Category Archives: adCenter

Just Started Advertising on Google Ads? Tips on Determining Your Ad Budget

When you start advertising on Google Ads, how do you determine your starting budget?

There is no mystery to deciding your budget for Google Ads. I use the Keyword Planner to determine the best budget for starting out. Here are my tips.

  1. Create a list of 10 two to three word phrases that you feel will help drive qualified traffic.
  2. Go to your Google Ads account or ask your Google Ads consultant to run the numbers for you, but putting each keyword in the Google Keyword Planner to check for traffic, competition, and typical bids.
  3. Plan on these potential bids being about 20% lower than the real auction for clicks when your account is set up.
  4. Take the average of these ten keyword’s click costs and then decide how many clicks you would like to have a day before your ads stop showing.
  5. Look at the number generated in step 4 and determine if you can realistically live with this number. Never get over your head in regards to a budget that is way beyond your means. It is not typical to get leads in Google Ads the day ads serve. For some account it can take as long as three weeks for optimization to start to see the first lead conversion.
  6. Remember a lead conversion or beneficial action you are recording as a conversion is not always a sale. Sometimes it is just the first step in the sales process.
  7. Understand that it takes time for a Google Ads account to become profitable. Google Ads is a dynamic auction with bids changing for each query and many factors determining if your ads show or not.
  8. Work with a professional Google Ads account manager or consultant like McCord Web Services to get the most out of Google Ads.

I invite you to visit our website to learn more about Google Ads and our Google Ads consulting and account management services.


Fredericksburg, Richmond, Spotsylvania Google Partner in Top 6%

Does it matter if who you work with for Google AdWords and online services is a certified Google Partner? You bet!

When a firm such as ours works to qualify for Google Partner status is it no small feat. Google is intrusive into our business practices and monitors exactly what we do and how we do it.

Not only does Google measure a business as part of the application process, but monitors the accounts a Google Partner manages in Google AdWords for how frequently we login to service an account, what we recommend, account performance, and what we recommend.

Google also reviews the reporting we do for clients, how we market our services, what we tell prospects about what we do, and what we promise to do as part of our own service packages. They seek for us to be transparent and honest about what we do and how we do it.

McCord Web Services is rated in the top 6% of all Google Partners.
McCord Web Services is rated in the top 6% of all Google Partners.

At McCord Web Services we are rated in the top 6% of all agencies as a Google Partner.  Find out more about our Google AdWords services today!

For you that means that we are providing services that clients find valuable well beyond that of the typical Google Partner – even Google acknowledges that!


Structuring Your Account to Use Dynamic Text – Part II

Continued from Monday.

  • I am very careful in crafting my ad text so that when the dynamic keyword or phrase is inserted it makes sense to a reader. This is why my keyword trigger lists are small and concise and include a desired reader action such as buy, order, or purchase in the phrase. I will not duplicate these action words in my ad text; rather let the keyword phrase contain them.
  • Bing Ads has recently added some nice new capitalization options that you may not be aware of when it comes to dynamic text use. Here are some examples that now allow you to have total control over how your dynamic text appears in your ad’s title and description. Using the keyword phrase buy roses as an example:
  • {KeyWord} translates into Buy Roses (note the caps on B and R)
  • {keyword} translates into buy roses (note all lower case)
  • {Keyword} translates into Buy roses (note the caps on the B and lower case on the r)
  • There are even options for All Caps where appropriate based on how you capitalize the keyword contained within the brackets. For all examples, please visit the ‘How to use dynamic text to insert keywords in ads’ article to see all examples and uses.
  • Did you know that Bing Ads allows you to use one keyword in an ad that is all caps? So my dynamic text for Buy ROSES would be installed in the account as {KeyWORD:Buy ROSES}. Note the all caps on the word I want to be in all caps in the ad text. If I wanted BUY Roses, I would enter in {KEYWord:BUY Roses} instead. Be aware that excessive use of capitalization is not allowed. Check the editorial style guidelines here.
  • Where possible, but not always, I use {param1} insertion for unique URLs by keyword, and sometimes even {param2} and {param3} for promotional discount text by item. Read more about how to use the different forms of dynamic text here.
  • I always include default text when I am doing dynamic text insertion. For a keyword, use this format: {KeyWord:Buy Roses} note the colon with no space and then the default text capitalized the way I want it to appear. Bing Ads will automatically show your default ad text when you exceed your character count with a keyword phrase you had wanted inserted.

I have personally found that the click through rate is higher on ads where I am using dynamic text insertion and in many cases the conversion rate will be higher as well. If you haven’t tried using dynamic text in your Bing Ads program, now’s the time to do a little testing by creating a small ad group. Use your top converting keywords crafted into meaningful phrases for your program to test if you can boost conversions even more by using keyword and phrase insertion. Remember Bing Ads will bold this special text item when it is inserted into your ad when your phrase matches a search query – drawing the reader’s eye right to your ad!

If you need a Bing Ads savvy account manager, please visit our Bing Ads services page to find out more about how we can help you.


Structuring Your Account to Use Dynamic Text – Part I

It is a known fact that using dynamic text in your ad program will increase the click through rate and may even increase conversions. A crucial step for success is to properly structure your Bing Ads account to make dynamic text work for you. More often than not, a haphazard use of dynamic text may actually increase impressions without an increase in clicks and can potentially lower your program’s click through rate (CTR). By carefully structuring your account to use dynamic text properly you can increase CTR and improve conversions all at the same time.

Here’s what I do when using dynamic text in a Bing Ads account for best results:

  1. I typically do not add dynamic text insertion ad groups until I have an idea of keywords that generate leads in an account. I wait to set up a dynamic text ad group as it does take time both in creating a keyword list that is workable and time to create ad text that makes sense with the dynamic word or phrase insertion. I want to know what will be workable before I invest the time in set up. Plus, by waiting, I can pick specific high performance keywords or create break out programs based on past performance. I will typically do dynamic text programs in the first thirty days of account creation.
  2. I usually create small ad groups with a very small list of broad and phrase matched keywords when I am creating a program where I will use dynamic text insertion. Sometimes, my program may have only 10 to 20 keywords as I am doing testing. If I am promoting products for a florist, I would not use general keywords such as roses or daffodils, but rather “buy roses”; “buy daffodils” as my keywords and even variations in the same ad group with “purchase” and “order” in addition to “buy”. I may use broad match or just start out with phrase match keywords. The actual match types I will use will be based on what has happened in the rest of the account based on ad spend per day, cost per click, and number of impressions.

Come back to read the rest of the post on Wednesday.


Microsoft adCenter Name to Be Updated?

I follow adCenter on Twitter and noticed that this past week they had announced the new name for their service is Bing Search Advertising. Interesting… as a Microsoft Advertising Accredited Professional, I wonder when adCenter will be changing their name and the adCenter program will be updating their professionals badge.

Here are a few of the  names I might recommend to them:

Bing Accredited Professional

Bing Advertising Certified Professional

Bing Advertising Accredited Professional

It will be very interesting to see what happens to the program in the months to come. Personally, I feel that adCenter is a good program. I like the interface and they have picked up many of the tools that AdWords has that make account management easy and serve ads better like inline editing, broad match modifiers, and radius targeting.

In the weeks to come, we’ll be updating our own adCenter services to offer a bundled program with AdWords. In the meantime, you can review more information about adCenter advertising and our account management programs.