With over 10 years of experience in professional management of AdWords account, I wanted to share tips on an often overlooked yet important item in conversion tracking – attribution.
First to see what I am talking,(in the old interface) about go to Tools > Conversions. Click one of the names of the conversions you have set up. Look to the bottom to Attribution Model. If you’ve done nothing it has defaulted to Last Click. Click Edit and change your conversion model to Position Based.
Position Based is my preferred attribution model. Over time you will be able to see keywords in your account that you might have pause that are actually a part of the conversion path.
The first click and last click will be weighted to 40% each and the middle clicks will split the remaining 20%. What happens is important for your keyword monitoring. You will start to see keywords that previously in the last click model may not be driving as many conversions as you had thought.
Your data drives your decisions in AdWords, put your data to work for you by changing your Attribution Model to the right one for you.
So, what happens when your budget it too low in Google Ads?
You do not get ad impressions.
You get sporadic clicks and typically not during business hours.
You do not spend your daily budget.
You are not getting good click traffic.
Here’s the big catch, if your Google Ads budget is too low to support high click cost keywords (your first page bid), then Google tries so hard to meter out your program through the day that they literally do not deliver even your daily budget.
This continues through the month and accounts that really need a budget and cost per click boost to be competitive may deliver only a few hundred dollars of click activity with a budget of several thousand dollars.
To fix this problem, increase your budget, increase your cost per click and take a very careful look at your keywords (are they too narrow) and your ad serving schedule.
As a Google Ads consultant, I offer several tips on how to find and work with a consultant to boost your Google Ads response and conversions.
First, Look for a Google Partner
Google Partners have had to meet very specific qualifications in order to carry the Google Partner badge. A badged agency will have the technical know how, best practices, and be up to date on Google Ads services. Start first by using a Google Partner for your Google Ads consulting needs.
Second, Interview Your Consultant
We offer free account reviews if you are considering using our Google Ads consulting services. After review of your account, an interview with me will showcase my firm’s and my own level of experience. Thoughtful suggestions to help improve your account performance that are shared during your interview will assure that you are working with an experienced expert.
One question you may want to ask is, “Will you be the one updating my account and planning my Google Ads strategy?” When you work with my firm, I personally manage and plan the strategy for all accounts and routinely work each account. Many other services may have you interview with a marketing rep who will never talk to you again after the sale is closed, or ever even manage your account. Make sure you are clear about the level of hands-on that the person you are interviewing will take with your Google Ads account.
Third, Check References or Reviews
If your potential Google Ads consultant does not have names and phone numbers of satisfied account owners to share with you or does not have performance ratings or reviews, you may want to move on. We post our client ratings and can offer access to clients we manage. We want you to speak with our clients before you make a decision to use our services.