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.
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
Got less than $500 a month to spend on AdWords clicks?
Want to promote your business on AdWords but don’t want to pay an account manager?
Don’t want to use AdWords Express as it has not worked for you?
You can still use the professional grade AdWords program even with a low ad spend budget.
• Once you set up your AdWords account, go to the Shared Library in the left navigation flyout and set up your first audience. Grab the code and install it on all pages of your website. When your lists gets up to 100 cookie sets you can show ads. Then set up a campaign and ad group in your account to target remarketing in the Display network. People do not even need to have clicked an AdWords ad to see your remarketing ads as they surf around the web.
• Set up Dynamic Search Ads. This is another low cost great way to get coverage for your services without setting up keyword lists. Just set up a Dynamic Search Ad campaign, tell Google AdWords your domain name, and set up a dynamic search ad. Google does all the work. It knows what your pages are and services from indexing your website for Google.com organic searches. AdWords will then use this power to serve ads based on what you offer and have on your website, dynamically creating an ad title and linking the ad and person who clicks your ad to the exact right page on your website.
• Consider showing your ads only in the Display Network. For pennies a click you can get wide exposure on quality websites. Just take a little bit of time to opt out of mobile games and mobile apps or you will bleed cash into mobile and not see any tablet or desktop activity.
There are lots of other great ways you can get exposure and keep your AdWords budget low. Consider call only campaigns, scheduling your ads only in the evening when others have run out of budget, running ads only at certain times during the day, and limiting your geographic area.