“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 Bing Partner I must recertify each January to maintain my Bing Partner Status.
As a Google Partner, I must take two exams to recertify my AdWords credentials. I must take the AdWords Fundamentals exam and then one other exam. I typically take the Search Advertising exam as this is what is useful for the bulk of my clients.
This past year I certified in AdWords in Search, Mobile, Display, and Shopping. This year due to my workload I will certify in just the Fundamentals and Search.
The Bing Ads test is fairly easy, but the AdWords exams are typically difficult with the Search exam being the most difficult out of all the exams available. March and April are my AdWords recertification months.
I personally find the training interesting, but time consuming. I do sharpen my skills and I do put into practice the things that I learn in each recertification study period as the information benefits my clients’ account performance. But these exams are not simple and you must study for them as the information is not intuitive rather detailed and the test based on Google’s perspective of value based on the training materials.
The last time I took the Fundamentals exam, the printed documentation of the study guide was over 400 pages. The study guide for the Search exam was another 400 pages.
If you need an Internet Marketing Service professional that knows Google AdWords and Bing Ads, I invite you to find out more about our professional services and the value that a Google Partner brings to your programs.
Are you seeing depressed activity in AdWords? What should you do first to try to turn an AdWords account around?
As a professional AdWords manager and Google Partner, I troubleshoot AdWords accounts all the time. This December has been particularly troublesome for many businesses in a diverse set of sectors. Many are experienced depressed activity in AdWords accounts.
Here’s what I do to try to move an account back to profitability when activity has started to slide.
Check the bidding algorithm.
If you are using Maximum Clicks move to eCPC bidding. Set your ad group bid to the lowest common denominator of first page bids, then run a filter to show the keywords that are below the first page bid. Select all the words and in bulk choose the highest bid you want to use and then in the drop down for change the CPC bid, select bid to first page and cap the amount with your desired figure.
Check your daily budget.
If your bid has been raised make sure you have a high enough budget to afford to get clicks during the day. I will routinely do budget sharing between account campaigns. I will sometimes break an account into one to three budget shares to assure that areas that need clicks are getting them.
Review that you are using eMax Clicks or eCPC bidding.
When possible, but that does not mean always, let Google enhance your bid to get better results. Understand that Google does not have a specific bid cap anymore when using the e component to bidding. I will weekly look at the max bid for each keyword in the account to assure that I am not spending more than I would have wanted to by turning on that feature.
Start trimming your keyword list.
When activity is depressed look to see if your clicks have come in on broad match keywords. Check the actual search queries that triggered the ad and then decide if you want to pause broad match keywords due to being too untargeted or if you need to add some if you are only using exact match and phrase match terms.
AdWords accounts are exciting and challenging to manage. Knowing what to do when activity is depressed in an account is crucial to keeping happy clients.
Think you know what keywords people use to find you? You may be surprised to find out what they really are searching for. Google My Business has a new feature that will email you the top term that people used to find your business. I love that!
Previously, I have been focused on placing on a certain set of keywords based on my service offerings. I was truly surprised to find that people are searching for Internet marketing service, which is an older phrase that I have not focused on for a while.
With Google Analytics not showing organic search terms, the Google Search Console is now the only way you can actually see what keywords are driving traffic to your website. But now, Google My Business AKA Google Places, AKA Google Maps, AKA Google+ Locations is now helping you to understand your local traffic and the keywords that people use to find you.
Google My Business is the Key
If you don’t have a Google My Business page sign up to get one free today. It is easy to set up. Google will verify your physical address by sending you a snail mail letter with a PIN to prevent people from scamming the local search systems. But once verified and set up they do send you nice updates of search activity and keywords used to find you.
If you need help consider our Internet marketing services to get your name and business out of the web to get discovered and to leverage website exposure.