March 2018 | The Web Authority

March 28, 2018March 23, 2018

The New AdWords Interface – Machine Learning at Scale

We Are a Google Partner Specializing in Search Marketing, Mobile, and Display. — We Are a Google Partner Specializing in Search Marketing,, Mobile, and Display.

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.

March 26, 2018March 23, 2018

Just Nancy – Facebook Pay Per Click Advertising

Is Facebook pay per click right for you?

Facebook pay per click advertising – does it work? Should I use it?

The answer to both questions is yes and yes. First does it work? Yes Facebook pay per click advertising does work to drive traffic to your website or Facebook page – you choose where you want the traffic to go. I personally like sending a reader to your website to a specially designed landing page that works to elicit a response from the prospect; like downloading an ebook or signing up for a newsletter or better yet completing an information request form.

Second, should you use it? Well, this depends on your budget and goals. If you are not using Google AdWords, Facebook is great place to get low cost activity. However typically you will need to be a do it yourselfer for set up and management due to Facebook’s nature and location of the credit card for an account. I do like the ability to target by demographic and the click cost is typically much lower than AdWords.

Here’s the big caveat – if your potential customer is over 35 years old Facebook is the place. For a young set up customers Snapchat and Intagram are where your customers are spending their time. They may be feeding updates to Facebook, but are typically not on the Facebook platform.

Although we do not manage Facebook advertising for most customers, for a select set of VIP clients we do perform management services. My recommendations are based on what I see happening in real client accounts.

March 21, 2018March 16, 2018

Use Different Keywords for Organic Placement

Nancy McCord is a Google and Bing Partner

As a professional AdWords account manager and expert in Search Engine Optimization, I do recommend that the focus of keywords be different for your website optimization versus what you use for pay per click.

Personally, I like a very narrow set of very tightly targeted keywords for AdWords; as we are typically driving traffic for lead generation. Our top focus is cost per conversion and increasing leads.

For organic, I like to focus on keywords that have the most click activity and may be more general yet still industry specific. I find that the balance helps sites to drive more site visits and leads and is not redundant with the specificity we use for AdWords.

For example, for a client selling warehouse equipment, in AdWords I might target very tight product names and categories like Forklift model 45S, powered warehouse equipment, and other specific keywords.

In organic I might target material handling equipment and material handling equipment supplier as my focus for blog writing and social media; striving to cast the net farther and wider but for high click volume keywords.

When every click you pay for in AdWords must make a difference in growing your business, you have to be narrow and very results oriented. In organic where you do not pay by the click the effort should be to enhance website traffic that is free.

If you need help adjusting your strategies to make the most of your ad spend and drive traffic and build inbound links, visit www.McCordWeb.com to see how we can help you too.

March 19, 2018March 16, 2018

Adding Staff So We Can Grow

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.