Google Ads Account Management

October 21, 2019July 27, 2019

Leveraging Machine Learning For Google Ads- Part 1

McCord Web Services is a Google Partner and a Certified Google Ads Professional

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.

September 16, 2019February 9, 2019

The Value of Our Monthly Google Ads Strategy Call

We love to provide the best Google Ads consulting and management service possible to our clients. At all levels of our service, we provide time for a monthly strategy call.

Here’s the value of a monthly call:

We get a chance to check our current Google Ads strategy against your needs.
We get feedback from you on what is trending in your business and in sales so as to rearrange our program if needed.
We get an opportunity to review your budget to keep on track with your marketing plan and revise budgets up or down.

I personally find that when we have regular feedback from the client in regards to how Google Ads is working for them, that performance is better and customer satisfaction with Google pay per click is higher.

As team members who participate in your success, the synergy between business owner and myself allows better targeting of Google Ads activity to match your business needs.

September 11, 2019February 9, 2019

When to Increase Your Budget in Google Ads

If you are not budget restrained, meaning that you have additional marketing dollars to spend, here is a quick primer on how to know if it makes sense to increase your Google Ads spending budget.

First, look at your campaign level results and sort the data for yesterday. If you did not spend your full budget yesterday, raising your daily budget will have no impact. Make sure to check a few days on top of just yesterday to assure that you are seeing enough results to be sure.

Second, if your program is profitable for you meaning are getting leads which leave room for profit, then the rule of thumb is to increase your ad spend as long as you have a positive ROI or return on investment. Make sure to look at the average cost per conversion when you evaluate what your leads cost versus what you make per lead.

It is important to have an awareness of important facts that are unique for your business such as one out of every ten leads makes a purchase or becomes a regular customer and regular customers typically will stay five years with us and have a lifetime value of X.

I do not recommend raising your ad spend budget without thought to assure that Google Ads is an investment in your growth and not an expense.

That being said for accounts that have taken the approach of increasing the ad spend without a limit while there is still positive ROI, the results can be absolutely, positively, mind boggling and wonderful.

If you are looking for a Google Ads optimization expert, I invite you to find out more about our services today.

September 9, 2019February 9, 2019

How To Compete Against A Competitor With Deep Pockets

In Google Ads, you can compete effectively against large competitors who are spending a lot of money on Google Ads with a few creative approaches.

First, consider taking the gloves off. We will routinely target competitor names in very competitive spaces. Our ad text will show dynamic keyword insertion and phrases in the ad text like (Competitor’s Name) Too Expensive? Check out (Your Company Name) and then showcase features. Similar to (Competitor Name) is also another great way to get traffic and bleed off prospects who may have never known about you and were searching for your competitor.

Be watchful about the time of day your ads show. If you are competing against a company with a very large advertising budget, consider bidding down slow times of the day or times that do not typically convert for you and show your ads at your regular cost per click in peak times. This strategy keeps your name out there but focuses budget in peak decision making times.

Consider Display advertising and use In Market as a setting. This will show your ads in the Display Network and targets readers or browsing prospects that are actively looking for your competitor or services you offer.

If you are looking to boost your Google Ads exposure and be more competitive in your marketplace, I invite you to visit our website to find out more about McCord Web Services and what we do.