I have been managing Google AdWords accounts for around thirteen years. This depth of experience has given me a unique point of view.
Here are a few nuggets to share with you on the topic of mobile.
1. Advertising in the mobile space has to be a part of your Google AdWords strategy. For some clients all leads will come in via mobile, for others just a part, and for some none.
2. If you are a lawyer, dentist, or a doctor where you have a mix of patient age groups, you will see strong activity in the mobile ad space and strong conversion activity there.
3. If your product or service deals with immediate decisions such as an animal emergency room your activity will be in the mobile ad space and nearly all of your lead conversions will be by phone.
4. Even if your business is tech software, know that although you may not get leads from mobile, early decision making and research is being done initially on mobile. It is better to control your ad spend on mobile in that case instead of totally moving out of mobile.
5. There is no single combination of what works best for businesses in mobile at this time and there does not seem to be one pattern of behavior that is repeated across diverse industries. What I have definitely seen is that mobile should be a very important part of every AdWords program.
Deciding what to measure on Google Ads as a conversion has significant impact for your account performance. This is especially true when it comes to automated bidding.
For example, if you include page views in your conversions, you may skew results for any bidding algorithms you may use in the future.
When I manage an account, I look to include sales, completed web forms, and website phone calls as conversions. Other items that I may consider important depending on the client and what they are selling may be page views, whitepaper downloads, opening of the chat form. Typically I will consider those lower value actions in the “all conversion” category but not in the “conversion” category.
Doing so allows me to tell the bidding AI what conversions I really consider of value. Although I can add both sets of conversions to my reports, most decisions as to strategy should be based only on the high value conversions.
If you are not sure which and what you are tracking, click the wrench at the top right of your Google Ads account, then go to conversions. Take a look to see what data you are considering important and click on those specific actions to add or remove them from your reports.
You do not lose any data, it is simply whether those actions will be shown in the conversions column or the all conversions column.
Help Google bid smarter for you by only including “conversions” to give you better performance.
Don’t have a Google Ads account manager? Trying to go it alone to save money on management fees? Unless you are trained and work daily in Google Ads you may be setting yourself up for failure.
Google Ads is not a set it and forget it program especially if your ad spend is over $2,000 per month for clicks. As Google Ads is a pay per click platform that operates as an auction you may be missing out on valuable activity that could generate leads for your account.
I have personally found that at an absolute minimum, there should be a weekly or more frequent review of your Google Ads account to optimize for performance.
When we do our review, we look for anomalies, areas where the ad spend is not fruitful – such as by device. We look for emerging new keywords and negative keywords to keep an account targeted. In addition familiarity with account performance metrics is key to squeezing the most out of Google Ads for your business’ benefit.
As Google Ads is incredibly powerful and yet supremely complicated, I just do not recommend going it alone when it comes to account management. Without tight controls from an experienced account manager, you can spend big on Google Ads without a measurable return.
Back to the website… Remember Google Ads gets the horse to the water, so to speak, but it is your website content that gets the horse to drink – getting your initial micro conversion or lead from a Google Ads click.
So, the key is to have a robust and transparent website. Focus on an absolute minimum of 10 pages with videos, testimonials, and whitepapers. The higher dollar product or service you sell the more content you should have to establish yourself as an expert.
Proper Training of Phone Staff is Paramount
It is key that whoever is answering your phone is knowledgeable. Don’t make a prospect wait, hear ambiguous answers or be unsure of what you are selling. It is okay to have a receptionist, but when a sales person answers a call and says I do not know or is unsure, it can kill a sale.
If you use a receptionist to field calls, be aware of voice and intonation cues. Nothing chases a prospect away faster than a rude response from a receptionist.
Consider using website chat functions to pre-qualify prospects and then match prospects to the right sales staff. Put your top people on high dollar prospects.
Google Ads is an excellent tool for driving traffic and building conversions, but if the experience the prospect has on the phone or website is not fabulous, you may never be able to reach your conversion potential regardless of the budget you spend on Google Ads advertising.
Many webmasters, web designers, and even marketing agencies can hang out their shingle and advertise that they can help with Google Ads account management, but it is the certification and Google Partner status, or lack there of, that is the real difference.
A Google Partner is a Certified Individual who runs an advertising agency – and works with clients in volume. Although being a Google Ads Certified Professional is important, being a Google Partner means that you are seriously in business providing Google Ads services to clients – not working Google Ads as a part time gig or managing one or two clients.
Google Partners, as part of their certification and maintenance of certification of Partner status, have to show and prove to Google that they are client responsive, knowledgeable via certifications, are transparent in advertising of their services and transparent in account management. We even have to supply to Google a copy of the reports we send to clients and have our website copy vetted.
A Google Partner is held to a higher standard by Google and so you can trust that you are working with true professionals that are knowledgeable of the Google Ads interface and manage a number of client accounts effectively.
There is a difference in quality and knowledge between those that are Google Ads Certified and those that are not. Make the right choice for your needs.
We have priced our services to be small to medium sized business-friendly and know that your investment in our services will be repaid by increased leads and phone calls.
In our case, a lower price does not mean less quality or less skill – it is just our way of billing and doing account architecture that works for us and helps clients to have professional service without significantly adding to their overhead.