If your business is pulling back where can you realistically chop in your marketing plan and not get hurt?
Social Media – if you are paying to update Facebook, Twitter and Google+ you could easily take a break to save money.
Blogging – try not to kill all your writing as the SEO juice you get from well-written blog posts helps you in the long run, but maybe consider moving from three days a week to two or from two days a week to one. Try to still keep the momentum up but maybe lower the word count or frequency.
Google AdWords – don’t touch it unless you absolutely have to. AdWords is hands down the best way to generate new leads and start cash pumping back into your business.
e-newsletters – they build loyalty and repeat business. Newsletters are especially important to businesses that have annual renewals for service plans like pest control firms and HVAC firms. If you chop this, your name is not kept in front of your customers and come time to renew, they may not see the value of renewing; which will hurt your sales even further.
As a professional Google Ads account manager, I see all kinds of accounts – healthy ones, sick ones, and those that simply need to be started all over. One thing that I have seen consistently is an issue with conversions and what clients decide to track has a big impact on performance. Especially when automated bidding driven by AI is turned on.
In the image above, you can see that this client has no conversion tracking working. This new client is using conversion maximizing automated bidding, but is not tracking any conversions as the codes are all broken.
Here’s what I like to track when it comes to conversions:
Email form completions
Phone calls from the website after 40 seconds
Click to call from ads – sometimes
Free Demos or Trials
Here’s what I do not like to see as tracked:
Visits to a page
Time on a page
Number of website pages in a visit
Set up for a disaster are:
No conversion tracking at all
Broken codes for conversion tracking
Clicks on a button – in most cases
I have also found that changing from 1-conversion to many-conversion can be good, but moving from many-conversion to 1-conversion can be very problematic, for reporting history as well as communicating a strong success story in Google Ads.
From my point of view not tracking the “right” conversions in an account makes it very hard to utilize the Google Ads bidding algorithms to maximize performance and to drop the cost per conversion effectively.
If you do use any automated bidding tools with a conversion boosting focus and your conversion tracking codes are broken or not working, you set yourself up for incredibly high bids as Google has no historical data to base bidding upon.
If you are looking to optimize your Google Ads account join our clients and get quality review by our experienced team. We take a no-nonsense approach to getting you more business.
When you start advertising on Google Ads, how do you determine your starting budget?
There is no mystery to deciding your budget for Google Ads. I use the Keyword Planner to determine the best budget for starting out. Here are my tips.
Create a list of 10 two to three word phrases that you feel will help drive qualified traffic.
Go to your Google Ads account or ask your Google Ads consultant to run the numbers for you, but putting each keyword in the Google Keyword Planner to check for traffic, competition, and typical bids.
Plan on these potential bids being about 20% lower than the real auction for clicks when your account is set up.
Take the average of these ten keyword’s click costs and then decide how many clicks you would like to have a day before your ads stop showing.
Look at the number generated in step 4 and determine if you can realistically live with this number. Never get over your head in regards to a budget that is way beyond your means. It is not typical to get leads in Google Ads the day ads serve. For some account it can take as long as three weeks for optimization to start to see the first lead conversion.
Remember a lead conversion or beneficial action you are recording as a conversion is not always a sale. Sometimes it is just the first step in the sales process.
Understand that it takes time for a Google Ads account to become profitable. Google Ads is a dynamic auction with bids changing for each query and many factors determining if your ads show or not.
Work with a professional Google Ads account manager or consultant like McCord Web Services to get the most out of Google Ads.
Back to the website… Remember Google Ads gets the horse to the water, so to speak, but it is your website content that gets the horse to drink – getting your initial micro conversion or lead from a Google Ads click.
So, the key is to have a robust and transparent website. Focus on an absolute minimum of 10 pages with videos, testimonials, and whitepapers. The higher dollar product or service you sell the more content you should have to establish yourself as an expert.
Proper Training of Phone Staff is Paramount
It is key that whoever is answering your phone is knowledgeable. Don’t make a prospect wait, hear ambiguous answers or be unsure of what you are selling. It is okay to have a receptionist, but when a sales person answers a call and says I do not know or is unsure, it can kill a sale.
If you use a receptionist to field calls, be aware of voice and intonation cues. Nothing chases a prospect away faster than a rude response from a receptionist.
Consider using website chat functions to pre-qualify prospects and then match prospects to the right sales staff. Put your top people on high dollar prospects.
Google Ads is an excellent tool for driving traffic and building conversions, but if the experience the prospect has on the phone or website is not fabulous, you may never be able to reach your conversion potential regardless of the budget you spend on Google Ads advertising.
Every client wants more Google Ads conversions. Google Ads can drive conversions but increased targeted traffic is just one component to growing conversions overall for your business.
Using a savvy Google Ads Consultant, like McCord Web Services, to set up your program and manage it is the very first step.
The second step (that is crucial) is to assure that your website is “on-point” and helps to build confidence in your ability to provide the service you are selling. Assuring that you are transparent as to who you are and what you do on your website is crucial.
Steer clear of the following:
No one page websites. You just need to have robust content to reassure Google Ads visitors that you mean business. If your product is expensive (relatively) the higher the price the more quality content you need to explain who you are and what you do.
No minimal contact information and don’t leave out your phone number. Build confidence in who you are by assuring that you have phone numbers, street addresses (not a P.O. Box) and easy ways to reach a real person fast!
No website pages that scroll and scroll and scroll. Break your content into targeted bites for super fast load time and to complete your top level navigation. Assure that you have navigation that easily travels your pages. Get client testimonials, videos of your team explaining your services, offer white papers. Provide value and information to establish yourself as the expert.
Make sure to check back Wednesday for our part two on this important topic.
Smart Shopping Campaigns in Google Ads are like regular Shopping Campaigns but with a twist.
Uses Google Ads advanced AI tools to target and bid.
Is totally automated.
Shows ads on more properties.
Optimizes for performance.
I have tried regular Shopping Campaigns against Smart Shopping Campaigns and here are the results for real clients.
RV industry accessory sales – 56% decrease in cost per click.
Industrial equipment – 34% decrease in cost per conversion.
I have found that it will typically take about 30 days to have enough data to weigh is Smart Shopping Campaigns are right for you, but so far I am seeing an increase in conversions at a lower overall cost.
Smart Shopping Campaigns will show your shopping ads on YouTube, Gmail, and in the Google Search results and on Search Partners. Your reach is expanded and your ads are dynamically created and more attractive.