Back to the website… Remember Google Ads gets the horse to the water, so to speak, but it is your website content that gets the horse to drink – getting your initial micro conversion or lead from a Google Ads click.
So, the key is to have a robust and transparent website. Focus on an absolute minimum of 10 pages with videos, testimonials, and whitepapers. The higher dollar product or service you sell the more content you should have to establish yourself as an expert.
Proper Training of Phone Staff is Paramount
It is key that whoever is answering your phone is knowledgeable. Don’t make a prospect wait, hear ambiguous answers or be unsure of what you are selling. It is okay to have a receptionist, but when a sales person answers a call and says I do not know or is unsure, it can kill a sale.
If you use a receptionist to field calls, be aware of voice and intonation cues. Nothing chases a prospect away faster than a rude response from a receptionist.
Consider using website chat functions to pre-qualify prospects and then match prospects to the right sales staff. Put your top people on high dollar prospects.
Google Ads is an excellent tool for driving traffic and building conversions, but if the experience the prospect has on the phone or website is not fabulous, you may never be able to reach your conversion potential regardless of the budget you spend on Google Ads advertising.
Many webmasters, web designers, and even marketing agencies can hang out their shingle and advertise that they can help with Google Ads account management, but it is the certification and Google Partner status, or lack there of, that is the real difference.
A Google Partner is a Certified Individual who runs an advertising agency – and works with clients in volume. Although being a Google Ads Certified Professional is important, being a Google Partner means that you are seriously in business providing Google Ads services to clients – not working Google Ads as a part time gig or managing one or two clients.
Google Partners, as part of their certification and maintenance of certification of Partner status, have to show and prove to Google that they are client responsive, knowledgeable via certifications, are transparent in advertising of their services and transparent in account management. We even have to supply to Google a copy of the reports we send to clients and have our website copy vetted.
A Google Partner is held to a higher standard by Google and so you can trust that you are working with true professionals that are knowledgeable of the Google Ads interface and manage a number of client accounts effectively.
There is a difference in quality and knowledge between those that are Google Ads Certified and those that are not. Make the right choice for your needs.
We have priced our services to be small to medium sized business-friendly and know that your investment in our services will be repaid by increased leads and phone calls.
In our case, a lower price does not mean less quality or less skill – it is just our way of billing and doing account architecture that works for us and helps clients to have professional service without significantly adding to their overhead.
I’ve seen mentioned on the Web in several places that Google Ads is an auction bid and then again that it is not. Finally in Google’s own help information on Google Ads they themselves use the “Auction” term.
I have long felt that getting to position one on a keyword had an auction factor to it as one could bid up the price, but in some cases never pay the actual bid price and raise a keyword s’s position. Now at least it is clearly in the open. Yes Google Ads does have an auction-like bid to position.
Remember there are additional factors that affect your keywords page position like quality score, ad text, and even landing page match and now auction is another one.
As more businesses feel pressure to squeeze every cent from Google Ads advertisements, one area that you should not skimp on is the quality of your Google Ads account manager.
Most Google Ads account management services and account managers will charge about 10% of your scheduled ad spend to manage your account. If your ad budget is $7,000 for clicks this turns into $700 for your manager to make changes and monitor your account.
My firm takes a different approach, we bill by the hour for our time. To make it easy to understand our services, we have a grid showing estimated time to manage your program based on ad spend or number of running ad groups. You then buy a certain amount of hours from us monthly and we use this time to manage your account, perform analysis, to provide reporting and to strategize with you as needed on performance and improvements.
For the client with a $7,000 ad spend that would have paid $700 for account management, our fee would have been $450. That is 36% less than the typical account manager.
There’s something new you may have missed in Bing Ads in the extension tab – Structured Snippets.
They are easy to set up and Bing Ads likes to display them under your ad like Callouts. There is no link with the text, but the Snippets give you a chance to quickly let your clients know what else you do or offer.
Here’s how to set them up:
Go to the “Extension” tab.
2. In the drop down select “Structured Snippets”
3. Select your category – I typically use Types.
4. Add up to 20 Snippets.
5. Make sure to click save.
I usually set these up at the campaign level, but you can set them up at the ad group level too.
If you are looking for a savvy Bing Ads account manager, make sure to check out our services and pricing.