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.
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.
Google AdWords is specifically using advanced machine learning via artificial intelligence in its automated bidding algorithms. Target CPA (Cost per Acquisition) bidding, Maximize Conversions, and Maximum Clicks are just samples of new bidding algorithms that can be used in AdWords accounts.
Each algorithm has a place and function based on a client’s need and metrics of success. However, I have found that in some cases using these machine learning driven algorithms that cost per click increases as does cost per conversion.
The value of an account manager in this automated environment is to provide the needed checks and balances to assure that your profitability goals are being met in AdWords.
As Google integrates more machine learning applications in Google AdWords for suggestions, bidding, and account management, it now becomes even more important to have a business-minded AdWords experienced expert overseeing your account to achieve the best results at the lowest cost for your budget.
Machine learning, it is the new buzz in our industry. Machine learning is using computers via artificial intelligence to predict actions. Machine learning can be used for Smart Bidding in Google AdWords and can even predict performance of activity based on your keywords and budget.
With products like Universal App Campaigns and Smart Bidding, it’s now possible to use this data to help deliver millions of ads customized for your customers, and set the right bid for each of those ads–in real time.
If you are using the new Beta AdWords interface, the Opportunities tab recommendations are personalized suggestions for your account based on machine learning.
Even if you’re not using these AdWords innovations [listed above], you’re still seeing the benefits of machine learning. Google uses information about search queries, historical ad performance and other contextual signals combined with machine learning, to predict whether or not someone will click on your ad. This predicted click-through rate helps determine the selection, ranking and pricing of your ads–meaning machine learning is already working to show the right ads to the right customers.
This means that even if you were not aware that you were embracing machine learning, Google AdWords has embraced it for you, to make account management easier and to provide more insights and analytics to assist you in better managing your ad account.
Here are some ways that Google is leveraging machine learning for your benefit in AdWords.
Smart bidding and bidding to increase conversions
Ad rotation, ad creation, and optimization
Opportunities and account suggestions
Google AdWords is embracing machine learning in many account management areas. Not only will they will making keyword, bid, and budget suggestions, but now AdWords will even be self-creating ad text for your programs to supplement your own created ads.
To leverage all that AdWords offers for your businesses benefit, I invite you to visit our website to find out more about how McCord Web Services can help you with your AdWords management needs.
In this video I show you how to create a Smart List in Google Analytics and then flow the data into your Google Ads account for use in remarketing or as an additional audience for remarketing for search ads.
For our own Google Ads clients we can assist if needed with implementation at our typical hourly rate.
To help you fuller understand the new terminology in your Dashboard report and the changes that Google has made to drop the Average Position metric, here are the definitions of these two new important terms that appear in your reports.
Explanation of Search Top IS (Impression Share)
Search top impression share (IS) is the impressions you’ve received in the top location on the search result page divided by the estimated number of impressions you were eligible to receive in the top location. Use this metric to bid on the top page location.
The top location is anywhere ads appear above the organic search results. Eligibility is based on your current ads’ targeting settings, approval statuses, bids, and quality.
Explanation of Search Abs. (Absolute) Top IS (Impression Share)
“Search absolute top impression share” is the percentage of your Search ad impressions that are shown in the most prominent Search position.
Absolute top impression share = absolute top impressions / total eligible top impressions
What this means for you:
By using two new metrics, Google more clearly details where your ads fall in the competitive auction for first page placement. Google no longer shows when your ads appear underneath the organic search results in position 6-10 or on the second page of search results.
By reviewing these new metrics, you can identify if your bids, budget, and quality score which are used to determine ad rank are high enough to support ads appearing in the positions above the search results either in any position or the very top position.