AdWords Account Management – Page 32

August 8, 2016August 4, 2016

Are You AdWords Adverse?

I Don't Want to Do AdWords! — I Don’t Want to Do AdWords!

I was chatting with a long time blog writing client last week and he told me that his SEO efforts were not paying off. He wanted more leads but as he stated that he was “AdWords adverse”.

With the advent of mobile being a huge business disrupter this year and significant changes made providing highly personalized search results, it is time to move from AdWords adverse to AdWords advocate.

Google is making it harder for business owners to consistently garner organic placement and especially when it is nearly impossible to place on a wide variety of keywords and build organic traffic in a very competitive landscape.

That being said for the AdWords adverse of my readers, here’s what I recommend to leverage the power of Google without feeling like they are stealing your hard earned cash.

Get into Remarketing
You can generate great leads with remarketing and people only need to visit your website to set the cookie. They do not need to have clicked your ad to get on your cookie list. Targeting the display network, remarketing is fondly called by others “stalker ads”. I find them low cost and valuable to every single business to have.

Get into Dynamic Search Ads
Again harnessing the power of Google at relatively low cost dynamic search ads allow you to advertise on Google without creating a keyword list. You can even set up settings to only target pages where the word services are contained or in the meta title. Dynamic search ads are a great way to identify areas of marketing opportunity and are relatively low cost. These ads show in the search network. Google will create a title for the ad text dynamically reflecting the users search query and will direct the user to the exact page on your site that features that same content.

AdWords has lots of other great ad options, but for those that are AdWords adverse, these ad formats are excellent tools that will rebuild your trust in AdWords.

There is never any time better than now to try out these two options. Get with us at McCord Web Services to find out how easy we can make it for you.

July 18, 2016July 16, 2016

Solving Escalating AdWords Click Costs

Falling money, hundred dollar bills — Not Made Out of Money? Tips Lower Click Costs on AdWords.

In the last 30 days, I have seen an escalation of click costs in AdWords across the board. Here’s how you can combat that trend and get lower cost clicks.

Move to Maximum Click Bidding
If you have been using manual bidding with an eCPC component, now may be the time to try moving to Maximum Cost bidding. Although I love the option to bid to the first page of search results using manual bidding, I am finding that I am not getting more conversions, just more expensive conversions.

Pause All Broad Match Keywords
Make sure you have taken a careful look at the queries that are triggering your AdWords ads. You may be shocked at some of the search queries that are triggering ads for expensive broad match keywords. You have two options, try to stem the outpouring of cash through negative keywords or start to move our of broad match keywords. I do not mean move out of broad match modifier keywords, but rather true broad match terms.

These two simple actions will bring your cost per click costs under control rapidly.

Need other savvy advice or AdWords account management? Check out our programs and pricing.

June 29, 2016June 24, 2016

How to “Do” AdWords on a Low Budget

Got less than $500 a month to spend on AdWords clicks?

Want to promote your business on AdWords but don’t want to pay an account manager?

Don’t want to use AdWords Express as it has not worked for you?

You can still use the professional grade AdWords program even with a low ad spend budget.

• Once you set up your AdWords account, go to the Shared Library in the left navigation flyout and set up your first audience. Grab the code and install it on all pages of your website. When your lists gets up to 100 cookie sets you can show ads. Then set up a campaign and ad group in your account to target remarketing in the Display network. People do not even need to have clicked an AdWords ad to see your remarketing ads as they surf around the web.

• Set up Dynamic Search Ads. This is another low cost great way to get coverage for your services without setting up keyword lists. Just set up a Dynamic Search Ad campaign, tell Google AdWords your domain name, and set up a dynamic search ad. Google does all the work. It knows what your pages are and services from indexing your website for Google.com organic searches. AdWords will then use this power to serve ads based on what you offer and have on your website, dynamically creating an ad title and linking the ad and person who clicks your ad to the exact right page on your website.

• Consider showing your ads only in the Display Network. For pennies a click you can get wide exposure on quality websites. Just take a little bit of time to opt out of mobile games and mobile apps or you will bleed cash into mobile and not see any tablet or desktop activity.

There are lots of other great ways you can get exposure and keep your AdWords budget low. Consider call only campaigns, scheduling your ads only in the evening when others have run out of budget, running ads only at certain times during the day, and limiting your geographic area.

If you need professional, experienced AdWords account management, check out our service offerings at www.McCordWeb.com.

June 22, 2016June 19, 2016

How to Determine Your AdWords Account Budget – Part Two

Continued from Monday June 20.

Google Partner Badge — McCord Web Services is a Google Partner.

One of the biggest issues with the setting of the maximum cost per click and daily budget is that the daily budget will not be set high enough for Google to properly serve an account.

Many times a client will have a high click cost, relatively low daily budget, see that the average position on the page for their keyword is high, but impressions are very low. The erroneous assumption is that there is simply not enough click traffic to spend the daily budget.

In reality the daily budget is too low and cannot support the ability for Google to deliver the ads. With a high click cost and low daily budget, Google simply tries too hard to meter out clicks throughout the day, the result is the program is hardly served.

Typically I will see this type of issue when in a 30 day period only $100 of clicks are served in a $900 budget. The disconnect is that the daily budget needs to be raised if the maximum click cost is set appropriately. I will also see this scenario when the account is also out of the ad auction, meaning that the daily budget may be right but the click cost is too low.

A careful review of the account and testing of various cost per click settings and daily budget settings will isolate which is the correct problem that needs to be addressed further.

In all cases, it is important for the account manager or account owner to assure that conversion tracking is enabled and being used in an AdWords account before you simply start to raise ad spend budgets and click costs. Decisions must be made on statistical documentation.

There is nothing worse for an account that to simply throw money at Google without having conversion tracking in place to assure accountability. Google will gobble up every penny you give it if you allow unfettered access to your wallet.

For savvy AdWords account management and AdWords optimizations, I invite you to visit my website to learn more about the services we provide.