AdWords – Page 16 – McCord Web Services The Web Authority

June 6, 2018June 3, 2018

Are You Ready For More Demanding Customers?

Google has recently revealed research based on micro moments and customer buying patterns to Google Partners. Of particular interest are several trends

Customers are more demanding.
“Near Me” searches have decreased by 150% over the last 2 years.
Use of a zip code in a search query has declined 30%.

Google data shows that consumers want more useful information, more personalization, and more immediacy.

The reason for the decrease in activity on “near me” and zip code specific searches are that consumers expect the results to be location and self-specific. This change has been driven by the mobile micro-moment, as Google calls it, – the I want to know, I want to buy, I want to go mentality.

One important trend that you can leverage on your website and in Google AdWords due to dynamic keyword insertion is the use of “best” in a search query. Consumers want the “best” toothbrush, “best” web designer, “best” lawyer and so on.

In fact in the research Google states that “best” related keyword search activity has grown by 80% in the past two years.

In addition, consumers are demanding personalized localization – meaning the delivery of results that are uniquely personal and based on their own location. Mobile apps leverage results by GPS location and websites can enhance results by providing location cues and data sortable by location.

In addition to more localization, Google has identified that 50% of all mobile users will typically make an immediate purchase after a successful mobile search.

Google is identifying other important trends and sharing them with Google Partners as we work to leverage this information to help our client’s better market their products and services on Google AdWords.

May 30, 2018May 25, 2018

AdWords Broad Match Modifier Keywords Explained

We Are a Google Partner Specializing in Search Marketing.

AdWords Broad Match Modifier Keywords – this is my preferred match type, although I use all in our client accounts. The syntax of this keyword is as follows +GPS +Fleet +Management. Note the +’s directly in front of each keyword that MUST appear in the user’s search query for the AdWords ad to show.

It’s also important to note that you don’t have to + every keyword, only the ones you have determined must in the user’s search query.

Here’s what Google AdWords says about broad match modifier keywords.

“Broad match modifiers help control when your ad can appear for closely related keywords. Broad match modifiers can help your keywords achieve a higher clickthrough rate (CTR) with a more targeted audience, which in turn can help your site get more paying customers or other conversions.”

Here is a real world example: if my term is +GPS +Fleet +Management a search query like dispatch and fleet management fleet management gps programs will trigger my ads. Sometimes I will remove some of the pluses to get more activity and do keywords like +GPS +Fleet management or GPS +Fleet +Management. Each variation will have a different impact in regards to what keywords will show your ads.

If you feel you need better results from your investment in AdWords, I invite you to review our service offerings and schedule a free 15 minute call and account review to see how we would be able to improve performance and get better quality conversions for your ad spend.

May 28, 2018May 25, 2018

AdWords: Broad Match Keyword Match Type Explained

Broad Match Keyword Match Type – this is the most used AdWords keyword match type and the most unfiltered type. It is used almost exclusively by inexperienced AdWords managers.

AdWords loves the broad match keyword match type as it generates lots of traffic, many clicks, and increases their payment.

I personally do not like to use broad match and prefer to use instead broad match modifier which looks like this in the AdWords control panel +keyword +here.

Here’s what Google AdWords says about broad match keywords:

“When you use broad match, your ads automatically run on relevant variations of your keywords, even if these terms aren’t in your keyword lists. This helps you attract more visitors to your website, spend less time building keyword lists, and focus your spending on keywords that work.”

“Broad match is the default match type that all your keywords are assigned if you don’t specify another match type (exact match, phrase match, or negative match). The Google AdWords system automatically runs your ads on relevant variations of your keywords, including synonyms, singular and plural forms, possible misspellings, stemmings (such as floor and flooring), related searches, and other relevant variations. To help deliver relevant matches, this match type may also take the customer’s recent search activities into account.”

What Google does not say is that if your broad GPS fleet management for example Google would show your ads and generate click charges on broad matched keywords like: adware gps, air lq fleet, at&t fleet oakland park blvd, azuga device, blacklist gps, cyntrx customer service, dash cams for fleets, digital fleet, usft, fleetsharp instructions. These are real keywords and real terms found in an AdWords account that are showing ads and accruing clicks. I personally find these terms very untargeted and I would not want my clients paying for clicks for those terms.

Instead, I recommend a very careful use of broad match and prefer using a broad match modifier keyword. See Wednesday’s blog post for an explanation on broad match modifiers.

May 21, 2018May 16, 2018

How to Evaluate Automated Bidding Methods in Google AdWords

Should you use automated bidding methods in Google AdWords? The answer is both yes and no. Google AdWords aggressively requests for you to use automated bidding when they feel that you may get more conversions.

Before you jump in and change to maximum click bidding, target CPA bidding or maximize conversion bidding evaluate if Google will really have enough data to properly serve your account.

Here’s what I have seen in client accounts – if there are less than 15 to 20 conversions in any ad groups in a campaign and Google recommends target CPA bidding or maximize conversions, your click traffic will drop significantly and your cost per conversion will increase. Your cost per click will go through the roof.

If you have 15 to 20 conversions in a 30 day period, Google AdWords may very effectively be able to increase conversions and lower costs.

I caution moving directly into these bidding algorithms without these conversion numbers, even if AdWords says there will be an improvement.

When I do enable automated bidding, I very carefully monitor costs and conversion numbers. I have seen these automated bidding algorithms crash top performing accounts or crazily line Google’s pockets with cash by boosting up the cost per click to numbers I would never choose to bid to.

As always, if you need help with Google AdWords account management, we invite you to check out our credentials, services and pricing.