AdWords – Page 16 – The Web Authority

May 30, 2018May 25, 2018

AdWords Broad Match Modifier Keywords Explained

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AdWords Broad Match Modifier Keywords – this is my preferred match type, although I use all in our client accounts. The syntax of this keyword is as follows +GPS +Fleet +Management. Note the +’s directly in front of each keyword that MUST appear in the user’s search query for the AdWords ad to show.

It’s also important to note that you don’t have to + every keyword, only the ones you have determined must in the user’s search query.

Here’s what Google AdWords says about broad match modifier keywords.

“Broad match modifiers help control when your ad can appear for closely related keywords. Broad match modifiers can help your keywords achieve a higher clickthrough rate (CTR) with a more targeted audience, which in turn can help your site get more paying customers or other conversions.”

Here is a real world example: if my term is +GPS +Fleet +Management a search query like dispatch and fleet management fleet management gps programs will trigger my ads. Sometimes I will remove some of the pluses to get more activity and do keywords like +GPS +Fleet management or GPS +Fleet +Management. Each variation will have a different impact in regards to what keywords will show your ads.

If you feel you need better results from your investment in AdWords, I invite you to review our service offerings and schedule a free 15 minute call and account review to see how we would be able to improve performance and get better quality conversions for your ad spend.

May 28, 2018May 25, 2018

AdWords: Broad Match Keyword Match Type Explained

Broad Match Keyword Match Type – this is the most used AdWords keyword match type and the most unfiltered type. It is used almost exclusively by inexperienced AdWords managers.

AdWords loves the broad match keyword match type as it generates lots of traffic, many clicks, and increases their payment.

I personally do not like to use broad match and prefer to use instead broad match modifier which looks like this in the AdWords control panel +keyword +here.

Here’s what Google AdWords says about broad match keywords:

“When you use broad match, your ads automatically run on relevant variations of your keywords, even if these terms aren’t in your keyword lists. This helps you attract more visitors to your website, spend less time building keyword lists, and focus your spending on keywords that work.”

“Broad match is the default match type that all your keywords are assigned if you don’t specify another match type (exact match, phrase match, or negative match). The Google AdWords system automatically runs your ads on relevant variations of your keywords, including synonyms, singular and plural forms, possible misspellings, stemmings (such as floor and flooring), related searches, and other relevant variations. To help deliver relevant matches, this match type may also take the customer’s recent search activities into account.”

What Google does not say is that if your broad GPS fleet management for example Google would show your ads and generate click charges on broad matched keywords like: adware gps, air lq fleet, at&t fleet oakland park blvd, azuga device, blacklist gps, cyntrx customer service, dash cams for fleets, digital fleet, usft, fleetsharp instructions. These are real keywords and real terms found in an AdWords account that are showing ads and accruing clicks. I personally find these terms very untargeted and I would not want my clients paying for clicks for those terms.

Instead, I recommend a very careful use of broad match and prefer using a broad match modifier keyword. See Wednesday’s blog post for an explanation on broad match modifiers.

May 21, 2018May 16, 2018

How to Evaluate Automated Bidding Methods in Google AdWords

Should you use automated bidding methods in Google AdWords? The answer is both yes and no. Google AdWords aggressively requests for you to use automated bidding when they feel that you may get more conversions.

Before you jump in and change to maximum click bidding, target CPA bidding or maximize conversion bidding evaluate if Google will really have enough data to properly serve your account.

Here’s what I have seen in client accounts – if there are less than 15 to 20 conversions in any ad groups in a campaign and Google recommends target CPA bidding or maximize conversions, your click traffic will drop significantly and your cost per conversion will increase. Your cost per click will go through the roof.

If you have 15 to 20 conversions in a 30 day period, Google AdWords may very effectively be able to increase conversions and lower costs.

I caution moving directly into these bidding algorithms without these conversion numbers, even if AdWords says there will be an improvement.

When I do enable automated bidding, I very carefully monitor costs and conversion numbers. I have seen these automated bidding algorithms crash top performing accounts or crazily line Google’s pockets with cash by boosting up the cost per click to numbers I would never choose to bid to.

As always, if you need help with Google AdWords account management, we invite you to check out our credentials, services and pricing.

May 16, 2018May 11, 2018

How Do You Get the Word Out About a New Service?

AdWords Makes It Easy to Get the Word Out About a New Service

I had a colleague contact me about a prospect the other day. They said their long time client wanted to promote a new service but they did not want to do pay per click, maybe remarketing or social media instead.

The prospective customer told me he had a new seasonal repair program for his business and wanted to get the word out and get his phone to ring for bookings – like now!

In my honest opinion as a internet marketing and web visibility expert pay per click using Google AdWords is the best way to promote a new service of this nature. Here’s why…

When you have a short time period to get results, AdWords delivers immediately. Social media promotion will depend on the size of your fan base. There’s no purpose posting a promo to Facebook and hoping to get results if you have 10 followers! Now Facebook pay per click may be an option and a good one for some prospects, but never drive traffic to your Facebook page – rather drive traffic to your website.

When you need to get the word out fast, AdWords delivers. Blog posting, social media postings are great but build slow organic momentum. I do not consider either strong and immediate lead generators.

Remarketing is great for most businesses, but not for immediate returns. But, remarketing IS an AdWords product and USES a pay per click model. It may take some prospects a week to build the 100 cookie list that is needed to show ads and for others it may take more than 30 days.

If you have less traffic you will not get an immediate response in fact ads won’t even show until you have the right number of cookies. Also remember even remarketing competes in the AdWords auction, your bid has to be high enough to get Display Network placement with Google.

For the majority of prospective customers, AdWords is the best fit for immediate lead generation. If you want to chat about your needs, I encourage you to visit our website to review our pricing and program and then give me a call to chat about your needs.