The new AdWords interface – you love it or hate it. I have to say that I am coming around to loving it.
When the interface was first introduced late last year, I really hated it. I found it difficult to use, hard to find the data I needed to make strategic decisions, and irritating that Google was continually flipping me into the interface from the regular older version.
But, AdWords has told us (account managers) get used to it, as all accounts will be fully migrated to it this year. Slowly over time, AdWords has turned on features in the new interface that previously were disabled. Now the only item I use regularly that is still in the previous interface are account management rules.
One of the nicest features I like about the new interface is the opportunities tab recommendations that are based on account performance and history. These recommendations are based on AdWords’ and Google’s use of machine learning at scale.
Not every recommendation is right for an account, for example in some niche accounts the keywords that are suggested are not a match for the client’s goals, but in other areas the recommendations do bring in many cases account improvement.
The automation of bidding for many accounts allows me to focus on strategy, testing , ad text and keyword discovery while still allowing me control over click costs.
If you are looking for a savvy, experienced AdWords account management professional, I invite you to visit my website to find out what my AdWords team can do to boost AdWords account performance for you.
We have recently moved some of our long time staff into AdWords to assist with our growing client base.
These are not new employees but rather employees that work very closely with me, are my family members, and are staff who have been working closely with me for years in many areas in addition to AdWords.
You may see in your control panel now, new email addresses, if you look in change history. You may see my husband Michael, son Christopher Harper, and daughter Rebecca McCord.
All three have been active in my business for years and have done AdWords reporting previously. They are now being trained under my watchful eye to perform routine account management services.
These routine tasks would be identifying and adding negative keywords, adding new variations of ad text, reviewing accounts for performance anomalies and bringing them to my attention and learning over time how to optimize client accounts.
I will still be reviewing all accounts personally and making all strategic decisions like bidding algorithm changes and budget changes. But now, I have extra eyes to keep track of activity and boost performance for you.
AdWords ads work because they are relevant! It used to be that a person who used Google looked for the organic listings as they were near the top of the page and it was commonly thought that they were more authentic. That is not the case today.
Google in its efforts to sell more ad space has aggressively sought to make ads more relevant to your every day experience. By tracking you relentlessly on mobile and desktop, Google has created a profile about you and serves ads based on your profile. What has happened is that the ads and listings we now see on searches are immediately relevant based on our searches and historical use.
In addition, AdWords ads work to draw you in with extensions like maps, phone numbers, addresses, deep links into a site, customer reviews, rating stars – all served from the AdWords interface. Google determines when to show these extensions based on your proximity to a business, timing of a search, and your location. AdWords ads work because of Google intrusive anti-privacy approach, but we love the results! And businesses are generating “bank” from AdWords ad exposure.
The screen shot to the right for a search for plastic surgeons in Miami Florida is shown on the top right. You can see from the screen above the fold that there are only paid listings and Google Maps listings and several of those maps listings may actually be paid listings. You have to really want to see the organic listings by scrolling to see the results. This is why AdWords works!
If you are looking for a skilled AdWords account manager, please visit our website to find out more about how we can help you today.
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.