Category: Google AdWords

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Interesting Tidbits on the AdWords Conversion Optimizer

Here are some great tidbits gleaned from a Google sponsored seminar I attended recently on Google AdWords and the Conversion Optimizer.

  1. Using the Conversion Optimizer increases conversions an average of 21%.
  2. The Conversion Optimizer decreases the cost per acquisition (CPA) on the average 14%.
  3. The Conversion Optimizer will modify top converting keyword bids aggressively for position.
  4. It alters each unique bid by the user’s location, time of day, and operating system.
  5. Google recommends using the Target CPA versus Max. CPA setting.

I really like the Conversion Optimizer and have found that it really does work to increase leads and decrease costs. You will need a minimum of 15 conversions in a 30 day period to enable settings.

The difference between Target CPA and Max. CPA are noted below.

Target CPA The average amount you want to pay for each conversion. I have personally found that this setting may not be best for every account.

Max. CPA The most you want to pay for a conversion. More of my client accounts use this setting. If Target CPA does not provide results I move clients to the Max. CPA at a higher or recommended setting. I have seen accounts drop in conversions when I move from Max. CPA to Target CPA.

Make sure to check out our Google AdWords management programs online if you are looking for a new account manager.

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Interesting Tidbits on Enhanced CPC Bidding in AdWords

What a Great Idea!

Here are some very interesting tidbits gleaned from a recent Google AdWords sponsored seminar I attended that you may not be aware of in regards to Enhanced CPC bidding.

  1. When you have Enhanced Bidding enabled Google may raise your bid up to 30% more in any one auction.
  2. If account performance is strong nearly 75% of all auctions will be modified.
  3. Initially when Enhanced Bidding is turned on only 50% of the auctions will be modified to prevent negative account impact.
  4. Using Enhanced Bidding can increase conversions by 27%.
  5. Enhanced Bidding can decrease the cost per acquisition (CPA) by 7.6%.

You should have 10 conversions recorded in your AdWords account in a 30 day period before enabling Enhanced Bidding to get the best automated results.

If your campaign is budget limited, you will not receive the best possible benefits from your use of Enhanced Bidding.

We routinely use Enhanced Bidding in our client accounts and do find that the use does improve the number of leads and does lower the cost per conversion, however not as pronounced as using the Conversion Optimizer.

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Understanding Google AdWords Express

Nancy McCord, of McCord Web Services, (a Google AdWords Certified Partner) explains when you would want to use Google AdWords Express. This streamlined automated version of Google AdWords is a great platform for local selling business owners who have a low click budget and do not want to hire an AdWords account manager.

 

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Afraid to Test AdWords Try Google AdWords Express

Some clients may be selling a service or product that may not be a wonderful match for Google AdWords. There’s a great way to test if AdWords is right for you before taking the big plunge in regards to set up fees and click charges.

First, this is why AdWords may seem not be right for your business:

  1. Your products or services are priced higher than other competitors in your market. For example, you may only sell products bundled into a four pack and your competitors will sell singles. This makes your superior product, seem more costly than the competition.
  2. Your service is unique but costs more to buy due to your expertise. Others who do not have your longevity in the industry may be selling what seems to the consumer the same service but at half the price.
  3. You are offering coupon codes to discount your products and promote them widely on the Web, but when a consumer reviews your product (which they can buy elsewhere) head to head on the Web without using the discount your product and shipping may be higher.

Second, this is how you can test AdWords for your business with minimal set up expense:

  • Set up a Google Places account or claim your listing. Then use AdWords Express within the control panel to show ads in up to a 50 mile radius to test the waters with your AdWords program.
  • Although this is a local test and not a national test, for just a few minutes in set up, and no keyword entry, you can try out Google AdWords to check the viability of your product or services on Google AdWords.
  • When you set up a Google AdWords Express account, Google will set your cost per click, create a simple keyword list and even create your ad text.

Third, when should you consider the test successful?

  1. If your traffic and phone call level have improved from this limited scope test, it may be time to consider a full Google AdWords program. I recommend moving to this new level only if you have the budget to truly test a four to six month period at an ad spend of $500 to $2,000 for a 30 day period.
  2. If you got lots of clicks and no sales or phone calls, I would recommend that you review your position in the market to one see how you can clearly differentiate yourself from low price competition, re-align selling policies and prices to be more competitive in the consumer’s eyes, and evaluate if there may be alternative ways to cost efficiently promote your products and services other than Google AdWords.

If you are looking to move into a three or four month AdWords evaluation program after testing the waters, we’d be a good match for your needs. With a strong focus on sales and lead conversions, our service and honest advice will identify if AdWords is the place for you. We have recently introduced a new program called Local Start. In this program we set up a Google AdWords Express account for you. Check out more details on Local Start.