Important Announcement on Business and the Coronavirus

Dear Clients,

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.

Sincerely,

Nancy McCord

 

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Paid Search Engine Exposure is No Longer Optional

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.

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How to Move Your Website to SSL

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.

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