A new campaign type called Discovery Ads is coming to Google Ads later this year. It has been in beta for select advertisers but will be rolled out to all users later in 2019.
Discovery Ads will show on Google Discover, Gmail, YouTube and other Google properties. They consist of a swipeable photo carousel that renders ads by platform and artificial intelligence. They are supposed to anticipate consumer needs. Users so far have claimed 25% lower cost per lead.
In addition to Discovery Ads look for a new ad format for search called Gallery Ads. These photo heavy ads will allow 4 to 8 images with a 70 character tag line. Beta users claim 25% more interactions.
Both of these new items from Google are focused on products and cater to shoppers. You won’t be using either of these formats for services – just retail selling.
Don’t have a Google Ads account manager? Trying to go it alone to save money on management fees? Unless you are trained and work daily in Google Ads you may be setting yourself up for failure.
Google Ads is not a set it and forget it program especially if your ad spend is over $2,000 per month for clicks. As Google Ads is a pay per click platform that operates as an auction you may be missing out on valuable activity that could generate leads for your account.
I have personally found that at an absolute minimum, there should be a weekly or more frequent review of your Google Ads account to optimize for performance.
When we do our review, we look for anomalies, areas where the ad spend is not fruitful – such as by device. We look for emerging new keywords and negative keywords to keep an account targeted. In addition familiarity with account performance metrics is key to squeezing the most out of Google Ads for your business’ benefit.
As Google Ads is incredibly powerful and yet supremely complicated, I just do not recommend going it alone when it comes to account management. Without tight controls from an experienced account manager, you can spend big on Google Ads without a measurable return.
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.
My firm manages over $3 million dollars in Google Ads ad spend. Google Ads management is a core business for us.
If you have been considering hiring us to optimize, manage or set up your Google Ads account, now is the time to act. We will be making a price structure change in the next week and we will honor our current pricing while it is posted on our website.
We will be moving to a flat rate fee for low spend accounts and a percentage of ad spend for higher volume accounts. Our existing clients will be grandfathered in to our old management fee program.
This is a great opportunity to come back to check out our services if you have been a previous client or have been thinking about hiring an account manager but have just not moved forward.
We look forward to working with you and your needs in Google Ads.
There are two scenarios I see often in Google Ads – trademark infringement and site suspension. Today I am going to chat about trademark infringement.
For Medical Spa owners one of the biggest issues is getting ads to show using the term Botox. Even if you are a medical doctor who is able to provide Botox injections, you will not be able to advertise with the word Botox without getting an approval.
You will need your rep to pass the form for trademark use approval to the makers/suppliers of Botox at the corporate level. Your rep’s signature will not be enough to get ads to run. Authorization Form
Once a company principle has signed the form – make sure you have supplied your AdWords account number as part of the request process. They will send this online back to Google. Google will then mark your AdWords account as having the ability to show ads with Botox in the ads.
Now Google is pretty picky about the word Botox. They may flag your website and ads as disapproved for use of a Medical term and they may even suspend your website and all advertising for it.
The best thing is to not use the word Botox in your ad text. If you are advertising in the US you may still be able to use Botox in your keyword list, but if you have Botox on your website, you may get a site suspension forcing you to get an approval or remove all content.
If you do use Botox in your keyword list, make sure you do not use dynamic keyword insertion or you will surely run into a shut down issue.
Other words that have similar problems are all facial fillers and injectables like Restylane and Dysport.
If you need savvy help check out our services for Google Ads. We’ll use what we know to try to assist you in getting running again.