Tag: Google AdWords Account Manager

Don’t Bleed Cash, Move Out of Broad Match

We Are a Google Partner Specializing in Search Marketing

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.

Both 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.

Need a savvy pay per click account manager on your side? Check out our programs. We work as a white label supplier/expert for agencies.

April 24, 2017
Why DSA Ads in Google AdWords Work for Some Websites

DSA or Dynamic Search Ads allow you to target your website content and services without having to create huge keyword heavy programs. With automated titles that match a user’s search query and Google knowing the exact best landing page, you get highly targeted advertising without hours of set up.

Using Google’s Dynamic Search Ads may be the solution for you.

As Google states that over 70% of the search queries it sees have no exact match keyword and queries are longer, Dynamic Search Ads are a great fit for many client accounts.

No keywords are needed for the set up of this program and Google will even create its own dynamic sitelinks if you do not enter any in the ad groups sitelink extensions.

You can select catagories to promote and even exclude pages and groups of pages you do not want to advertise.

The sites that work best with Dynamic Search Ads are those that have a number of pages and that are promoting multiple services. I personally find DSA ads a great match for e-commerce sites and even doctors that are providing a number of diverse services such as dermatologists who also performs medispa treatments.

If you are looking for an AdWords account manager who knows how to get the most bang for your buck in Google AdWords, make sure to visit my website to review client ratings and prices.

February 3, 2016
Google AdWords is Still the Best Way to Drive Lead Traffic

McCord Web Services is one of the few Google Partners in the Fredericksburg, Virginia area.

Hands down, Google AdWords is still the very best way to drive quality lead traffic to your website and business. Even with cost per click prices seeming to be higher this year, AdWords still generates a positive lead flow. But are they higher?

For more information on trends in AdWords cost per click, here is a great article to expand your knowledge.

For many of the Google AdWords accounts that I manage there has actually been a click cost decrease. Here is a sampling over a wide variety of business sectors as an example comparing July activity this year to July activity in 2014.

Ecommerce store for small dollar products 2015 = $0.59 | 2014 = $0.41- 20% increase in average cost per click.

Medical services 2015 = $1.60 | 2014 = $1.79 – 6% decrease in average cost per click.

Cosmetic medical services 2015 = $3.02 | 2014 = $3.67 – 18% decrease in average cost per click.

Home services 2015 = $6.10 | 2014 = $8.36 – 28% decrease in the average cost per click.

Industrial equipment 2015 = $2.05 | 2014 = $3.14 – 35% decrease in the average cost per click.

No wonder Google AdWords is changing the quality score and trying to boost mobile cost per clicks? Mobile activity has really mixed up the equation for advertisers impacting both cost per click and the number of lead conversions as well as the price to generate a lead.

That being said, there is no other vehicle other than Bing Ads that I’ve found for my clients that comes close to generating the number of targeted leads that Google AdWords does.

August 5, 2015
Will Google AdWords Change to Quality Score Impact You?

Google announced this important notice just this past week:

Starting today, we will be updating how we report 1-10 Quality Scores for keywords [https://goo.gl/c4Oi7]. This update only affects reporting. There is no change to ad serving such as how auction-time quality signals affect Ad Rank and CPC. The most significant part of the change is that keywords without traffic will now, by default, receive a score of 6, and Average for the three components of Quality Score. Once keywords gather enough impressions, scores will update about a day or so later.Behind the scenes, this change will allow us to simplify some of our core systems, letting us focus our attention on improving reporting accuracy for keywords with traffic.

McCord Web Services is one of the few Google Partners in the Fredericksburg, Virginia area.

This could be good or this could be bad. Understand that AdWords quality score impacts the price you pay to get into the AdWords auction and affects the price to appear on the first page of the search results. Although the statement seems like an improvement – rating keywords without traffic to a 6, to me this seems only a cosmetic improvement.

The truth is that Google knows from other advertisers already, what the quality score typically is on a keyword phrase, but now it appears to be waiting for your program to run to allow for the quality score to be more indicative of other factors that may impact your own personal score; such as landing page and ad text.

My personal feeling is based on other news that the cost per click had decreased overall for Google AdWords based on the impact of mobile activity that this is not an innocuous update but rather a strategic push to boost profitability for Google across all devices. We may not see of understand yet this change to quality score yet, but will certainly see the results this next month.

August 3, 2015