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.
Both 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.
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.
As part of my preparing to take my second AdWords certification exam for the year, I am studying all of Google’s AdWords documentation. I came across information on attribution models that I thought might be interesting to review.
There are 6 attribution models you can select in the AdWords control panel under Tools and in Conversions. See if your current model should be changed.
This one is pretty self explanatory. AdWords attributes the conversion in your reporting to the keyword that generates the last click in the conversion path.
This one is pretty self explanatory. AdWords attributes the conversion in your reporting to the keyword that generates the first click in the conversion path.
In this attribution model, Google spreads the credit for the conversion equally across all keywords clicked in the conversion path. For newly running AdWords accounts this is my preferred attribution model.
In this attribution model, Google weights credit to the click closest in time to the conversion over a 7-day half life. So a click 8 days before conversion will get 50% of the credit versus a click 1 day before conversion.
In this attribution model, 40% of the credit for the conversion goes to both the first and last clicks with the remaining 20% spread over the other clicks in the conversion path.
If your AdWords program has been running for a while, Google has data on your conversion activity by keyword and will credit the keywords clicked in the conversion page based on your own historical data. This is my preferred model for mature accounts.
Most advertisers will choose by default the last click conversion model. But, when you change your conversion model in your conversion actions to data-driven or time decay, you will start to see that keywords that were not the last click start to see conversion data.
Knowing what is driving conversions is particularly important as inadvertently pausing keywords that you did not know were important to the conversion path may lower your own conversion numbers expectantly.
First, I am not being paid for this review, I just found the app and love it.
Here’s how I am using SMS Scheduler
Create Repeat Reminder Messages for Employees
I use SMS Scheduler to create and send out messages to my team:
to remind them of weekly deadlines
to remind them of the weeks they will be paid
to encourage them to update TeamUp with their work status
Create Repeat Messages to Uplift My Kids
I use SMS Scheduler to create and send out messages to my kids and family.
send uplifting personal notes, quotes, and reminders to call
remind kids to check bank statements in family Google Drive
to let them know my personal travel schedule
Not only does the app send out messages in bulk to multiple people easily at one time, but you can set these messages up to send once, or to repeat weekly, monthly or yearly.
I just recently sent a message to all of my kids to remind them of their big brother’s birthday and to make sure to send him a Happy Birthday note.
Inside the app, I like that I can see a history of my sends and even repeat a message from the history. Personally for me, with family members, I set up weekly notes, but then once a week change them up and let them to go out on the original schedule, that way my kids don’t even know I am using an app to stay in touch with them on a regular basis.
I have even used the app to send myself text reminders of important things I need to do or see.
SMS Scheduler – an app that has become part of my productivity arsenal.