AdWords Services – Page 6 – The Web Authority

June 15, 2016June 11, 2016

AdWords Tips – Understanding the Targeting Setting

Expect the unexpected. — Changing settings in AdWords when you really don’t understand the ramifications will impact performance.

Do-It-Yourself AdWords account managers, meaning business owners that manage AdWords themselves, frequently change the recommended settings for targeting thinking that they will get better performance.

Here’s what to know about targeting settings in the campaign tab.

You’ll find the settings that I am talking about by accessing the Campaign tab, then Settings and then looking for Locations, and Location Options.

Open up the Location Options settings by clicking the -. Inside you will see two settings, Target and Exclude.

Google does mark two as recommended, but for a diy AdWords managed account I will typically see that a business owner has changed one or both of these.

Target

I have found that many diy account owners feel that by clicking Target and selecting “people in my targeted area” or “people searching for or showing interest in my targeted area” that they will get better performance than using the recommended setting which is “people in, searching for, or showing interest”.

I have found that this is not the case. In many cases Internet Service providers will show a different location for a user than the area you are targeting. Or your prospective customer may be working outside, yet living in, the area that you are targeting. I have found that you will drop traffic using this setting and negatively impact performance.

Exclude

The recommended setting here is “people in, searching for or showing interesting in my excluded locations”. I will however see many diy AdWords account managers select to exclude “people in my excluded location” instead. This change from recommended may also in many cases limit your AdWords account or allow ads to show when you really would not want them to show.

Changing both settings for an AdWords account may impact impressions, clicks, click through, and lower the quality of lead conversions.

If you are a diy AdWords manager, you may be missing opportunities to boost AdWords performance. Find out how McCord Web Services, a Google Partner and certified by Google in AdWords Management, can make a significant difference in your AdWords’ account performance by visiting our website today.

June 13, 2016June 11, 2016

What Do-It-Yourself AdWords Managers Miss

Google Partner Badge — McCord Web Services is a Google Partner.

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.

June 1, 2016May 27, 2016

AdWords Changes Its Bidding Algorithms

Clear Strategy — Get Results on Google AdWords When You Use a Google Partner Like McCord Web Services.

Just a few month ago, Google AdWords quietly retired the old auto bidding with a built-in enhanced CPC algorithm. If you change out of this old bidding model, you can’t get back in.

Here are the new/revised bidding models for Google AdWords and my thoughts on each.

eCPC Manual Not the Old Auto
This bidding model uses the enhance click setting algorithm from AdWords but now starts not with an auto bid and bid cap but rather a manual bid. I have found that the traffic results are lower with this bidding model than the old eCPC auto bid model, but the ability to control costs is a big plus. For some accounts we are seeing roughly a 5% drop in costs. But the downside is that you really need to watch bids more carefully to boost them to the first page bid or set up bid automation rules. Traffic is lower as much as 20% less for some accounts. With eCPC Google is restrained in how much more than you max CPC bid it can set in the auction. That number is up to only 30% more. CPA bidding is unlimited.

Maximum Clicks
Google says that this bidding algorithm is the old auto bid with eCPC component, but I say it is not. This model is good to get maximum clicks and traffic, but does not take any conversion history into account when setting your bid. It is great to start a program out with when you are not sure what the click cost should be. You cannot set individual keyword bids unless you opt those specific keywords out of the Maximum Clicks algorithm, but you can using a bidding portfolio strategy. If you need traffic and have a low budget this is a good choice to get strong traffic.

CPA Bidding
This bidding strategy and algorithm have been around for a while. It works well for some clients and crashes the account for others. Google says that it is improved and now in the Bidding section of the shared library you can see how the algorithm is learning to serve your bids. Remember with this one there is no bid cap. Google can automatically bid as high as it wants to win you the click auction. So far I have several clients that are really getting excellent results with CPA bidding with increased conversions at a significantly lower cost.

Google has spent significant resources on making these bidding tools valuable and many use your account history to keep you well placed in the AdWords auction.

To learn more about Google AdWords, I invite you to review our website and services.

May 30, 2016May 27, 2016

What’s Google Got in Store for the Rest of 2016?

I watched the Google Live Stream this past week with curiosity. What was Google going to cook up next to wow us with and when would it launch? I was not disappointed.

Here’s what’s in store from Google for the rest of 2016 and early 2017

Longer AdWords Ad Text
AdWords will be moving to a title and ONE line of descriptive text not two 35 characters each long lines. This single longer line will be 80 characters long. Doesn’t sound like much, but in the world of AdWords this is huge!

AdWords Bid by Device
This is a really big one and one I have wanted for a while. Now I will be able to bid by device, not just do a bid adjustment. This will allow me to fine-tune my strategies for mobile and give me more flexibility as an AdWords account manager.

AdWords Google Display Network (GDN)
The AdWords display ad builder will now take your image and make it device responsive in the GDN. Excellent news!

Google Maps is Now Ad Inventory
Promoted Pins are in the queue, expanding AdWords more fully into Google Maps. Google Maps is now part of the search network. This will be very important for mobile advertising. But be ready to see these as you use Google’s driving directions.

Local Search Ads are Coming
In an effort to increase store foot traffic Google AdWords is revamping location extensions. Google will use beacon signals to record local store visits and these will now be recorded as conversions in AdWords.

RLSA – Remarketing for Search Improvements
Google AdWords is continuing to refine and revise RLSA ads and expanding your reach in this product by offering similar audiences now for RLSA and search ads.

Demographics for Search Ads
This one is pretty big, but Bing Ads has been doing it for a while. Google AdWords will now offer demographic targeting for search ads. Just another way to refine your targeting by age, gender, and potentially income.

It’s a Mobile First World
Google stated that search activity is now a “mobile first” world compared to just one year ago a “desktop first” world.

Google Analytics Updated for Mobile
Tying in with a mobile first world, Google Analytics is undergoing a major platform update and redesign. Many of the best features are in the paid model, but expect to see some nice changes even in the free version.

Google Data Studio
Interesting, this new application could be very good. It connects all your data together and let’s you build dynamic reports that are very visual. They are allowing some free reports in the trial beta.

What interesting plans and great new improvements. I am looking forward to each one of them.