it was about the phone calls and new patients that it brought in to their practices.
Need Help Putting AdWords to Work for You?
If you need help putting AdWords to work for you, I encourage you to review our AdWords Quick Start Services. We’ll help you get running fast and work to get the results you need for your business. Set up and the first four weeks of account management starts at $899. Don’t wait to sign up as we expect to raise our prices in the next month.
Google AdWords is specifically using advanced machine learning via artificial intelligence in its automated bidding algorithms. Target CPA (Cost per Acquisition) bidding, Maximize Conversions, and Maximum Clicks are just samples of new bidding algorithms that can be used in AdWords accounts.
Each algorithm has a place and function based on a client’s need and metrics of success. However, I have found that in some cases using these machine learning driven algorithms that cost per click increases as does cost per conversion.
The value of an account manager in this automated environment is to provide the needed checks and balances to assure that your profitability goals are being met in AdWords.
As Google integrates more machine learning applications in Google AdWords for suggestions, bidding, and account management, it now becomes even more important to have a business-minded AdWords experienced expert overseeing your account to achieve the best results at the lowest cost for your budget.
Machine learning, it is the new buzz in our industry. Machine learning is using computers via artificial intelligence to predict actions. Machine learning can be used for Smart Bidding in Google AdWords and can even predict performance of activity based on your keywords and budget.
With products like Universal App Campaigns and Smart Bidding, it’s now possible to use this data to help deliver millions of ads customized for your customers, and set the right bid for each of those ads–in real time.
If you are using the new Beta AdWords interface, the Opportunities tab recommendations are personalized suggestions for your account based on machine learning.
Even if you’re not using these AdWords innovations [listed above], you’re still seeing the benefits of machine learning. Google uses information about search queries, historical ad performance and other contextual signals combined with machine learning, to predict whether or not someone will click on your ad. This predicted click-through rate helps determine the selection, ranking and pricing of your ads–meaning machine learning is already working to show the right ads to the right customers.
This means that even if you were not aware that you were embracing machine learning, Google AdWords has embraced it for you, to make account management easier and to provide more insights and analytics to assist you in better managing your ad account.
Here are some ways that Google is leveraging machine learning for your benefit in AdWords.
Smart bidding and bidding to increase conversions
Ad rotation, ad creation, and optimization
Opportunities and account suggestions
Google AdWords is embracing machine learning in many account management areas. Not only will they will making keyword, bid, and budget suggestions, but now AdWords will even be self-creating ad text for your programs to supplement your own created ads.
To leverage all that AdWords offers for your businesses benefit, I invite you to visit our website to find out more about how McCord Web Services can help you with your AdWords management needs.
Low budget AdWords – is there such a thing? Yes, AdWords has a number of programs that work even for low budget accounts. Here are my suggestions.
Get good results with a relatively low budget in a semi automated program that targets ads to customers in your local area. You can now remove keywords that Google auto selects that you do not like and you only have to create one ad.
Be careful when you start set up that you really think about your goal or you will end up with ads for phone calls only or those that never show your phone number.
Do not run multiple ads at a time as each ad has it’s own budget and does not share one account budget.
AdWords Dynamic Search Ads and Remarketing
For clients who do not have high expectations for performance and are not relying on AdWords to drive a high number of clicks Dynamic Search Ads and remarketing may be a good choice.
To effectively use Dynamic Search Ads your website really should be 30 to 50 pages or more. Little sites simply will not get traction in this program.
Remarketing ads may take two to six months to build up the cookie list is traffic is low. For remarketing ads to show in the Display network you’ll need 100 cookie sets and for remarketing for search ads or RLSA you’ll need 1,000 cookie sets. For small businesses it may take more than one month to get the 100 cookie sets.
If you are looking for a savvy AdWords Manager to help you get going with AdWords or to discuss your options, visit our website to find out more about how we can help you with AdWords.
As a Bing Partner I must recertify each January to maintain my Bing Partner Status.
As a Google Partner, I must take two exams to recertify my AdWords credentials. I must take the AdWords Fundamentals exam and then one other exam. I typically take the Search Advertising exam as this is what is useful for the bulk of my clients.
This past year I certified in AdWords in Search, Mobile, Display, and Shopping. This year due to my workload I will certify in just the Fundamentals and Search.
The Bing Ads test is fairly easy, but the AdWords exams are typically difficult with the Search exam being the most difficult out of all the exams available. March and April are my AdWords recertification months.
I personally find the training interesting, but time consuming. I do sharpen my skills and I do put into practice the things that I learn in each recertification study period as the information benefits my clients’ account performance. But these exams are not simple and you must study for them as the information is not intuitive rather detailed and the test based on Google’s perspective of value based on the training materials.
The last time I took the Fundamentals exam, the printed documentation of the study guide was over 400 pages. The study guide for the Search exam was another 400 pages.
If you need an Internet Marketing Service professional that knows Google AdWords and Bing Ads, I invite you to find out more about our professional services and the value that a Google Partner brings to your programs.
Our Internet marketing services using AdWords may find out that AdWords may not be a match for your business. Most businesses can benefit from the exposure that AdWords can generate. AdWords can bring in leads and new clients that other sources cannot deliver due to Google’s massive reach.
But, AdWords is not for every business. As an experienced AdWords account manager, I have seen just a few businesses that have simply not been a good match for Google AdWords.
Too Niche Specific
If your business is very, very niche specific, AdWords keywords that are two to three words long may not generate measureable click and impression traffic. Using broad match keywords for accounts such as these will generate click traffic on search terms that are too general and not a good match for what the client provides. Using terms that are four and five words long will not generate activity as AdWords will simply choose not to show ads for these long tail keywords with the advent of mobile.
No Clear Business Focus
The other type of business that struggles on AdWords is one where the focus is not clear. Who is your customer? Who are you trying to sell to? If you don’t even know yourself, AdWords will have a very hard time delivering targeted traffic that matches your needs.
Too Similar to Other Sites Selling the Same Thing
If you are selling products online and your site is just like hundreds of others selling the same products, using the same content that other sites use from the same manufacturer, AdWords will have a hard time serving your program. Unless you build unique content and have a hook that makes you different from the rest, Google perceives your site as not relevant to a user’s search query. Your Quality Score will drop and Google will start to mark keywords – shown rarely due to Quality Score.
There are not too many businesses where AdWords is not a good match to use, but these are a few that I have personally run across.