Category: News & Trends

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Google AdWords Tips

There are a few things that I want to share with you that I do to help improve performance routinely for an account. First, if it is at all humanely possible I ask the client to make sure that conversion tracking can be installed so that I can identify the keywords that are generating leads before we even start managing their account. I also ask that they install Google Analytics on their website as well.

Once I am managing their account here are a few things that I do to improve activity and conversions.

1. Week one and two I bid high on keywords to see what Google can do with the account. It is not uncommon for me to use the budget optimizer in campaign settings to allow Google to set the cost per click. I do not usually cap the cost per click amount in the settings in this initial testing phase.

2. I review the keywords that are generating clicks and conversions. I make sure that ad text is created that contains those specific keyword phrases in the exact order that they are shown in the control panel. I have found that by adding new ad text in this fashion I will stimulate additional conversion activity.

3. I routinely review the keywords from search activity both organic and paid from within the Google Analytics control panel. I don’t take a lot of time reviewing Google Analytics, but I do use it as a tool to harvest additional keywords as sometimes new ones and new directions occur in search traffic that can be used to improve activity in Google AdWords.

4. I routinely review the cost per conversion making sure that the cost is below what the client tells me he or she sells their product for. I want AdWords to be profitable and a good return on investment for the client.

5. I try to review the “all search terms” tab regularly in an account looking for new keywords to add and new negative keywords to add to an ad group or campaign to fine tune the program.

In the first four weeks of account activity I review the account every business day, as I have found that what I do in the first four weeks has significant impact on performance and the ability of Google to properly serve the account and maximize activity and conversions.

If you are looking for a Google AdWords Certified Partner who has the experience to make a difference in your lead conversions look no further and take a look at our services and prices.

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Why Some Businesses Will Always Need Pay Per Click Advertising

No matter how hard you try to optimize your website and improve in the organic search results, for some businesses, they will never be able to stop advertising on Google AdWords or using pay per click programs. I’m not being negative, just realistic! Even with great organic placement search engines change the game and sometimes much to your detriment.

Here’s a case in point, this past year Google replaced the top organic search results, that had any location reference, with listings from their own Google Places accounts. Google sometimes will show as many as ten Places page listings; pushing hard won organic results below the fold (to the point on your computer screen where you have to scroll to see it). This strategy may simply not be a test but rather a long term change based on how bullish Google is on mobile and location identification for searchers. We’ve had several instances where client websites which had top organic placement for years on state and region specific keywords had been impacted seriously by these means.

So how can a business which still actually has great organic placement but is now seeing their website listing pushed down below local searches compete? Although we do recommend that you get into the game with Google Places pages so your own information can appear above the organic results, how about the national selling firm that cannot set up Google Places pages for the locations that are important to their business appear high enough on the search results page to get buyers’ attention – pay per click and Google AdWords!

The bottom-line is that for some businesses there will always be a need for pay per click or Google AdWords regardless how high their organic search placement is. If you need a Google AdWords manager who understands your needs consider our services, in the last 90 days Google is recording that we have managed account with an accumulated ad spend of over $119,000. We are experienced professionals and our firm is a Google AdWords Certfied Partner.

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Google AdWords, Is It Right For You?

How can you decide if promoting your business on Google AdWords is right for you? Here’s my checklist to consider as you evaluate if you want to make the investment in Google AdWords pay per click ads.

  1. Ask yourself to you have enough money for a six month test for both a respectable click budget of at least $800 per 30 days PLUS account manager fees?
  2. Do you have the resources to try the program even if you have no conversions or leads in the first two months?
  3. Do you have the ability to modify the content on your website to refine AdWords landing pages, add Google Analytics code, and add the Google AdWords conversion tracking code?
  4. Do you track your sales back in your office or have a program where prospects are asked by your office team how they found you?
  5. Do you want to grow your business, expand your reach and sales base, and are willing to commit time and money to do so?

These are key questions that should be answered before you start really testing the marketplace with Google AdWords. The next step is to find a skilled Google AdWords account manager to help you implement and address issues for set up and issues that arise as your pay per click testing program rolls. We feel that we are that management team! We invite you to visit our AdWords services page to find out more about our program and our AdWords service ratings.