As noted in the announcement, Google rolled out new column sets you can turn on to get a better idea of your new “Average Position” based on their new definition of what Average Position now means to them.
These new items are:
Impr. (Absolute Top) % – the percent of your ad impressions that are shown as the very first ad above the organic search results.
Impr. (Top) % – the percent of your ad impressions that are shown anywhere above the organic search results.
Search (Absolute Top) IS – the impressions you’ve received in the absolute top location (the very first ad above the organic search results) divided by the estimated number of impressions you were eligible to receive in the top location.
Search (Top) IS – the impressions you’ve received in the top location (anywhere above the organic search results) compared to the estimated number of impressions you were eligible to receive in the top location.
Are you confused yet? The bottom-line is that we have seen many client accounts suddenly have a drop in Average Position in the regular column set now that the definition of what Average Position is according to Google.
The resulting action is that we have had to push up click costs or move to automated bidding algorithms in Google Ads in order to get back to ad positions that allowed for our best number of clicks and conversions.
Obviously clients are not happy about this. It is obvious that Google has adjusted the definition and algorithm for ad placement in order to drive greater profits.
As I manage many top performing accounts across a wide and diverse sector of verticals it is most unusual to see many accounts have the same performance dip in one month and on one specific date when other factors do not come into play.
The bottom-line is that you have to be very sophisticated in approach and management operating in Google Ads at this point in time. This platform is not a place for the inexperienced or do it yourselfer.
In Google Ads, you can compete effectively against large competitors who are spending a lot of money on Google Ads with a few creative approaches.
First, consider taking the gloves off. We will routinely target competitor names in very competitive spaces. Our ad text will show dynamic keyword insertion and phrases in the ad text like (Competitor’s Name) Too Expensive? Check out (Your Company Name) and then showcase features. Similar to (Competitor Name) is also another great way to get traffic and bleed off prospects who may have never known about you and were searching for your competitor.
Be watchful about the time of day your ads show. If you are competing against a company with a very large advertising budget, consider bidding down slow times of the day or times that do not typically convert for you and show your ads at your regular cost per click in peak times. This strategy keeps your name out there but focuses budget in peak decision making times.
Consider Display advertising and use In Market as a setting. This will show your ads in the Display Network and targets readers or browsing prospects that are actively looking for your competitor or services you offer.
As a Google Partner and experienced Google Ads Account Manager, I have found that a yearly overhaul of your Google Ads programs helps to keep them operating at peak performance.
Many times a business owner has updated their website with new programs or services and has not advised us that they are doing rent to own, have dropped their minimums for free shipping, or have added a whole new service category.
During an annual overhaul or yearly check up, we review your website, running ad creatives, and review what items we are promoting and how we are promoting them in your account.
Plus, Google Ads changes ad serving, policies, extensions, and ad enhancements. Without a full review, sometimes things that should be promoted are left unadvertised simply to a lack of communication back to us, your Google Ads marketing team.
A yearly checkup assures that we are in the loop and promoting the items and services that are important to you.
That’s right many advertisers’ strategy on Google Ads (previously known as AdWords), appears to be no strategy at all.
As competitive as your marketplace is, and as much as Google Ads clicks cost, I personally feel that there must be a strategy to what you promote, dollars you put toward what, and evaluation of the success or lack thereof of your advertising as a part of your overall business profitability.
It all starts first with knowing what you can afford and what your costs are to supply the product you are selling to the purchaser. I feel that the time a business owner takes to evaluate what they can afford and the monetary investment they want to make in Google Ads clicks and our services is strategic to business growth.
As a professional Google Ads manager, I have found that results are much better for clients who have a degree of preparation and have done business analysis. The guidance that they give to me at account set up on their average sale, lifetime value of a client, desired Return on Ad Spend (ROAS) is incredibly helpful and allows me to have a better understanding of their requirements for success in a Google Ads account.
Google AdWords consulting and Google Ads Account Management is one of the core businesses at McCord Web Services.
As a Google Partner we specialize in Google Ads search marketing. With a service staff of four and expertise in Google AdWords (now known as Google Ads), our team focuses on boosting conversions from advertising efforts.
We provide full account set up, goal management, reporting, creative solutions to boost performance, and strong account oversight to achieve your marketing objective.
Unlike other agencies we bill for our time and do not charge for services based on 10% of your scheduled ad spend.
If you are looking to boost activity, increase conversions, receive knowledgeable recommendations to improve performance our services will be the right match for your needs.