AdWords Manager – Page 6 – McCord Web Services The Web Authority

September 27, 2019

What to Know About the Google Ads Replacement for Average Position

McCord Web Services is a Google Partner and a Certified Google Ads Professional

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.

September 11, 2019February 9, 2019

When to Increase Your Budget in Google Ads

If you are not budget restrained, meaning that you have additional marketing dollars to spend, here is a quick primer on how to know if it makes sense to increase your Google Ads spending budget.

First, look at your campaign level results and sort the data for yesterday. If you did not spend your full budget yesterday, raising your daily budget will have no impact. Make sure to check a few days on top of just yesterday to assure that you are seeing enough results to be sure.

Second, if your program is profitable for you meaning are getting leads which leave room for profit, then the rule of thumb is to increase your ad spend as long as you have a positive ROI or return on investment. Make sure to look at the average cost per conversion when you evaluate what your leads cost versus what you make per lead.

It is important to have an awareness of important facts that are unique for your business such as one out of every ten leads makes a purchase or becomes a regular customer and regular customers typically will stay five years with us and have a lifetime value of X.

I do not recommend raising your ad spend budget without thought to assure that Google Ads is an investment in your growth and not an expense.

That being said for accounts that have taken the approach of increasing the ad spend without a limit while there is still positive ROI, the results can be absolutely, positively, mind boggling and wonderful.

If you are looking for a Google Ads optimization expert, I invite you to find out more about our services today.

September 9, 2019February 9, 2019

How To Compete Against A Competitor With Deep Pockets

In Google Ads, you can compete effectively against large competitors who are spending a lot of money on Google Ads with a few creative approaches.

First, consider taking the gloves off. We will routinely target competitor names in very competitive spaces. Our ad text will show dynamic keyword insertion and phrases in the ad text like (Competitor’s Name) Too Expensive? Check out (Your Company Name) and then showcase features. Similar to (Competitor Name) is also another great way to get traffic and bleed off prospects who may have never known about you and were searching for your competitor.

Be watchful about the time of day your ads show. If you are competing against a company with a very large advertising budget, consider bidding down slow times of the day or times that do not typically convert for you and show your ads at your regular cost per click in peak times. This strategy keeps your name out there but focuses budget in peak decision making times.

Consider Display advertising and use In Market as a setting. This will show your ads in the Display Network and targets readers or browsing prospects that are actively looking for your competitor or services you offer.

If you are looking to boost your Google Ads exposure and be more competitive in your marketplace, I invite you to visit our website to find out more about McCord Web Services and what we do.

May 22, 2019May 15, 2019

Discovery Ads – New Campaign Type to Appear in 2019

Google is mobile focused to the max as are these new ad products.

A new campaign type called Discovery Ads is coming to Google Ads later this year. It has been in beta for select advertisers but will be rolled out to all users later in 2019.

Discovery Ads will show on Google Discover, Gmail, YouTube and other Google properties. They consist of a swipeable photo carousel that renders ads by platform and artificial intelligence. They are supposed to anticipate consumer needs. Users so far have claimed 25% lower cost per lead.

In addition to Discovery Ads look for a new ad format for search called Gallery Ads. These photo heavy ads will allow 4 to 8 images with a 70 character tag line. Beta users claim 25% more interactions.

Both of these new items from Google are focused on products and cater to shoppers. You won’t be using either of these formats for services – just retail selling.

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