Author: Nancy McCord

Nancy McCord is the President and resident blogger for McCord Web Services LLC. She has been providing global web services since 2001. She is a web designer, search engine marketing professional, and search engine and blog expert. She lives in Maryland just south of the Washington DC metro area.
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Google AdWords Tips

There are a few things that I want to share with you that I do to help improve performance routinely for an account. First, if it is at all humanely possible I ask the client to make sure that conversion tracking can be installed so that I can identify the keywords that are generating leads before we even start managing their account. I also ask that they install Google Analytics on their website as well.

Once I am managing their account here are a few things that I do to improve activity and conversions.

1. Week one and two I bid high on keywords to see what Google can do with the account. It is not uncommon for me to use the budget optimizer in campaign settings to allow Google to set the cost per click. I do not usually cap the cost per click amount in the settings in this initial testing phase.

2. I review the keywords that are generating clicks and conversions. I make sure that ad text is created that contains those specific keyword phrases in the exact order that they are shown in the control panel. I have found that by adding new ad text in this fashion I will stimulate additional conversion activity.

3. I routinely review the keywords from search activity both organic and paid from within the Google Analytics control panel. I don’t take a lot of time reviewing Google Analytics, but I do use it as a tool to harvest additional keywords as sometimes new ones and new directions occur in search traffic that can be used to improve activity in Google AdWords.

4. I routinely review the cost per conversion making sure that the cost is below what the client tells me he or she sells their product for. I want AdWords to be profitable and a good return on investment for the client.

5. I try to review the “all search terms” tab regularly in an account looking for new keywords to add and new negative keywords to add to an ad group or campaign to fine tune the program.

In the first four weeks of account activity I review the account every business day, as I have found that what I do in the first four weeks has significant impact on performance and the ability of Google to properly serve the account and maximize activity and conversions.

If you are looking for a Google AdWords Certified Partner who has the experience to make a difference in your lead conversions look no further and take a look at our services and prices.

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Google AdWords – What Will My Click Cost Me?

This is the most pressing question most new Google AdWords clients want to know before they put money down for our services, or for that matter input their credit card with Google. There is a good tool that AdWords has online that will shed light on what you may pay. But the figures in this tool should be considered a guideline and not the real verifiable price you will pay when your account is rolling.

Here is one of the online tools you can use to check the anticipated cost per click:

Google AdWords Traffic Estimator

To use the estimator, enter your keyword phrase, then select (on the right in the sorted by section) columns, and then select in the drop down to show CPC (cost per click). The information that is displayed shows you searches on a global basis and the estimated cost per click. This is great for identifying, before you start with AdWords, the range of pricing you may pay.

It is crucial to understand that in my experience I have rarely seen a client pay what is shown in this tool as the typical cost per click. In reality the cost per click when the account is running will be higher – sometimes 20% higher or more. So, use the information found in this tool as a guide and not a rule.

Why would the cost per click in an actual running account be different?

There are several reasons: quality score, market competition, targeting settings, and real-time auction competition. Remember, AdWords is an auction and the auction prices are decided in real-time at the moment the search query is entered. The keywords tool certainly cannot take into account all of the above listed factors when it shows your estimated pricing.

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Facebook Lessons Learned

My understanding of what people want from a Facebook Business Page is changing over time as we get feedback and interaction from colleagues, fans, and clients. Here are a few things that I have learned and am still doing testing on our own Business Page.

  • People are thirsty to connect with a person. Too much selling information or focus on your own services is a real no-no.
  • People want to have personal tidbits about you. Although you do not want nor have to reveal a lot of personal information about yourself on a Facebook Business Page. People do want to know who they talk to on the phone. They love to see photos to “know” who you are.
  • Fans and visitors love humor. A funny video, joke, quote, or funny photo can really elicit a positive response.
  • Asking questions and taking polls can engage visitors and clients.
  • Commenting back on a thread on your Business wall is a must. Make sure that fans and visitors see that you are interacting with what they write.

For us, we are testing and having fun with a new concept of engagement using our spokesdog. It is not hard nor time consuming to put a little bit of “personal” juice behind your Facebook posts. Remember people who are visiting you are used to the personal interaction from their own personal page on Facebook, your Business Page needs to reflect and feed this need to get the best response from your visitors.