We are here to help clients and prospects in these trying times. You can count on our team to give you honest advice and recommendations.
Unfortunately, it is true that paid search engine exposure using Google Ads on Google.com and Microsoft Advertising ads on Bing.com is no longer optional for business growth.
The ever shrinking landscape and increased competition for space online and particularly on small screen devices has made positioning your brand or service in paid search engine ads nearly mandatory for growth. Of interesting note is that even social networks are starting to become paid vehicles for business too.
The days of posting great content and being discovered and placed organically with that content are nearly a thing of the past.
With a typical business spending 10% of it’s sales budget on marketing, it is time to review how much you are spending in paid search and even paid social placements and platforms.
Here’s what we see as of March 2020 as important trends and client use:
• Clients are increasing budgets in Google Ads and using more Display and audience features to provide value and targeted results. The typical client is spending over $3,000 for clicks per month and many significantly more as they receive a strong return on their investment.
• We have clients in the social marketing space, but have not seen high numbers move into paid marketing hereyet, but competitors in some industries are investing in sponsored content in social in increasing numbers. This will be a high growth area for spending in the upcoming years for some business sectors. Specifically we expect this growth to happen on Facebook and Instagram.
• More clients are moving into Microsoft Advertising as remarketing can still be done for healthcare and legal professionals – whereas these markets are banned from using this type of advertising through Google Ads.
• We are seeing strong interest in Microsoft Advertising for LinkedIn targeted audiences on Bing.com. For most accounts we are not seeing this as an option in account settings yet, but it is coming, and will be an excellent reason to advertise on Bing.com. For business to business selling clients – this new targeting option will be reason enough to move into the Microsoft Advertising platform.
• Google is making big changes to the Google Partners program and many agencies will be dropping or not be able to re certify with the new program. Our value to you is that we will continue to work to comply with all requirements to keep our Google Partner status. We will soon be certified in all areas and fully expect our certification to be renewed in June. Watch your account management firm’s credentials to assure that they do not let slip this important qualification that sets professional account managers, like ourselves, apart from managers that are not serious or skilled in account management.
As a Google Partner and Microsoft Advertising Partner, McCord Web Services takes strategic account management seriously. Find out more about our services and qualifications today. We would be glad to chat with you to see if our services and capabilities are a good match for your search engine marketing management needs.
As a Google Partner and Bing Partner, I feel like I can speak with authority on this topic. In AdWords alone, I manage an actual monthly ad spend for clients of over $120,000 per 30 days or $1,441,776 yearly. As an experienced account manager I have to say that I simply hate broad match.
Don’t get me wrong, I like using broad match modifiers for keywords, but I feel that for most clients broad match is simply a way to bleed cash out of a pay per click account.
Google AdWords and Bing Ads (especially Bing Ads) Love, Love, Love broad match keywords. Heavy use of broad match without a reality check on the terms your ads are showing for is lining their pockets with your cash.
McCord Web Services is a Bing Partner and Accredited Bing Ads Professional.
If you don’t believe me, click just one of your high click volume broad match keywords and then click the drop down to view search queries. You will be shocked to see what is there.
Even with a huge and extensive negative keyword list, the way both Google and Bing Ads show your ads on synonyms for your broad match keyword would simply not be a good fit for most businesses that are focused on direct action or lead conversions and sales.
I hate to say never, but as click costs rise in an account the first thing I do is move out of broad match, use only broad match modifiers, phrase match and exact match. I end up with a much better cost per conversion and better overall results.
Need a savvy pay per click account manager on your side? Check out our programs. We work as a white label supplier/expert for agencies
In this video I show you how to create a Smart List in Google Analytics and then flow the data into your Google Ads account for use in remarketing or as an additional audience for remarketing for search ads.
For our own Google Ads clients we can assist if needed with implementation at our typical hourly rate.
To help you fuller understand the new terminology in your Dashboard report and the changes that Google has made to drop the Average Position metric, here are the definitions of these two new important terms that appear in your reports.
Explanation of Search Top IS (Impression Share)
Search top impression share (IS) is the impressions you’ve received in the top location on the search result page divided by the estimated number of impressions you were eligible to receive in the top location. Use this metric to bid on the top page location.
The top location is anywhere ads appear above the organic search results. Eligibility is based on your current ads’ targeting settings, approval statuses, bids, and quality.
Explanation of Search Abs. (Absolute) Top IS (Impression Share)
“Search absolute top impression share” is the percentage of your Search ad impressions that are shown in the most prominent Search position.
Absolute top impression share = absolute top impressions / total eligible top impressions
What this means for you:
By using two new metrics, Google more clearly details where your ads fall in the competitive auction for first page placement. Google no longer shows when your ads appear underneath the organic search results in position 6-10 or on the second page of search results.
By reviewing these new metrics, you can identify if your bids, budget, and quality score which are used to determine ad rank are high enough to support ads appearing in the positions above the search results either in any position or the very top position.
We love to provide the best Google Ads consulting and management service possible to our clients. At all levels of our service, we provide time for a monthly strategy call.
Here’s the value of a monthly call:
- We get a chance to check our current Google Ads strategy against your needs.
- We get feedback from you on what is trending in your business and in sales so as to rearrange our program if needed.
- We get an opportunity to review your budget to keep on track with your marketing plan and revise budgets up or down.
I personally find that when we have regular feedback from the client in regards to how Google Ads is working for them, that performance is better and customer satisfaction with Google pay per click is higher.
As team members who participate in your success, the synergy between business owner and myself allows better targeting of Google Ads activity to match your business needs.