Why Google Partners May Ask You to Make an Account Change
Stop Bleeding Cash in AdWords- Move Out of Broad Match
As a Google Partner and Bing Partner, I feel like I can speak with authority on this topic. In AdWords alone, I manage an actual monthly ad spend for clients of over $120,000 per 30 days or $1,441,776 yearly. As an experienced account manager I have to say that I simply hate broad match.
Don’t get me wrong, I like using broad match modifiers for keywords, but I feel that for most clients broad match is simply a way to bleed cash out of a pay per click account.
Google AdWords and Bing Ads (especially Bing Ads) Love, Love, Love broad match keywords. Heavy use of broad match without a reality check on the terms your ads are showing for is lining their pockets with your cash.
McCord Web Services is a Bing Partner and Accredited Bing Ads Professional.
If you don’t believe me, click just one of your high click volume broad match keywords and then click the drop down to view search queries. You will be shocked to see what is there.
Even with a huge and extensive negative keyword list, the way both Google and Bing Ads show your ads on synonyms for your broad match keyword would simply not be a good fit for most businesses that are focused on direct action or lead conversions and sales.
I hate to say never, but as click costs rise in an account the first thing I do is move out of broad match, use only broad match modifiers, phrase match and exact match. I end up with a much better cost per conversion and better overall results.
Need a savvy pay per click account manager on your side? Check out our programs. We work as a white label supplier/expert for agencies
Optimizing Your Organic Adwords Placement
As a professional AdWords account manager and expert in Search Engine Optimization, I do recommend that the focus of keywords be different for your website optimization versus what you use for pay per click.
Personally, I like a very narrow set of very tightly targeted keywords for AdWords; as we are typically driving traffic for lead generation. Our top focus is cost per conversion and increasing leads.
For organic, I like to focus on keywords that have the most click activity and may be more general yet still industry specific. I find that the balance helps sites to drive more site visits and leads and is not redundant with the specificity we use for AdWords.
For example, for a client selling warehouse equipment, in AdWords I might target very tight product names and categories like Forklift model 45S, powered warehouse equipment, and other specific keywords.
In organic I might target material handling equipment and material handling equipment supplier as my focus for blog writing and social media; striving to cast the net farther and wider but for high click volume keywords.
When every click you pay for in AdWords must make a difference in growing your business, you have to be narrow and very results oriented. In organic where you do not pay by the click the effort should be to enhance website traffic that is free.
If you need help adjusting your strategies to make the most of your ad spend and drive traffic and build inbound links, visit www.McCordWeb.com to see how we can help you too.