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.
Google Ads is cracking down again on dermatologists, plastic surgeons and other doctors that mention name brand drugs that they supply in office for treatments. Ads are market limited with a policy violation when brand names are listed or ads are flagged with one or multiple violations.
The Google required pharmacy registration, to show terms like BOTOX, is relatively costly and does not really apply to this market. These physicians are not selling these medications online, nor are they filling prescriptions. They just want to advertise that they are doing BOTOX injections or using other facial injectables on their website for in-office services.
Google is not not only searching terms on the landing pages, but now the entire website. So, removing the offending drug names from the landing page simply does not solve the ad issue.
From Google sponsored help forums I am seeing posts like this:
In the past we were able to contact someone at Google, show them it’s a hospital and that we weren’t advertising for any drug and the problem was gone. Now as of around Jan 20, this no longer seems possible so if something has changed (and let’s face it, Google is not 100% transparent about anything), then I would like to know what it is.
Well, these days this is the sole aim/goal the Policy enforcement team is focused on. You should also recognize that the policy is dynamic and changes continuously. We have no influence on the Policy team. I can only say – based on my wide experience with Policy issues – that Google is very strict with health-care issues (regulator scrutinize, Google was heavily fined in the past by regulators…). No waivers are granted.
So for medical professionals this new update from Google means absolutely no mention of name brand drugs on the entire website. They may not even be eligible for the medical/pharmacy registration that Google links to in their help notice pages for site and policy violations.
I called Google Partner support and got this clarification from staff on this issue this past week. For now, Google is showing ads but only in countries where there is not a policy issue and when they do show ads they are only showing to users 18 years and older.
Google staff recommended the full removal of all drug names from the entire website in order for the ads to no longer be flagged. They agreed that the $1,400 yearly fee and $495 application fee to get a pharmacy approval from one of Google’s two recommended vendor simply did not apply to these doctors, but that there was no work around.
Remember when you show ads on Google.com you have to play the way Google says and this new change means – know your ads will be flagged, your ad serving will be limited to adults only, and that the policy may change in the future.
A new campaign type called Discovery Ads is coming to Google Ads later this year. It has been in beta for select advertisers but will be rolled out to all users later in 2019.
Discovery Ads will show on Google Discover, Gmail, YouTube and other Google properties. They consist of a swipeable photo carousel that renders ads by platform and artificial intelligence. They are supposed to anticipate consumer needs. Users so far have claimed 25% lower cost per lead.
In addition to Discovery Ads look for a new ad format for search called Gallery Ads. These photo heavy ads will allow 4 to 8 images with a 70 character tag line. Beta users claim 25% more interactions.
Both of these new items from Google are focused on products and cater to shoppers. You won’t be using either of these formats for services – just retail selling.