We Are a Google Partner Specializing in Search Marketing
Take the extra time to link your Google Analytics account to your Google AdWords account and get the added bonus of being able to flow in Google Analytics Goals as conversions or valuable actions into Google AdWords.
Here’s what I do for many of my clients.
Once I have administrative Analytics access, I will set up Goals in the account. I like 3+ minutes on the site for duration and 3+ pages for pages viewed. If Analytics is properly linked to the AdWords Account in moments you can see these Goals in AdWords.
Go to AdWords then Tools. Select Conversions from the drop down, on the left sidebar select Google Analytics. You’ll be able to see your brand new goals. Choose which to import and then update in the conversion screen that opens whether you will include them in the conversions column for the account or not.
For accounts that are having challenges with conversions creating goals of valuable actions can give you another metric to consider as you evaluate if AdWords is working to drive valuable site traffic.
Here are some of the goals I like to use:
Views of the scheduling app for appointments
Downloads of an ebook
Downloads of the tuition cost
View of the business address and email if there is no contact form
Prospects hate to hear this, but for multi-state and multi-national selling businesses, placing organically is almost “mission impossible”.
Here’s Why Google is Making It So Hard
You’ve got to work hard now to find organic results on the Google results page.
With the expansion of AdWords ads at the top of the Google.com search page and top ads showing site links, callouts, snippets and other valuable deep links to your site, AND Google placing location specific results from Google Maps just under the four AdWords ads in many cases, organic listings have been pushed so low they are not seen.
As AdWords increases relevance with new extensions, readers no longer feel that they have to look at organic listings. Click activity is increasing at the top of the page and decisions by buyers are made before they even scroll to the bottom of the page to see organic results.
Add to that the fact that with personal history in your search results top organic placement is a target that you cannot consistently hit across a wide sector of viewers.
A business can no longer rely on organic activity to drive meaningful sales. AdWords has become the new visibility tool and the way to move your website listing to the top to get the attention you need to drive sales.
We Are a Google Partner Specializing in Search Marketing
As a Google Partner specializing in AdWords, I want to share several key benefits with you as to why working with a Google Partner in AdWords is important.
Google Tests Us Yearly
Each year I have to recertify with Google to keep my Partner status. I take the AdWords Fundamental Exam every year and every other year I also take the AdWords Advanced Search Exam. These are not “gimme” tests. I study over 30 hours for each professional certification examination and am tested on over 1,000 pages of features in AdWords as well as account management techniques.
These exams are hard. They are comprehensive, and studying the materials is a key to staying up-to-date on AdWords features and their use. I personally feel that I benefit tremendously from these intensive refreshers and so do my clients.
Google Evaluates Our Account Management Practices
As a Google Partner, Google monitors activity in my MCC (My Client Center) account. The MCC is where all my firm’s client accounts are linked, to allow me one login to manage all accounts. Google reviews how frequently I am in client accounts, the benefit of the changes I make to account performance and the features I am are using for each account.
Google Evaluates What I Do for Clients and How I Market Our Services
As part of initially establishing my firm as a Google Partner, Google had a third party review all my reports to clients, my marketing materials, and how I marketed Google Products to clients. Google means business when they share their name with firm and allow Google Partner Status. As a Google Partner I am held to a higher standard than others who sell similar services. There are 5,000 Google Partners worldwide.
If you want peace of mind that your AdWords account manager is skilled to provide quality services, Google has done the vetting for you before awarding Google Partner status.
The Benefits of Using McCord Web Services as Your Account Manager
I have been an AdWords account manager for over 10 years. From a depth of experience, I understand how to leverage activity on AdWords to drive traffic, increase exposure but most importantly to generate leads for your AdWords program.
Routine management of your account includes a review two or three times a week based on what I am testing or evaluating. During each review I look to boost click activity, conversions, and the click through rate by refining keywords, adding negative keywords, reviewing actual search queries and reviewing and refining ad text. Additionally I review and add new features as they are available, troubleshoot performance problems, and give advice on landing page and website improvements. I am always keeping an eye on performance and the cost per conversion for your program.
With advanced knowledge of the AdWords system, years of account management experience, I have been able to guide manyAdWords programs to success and boost inquiries through AdWords.
I have personally love the challenge of working in AdWords and live and breathe AdWords.
I work hard to be accessible to you and to offer honest advice and recommendations for Google AdWords as well as for content back on your website to lead visitors into contacting you with a program or service inquiry through our monthly strategy phone calls.
If you are ready for us to manage your AdWords program, know that our fees are affordable, our communication is proactive, and we are seriously focused on exceeding your expectations in all we do.
If you are a do-it-yourself AdWords account manager for your own business, and have never hired a professional manager, here are some things that you may be missing out on using that will boost performance.
Extensions
I frequently see that a diy (do it yourself) AdWords manager does not understand the power of using extensions. Most frequently callouts and location extensions are not being used. Sitelinks may not be tailored to the ad group, and phone extensions are set up to not use Google Forwarding and recording calls as conversions.
Bidding Strategies
More frequently than not, I see manual bidding used in self-managed AdWords account. Using automated bidding you may see up to a 30% boost in traffic. Using CPA bidding or cost per acquisition bidding you may see a drop in clicks but as much as a 20% increase in conversions.
Ad Text
Most frequently I see that account owners who are managing their own AdWords accounts are not using dynamic keyword insertion in ad text. Using dynamic keyword insertion increases conversions. When ads are A/B tested with and without dynamic keyword insertion, those that insert the keywords always out perform the other ads.
If you have been managing your own AdWords account and frequently think that AdWords is not performing or is simply too expensive, it is time to get professional help.
With over 10 year of professional AdWords account management experience, McCord Web Services is the resource you need to whip your AdWords account into shape and have it start performing for you.
