Our New Appointment Scheduling App

Connect with us your way for Google Ads Strategy Calls

Our existing clients are seeing a new application this month to use in booking Google Ads strategy calls with our team. We are testing out Microsoft Bookings and would appreciate your feedback.

We send out links to our booking page monthly. You can view the invitation online at this link. 

Our clients will now be able to choose a 15 minute of 30 minute call. In most cases the call will be free but in some cases when you do not purchase more than 4 to 5 hours of time in a month for services, you may see a charge for the extra time for this call on your month end statement.

You will now be able to select to receive text message reminders of your appointment, select your date and time based on your own time zone in the calendar, and will receive a reminder email the day before and then 15 minutes before the call.

You will also be able to easily cancel or reschedule the call.

We will also ask what technology you want to use for the meeting – a simple phone call, Zoom video/screen sharing call, Google Meet video/screen sharing call, or the new Microsoft Teams call with the ability to simply join from a browser without a login or download.

We look forward to your feedback on using our new scheduling app. We are looking for ways to make the experience more user-friendly and better for your personal needs.

Conversion Tips for Getting the Most from Google Ads

My firm manages over $3 million in ad spend for clients in Google Ads yearly. As a result, we see opportunities for improvement in regards to conversion tracking across multiple accounts in diverse industries.

My Tips on Conversion Tracking

  1. Always track website contact forms.
  2. Try to track website phone calls.
  3. Do not change key conversion actions.
  4. Use Position-Based attribution.
  5. Set your cookie for 30 to 60 days.
  6. Add additional conversion actions for promotions.
Nancy C. McCord, Owner of McCord Web Services LLC
Nancy C. McCord, Owner of McCord Web Services LLC

One of the most important aspects to conversion tracking is to select key conversion actions and to NOT change them in the Google Ads conversion control panel or Google Analytics.

We have recently had several situations where well-meaning marketing staff deleted conversion actions thinking that there would be no harm in doing so, but as a result the smart bidding algorithms in Google Ads were negatively impacted and performance dropped quickly in the account.

I have found that when a customer is changing the conversion actions for promotions and they do not have key conversion actions that are always in the account, bidding algorithms are easily confused and cost per click and cost per conversions will increase, sometimes dramatically.

Assure that if you track website phone calls and email form completions that you always keep these running as conversion actions. Do not move in and out of  conversion actions unless you use manual bidding.

Let Smart Bidding Algorithms Do the Heavy Lifting for You

Once you have your conversion action strategy in place, wait to accrue 15 conversions in a 30 day period and then test the use of smart bidding options like maximize conversion or Target CPA bidding for your account.

Make sure to do routine checks at 2 weeks, 30 days, and 60 days to assure that these algorithms are actually delivering results with a cost per conversion that works for your business. Most accounts will benefit from the use of smart bidding based on Google’s machine learning and AI, but not all.

 

What Happens When Your Budget is Too Low in Google Ads?

Nancy C. McCord, Owner of McCord Web Services LLC
Nancy C. McCord, Owner of McCord Web Services LLC

Can your budget be too low for Google Ads? Yes, it can be, based on the market and Google defined minimum bid to appear in the Google Ads auction.

So, what happens when your budget it too low in Google Ads?

  1. You do not get ad impressions.
  2. You get sporadic clicks and typically not during business hours.
  3. You do not spend your daily budget.
  4. You are not getting good click traffic.

Here’s the big catch, if your Google Ads budget is too low to support high click cost keywords (your first page bid), then Google tries so hard to meter out your program through the day that they literally do not deliver even your daily budget.

This continues through the month and accounts that really need a budget and cost per click boost to be competitive may deliver only a few hundred dollars of click activity with a budget of several thousand dollars.

To fix this problem, increase your budget, increase your cost per click and take a very careful look at your keywords (are they too narrow) and your ad serving schedule.