I’ve seen mentioned on the Web in several places that Google Ads is an auction bid and then again that it is not. Finally in Google’s own help information on Google Ads they themselves use the “Auction” term.
I have long felt that getting to position one on a keyword had an auction factor to it as one could bid up the price, but in some cases never pay the actual bid price and raise a keyword s’s position. Now at least it is clearly in the open. Yes Google Ads does have an auction-like bid to position.
Remember there are additional factors that affect your keywords page position like quality score, ad text, and even landing page match and now auction is another one.
As more businesses feel pressure to squeeze every cent from Google Ads advertisements, one area that you should not skimp on is the quality of your Google Ads account manager.
Most Google Ads account management services and account managers will charge about 10% of your scheduled ad spend to manage your account. If your ad budget is $7,000 for clicks this turns into $700 for your manager to make changes and monitor your account.
My firm takes a different approach, we bill by the hour for our time. To make it easy to understand our services, we have a grid showing estimated time to manage your program based on ad spend or number of running ad groups. You then buy a certain amount of hours from us monthly and we use this time to manage your account, perform analysis, to provide reporting and to strategize with you as needed on performance and improvements.
For the client with a $7,000 ad spend that would have paid $700 for account management, our fee would have been $450. That is 36% less than the typical account manager.
McCord Web Services is a Google Partner and a Certified Google Ads Professional
My firm manages over $3 million yearly in Google Ad spend for clients. As a result, my team sees how the impact of Google expanded ads and responsive text ads have changed control of the ad message.
It used to be that using dynamic keyword insertion by inserting code like this {KeyWord: Default Ad Message Here} allowed ads to become more relevant. Google would insert your own keyword phrases in the {} and make the ad appear customized.
However, now with Google slicing and dicing the ad text you now create by mixing up one, two, or three headlines combined with or without two sets of descriptive text, the message is no longer really controlled by you. The ad text the end users now see is all based on AI putting pieces together for you and then rendering new ads based on device and relevancy. Sounds good right? Not always. Add then into the mix dynamic keyword insertion and it is starting to feel like you’ve lost control over the message you want to put out to generate clicks.
Even worse add in the new responsive text ads where you enter in six or more headlines and up to 6 descriptions and the combinations are now nearly endless.
As a result, we are starting to remove dynamic keyword insertion code or using it very judiciously and on only certain accounts where it may still make sense.
If you need help from the professionals who really know Google Ads, I invite you to visit our website to learn more about our Google Partner credentials and our management program.
