I’ve been an AdWords manager for over 10 years and love what I do. I have developed a deep background knowledge of how Google serves AdWords from my years of hands on client experience.
It was not until I was training a client’s staff member that I realized, just how much I knew and how complicated AdWords has become.
Here are a few of my top tips to being an effective AdWords manager:
Focus on click through rate, conversion numbers and cost per conversion in all you do. The click through rate as it is Google’s measure of health, conversions as that what the client wants, but cost per conversion as that will keep the client with you.
Encourage the client to spend only what makes sense for them. I make recommendations, but always couch the final budget selection as something they must decide. Whatever the monthly budget is I divide by 30.4 to get the correct daily budget to prevent billing questions at the end of the month.
Test, test, test – AdWords work is about boosting performance constantly. I keep a log book to quickly see what I am testing and have changed for each and every client account. Yes, I can see that in change history, but in my log, I write notes as to why I did something or a time period I am testing.
Don’t be afraid to do experiments or rollback an unsuccessful test. AdWords has a very nice experiment interface. It is well worth the time to learn how to use and understand the data. Not everything can be rolled back with the undo button in change history. Make sure you know what you did to be able to roll back.
If you need staff training, mentoring, or full AdWords set up, I invite you to visit my website to see if I may be the AdWords manager you’ve been looking for.
As a Google Partner, I get access to interesting information, statistics, seminars, and trend notifications. One of the most interesting I have received lately is that of “right now” searches are trending up.
For example, searches like pizza place open right now, flower shop open now, and other similar searches showing a desire to act immediately are trending strongly upward on Google.com. Another term “best” is also trending and surprisingly “near me” is trending down.
Here’s why these terms are “hot” for searches – consumers are using smartphones more and more for search. The desire for immediate information that is immediately actionable is driving these numbers. In fact, traffic for terms that contain “open now” have tripled in the last two years alone.
“Near me” is a term that is trending down as mobile phone users now expect to see data that is relevant to their own personal location and so no longer feel the need to specifically state “near me” in a search query. You may still want to use those terms in AdWords for now but not for much longer.
“Best” is another term that appears to be trending up at this time in addition to immediate-related terms.
How can you leverage this information?
Make sure you are using these terms in your query strings in AdWords and in your ad text. Know that immediate, now, and best are surfacing strongly showing that users want to be able to take immediate action.
Make sure you are using a chat function on your website to help feed this need to interact with you and your sales team on a moments notice.
Shoppers expect to act on their decisions immediately!
Google states that shoppers have been empowered by the immediate gratification and knowledge from fast online research done on smartphones – AND now shoppers are acting on that information.
That means that mobile is a key driver for the purchase cycle and that information found to assist in making a decision to buy, needs to be immediately actionable.
“This ability to get things done in the moment—paired with the fact that brands are getting better at delivering speedy, frictionless mobile experiences—is driving expectations higher than ever. “
Google says that with mobile research completed, on the spot decisions have tripled in the last two years.
Terms with “open now” are trending up, just as searches with “near me” are declining.
Amazon is leveraging this emerging consumer trend with one day delivery, same day delivery, and even local pickup options.
I’ll keep you posted on more trends as Google shares them with us Google Partners. But for now the key takeaway is that mobile is a huge disrupter and now is driving the need for more personalization, streamlined checkout, and an immediacy of contact on websites.
AdWords dashboard reporting will soon be changing my life, and I can’t wait. Managing 30+ client accounts is a big job, but the monthly reporting and communication, although important, is very time consuming.
In the Beta New AdWords, customized dashboard reporting is one of the biggest enhancements that will help clients to visually understand what I, as their account manager, think is important to know about in their AdWords account.
Not only does dashboard reporting make my life easier, but I do feel that this important enhancement will really help clients to gauge what is happening in their account easily, at a glance.
The interface is powerful. I can set up grid tables, pie charts, bar charts, and an account scorecard, that updates every month. Plus, I can download the report and send it on a schedule as a PDF to the client.
This is such a huge improvement for AdWords account managers and for clients that I cannot wait to see it appears in all of my client accounts.