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.
Many of you are having business affected by Covid-19 or the coronavirus this month.
We wanted to let you know that if you ask us to pause your Google Ads account and stop Google Ads management services, we will process a credit memo to your account for the unused time for the month. You will receive a copy of the credit memo at the end of the month with your statement.
When you restart our services, we will apply that credit to your month’s management fee.
Should you have a greater impact and not restart services within three months, we will mail you a check for your credit.
We do encourage you to sign up to receive our blog post notices by email using Feedburner (on the home page of our blog on the top left where it says “get our articles by email”). This way when we have additional announcements you will receive them in your inbox.
In the meantime, stay safe and be healthy.
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.
This video explains why a Google Partner may ask you to allow them to be the administrative manager of your Google Ads account.
This is a Google required change for all Partners to retain their status as a Google Partner and will need to be completed before June 2020.
Please contact us for more information, if you are a client and need help making this important account update that we have requested.
Many website owners are getting approached by their hosts to move from http to https. What is important to know is that there is an easy way to do this and a hard way.
Here are my tips to easily move from http to https
Typically I will recommend that you buy your SSL certificate through your web host. Although it may be slightly more expensive, when you use your host’s provider your host is eager to help you set up your SSL cert correctly.
I paid $199 for my SSL certificate which is renewable each year through my web host. Once you have purchase the certificate, your host take over the installation on your server. For most clients this is all that needs to be done. Everything should work yet be under the green padlock and your site should start with https.
I do recommend that if you do move to SSL that you have your webmaster review your website files to assure that there are no hard coded in page links within your website referencing http. If there are, you will want them to change them to https.
Also if you are running WordPress in a directory on your site, you will want to update your logins and locations so that your blog and the blog access control panel are now all https.
Last of all do not forget to update the links in Google Ads. Change your site links and ad URLs to https to complete the project.
One tip, I typically recommend moving to https before you do a website redesign. There is nothing worse than having to troubleshoot server issues for https while you are troubleshooting a new site launch. Don’t do these updates at the same time.
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