AdWords Services – Page 8 – McCord Web Services The Web Authority

January 9, 2019January 3, 2019

When to Advertise on Google Ads

We Are a Google Partner Specializing in Search Marketing. — We Are a Google Partner Specializing in Search Marketing and Search Optimization.

When does it make sense to advertise on Google Ads? If you have an ad spend budget of $300 to $500 a month you are a great candidate for Google Ads Express – a slimmed down easy to use version of Google Ads.

If your ad spend budget is $500 and up, the traditional high powered version of Google Ads will give better control over activity and boost website sales and leads.

The difference between Google Ads Express and Regular Google Ads is as follows.

Google Ads allows you to add your own keywords, multiple versions of ad text and run multiple campaigns and ad groups. Google Ads Express allows you to run one campaign and one ad group and Google selects the keywords that will show your ads.

Google Ads has many advanced features: conversion tracking, ad extensions like sitelinks and call extensions. Google Ads Express does not have those features.

Google Ads will allow for targeting to countries, states, cities, and multiple radius locations. Google Ads Express will only show ads locally and you cannot choose national or state level ad display.

Google Ads Express is the entry level relatively low budget tool to help users get exposed to Google Ads. It is not uncommon for a client to start out in Google Ads Express, like the results they get and migrate into the Standard Google Ads interface.

If you need help deciding where you should start, just complete our online form to schedule a free evaluation phone call.

January 2, 2019December 28, 2018

What Is Attribution in Google Ads?

Solutions for your business that make sense.

With over 10 years of experience in professional management of AdWords account, I wanted to share tips on an often overlooked yet important item in conversion tracking – attribution.

First to see what I am talking,(in the old interface) about go to Tools > Conversions. Click one of the names of the conversions you have set up. Look to the bottom to Attribution Model. If you’ve done nothing it has defaulted to Last Click. Click Edit and change your conversion model to Position Based.

Position Based is my preferred attribution model. Over time you will be able to see keywords in your account that you might have pause that are actually a part of the conversion path.

The first click and last click will be weighted to 40% each and the middle clicks will split the remaining 20%. What happens is important for your keyword monitoring. You will start to see keywords that previously in the last click model may not be driving as many conversions as you had thought.

Your data drives your decisions in AdWords, put your data to work for you by changing your Attribution Model to the right one for you.

Need an Google Ads manager? Please take a moment to find out more about what we do.

November 21, 2018November 16, 2018

Google Changes the Definition of Average Position Part Two

Continued from Monday.

As noted in the announcement, Google rolled out new column sets you can turn on to get a better idea of your new “Average Position” based on their new definition of what Average Position now means to them.

These new items are:

Impr. (Absolute Top) % – the percent of your ad impressions that are shown as the very first ad above the organic search results.
Impr. (Top) % – the percent of your ad impressions that are shown anywhere above the organic search results.
Search (Absolute Top) IS – the impressions you’ve received in the absolute top location (the very first ad above the organic search results) divided by the estimated number of impressions you were eligible to receive in the top location.
Search (Top) IS – the impressions you’ve received in the top location (anywhere above the organic search results) compared to the estimated number of impressions you were eligible to receive in the top location.

Are you confused yet? The bottom-line is that we have seen many client accounts suddenly have a drop in Average Position in the regular column set now that the definition of what Average Position is according to Google.

The resulting action is that we have had to push up click costs or move to automated bidding algorithms in Google Ads in order to get back to ad positions that allowed for our best number of clicks and conversions.

Obviously clients are not happy about this. It is obvious that Google has adjusted the definition and algorithm for ad placement in order to drive greater profits.

As I manage many top performing accounts across a wide and diverse sector of verticals it is most unusual to see many accounts have the same performance dip in one month and on one specific date when other factors do not come into play.

The bottom-line is that you have to be very sophisticated in approach and management operating in Google Ads at this point in time. This platform is not a place for the inexperienced or do it yourselfer.

If you are looking for a savvy and affordable Google Ads account manager or AdWords Consultant, I invite you to visit our website to learn more about our services.

October 15, 2018October 5, 2018

How to Compete Against an Aggressive Competitor in Google Ads

Nancy C. McCord CEO of McCord Web Services

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.