Google AdWords made some changes to their automated bidding programs and has disabled the ability to use automated bidding with enhanced auto bid features.
What Exactly Changed?
Previous eCPC bidding as a strategy has been altered by Google. Previously Google would auto bid and adjust the bids automatically based on historical performance data. Sometimes as much as 30% more than your maximum cost per click setting.
Current eCPC is now a manual keyword or ad group bid with no automatic bid adjustment. Google will now simply raise or lower Your Own bid by historic conversion performance. We are finding that this new automatic bidding approach is more expensive for clients and requires a greater level of oversight. Setting a bid by ad group instead of by keyword is driving up client bid costs even on non-converting keywords.
Max Clicks, Google says that this is the previous auto bid setting that the old eCPC bidding was, but now unfortunately does not contain a component for a review of historical conversion data. This bid strategy simply tries to get the most clicks, not the most potentially converting clicks.
These bidding automation changes have certainly impacted the performance for clients. Although in some case they may give greater control to some accounts over the cost per click for others they are negatively impacting results.
We work to mitigate performance issues caused by these changes by using bid automation rules, greater analysis and oversight. Rewarding our managed accounts with improved performance metrics. Find out how McCord Web Services can help your AdWords account achieve profitability.
As a Google Partner specializing in AdWords, I want to share several key benefits with readers as to why working with a Google Partner in AdWords is important.
1. Google Tests Us Yearly
Each year I have to recertify with Google to keep my Partner status. I take the AdWords Fundamental Exam every year and every other year I take the Advanced Search Exam. These are not “gimme” tests. I study over 30 hours for each professional certification examination.
These exams are hard, they are comprehensive, and studying the materials is key to staying up-to-date on AdWords features and their use. I personally feel that I benefit tremendously from these intensive refreshers.
2. Google Evaluates Our Account Management Practices
Once you and your firm are Google Partners, Google monitors activity in your MCC (My Client Center) account. It reviews how frequently you are in client accounts, the benefit of the changes you make to account performance, and the features you are using for each account.
It gives a customer service rating of your management and performance. I am ranked by Google as being in the top 5%.
3. Google Evaluates What We Do for Clients and How We Market Our Services
As part of initially establishing my firm as a Google Partner, Google had a third party review all my reports to clients, my marketing materials, how I marketed Google Products to clients. Google means business when they share their name with firm and allow Partner Status. We are held to a higher standard than others who sell similar services.
If you want peace of mind that your AdWords account manager is skilled to provide quality services, Google has done the vetting for you before awarding Google Partner status.
I invite you to visit our AdWords services page to review pricing, our program, and our client ratings. We serve clients in Virginia, Maryland, Minnesota and all the way to California. Experience for yourself the difference having a Google Partner on your side can make in your AdWords account management. Call us today!
It’s no joke that it is harder to find the organic results and even harder on a mobile device. Here’s why businesses are flocking to Google AdWords and seeking out our Google AdWords account management services in May.
Google is obscuring a view of the organic results on desktops by showing 3 to 4 ads at the top of every results page the following the ads sometimes with paid location listings or Google My Business pages. On mobile, it is even harder to get to the organic results much more scrolling is needed.
2. There is no need to drill down to organic results as the relevancy of AdWords ads has improved tremendously that you can find exactly what you need by simply clicking an ad. Add to that there are new ad features such as sitelinks (to take readers and shoppers right where they want to go) to click to call buttons allowing you to bypass a website visit completely.
3. AdWords has improved pay per click automated bidding algorithms and added many automation features in accounts, allowing a savvy AdWords account manager to quickly make changes and spend time in an account where it is needed to drive in more traffic and conversions.
4. AdWords leads are targeted and have value. With competent account management, your keyword list does not have to be untargeted, it can be finely honed with laser beam focus. Add to that the ability to automate bidding or stay in control of keywords you want to bid up and others you do not, AdWords allows clients to improve their ROAS (Return on Ad Spend).