The Web Authority – Page 2 – From McCord Web Services – Google Partner and Web Visibility Experts

December 3, 2024

Google Ads Shows Year Over Year Click Cost Increases

Search Engine Land, one of the pay per click industry’s top online magazines, has just published its statistical data analysis for Google Ads performance. Read the full article online.

They identified the following information for 2023 vs. 2024.

Search campaigns:
ROAS up 2% YoY
CPA down 3% YoY
CPC up 22% YoY
Conversion rate up 21% YoY

Performance Max campaigns:
ROAS: Up 1% YoY, from 609.77% in Q3 2023 to 616.36% in Q3 2024
CPA: Up 8% YoY, from $13.92 in Q3 2023 to $15.15 in Q3 2024
CPC: Up 6% YoY, from $0.50 in Q3 2023 to $0.53 in Q3 2024
Conversion Rate: Down 3% YoY, from 3.56% in Q3 2023 to 3.47% in Q3 2024

Shopping campaigns with PMax:
ROAS up 4% YoY
CPA down 15% YoY
CPC down 10% YoY
Conversion rate up 5% YoY

What we find is that while most of our advertisers saw modest year-over-year gains in return on ad spend (ROAS) and conversion rates, the rising cost per click cost cut into those improvements.

For some clients knowing that the cost per click has increased 22% from 2023 to 2024 is not news to them, but to others, seeing the actual data broken down my campaign type may be illuminating.

Although no one likes to have to increase their Google Ads spend budget just to stay competitive, the data points out that ad spend budgets should be reviewed regularly to keep your business competitive in the Google Ads auction.

For existing clients, we are offering a free analysis in December to plan a 2025 Google Ads spend budget by month; allowing you to compete effectively in this changing landscape. Please let us know to add you to our 2025 budget planning session by December 10th and receive a free Google Ads budget plan by month.

If you are not a client yet, you can get a two year analysis and a 2025 Google Ads spend budget by month for $250. Please contact us by December 15th with payment.

November 22, 2024

New Certifications for Our Team in Digital Advertising

Microsoft Advertising Certified Expert Badge

We are proud to announce that our team has worked hard to receive new Microsoft Advertising credentials- the Microsoft Certified Advertising Expert, the Commerce Certification, and the Retail Media Certification.

You can visit our certification page on our website to view all of the professional certification badges we carry in addition to these newly received credentials.

By studying to receive the Retail Media Certification, we qualified for the new Microsoft Advertising Commerce Certification. This two exam certification is new with Microsoft this year.

The Retail Media Certification is based on the new Microsoft Advertising platform called PromoteIQ. This very innovative approach to brand and consumer advertising is unusual and has tremendous possibilities for brands to advertise on third party sites and leverage additional sales using sponsored banner ads and product listing ads on-site and off-site.

You can learn more about PromoteIQ by visiting the Microsoft Help Desk page on this new innovative product.

November 22, 2024

Navigating the US Antitrust Trial Over Google Ads

Team reviewing a proposal from McCord Web Services.

On September 9th, Google faced a new antitrust trial centered on allegations of monopolistic behavior in digital advertising. This trial raises several concerns among our clients—chief among them being the trustworthiness of Google, the fairness of advertising costs, and the potential breakup of Google Ads.

While the trial unfolds, it is crucial to understand that any resulting changes will be implemented gradually, ensuring that your advertising costs remain transparent and competitive. Google’s defense argues that the digital advertising landscape is far more complex and competitive than depicted by the federal government. However, for those concerned about the potential impact on Google Ads, consider exploring alternative platforms like Microsoft Advertising and Facebook Ads.

Rest assured, we are committed to maximizing the value of your ad spend and will keep you updated on any developments affecting your advertising strategy.

November 22, 2024

Google Ads Update

Google Ads has introduced AI-powered enhancements to its Performance Max campaigns, focusing on asset testing, video optimization, and improved campaign management. Key updates include the integration of the Imagen 3 AI model for generating high-performing visuals. Advertisers will also benefit from advanced asset testing, allowing us to measure the impact of supplementary elements like images and text on product-feed campaigns.

Additionally, a new Ad Rank-based system will replace automatic prioritization, determining which ads are served when multiple campaign types target the same products or services.

These updates provide advertisers with new opportunities for us to optimize campaign performance, especially as businesses prepare for the holiday traffic season. The rollout of these features starts immediately, with some, like retail asset testing, available earlier in November.