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.
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.
That’s right I am a recipient of the Meritorious Public Service Award. It was designated by Vice Admiral P.M. Balisle, Commander of Naval Sea Systems Command and presented by Rear Admiral Paul V. Shebalin, Deputy Commander for Mobilization for NAVSEA and SPAWAR in 2004.
I received this special award for a website I built for the Engineering Duty Officer’s Reserve group, of which my husband had been a part of at that time. The 500 page website was full of information to help reservists know more about projects, where to stay in Washington when they traveled on duty and a place to share documents.
As the Admiral gave me the medal he also read:
“Your contributions to the command in shaping communications that are focused on the mission, goals and products of NAVSEA and the NRED Community are a credit to your professionalism and skill in software development and web page design. Thank you and congratulations on a job Well Done!”
My family is a military family and my husband is now a retired Navy Captain. The military has been good to our family and we continue to benefit from our connection to the military community. We love our country and our military.
I mention my Meritorious Public Service Award to let you know my business model and life are managed to the highest level of personal integrity and honesty. If you are looking for a professional to help you with AdWords or your website, my firm and I, myself, will treat you right. Find out more today about our Internet Marketing Services.
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.
Think you know what keywords people use to find you? You may be surprised to find out what they really are searching for. Google My Business has a new feature that will email you the top term that people used to find your business. I love that!
Previously, I have been focused on placing on a certain set of keywords based on my service offerings. I was truly surprised to find that people are searching for Internet marketing service, which is an older phrase that I have not focused on for a while.
With Google Analytics not showing organic search terms, the Google Search Console is now the only way you can actually see what keywords are driving traffic to your website. But now, Google My Business AKA Google Places, AKA Google Maps, AKA Google+ Locations is now helping you to understand your local traffic and the keywords that people use to find you.
Google My Business is the Key
If you don’t have a Google My Business page sign up to get one free today. It is easy to set up. Google will verify your physical address by sending you a snail mail letter with a PIN to prevent people from scamming the local search systems. But once verified and set up they do send you nice updates of search activity and keywords used to find you.
If you need help consider our Internet marketing services to get your name and business out of the web to get discovered and to leverage website exposure.