AdWords – Page 21 – The Web Authority

December 20, 2017December 14, 2017

Internet Marketing Using AdWords May Not Be a Match for Your Business

Some Businesses Are Simply Not a Good Match for AdWords

Our Internet marketing services using AdWords may find out that AdWords may not be a match for your business. Most businesses can benefit from the exposure that AdWords can generate. AdWords can bring in leads and new clients that other sources cannot deliver due to Google’s massive reach.

But, AdWords is not for every business. As an experienced AdWords account manager, I have seen just a few businesses that have simply not been a good match for Google AdWords.

Too Niche Specific
If your business is very, very niche specific, AdWords keywords that are two to three words long may not generate measureable click and impression traffic. Using broad match keywords for accounts such as these will generate click traffic on search terms that are too general and not a good match for what the client provides. Using terms that are four and five words long will not generate activity as AdWords will simply choose not to show ads for these long tail keywords with the advent of mobile.

No Clear Business Focus
The other type of business that struggles on AdWords is one where the focus is not clear. Who is your customer? Who are you trying to sell to? If you don’t even know yourself, AdWords will have a very hard time delivering targeted traffic that matches your needs.

Too Similar to Other Sites Selling the Same Thing
If you are selling products online and your site is just like hundreds of others selling the same products, using the same content that other sites use from the same manufacturer, AdWords will have a hard time serving your program. Unless you build unique content and have a hook that makes you different from the rest, Google perceives your site as not relevant to a user’s search query. Your Quality Score will drop and Google will start to mark keywords – shown rarely due to Quality Score.

There are not too many businesses where AdWords is not a good match to use, but these are a few that I have personally run across.

December 18, 2017December 14, 2017

AdWords Post Pay is Best

Nancy McCord is a Google and Bing Partner

AdWords post pay is better than AdWords prepay. Why? The clients that post pay their account typically do not have disruptions of service that impact ad serving that pre pay clients do.

I have several clients that prefer AdWords pre pay. They like the control of putting the money they want into AdWords when they want to. However, from an AdWords account manager standpoint, these accounts struggle. They will have so many times that the funding has run out and the client does not put money in that they lose important momentum that post pay clients do not lose..

If you are out of the AdWords auction for two or three days, sometimes you have to fight your way back in. I’ve seen a few instances when an account has not been funded for a week (the client is continuing to pay me a monthly management fee) and then after funding is added it takes nearly a week to get back on track generating conversions again.

I simply like the continuum that AdWords post pay billing provides to smooth out performance in an account. Before you decide to use AdWords pre pay, make sure to think long and hard about how much you will depend on AdWords for generating leads. I encourage you to keep the leads flowing steadily with post pay settings.

December 11, 2017December 8, 2017

Depressed Activity in AdWords – What to Do First

Nancy McCord a Google Partner and Bing Partner

Are you seeing depressed activity in AdWords? What should you do first to try to turn an AdWords account around?

As a professional AdWords manager and Google Partner, I troubleshoot AdWords accounts all the time. This December has been particularly troublesome for many businesses in a diverse set of sectors. Many are experienced depressed activity in AdWords accounts.

Here’s what I do to try to move an account back to profitability when activity has started to slide.

Check the bidding algorithm.
If you are using Maximum Clicks move to eCPC bidding. Set your ad group bid to the lowest common denominator of first page bids, then run a filter to show the keywords that are below the first page bid. Select all the words and in bulk choose the highest bid you want to use and then in the drop down for change the CPC bid, select bid to first page and cap the amount with your desired figure.

Check your daily budget.
If your bid has been raised make sure you have a high enough budget to afford to get clicks during the day. I will routinely do budget sharing between account campaigns. I will sometimes break an account into one to three budget shares to assure that areas that need clicks are getting them.

Review that you are using eMax Clicks or eCPC bidding.
When possible, but that does not mean always, let Google enhance your bid to get better results. Understand that Google does not have a specific bid cap anymore when using the e component to bidding. I will weekly look at the max bid for each keyword in the account to assure that I am not spending more than I would have wanted to by turning on that feature.

Start trimming your keyword list.
When activity is depressed look to see if your clicks have come in on broad match keywords. Check the actual search queries that triggered the ad and then decide if you want to pause broad match keywords due to being too untargeted or if you need to add some if you are only using exact match and phrase match terms.

AdWords accounts are exciting and challenging to manage. Knowing what to do when activity is depressed in an account is crucial to keeping happy clients.

I invite you to find out more about our Google AdWords Manager Services and to review our program pricing.

November 29, 2017November 24, 2017

AdWords: Understanding Quality Score

We Are a Google Partner Specializing in Search Marketing, Mobile, and Display. — We Are a Google Partner Specializing in Search Marketing,, Mobile, and Display.

AdWords ad serving is complicated by the Quality Score. Quality Score is a coefficient that AdWords does not reveal to you in full in your Account, but it drives your costs and ad placement on the search results page.

Click Through Rate, ad relevance, ad text, landing page, website content, account history, your bid, and extensions used all impact your keywords Quality Score.

The Quality Score of each keyword will, over time, factor into your ad’s position on the page and is recalculated each time your ad has the opportunity to show.

In your account you can see your Quality Score by keyword, your first page, above search results page, and top of page bid. Additionally you can see your website’s Quality Score by mousing over the bubble next to each keyword.

The key is to try to get the highest (out of 10) Quality Score you can over time. Every new account will start out with a keyword Quality Score of 5. Over time some keywords will drop as low as 1 and some as high as 10. Google recommends pausing keywords with a low Quality Score as it will typically not serve ads for these keywords no matter what your bid.

What is even more confusing for AdWords newbies is that a website gets a Quality Score, landing pages get a Quality Score, and keywords get a Quality Score. AdWords then uses all these figures as part of a very complex algorithm tied to your bid and extension, and user’s location to determine when and where you ad will appear.

If you are struggling with a low Quality Score, you may need professional help. In some cases a new AdWords account should be created and an old one closed due to a very poor keyword and Quality Score history which negatively impacts ad servicing.

I invite you to visit our website to find out more how we can help you with AdWords today.