As a professional AdWords account manager and expert in Search Engine Optimization, I do recommend that the focus of keywords be different for your website optimization versus what you use for pay per click.
Personally, I like a very narrow set of very tightly targeted keywords for AdWords; as we are typically driving traffic for lead generation. Our top focus is cost per conversion and increasing leads.
For organic, I like to focus on keywords that have the most click activity and may be more general yet still industry specific. I find that the balance helps sites to drive more site visits and leads and is not redundant with the specificity we use for AdWords.
For example, for a client selling warehouse equipment, in AdWords I might target very tight product names and categories like Forklift model 45S, powered warehouse equipment, and other specific keywords.
In organic I might target material handling equipment and material handling equipment supplier as my focus for blog writing and social media; striving to cast the net farther and wider but for high click volume keywords.
When every click you pay for in AdWords must make a difference in growing your business, you have to be narrow and very results oriented. In organic where you do not pay by the click the effort should be to enhance website traffic that is free.
If you need help adjusting your strategies to make the most of your ad spend and drive traffic and build inbound links, visit www.McCordWeb.com to see how we can help you too.
Google announced that earnings from Google Ads had dropped this last quarter. Feeling pressure from newbies on the block, like Amazon, is sure to shakeup the Google Boardroom.
Google Ads has been king – that is until recently. With renewed pressure from Bing Ads – now called Microsoft Advertising – which appears structured to expand in unknown marketing arenas, Amazon is also now strongly entering the pay per click platform mix.
Amazon has an accredited professionals program and I will be starting my training this week. Not only has Amazon changed the way we buy online, but it may now be the biggest contender against Google for the e-commerce pay per click dollar.
Have you seen this yourself, you are looking to buy a product and now do not even go to Google, but rather start your search on Amazon? I am doing just this myself. Do I click on the Amazon Sponsored items – you bet I do as usually they are a great deal and the price is right. Add to that free prime shipping and Amazon is rapidly becoming my shopping search engine. I rarely buy now items on Google.com – and only if I cannot find it on Amazon.
Amazon has tested services too, so they are just not all about selling products. I have seen cleaning services and pest control service programs on Amazon. Tie that in with the super smart Alexa devices and app that are becoming assistants of choice in millions of homes and Google should be worried.
Machine learning, it is the new buzz in our industry. Machine learning is using computers via artificial intelligence to predict actions. Machine learning can be used for Smart Bidding in Google AdWords and can even predict performance of activity based on your keywords and budget.
With products like Universal App Campaigns and Smart Bidding, it’s now possible to use this data to help deliver millions of ads customized for your customers, and set the right bid for each of those ads–in real time.
If you are using the new Beta AdWords interface, the Opportunities tab recommendations are personalized suggestions for your account based on machine learning.
Even if you’re not using these AdWords innovations [listed above], you’re still seeing the benefits of machine learning. Google uses information about search queries, historical ad performance and other contextual signals combined with machine learning, to predict whether or not someone will click on your ad. This predicted click-through rate helps determine the selection, ranking and pricing of your ads–meaning machine learning is already working to show the right ads to the right customers.
This means that even if you were not aware that you were embracing machine learning, Google AdWords has embraced it for you, to make account management easier and to provide more insights and analytics to assist you in better managing your ad account.
Here are some ways that Google is leveraging machine learning for your benefit in AdWords.
Smart bidding and bidding to increase conversions
Ad rotation, ad creation, and optimization
Opportunities and account suggestions
Google AdWords is embracing machine learning in many account management areas. Not only will they will making keyword, bid, and budget suggestions, but now AdWords will even be self-creating ad text for your programs to supplement your own created ads.
To leverage all that AdWords offers for your businesses benefit, I invite you to visit our website to find out more about how McCord Web Services can help you with your AdWords management needs.
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.
Search engine optimization is not for every website. Although search engine optimization can really improve the organic search results for some websites, there are a couple of considerations when search engine optimization should not be considered and maybe a full site redesign may be a better investment of money and time.
When not to do search engine optimization:
If your site is created in a template and the site layout becomes broken when new content is added.
Your site looks funny in browsers other than Chrome and Firefox.
You have a site designed using Flash or tables for your layout.
Your website looks dated or non-professional.
As search engine optimization is not inexpensive, in some cases the money that would have been spent on search engine optimization would be better spent on a new search engine friendly design with built-in optimization features.
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.