As a Google Partner and Google AdWords Account Manager, creating the Google Shopping Data Feed for some clients is a real stumbling block to them using Google Shopping Campaigns and Product Listing Ads.
Several shopping carts make the creation of your Google Data Feed easy (like BigCommerce) and others like WooCommerce are buggy and sometimes do not validate when imported into the Google Merchant Center. I am not sure if the problems some of my clients have had with WooCommerce are due to user error or the actual application.
That being said, if you just cannot figure the feed structure out or do not have the time, AdWords Dynamic Search Ads may be a good workaround for you.
With Dynamic Search Ads, Google takes what it knows about your website from spidering it for Google.com and then automatically matches queries to the exact location on your website, auto-filling in your ad’s title and ad’s destination URL. With a little bit of tweaking using negative keywords or selecting words that must appear on pages Google will show with your ads, you can do a pretty good job with website coverage for an ecommerce store.
Although these ads will not appear with images like Product Listing Ads will, it allows you to get wide advertising coverage of the products in your store while you work to figure out how to get your Merchant Feed set up and validated.
Google AdWords made some changes to their automated bidding programs and has disabled the ability to use automated bidding with enhanced auto bid features.
What Exactly Changed?
Previous eCPC bidding as a strategy has been altered by Google. Previously Google would auto bid and adjust the bids automatically based on historical performance data. Sometimes as much as 30% more than your maximum cost per click setting.
Current eCPC is now a manual keyword or ad group bid with no automatic bid adjustment. Google will now simply raise or lower Your Own bid by historic conversion performance. We are finding that this new automatic bidding approach is more expensive for clients and requires a greater level of oversight. Setting a bid by ad group instead of by keyword is driving up client bid costs even on non-converting keywords.
Max Clicks, Google says that this is the previous auto bid setting that the old eCPC bidding was, but now unfortunately does not contain a component for a review of historical conversion data. This bid strategy simply tries to get the most clicks, not the most potentially converting clicks.
These bidding automation changes have certainly impacted the performance for clients. Although in some case they may give greater control to some accounts over the cost per click for others they are negatively impacting results.
We work to mitigate performance issues caused by these changes by using bid automation rules, greater analysis and oversight. Rewarding our managed accounts with improved performance metrics. Find out how McCord Web Services can help your AdWords account achieve profitability.
As a Google Partner specializing in AdWords, I want to share several key benefits with readers as to why working with a Google Partner in AdWords is important.
1. Google Tests Us Yearly
Each year I have to recertify with Google to keep my Partner status. I take the AdWords Fundamental Exam every year and every other year I take the Advanced Search Exam. These are not “gimme” tests. I study over 30 hours for each professional certification examination.
These exams are hard, they are comprehensive, and studying the materials is key to staying up-to-date on AdWords features and their use. I personally feel that I benefit tremendously from these intensive refreshers.
2. Google Evaluates Our Account Management Practices
Once you and your firm are Google Partners, Google monitors activity in your MCC (My Client Center) account. It reviews how frequently you are in client accounts, the benefit of the changes you make to account performance, and the features you are using for each account.
It gives a customer service rating of your management and performance. I am ranked by Google as being in the top 5%.
3. Google Evaluates What We Do for Clients and How We Market Our Services
As part of initially establishing my firm as a Google Partner, Google had a third party review all my reports to clients, my marketing materials, how I marketed Google Products to clients. Google means business when they share their name with firm and allow Partner Status. We are held to a higher standard than others who sell similar services.
If you want peace of mind that your AdWords account manager is skilled to provide quality services, Google has done the vetting for you before awarding Google Partner status.
I invite you to visit our AdWords services page to review pricing, our program, and our client ratings. We serve clients in Virginia, Maryland, Minnesota and all the way to California. Experience for yourself the difference having a Google Partner on your side can make in your AdWords account management. Call us today!