As a Google Partner and Bing Partner, I feel like I can speak with authority on this topic. In AdWords alone, I manage an actual monthly ad spend for clients of over $120,000 per 30 days or $1,441,776 yearly. As an experienced account manager I have to say that I simply hate broad match.
Don’t get me wrong, I like using broad match modifiers for keywords, but I feel that for most clients broad match is simply a way to bleed cash out of a pay per click account.
Google AdWords and Bing Ads (especially Bing Ads) Love, Love, Love broad match keywords. Heavy use of broad match without a reality check on the terms your ads are showing for is lining their pockets with your cash.
McCord Web Services is a Bing Partner and Accredited Bing Ads Professional.
If you don’t believe me, click just one of your high click volume broad match keywords and then click the drop down to view search queries. You will be shocked to see what is there.
Even with a huge and extensive negative keyword list, the way both Google and Bing Ads show your ads on synonyms for your broad match keyword would simply not be a good fit for most businesses that are focused on direct action or lead conversions and sales.
I hate to say never, but as click costs rise in an account the first thing I do is move out of broad match, use only broad match modifiers, phrase match and exact match. I end up with a much better cost per conversion and better overall results.
To help you fuller understand the new terminology in your Dashboard report and the changes that Google has made to drop the Average Position metric, here are the definitions of these two new important terms that appear in your reports.
Explanation of Search Top IS (Impression Share)
Search top impression share (IS) is the impressions you’ve received in the top location on the search result page divided by the estimated number of impressions you were eligible to receive in the top location. Use this metric to bid on the top page location.
The top location is anywhere ads appear above the organic search results. Eligibility is based on your current ads’ targeting settings, approval statuses, bids, and quality.
Explanation of Search Abs. (Absolute) Top IS (Impression Share)
“Search absolute top impression share” is the percentage of your Search ad impressions that are shown in the most prominent Search position.
Absolute top impression share = absolute top impressions / total eligible top impressions
What this means for you:
By using two new metrics, Google more clearly details where your ads fall in the competitive auction for first page placement. Google no longer shows when your ads appear underneath the organic search results in position 6-10 or on the second page of search results.
By reviewing these new metrics, you can identify if your bids, budget, and quality score which are used to determine ad rank are high enough to support ads appearing in the positions above the search results either in any position or the very top position.
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.
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.