Nancy McCord – Page 24 – The Web Authority

September 11, 2019February 9, 2019

When to Increase Your Budget in Google Ads

If you are not budget restrained, meaning that you have additional marketing dollars to spend, here is a quick primer on how to know if it makes sense to increase your Google Ads spending budget.

First, look at your campaign level results and sort the data for yesterday. If you did not spend your full budget yesterday, raising your daily budget will have no impact. Make sure to check a few days on top of just yesterday to assure that you are seeing enough results to be sure.

Second, if your program is profitable for you meaning are getting leads which leave room for profit, then the rule of thumb is to increase your ad spend as long as you have a positive ROI or return on investment. Make sure to look at the average cost per conversion when you evaluate what your leads cost versus what you make per lead.

It is important to have an awareness of important facts that are unique for your business such as one out of every ten leads makes a purchase or becomes a regular customer and regular customers typically will stay five years with us and have a lifetime value of X.

I do not recommend raising your ad spend budget without thought to assure that Google Ads is an investment in your growth and not an expense.

That being said for accounts that have taken the approach of increasing the ad spend without a limit while there is still positive ROI, the results can be absolutely, positively, mind boggling and wonderful.

If you are looking for a Google Ads optimization expert, I invite you to find out more about our services today.

September 9, 2019February 9, 2019

How To Compete Against A Competitor With Deep Pockets

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.

If you are looking to boost your Google Ads exposure and be more competitive in your marketplace, I invite you to visit our website to find out more about McCord Web Services and what we do.

September 2, 2019July 27, 2019

Hackers Want Your Reputation and Credentials

Site reputation – that’s what hackers want to steal from you for their own personal gain. Don’t think that you need to just be using WordPress to become a victim. I’ve seen regular HTML website fall prey to hack attacks too.

It typically all starts with your user name and password being stolen. Hackers create a phishing page that looks legit that they hope you will click and then enter in your user name and password into. The best defense is to never click links in an email and if you do click a link, never share login information no matter how valid a site or form looks.

Instead, go to your login address using your browser and access your account without clicking a link. You will typically find that there is not a problem with your account or access. But the email you had received had some dire notice that you were going to lose access or your account would be closed. Be suspicious of everything.

Troy Hunt has it right in his article on how and why hackers want to get into your site and steal your credentials. His article is worth the read to allow you to make sure to stay safe. You will be amazed at the extent hackers will use, to mask their presence in an effort to steal your credentials and then your website reputation.

August 26, 2019July 27, 2019

What to Consider Before Doing Search Engine Optimization

Search engine optimization is not for every website. Although search engine optimization can really improve the organic search results for some websites, there are a couple of considerations when search engine optimization should not be considered and maybe a full site redesign may be a better investment of money and time.

When not to do search engine optimization:

If your site is created in a template and the site layout becomes broken when new content is added.
Your site looks funny in browsers other than Chrome and Firefox.
You have a site designed using Flash or tables for your layout.
Your website looks dated or non-professional.

As search engine optimization is not inexpensive, in some cases the money that would have been spent on search engine optimization would be better spent on a new search engine friendly design with built-in optimization features.