I’ve been an AdWords manager for over 10 years and love what I do. I have developed a deep background knowledge of how Google serves AdWords from my years of hands on client experience.
It was not until I was training a client’s staff member that I realized, just how much I knew and how complicated AdWords has become.
Here are a few of my top tips to being an effective AdWords manager:
Focus on click through rate, conversion numbers and cost per conversion in all you do. The click through rate as it is Google’s measure of health, conversions as that what the client wants, but cost per conversion as that will keep the client with you.
Encourage the client to spend only what makes sense for them. I make recommendations, but always couch the final budget selection as something they must decide. Whatever the monthly budget is I divide by 30.4 to get the correct daily budget to prevent billing questions at the end of the month.
Test, test, test – AdWords work is about boosting performance constantly. I keep a log book to quickly see what I am testing and have changed for each and every client account. Yes, I can see that in change history, but in my log, I write notes as to why I did something or a time period I am testing.
Don’t be afraid to do experiments or rollback an unsuccessful test. AdWords has a very nice experiment interface. It is well worth the time to learn how to use and understand the data. Not everything can be rolled back with the undo button in change history. Make sure you know what you did to be able to roll back.
If you need staff training, mentoring, or full AdWords set up, I invite you to visit my website to see if I may be the AdWords manager you’ve been looking for.
“Near Me” searches have decreased by 150% over the last 2 years.
Use of a zip code in a search query has declined 30%.
Google data shows that consumers want more useful information, more personalization, and more immediacy.
The reason for the decrease in activity on “near me” and zip code specific searches are that consumers expect the results to be location and self-specific. This change has been driven by the mobile micro-moment, as Google calls it, – the I want to know, I want to buy, I want to go mentality.
One important trend that you can leverage on your website and in Google AdWords due to dynamic keyword insertion is the use of “best” in a search query. Consumers want the “best” toothbrush, “best” web designer, “best” lawyer and so on.
In fact in the research Google states that “best” related keyword search activity has grown by 80% in the past two years.
In addition, consumers are demanding personalized localization – meaning the delivery of results that are uniquely personal and based on their own location. Mobile apps leverage results by GPS location and websites can enhance results by providing location cues and data sortable by location.
In addition to more localization, Google has identified that 50% of all mobile users will typically make an immediate purchase after a successful mobile search.
Google is identifying other important trends and sharing them with Google Partners as we work to leverage this information to help our client’s better market their products and services on Google AdWords.
Errors, they may your heart beat faster and stomach clench especially when they impact your website. But, not all errors that are reported in plugins such as Yoast or even WordFence are real errors.
For example, today the Yoast SEO plugin flagged my site as not having a home page that was visible to search engines. But on additional testing and review of files; both the robots.txt and .htaccess file there was not issue. Additionally, on testing in the Google fetch feature in the Google Search Console – no errors were triggered. The Google bot was fully allowed even though Yoast said it was not.
Sometimes errors you see are false positives. But, that does not mean you can simply mark them as ignored or disregard them all together.
All website errors should be reviewed and corrected if found to be true. Don’t guess make sure that you do not have a problem each time one is brought to your attention.
With the new AdWords Dashboard reporting, our monthly AdWords reports are about to change – significantly!
Just today I saw that every single one of our client accounts now has a Dashboard view in the Reports tab. I am beyond excited! If you have not tested out AdWords Dashboard reporting I am here to tell you that it is revolutionary.
AdWords Dashboard reporting will allow me to set up important reports, an account score card, easily set up graphs and tables for a more visually compelling snapshot of a client’s account performance. Once set up, the data will refresh automatically allowing clients to see weekly and monthly updates in a very understandable format.