AdWords – Page 22 – McCord Web Services The Web Authority

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.

November 27, 2017November 24, 2017

AdWords: Understanding the First Page Bid

AdWords first page bid is determined by your Quality Score. If you have a low Quality Score, your bid to be on the first page of search results will be high.

AdWords makes every effort to force you into good account management techniques. One of its most important measures of account health is the Click Through Rate (CTR) which is Google’s measure of account health. Couple that together with Quality Score (of which CTR is one important factor) and Google determines how much your personal account will pay to show ads on the first page of search results by keyword.

Want your ads to appear above the organic results on the first page? Be prepared to may sometimes as much as 1/3 to 1/2 more of your fist page bid to get above the organic results. And then you can get there, only if your bid and Quality Score are high enough – by Google’s standards.

AdWords will show you in your account the first page bid, bid to appear at the top of the first page and top position bid. This will allow you to identify just where you want your ad to be placed and gives you metrics for improvement of your Quality Score and relevance over time.

More often than you would think, clients will think that they can pay their way to the top of the search results page. Think again! The AdWords Quality Score of each keywords in an account is a unique dollar figure to appear in these important positions. and changes at each and every keyword auction when your ad has the availability to appear.

It is very hard for new accounts to appear at the top of the page in part as their Quality Score starts out by default at a 5 out of 10. This pushes the top of page and above organic results bids high. Typically a keywords with a Quality Score of 10 or 9 will see lower bids for these positions, but the Quality Score is established from account history over time, tied to ad relevance, and the keyword’s CTR.

For new accounts I recommend bidding to page one and then developing account history and make sure to use conversion tracking. Over time, I will start to boost to above the organic results, when financially possible, keywords that convert for an account.

AdWords first page bids are all about account history and Quality Score. If you need an experienced AdWords Manager on your side to position your program for visibility, I encourage you to check out our AdWords Management Services.

October 16, 2017September 30, 2017

Are You Ready for More Demanding Customers?

Expect the unexpected. — Expect the Unexpected.

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.

October 4, 2017September 29, 2017

AdWords Dashboard Reporting

Nancy McCord a Google Partner and Bing Partner

With the new AdWords Dashboard reporting, our monthly AdWords reports are about to change – significantly!

Just today I saw that every single one of our client accounts now has a Dashboard view in the Reports tab. I am beyond excited! If you have not tested out AdWords Dashboard reporting I am here to tell you that it is revolutionary.

AdWords Dashboard reporting will allow me to set up important reports, an account score card, easily set up graphs and tables for a more visually compelling snapshot of a client’s account performance. Once set up, the data will refresh automatically allowing clients to see weekly and monthly updates in a very understandable format.

Set up time will be high initially, but I personally feel that AdWords Dashboard reporting will give the client more information and will allow us to download and email the report as a PDF on a monthly schedule.

As reporting is a long arduous task and process right now, my staff and I am looking forward to the big change and improvement in sharing account results faster and more effectively.