When does it make sense to advertise on Google Ads? If you have an ad spend budget of $300 to $500 a month you are a great candidate for Google Ads Express – a slimmed down easy to use version of Google Ads.
If your ad spend budget is $500 and up, the traditional high powered version of Google Ads will give better control over activity and boost website sales and leads.
The difference between Google Ads Express and Regular Google Ads is as follows.
Google Ads allows you to add your own keywords, multiple versions of ad text and run multiple campaigns and ad groups. Google Ads Express allows you to run one campaign and one ad group and Google selects the keywords that will show your ads.
Google Ads has many advanced features: conversion tracking, ad extensions like sitelinks and call extensions. Google Ads Express does not have those features.
Google Ads will allow for targeting to countries, states, cities, and multiple radius locations. Google Ads Express will only show ads locally and you cannot choose national or state level ad display.
Google Ads Express is the entry level relatively low budget tool to help users get exposed to Google Ads. It is not uncommon for a client to start out in Google Ads Express, like the results they get and migrate into the Standard Google Ads interface.
If you need help deciding where you should start, just complete our online form to schedule a free evaluation phone call.
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.
“Near Me” searches have decreased by 150% over the last 2 years.
Use of a zip code in a search query has declined 30%.
Google data shows that consumers want more useful information, more personalization, and more immediacy.
The reason for the decrease in activity on “near me” and zip code specific searches are that consumers expect the results to be location and self-specific. This change has been driven by the mobile micro-moment, as Google calls it, – the I want to know, I want to buy, I want to go mentality.
One important trend that you can leverage on your website and in Google AdWords due to dynamic keyword insertion is the use of “best” in a search query. Consumers want the “best” toothbrush, “best” web designer, “best” lawyer and so on.
In fact in the research Google states that “best” related keyword search activity has grown by 80% in the past two years.
In addition, consumers are demanding personalized localization – meaning the delivery of results that are uniquely personal and based on their own location. Mobile apps leverage results by GPS location and websites can enhance results by providing location cues and data sortable by location.
In addition to more localization, Google has identified that 50% of all mobile users will typically make an immediate purchase after a successful mobile search.
Google is identifying other important trends and sharing them with Google Partners as we work to leverage this information to help our client’s better market their products and services on Google AdWords.
As a Google Partner and long time professionally certified AdWords account manager I would like to demystify what is happening when AdWords marks some of your keywords as “Low Search Volume”.
First, we routinely delete these keywords in an AdWords account, but only for mature accounts and only after we have done a reality check to assure that the keyword has not generated lead conversions in the past.
AdWords says this about Low Search Volume keywords:
Keywords marked as “Low search volume” are associated with very little search traffic on Google, an indication that they’re not very relevant to most customers’ searches. For this reason, Google temporarily makes these keywords inactive so that they don’t trigger your ads.
When we manage an AdWords account, we will typically remove these terms and then look to add other terms to your program using the AdWords keyword planner to find alternatives that cover the same meaning but may return higher search volume.
We remove the keywords from your account to allow for easier management and to focus on terms in your account that will drive traffic and conversions.
If most of your keywords are showing as Low Search Volume keywords, I would recommend doing additional keyword discovery, reviewing to see if your phrases are too restrictive, and if a change to match type may make a difference in getting Google to serve ads.
If you need an experienced account AdWords manager to whip your AdWords account into shape, please contact us to see if we might be a good match for your needs.
The new AdWords interface – you love it or hate it. I have to say that I am coming around to loving it.
When the interface was first introduced late last year, I really hated it. I found it difficult to use, hard to find the data I needed to make strategic decisions, and irritating that Google was continually flipping me into the interface from the regular older version.
But, AdWords has told us (account managers) get used to it, as all accounts will be fully migrated to it this year. Slowly over time, AdWords has turned on features in the new interface that previously were disabled. Now the only item I use regularly that is still in the previous interface are account management rules.
One of the nicest features I like about the new interface is the opportunities tab recommendations that are based on account performance and history. These recommendations are based on AdWords’ and Google’s use of machine learning at scale.
Not every recommendation is right for an account, for example in some niche accounts the keywords that are suggested are not a match for the client’s goals, but in other areas the recommendations do bring in many cases account improvement.
The automation of bidding for many accounts allows me to focus on strategy, testing , ad text and keyword discovery while still allowing me control over click costs.
If you are looking for a savvy, experienced AdWords account management professional, I invite you to visit my website to find out what my AdWords team can do to boost AdWords account performance for you.