AdWords Manager – Page 5 – The Web Authority

February 12, 2018February 9, 2018

Machine Learning Initiatives for AdWords – Part One

Machine learning, it is the new buzz in our industry. Machine learning is using computers via artificial intelligence to predict actions. Machine learning can be used for Smart Bidding in Google AdWords and can even predict performance of activity based on your keywords and budget.

With products like Universal App Campaigns and Smart Bidding, it’s now possible to use this data to help deliver millions of ads customized for your customers, and set the right bid for each of those ads–in real time.

If you are using the new Beta AdWords interface, the Opportunities tab recommendations are personalized suggestions for your account based on machine learning.

Even if you’re not using these AdWords innovations [listed above], you’re still seeing the benefits of machine learning. Google uses information about search queries, historical ad performance and other contextual signals combined with machine learning, to predict whether or not someone will click on your ad. This predicted click-through rate helps determine the selection, ranking and pricing of your ads–meaning machine learning is already working to show the right ads to the right customers.

This means that even if you were not aware that you were embracing machine learning, Google AdWords has embraced it for you, to make account management easier and to provide more insights and analytics to assist you in better managing your ad account.

Here are some ways that Google is leveraging machine learning for your benefit in AdWords.

Smart bidding and bidding to increase conversions
Ad rotation, ad creation, and optimization
Opportunities and account suggestions

Google AdWords is embracing machine learning in many account management areas. Not only will they will making keyword, bid, and budget suggestions, but now AdWords will even be self-creating ad text for your programs to supplement your own created ads.

To leverage all that AdWords offers for your businesses benefit, I invite you to visit our website to find out more about how McCord Web Services can help you with your AdWords management needs.

January 15, 2018January 12, 2018

Low Budget AdWords

We Are a Google Partner Specializing in Search Marketing, Mobile, and Display. — We Are a Google Partner Specializing in Search Marketing, Shopping, Mobile, and Display.

Low budget AdWords – is there such a thing? Yes, AdWords has a number of programs that work even for low budget accounts. Here are my suggestions.

AdWords Express
Get good results with a relatively low budget in a semi automated program that targets ads to customers in your local area. You can now remove keywords that Google auto selects that you do not like and you only have to create one ad.

Be careful when you start set up that you really think about your goal or you will end up with ads for phone calls only or those that never show your phone number.

Do not run multiple ads at a time as each ad has it’s own budget and does not share one account budget.

AdWords Dynamic Search Ads and Remarketing
For clients who do not have high expectations for performance and are not relying on AdWords to drive a high number of clicks Dynamic Search Ads and remarketing may be a good choice.

To effectively use Dynamic Search Ads your website really should be 30 to 50 pages or more. Little sites simply will not get traction in this program.

Remarketing ads may take two to six months to build up the cookie list is traffic is low. For remarketing ads to show in the Display network you’ll need 100 cookie sets and for remarketing for search ads or RLSA you’ll need 1,000 cookie sets. For small businesses it may take more than one month to get the 100 cookie sets.

If you are looking for a savvy AdWords Manager to help you get going with AdWords or to discuss your options, visit our website to find out more about how we can help you with AdWords.

December 18, 2017December 14, 2017

AdWords Post Pay is Best

Nancy McCord is a Google and Bing Partner

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.

December 11, 2017December 8, 2017

Depressed Activity in AdWords – What to Do First

Nancy McCord a Google Partner and Bing Partner

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.

I invite you to find out more about our Google AdWords Manager Services and to review our program pricing.