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 Partner and Bing Partner, I feel like I can speak with authority on this topic. In AdWords alone, I manage an actual monthly ad spend for clients of over $120,000 per 30 days or $1,441,776 yearly. As an experienced account manager I have to say that I simply hate broad match.
Don’t get me wrong, I like using broad match modifiers for keywords, but I feel that for most clients broad match is simply a way to bleed cash out of a pay per click account.
Google AdWords and Bing Ads (especially Bing Ads) Love, Love, Love broad match keywords. Heavy use of broad match without a reality check on the terms your ads are showing for is lining their pockets with your cash.
McCord Web Services is a Bing Partner and Accredited Bing Ads Professional.
If you don’t believe me, click just one of your high click volume broad match keywords and then click the drop down to view search queries. You will be shocked to see what is there.
Even with a huge and extensive negative keyword list, the way both Google and Bing Ads show your ads on synonyms for your broad match keyword would simply not be a good fit for most businesses that are focused on direct action or lead conversions and sales.
I hate to say never, but as click costs rise in an account the first thing I do is move out of broad match, use only broad match modifiers, phrase match and exact match. I end up with a much better cost per conversion and better overall results.
Broad Match Keyword Match Type – this is the most used AdWords keyword match type and the most unfiltered type. It is used almost exclusively by inexperienced AdWords managers.
AdWords loves the broad match keyword match type as it generates lots of traffic, many clicks, and increases their payment.
I personally do not like to use broad match and prefer to use instead broad match modifier which looks like this in the AdWords control panel +keyword +here.
Here’s what Google AdWords says about broad match keywords:
“When you use broad match, your ads automatically run on relevant variations of your keywords, even if these terms aren’t in your keyword lists. This helps you attract more visitors to your website, spend less time building keyword lists, and focus your spending on keywords that work.”
“Broad match is the default match type that all your keywords are assigned if you don’t specify another match type (exact match, phrase match, or negative match). The Google AdWords system automatically runs your ads on relevant variations of your keywords, including synonyms, singular and plural forms, possible misspellings, stemmings (such as floor and flooring), related searches, and other relevant variations. To help deliver relevant matches, this match type may also take the customer’s recent search activities into account.”
What Google does not say is that if your broad GPS fleet management for example Google would show your ads and generate click charges on broad matched keywords like: adware gps, air lq fleet, at&t fleet oakland park blvd, azuga device, blacklist gps, cyntrx customer service, dash cams for fleets, digital fleet, usft, fleetsharp instructions. These are real keywords and real terms found in an AdWords account that are showing ads and accruing clicks. I personally find these terms very untargeted and I would not want my clients paying for clicks for those terms.
Instead, I recommend a very careful use of broad match and prefer using a broad match modifier keyword. See Wednesday’s blog post for an explanation on broad match modifiers.
Yes, organic search results have shrunk in your traffic reports due to a change in how people are now using search engines. Here’s why.
By search engines boosting search ads on the results page, getting rid of ads on the right sidebar on many devices, and by making the ads larger with site links and other helpful extensions, readers are clicking ads versus scrolling down the page to find organic results.
As more viewers are searching on tablets and smartphones, the organic placements are increasingly difficult to find and require too much effort to scroll to. Viewers are instead staying on the first screen they are shown that typically have location specific results which appear to be very relevant to their search – even though these are typically paid listings.
Businesses are finding that to be highly competitive in their marketplace, they simply must be in pay per click and need to have top positioning on the page. Because organic results have slipped so far below ads and Google My Business organic listings, businesses are having to pay for advertising to be seen.
If you need exposure and need AdWords to help drive it, I encourage you to review our AdWords Manager services page. Pricing will be increasing soon, so now’s a good time to start a program at lower set up fees.
As a Bing Partner I must recertify each January to maintain my Bing Partner Status.
As a Google Partner, I must take two exams to recertify my AdWords credentials. I must take the AdWords Fundamentals exam and then one other exam. I typically take the Search Advertising exam as this is what is useful for the bulk of my clients.
This past year I certified in AdWords in Search, Mobile, Display, and Shopping. This year due to my workload I will certify in just the Fundamentals and Search.
The Bing Ads test is fairly easy, but the AdWords exams are typically difficult with the Search exam being the most difficult out of all the exams available. March and April are my AdWords recertification months.
I personally find the training interesting, but time consuming. I do sharpen my skills and I do put into practice the things that I learn in each recertification study period as the information benefits my clients’ account performance. But these exams are not simple and you must study for them as the information is not intuitive rather detailed and the test based on Google’s perspective of value based on the training materials.
The last time I took the Fundamentals exam, the printed documentation of the study guide was over 400 pages. The study guide for the Search exam was another 400 pages.
If you need an Internet Marketing Service professional that knows Google AdWords and Bing Ads, I invite you to find out more about our professional services and the value that a Google Partner brings to your programs.
Remarketing is an important tool that is easy to set up in Google AdWords. However, make sure you understand some details before you do set up.
Some accounts will never be able to run remarketing programs. If you are in some types of insurance (workman’s comp) and are a physician, you may not be able due to privacy and sensitivity be eligible to use remarketing in AdWords.
If you cannot install the code on your website or don’t know how, use the remarketing feature from within Google Analytics to set your audience and then flow the data into AdWords by linking Analytics to AdWords.
Once your cookie set list hits 100 ads are eligible to show in the Display network. You’ve got to be at 1,000 cookies to show remarketing ads in search.
When you do set up and select the remarketing list, make sure to uncheck the box that allows “Targeting Optimization” which means that Google will show ads to more people than who actually have the cookie from your website. This last step keeps you bidding only on real remarketing not extended exposure in the Display Network which may bleed off cash from your program.