Google AdWords Archives | Page 3 of 66

June 18, 2021June 17, 2021

What Does Google Have Planned for 2021?

What does Google have planned for Google Ads and marketing in 2021?

You will be amazed…

Here are some of the important nuggets from the recent Google Livestream.

Insights Page
A new page in the Google Ads Control Panel helps you to know what is trending in the very near future. For one client who sells scientific equipment Google surfaced that after July 11th lab glassware and centrifuges would have increased activity. We set up a centrifuge campaign to leverage that information into sales for this client. We’ll be looking for ways for each of our clients to leverage this information that Google is revealing for the first time in advertiser accounts as part of their new transparency into trends they see coming.

Performance Max
This is a new campaign type that maximizes performance across all Google inventory. It offers rich insights into automation. It is currently in beta but due to roll out late 2021. It features advanced automation. Testers so far have had significantly improved lead performance. We’ll let you know when we see it and test it in client accounts.

Privacy Changes
This year the use of 3rd party cookies will be stopped. Google has decided to embrace an ad serving model that protect privacy and offers choice. Thanks to Apple and the GDPR we will see broad and striking changes this year in regard to an individual’s privacy and how ads will be served. This is a significant change.

Google has given significant advice to Google Partners on how to help customers move into this privacy first world and yet still achieve great results with targeted advertising. We will do a separate blog post on these recommendations and contact all our clients to offer assistance to help them embrace these new changes.

Future of Measurement
Without 3rd party cookies on which Google Analytics is based, measurement will now be based on 1st party data, sitewide tagging, and then fill in the gaps with modeling.

The Google Tag Manager now has additional features enabled called consent mode that recovers 70% of the customer journey. New capabilities will be rolled out this year as well.

Google Analytics will now offer more insights for the complete customer journey in a privacy safe method. The new advertiser experience in Analytics will provide deeper insights into website traffic and ad performance. Attribution models will now include YouTube and Display.

Automation
The key take away is that automation provides performance, opportunity, and control. Google is recommending the use of responsive search ads with broad match keywords, and smart bidding to boost leads by nearly 20%. Excellent rated ad text plus 4 extensions appearsto be the winning combination. for success.

The key for account management is to steer these automation tools, improve account automation, and leverage insights.

eCommerce
The future looks bright for ecommerce with a new and significant relationship between Shopify, Shop Pay, and Google. Success appears to be tied to curated, immersive experiences on your website with easy integration of Shopify stores into the Google Shopping platform and the Merchant Center.

Google is introducing a Deals tab on Google.com to help highlight your promotions. New also is Google’s integration with your Loyalty Program.

Conclusion
We don’t have details on a number of these new features and enhancements, but they are coming and they are exciting.

For more information about who we are and what we do, as Google Partners, we invite you to visit our website and dig deeper into how we can help you improve your online visibility and improve your marketing’s value to growing your business.

June 10, 2021June 9, 2021

How to Understand Your Data Studio Report Graphs

If you are one of our client’s you receive a report daily on your account activity from Data Studio. These reports help you as a business owner to understand the conversion activity that Google Ads is driving with your advertising investment.

I have posted several screenshots to help you understand several very important and common scenarios.

Limited by Budget

When I see many spikes in an account during the month, it typically shows that the account is limited by budget. Google is trying to meter out the ad spend to spread it over the month, but has to lower the daily budget between activity as there is simply not enough budget in the account to support the activity that exists.

The image below shows a longer time frame of an account limited by budget. You can see many peaks and valleys as Google overspends on some days and then cuts back on others as it tries to pace the budget to cover demand.

Not enough budget to support activity available.

The image below shows in a smaller time period this same peak and valley. When I go into the account I can see that Google spent more than 20% on one day and then had to cut the budget back for the next several days, causing this jagged appearance.

Showing an account limited by ad spend budget.

Business to Business Activity

Another scenario we see frequently is typically seen in business to business accounts. Here, although ads continue to serve 24/7, we can see that conversion activity is typically happening on weekdays. In this case the valleys in the account match Saturday and start to show strong activity happening consistently on specific days of the week. Notice how the peaks of activity are at nearly the same height throughout the month. This account is not restrained by budget, but rather is reflecting how customers and prospects react with ads.

Business to Business heavy weekday activity.

Google Reacts to Both Scenarios

When using Smart Bidding in your account Google’s machine learning algorithms work hard to deliver conversions and over time understands how your prospects and customers use your ads. For Business to Business clients Google pays less for clicks and even drops ad spend on times it knows your customers are not converting or are not active. In the scenario in the image above, Google does not spend the full daily budget on the weekends, saving more money to spend on active weekdays.

Experience Makes the Difference

As a Google Partner and a Certified Google Ads Professional, McCord Web Services know Google Ads and can leverage this knowledge to provide the lead generation results you seek. Find out more about our programs today.

We encourage you to review our price list to understand that we work hard to make exceptional account management affordable for you and your agency.

January 29, 2021January 28, 2021

1-29-21 What We Are Watching This Week

McCord Web Services is a Google Partner and a Certified Google Ads Professional

There are just a few new things in the world of Google that we are watching this week.

Rich Snippet Changes

Google has a new validation tool for Rich Snippets you may be using on your website. You’ll want to click in and check your code in the new validation tool as Google is stating that they will drop your snippets indexing in search if you do not make updates to have the code be valid. Read the full detailed article here.

Local Service Ads and the Impact on Standard Google Ads Campaigns

In 2020 Google started testing Local Service Ads for lawyers. A number of firms have done research on how using both Google Ads and Local Service Ads impacts Google Ads performance negatively.

After review of the data, it appears that Local Service Ads will be shown preferentially by Google and are typically clicked on more by users due to the richness of the interface and ad appearance. CTR and CPA are negatively impacted in Google Ads when the client is using both programs.

If you are using Local Service Ads AND Google Ads (standard professional version), you will want to dive in and read the full article.

October 9, 2020October 9, 2020