AdWords Manager – Page 18 – McCord Web Services The Web Authority

May 16, 2018May 11, 2018

How Do You Get the Word Out About a New Service?

AdWords Makes It Easy to Get the Word Out About a New Service

I had a colleague contact me about a prospect the other day. They said their long time client wanted to promote a new service but they did not want to do pay per click, maybe remarketing or social media instead.

The prospective customer told me he had a new seasonal repair program for his business and wanted to get the word out and get his phone to ring for bookings – like now!

In my honest opinion as a internet marketing and web visibility expert pay per click using Google AdWords is the best way to promote a new service of this nature. Here’s why…

When you have a short time period to get results, AdWords delivers immediately. Social media promotion will depend on the size of your fan base. There’s no purpose posting a promo to Facebook and hoping to get results if you have 10 followers! Now Facebook pay per click may be an option and a good one for some prospects, but never drive traffic to your Facebook page – rather drive traffic to your website.

When you need to get the word out fast, AdWords delivers. Blog posting, social media postings are great but build slow organic momentum. I do not consider either strong and immediate lead generators.

Remarketing is great for most businesses, but not for immediate returns. But, remarketing IS an AdWords product and USES a pay per click model. It may take some prospects a week to build the 100 cookie list that is needed to show ads and for others it may take more than 30 days.

If you have less traffic you will not get an immediate response in fact ads won’t even show until you have the right number of cookies. Also remember even remarketing competes in the AdWords auction, your bid has to be high enough to get Display Network placement with Google.

For the majority of prospective customers, AdWords is the best fit for immediate lead generation. If you want to chat about your needs, I encourage you to visit our website to review our pricing and program and then give me a call to chat about your needs.

May 14, 2018May 11, 2018

What’s a Google Partner and Why Do You Need One?

We Are a Google Partner Specializing in Search Marketing.

As a Google Partner specializing in AdWords, I want to share several key benefits with you as to why working with a Google Partner in AdWords is important.

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 also take the AdWords Advanced Search Exam. These are not “gimme” tests. I study over 30 hours for each professional certification examination and am tested on over 1,000 pages of features in AdWords as well as account management techniques.

These exams are hard. They are comprehensive, and studying the materials is a key to staying up-to-date on AdWords features and their use. I personally feel that I benefit tremendously from these intensive refreshers and so do my clients.

Google Evaluates Our Account Management Practices

As a Google Partner, Google monitors activity in my MCC (My Client Center) account. The MCC is where all my firm’s client accounts are linked, to allow me one login to manage all accounts. Google reviews how frequently I am in client accounts, the benefit of the changes I make to account performance and the features I am are using for each account.

Google Evaluates What I Do for Clients and How I 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, and how I marketed Google Products to clients. Google means business when they share their name with firm and allow Google Partner Status. As a Google Partner I am 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.

The Benefits of Using McCord Web Services as Your Account Manager

I have been an AdWords account manager for over 10 years. From a depth of experience, I understand how to leverage activity on AdWords to drive traffic, increase exposure but most importantly to generate leads for your AdWords program.

Routine management of your account includes a review two or three times a week based on what I am testing or evaluating. During each review I look to boost click activity, conversions, and the click through rate by refining keywords, adding negative keywords, reviewing actual search queries and reviewing and refining ad text. Additionally I review and add new features as they are available, troubleshoot performance problems, and give advice on landing page and website improvements. I am always keeping an eye on performance and the cost per conversion for your program.

With advanced knowledge of the AdWords system, years of account management experience, I have been able to guide many AdWords programs to success and boost inquiries through AdWords.

I have personally love the challenge of working in AdWords and live and breathe AdWords.

I work hard to be accessible to you and to offer honest advice and recommendations for Google AdWords as well as for content back on your website to lead visitors into contacting you with a program or service inquiry through our monthly strategy phone calls.

If you are ready for us to manage your AdWords program, know that our fees are affordable, our communication is proactive, and we are seriously focused on exceeding your expectations in all we do.

May 2, 2018April 27, 2018

How to Know When It’s Time to Fire Your AdWords Manager Part Two

Continued from Monday.

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

When is it time to fire your AdWords manager? When you see things in your account that do not jive with what you have told your account manager to do.

Budget
This is a huge issue. Look at your account from the campaign tab. Look to the bottom to see what your AdWords manager has set your account to spend by day. Multiply that number by 30 and that is your scheduled 30 day ad spend.

In the case of the review I was doing for a client to evaluate the performance of their AdWords account manager, the daily budget was $2,000. That means the client was scheduled to spend $60,000 per 30 day period. I asked the client did they want to spend $60,000? The client said NO, their budget was $30,000 a month and they considered that a scary number already.

Based on a last 30 day review of the account the client had already been billed by Google for $54,000. Well over the $30,000 cap the client thought they had.

This is a huge issue and one I see frequently taken by so called professional AdWords managers. When they do not get performance in an account, they increase the budget hoping that in reality Google will not spend that amount thinking that poor performance is an issue of ad serving. Instead the action to optimize the account should be taken. In some cases a total revamp of keywords, landing pages, and ad text should be done and a new bidding strategy taken. If the issue is budget then buy-in from the client for a limited time period test with statistical evaluation provided at the end of the test period should be done. I never advocate creating a “fake” budget for AdWords.

In my experience AdWords can spend all that you have scheduled it to spend. If your account manager is fooling around with your budget hoping Google won’t charge you, I consider that grounds for firing.

If you need professional help with your AdWords program from an experienced AdWords manager, certified professional and member of the Google Partner team at McCord Web Services, I encourage you to call now!

April 30, 2018April 29, 2018

How to Know When It’s Time to Fire Your AdWords Manager Part One

When is it time to fire your AdWords manager and find a new one? It’s time to fire them when you have lost trust and performance has significantly changed, and you do not get good answers as to why.

As a paid AdWords consultant that troubleshoots problematic AdWords accounts, here are the items I review when I recommend to a client that they need to fire their current AdWords manager.

Evaluate the Change History
You can actually see what your account manager does by reviewing items in the change history. Just keep in mind that sometimes a good account manager will be in on the account reviewing data and may not make a change as they evaluate strategies every day. However, if your account manager is not in the account making updates at least once a week in a high spend account, you may need to ask why.

My firm has very specific things we do for all account monthly. We pause low search volume keywords, we build out new ad text, we review previously paused keywords to evaluate if they should be on and so on. We have a schedule and we work all our accounts large and small for performance. The change history allows you to see and evaluate what your account manager is doing.

Cost per Conversion
This is a big litmus test for clients and for me. If the cost per conversion is way high for what you are selling, something is not working and that problem may just be your AdWords manager.

I was just in an account yesterday doing an evaluation and the cost per conversion in 30 days was $1,500 for a product. Based on what the client is selling, this was very, very high. As a professional account manager sometimes things can get wacked out when you are in an auction setting, but a good account manager would be in reviewing, changing up, and working to remediate a problem like this not just letting it run. The change history proved that no action was being taken.

When I see too high of a cost per conversion, I will typically move out of any automated bidding strategies or change my selection based on what is happening, and then target that program for a careful review and rework. It is not good account management to not dig in and try to fix issues like this. Doing so shows that an AdWords manager is inexperienced.

Keyword Activity
Take a look at your keyword activity. If you have one keyword or several keywords that are one word phrases and have high costs, you should be asking questions. In the case of the review I did yesterday, one keyword that was a three letter term spent $14,000 in a 30 day period. Google hates single word terms as they are not considered targeted. In this case, this term did generate conversions but further research on activity is really warranted as this term may be bleeding off cash in the account and draining off resources for the visibility of better keywords.

Visit our blog on Wednesday to get more insights on when is it time to fire your AdWords manager.

Remember, if you need help, a reality check, a professional recommendation and analysis of what is happening in your AdWords account we are AdWords experts!