Google Ads Manager Archives | Page 4 of 5

June 5, 2019May 27, 2019

Tips for Analyzing if Google Ads is Working for You Part Two

Be on target with deciding what conversions to let the Google AI base bidding on. — Make sure that Google Ads is bringing you the clients you want.

Continued from Monday…

The next step is to dig into your Google Ads report center and start to run reports on location, calls, clicks, and conversion actions. Make sure to review Google Analytics to check your paid traffic versus organic traffic.

One of the most important metrics that I use is conversion rate and cost per conversion for analysis of success of a program. If your service nets many thousands of dollars, it is important to assign the “right” conversion value to each prospect you receive.

Here’s where knowing how many leads you need to get a closed sale and how much the typical client will spend with you and how long they will stay is key for your final evaluation.

For example if it take you 100 leads to close one sale and the sale is a $60,000 sale, you can afford to spend thousands in Google Ads monthly to generate the leads you need to get to your known closure and sales rate.

Another example may be where you project fabric sales to be over $1 million this year, an investment of $2,000 a month for clicks where you are generating 500 sales a month is a great start to meeting your goal.

As you can see, deciding if Google Ads is valuable to your business, really requires you to know some important things about your own business first. How long does it typically take to close a sale once you start working with a client, what is the typical sale, is there a chance for repeat business, what is the size of the sale, what is the cost to you to deliver the service or product, are there multiple purchases with each sale are just a few important questions to ask yourself.

Google Ads offer a myriad number of reports and ways that you can slice and dice your data to evaluate success from your program. It all starts with a knowledge of your own customer, your expenses, and the long term value of each client to your business.

There is no better platform on the Internet than Google to drive qualified leads to your business. Make sure you are getting the most from Google by using an experienced and credentialed Google Ads account manager to assist you in meeting your sales goals.

June 3, 2019May 27, 2019

Tips for Analyzing if Google Ads is Working for You Part One

Often I am asked by clients “how can I analyze if Google Ads is working for me?” It is important that when using Google Ads that it is an investment in growing your business and not an expense.

For low tech clients who do not have the time or will to do analysis, the easiest way is to turn off your Google Ads program and see what happens. For many who try this route, we will typically get phone calls after about 30-60 days and the client says “my phone just stopped ringing, please turn on Google Ads again.”

For those with a more technical and analytical background, here are my tips to analyze if Google Ads is working for you.

First, assure that you are using email conversion tracking, website phone call tracking, and click to call ad tracking. If you are not, then implement those items before doing any further analysis. Then allow data to accrue for a minimum of 30 days.

Second, if you have already been tracking conversions, review your conversion statistics in Google Ads. I consider click to call actions less valuable for the majority of my clients, but consider calls from the website and completed email forms of high value. Look at the number of calls and time on the call from the Google Ads report center.

If you are still not sure about calls – and I have to say these are the most plentiful conversion numbers for all clients we work with as customers/prospects have moved from email to calling. Consider subscribing to Call Rail, so that you can actually hear the calls that come in. It may be that your staff is dropping the ball on closing calls and that the problem is personnel related and not Google Ads related.

Please visit my blog again on Wednesday for the completion of this important blog post.

April 29, 2019April 25, 2019

Google Ads Unmanaged is a Recipe for Disaster

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

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.

I invite you to visit our website to learn more about who we are and what we do. We manage over $3 million in ad spend yearly for clients, find out how we can bring your account to success too.

April 10, 2019April 5, 2019

Google Ads Conversion Tips Part Two

Continued from Monday.

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.