Have you visited the Google Ads control panel lately? Even if you feel you are accomplished in your job, you may find the Google Ads interface complex and intimidating.
Add to this that many of the recommendations in the Opportunities tab really need a skilled professional to review in regards to account impact before enacting. You can easily kill your Google Ads activity through ignorance of the system.
You have options for managing your Google Ads effectively before you throw in the towel and try to go it alone.
For our small business owners we offer paid by the hour review, account optimizations and three month oversight to assure all is well and then quarterly tune-ups.
As complex as Google Ads now is, it pays to have a professional and experience account manager directing your Google Ads marketing efforts.
We’d be glad to chat with you about your individual needs. Just contact us today.
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.
Don’t have a Google Ads account manager? Trying to go it alone to save money on management fees? Unless you are trained and work daily in Google Ads you may be setting yourself up for failure.
Google Ads is not a set it and forget it program especially if your ad spend is over $2,000 per month for clicks. As Google Ads is a pay per click platform that operates as an auction you may be missing out on valuable activity that could generate leads for your account.
I have personally found that at an absolute minimum, there should be a weekly or more frequent review of your Google Ads account to optimize for performance.
When we do our review, we look for anomalies, areas where the ad spend is not fruitful – such as by device. We look for emerging new keywords and negative keywords to keep an account targeted. In addition familiarity with account performance metrics is key to squeezing the most out of Google Ads for your business’ benefit.
As Google Ads is incredibly powerful and yet supremely complicated, I just do not recommend going it alone when it comes to account management. Without tight controls from an experienced account manager, you can spend big on Google Ads without a measurable return.
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.
Every client wants more Google Ads conversions. Google Ads can drive conversions but increased targeted traffic is just one component to growing conversions overall for your business.
Using a savvy Google Ads Consultant, like McCord Web Services, to set up your program and manage it is the very first step.
The second step (that is crucial) is to assure that your website is “on-point” and helps to build confidence in your ability to provide the service you are selling. Assuring that you are transparent as to who you are and what you do on your website is crucial.
Steer clear of the following:
No one page websites. You just need to have robust content to reassure Google Ads visitors that you mean business. If your product is expensive (relatively) the higher the price the more quality content you need to explain who you are and what you do.
No minimal contact information and don’t leave out your phone number. Build confidence in who you are by assuring that you have phone numbers, street addresses (not a P.O. Box) and easy ways to reach a real person fast!
No website pages that scroll and scroll and scroll. Break your content into targeted bites for super fast load time and to complete your top level navigation. Assure that you have navigation that easily travels your pages. Get client testimonials, videos of your team explaining your services, offer white papers. Provide value and information to establish yourself as the expert.
Make sure to check back Wednesday for our part two on this important topic.