Google Ads Consultant – Page 13

May 22, 2019May 15, 2019

Discovery Ads – New Campaign Type to Appear in 2019

Google is mobile focused to the max as are these new ad products.

A new campaign type called Discovery Ads is coming to Google Ads later this year. It has been in beta for select advertisers but will be rolled out to all users later in 2019.

Discovery Ads will show on Google Discover, Gmail, YouTube and other Google properties. They consist of a swipeable photo carousel that renders ads by platform and artificial intelligence. They are supposed to anticipate consumer needs. Users so far have claimed 25% lower cost per lead.

In addition to Discovery Ads look for a new ad format for search called Gallery Ads. These photo heavy ads will allow 4 to 8 images with a 70 character tag line. Beta users claim 25% more interactions.

Both of these new items from Google are focused on products and cater to shoppers. You won’t be using either of these formats for services – just retail selling.

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May 15, 2019May 7, 2019

Google Ads Conversions – Deciding What to Measure

Be on target with deciding what conversions to let the Google AI base bidding on.

Deciding what to measure on Google Ads as a conversion has significant impact for your account performance. This is especially true when it comes to automated bidding.

For example, if you include page views in your conversions, you may skew results for any bidding algorithms you may use in the future.

When I manage an account, I look to include sales, completed web forms, and website phone calls as conversions. Other items that I may consider important depending on the client and what they are selling may be page views, whitepaper downloads, opening of the chat form. Typically I will consider those lower value actions in the “all conversion” category but not in the “conversion” category.

Doing so allows me to tell the bidding AI what conversions I really consider of value. Although I can add both sets of conversions to my reports, most decisions as to strategy should be based only on the high value conversions.

If you are not sure which and what you are tracking, click the wrench at the top right of your Google Ads account, then go to conversions. Take a look to see what data you are considering important and click on those specific actions to add or remove them from your reports.

You do not lose any data, it is simply whether those actions will be shown in the conversions column or the all conversions column.

Help Google bid smarter for you by only including “conversions” to give you better performance.

If you need help with Google Ads, please visit our website section on our services to check pricing and our programs.

April 29, 2019April 25, 2019

Google Ads Unmanaged is a Recipe for Disaster

McCord Web Services is a Google Partner and a Certified Google Ads Professional

Don’t have a Google Ads account manager? Trying to go it alone to save money on management fees? Unless you are trained and work daily in Google Ads you may be setting yourself up for failure.

Google Ads is not a set it and forget it program especially if your ad spend is over $2,000 per month for clicks. As Google Ads is a pay per click platform that operates as an auction you may be missing out on valuable activity that could generate leads for your account.

I have personally found that at an absolute minimum, there should be a weekly or more frequent review of your Google Ads account to optimize for performance.

When we do our review, we look for anomalies, areas where the ad spend is not fruitful – such as by device. We look for emerging new keywords and negative keywords to keep an account targeted. In addition familiarity with account performance metrics is key to squeezing the most out of Google Ads for your business’ benefit.

As Google Ads is incredibly powerful and yet supremely complicated, I just do not recommend going it alone when it comes to account management. Without tight controls from an experienced account manager, you can spend big on Google Ads without a measurable return.

I invite you to visit our website to learn more about who we are and what we do. We manage over $3 million in ad spend yearly for clients, find out how we can bring your account to success too.

April 10, 2019April 5, 2019

Google Ads Conversion Tips Part Two

Continued from Monday.

Back to the website… Remember Google Ads gets the horse to the water, so to speak, but it is your website content that gets the horse to drink – getting your initial micro conversion or lead from a Google Ads click.

So, the key is to have a robust and transparent website. Focus on an absolute minimum of 10 pages with videos, testimonials, and whitepapers. The higher dollar product or service you sell the more content you should have to establish yourself as an expert.

Proper Training of Phone Staff is Paramount

It is key that whoever is answering your phone is knowledgeable. Don’t make a prospect wait, hear ambiguous answers or be unsure of what you are selling. It is okay to have a receptionist, but when a sales person answers a call and says I do not know or is unsure, it can kill a sale.

If you use a receptionist to field calls, be aware of voice and intonation cues. Nothing chases a prospect away faster than a rude response from a receptionist.

Consider using website chat functions to pre-qualify prospects and then match prospects to the right sales staff. Put your top people on high dollar prospects.

Google Ads is an excellent tool for driving traffic and building conversions, but if the experience the prospect has on the phone or website is not fabulous, you may never be able to reach your conversion potential regardless of the budget you spend on Google Ads advertising.