Google Ads Account Management – McCord Web Services The Web Authority

January 18, 2023

January Google Ads Conversions Dip

This month, we are seeing a trend across nearly all managed Google Ads accounts and wanted to share the issue with you and how we are working to improve account performance.

In January 2023, we are seeing a dip in conversion activity in Google Ads across a broad sector of verticals. B2B and B2C are impacted as well as ecommerce accounts.

We are seeing good upward movement in clicks and impressions but conversions are lagging compared to the prior month and last 30 day figures by 13% to as much as over 50%.

With a full review of all account metrics, we are not looking carefully at the use of broad match keywords in client accounts and are either moving out of broad match entirely and into phrase match and/or adding to our negative keyword list.

Of concern to us as experienced Google Ads account managers is the continued push by Google and Google Reps to fully embrace a broad match only keyword strategy. But, we find that broad match does not always meet our clients’ needs.

It is important to monitor closely the search queries that are triggering ads. Google has continued to erode the line between broad match and phrase match much to our concern. This change in client account activity may be an impact of Google continuing to blur the line between phrase match and broad match keywords.

We’ll keep you posted as we evaluate further and continue to react to the changing environment driven by the auction in Google Ads.

December 30, 2019July 27, 2019

Stop Bleeding Cash in AdWords- Move Out of Broad Match

As a Google Partner and Bing Partner, I feel like I can speak with authority on this topic. In AdWords alone, I manage an actual monthly ad spend for clients of over $120,000 per 30 days or $1,441,776 yearly. As an experienced account manager I have to say that I simply hate broad match.

Don’t get me wrong, I like using broad match modifiers for keywords, but I feel that for most clients broad match is simply a way to bleed cash out of a pay per click account.

Google AdWords and Bing Ads (especially Bing Ads) Love, Love, Love broad match keywords. Heavy use of broad match without a reality check on the terms your ads are showing for is lining their pockets with your cash.

McCord Web Services is a Bing Partner and Accredited Bing Ads Professional.

If you don’t believe me, click just one of your high click volume broad match keywords and then click the drop down to view search queries. You will be shocked to see what is there.

Even with a huge and extensive negative keyword list, the way both Google and Bing Ads show your ads on synonyms for your broad match keyword would simply not be a good fit for most businesses that are focused on direct action or lead conversions and sales.

I hate to say never, but as click costs rise in an account the first thing I do is move out of broad match, use only broad match modifiers, phrase match and exact match. I end up with a much better cost per conversion and better overall results.

Need a savvy pay per click account manager on your side? Check out our programs. We work as a white label supplier/expert for agencies

December 23, 2019July 27, 2019

Why You Should Invest in A Google Partner

As a Google Partner specializing in AdWords, I want to share several key benefits with you as to why working with a Google Partner in AdWords is important.

Google Tests Us Yearly

Each year I have to recertify with Google to keep my Partner status. I take the AdWords Fundamental Exam every year and every other year I also take the AdWords Advanced Search Exam. These are not “gimme” tests. I study over 30 hours for each professional certification examination and am tested on over 1,000 pages of features in AdWords as well as account management techniques.

These exams are hard. They are comprehensive, and studying the materials is a key to staying up-to-date on AdWords features and their use. I personally feel that I benefit tremendously from these intensive refreshers and so do my clients.

Google Evaluates Our Account Management Practices

As a Google Partner, Google monitors activity in my MCC (My Client Center) account. The MCC is where all my firm’s client accounts are linked, to allow me one login to manage all accounts. Google reviews how frequently I am in client accounts, the benefit of the changes I make to account performance and the features I am are using for each account.

Google Evaluates What I Do for Clients and How I Market Our Services

As part of initially establishing my firm as a Google Partner, Google had a third party review all my reports to clients, my marketing materials, and how I marketed Google Products to clients. Google means business when they share their name with firm and allow Google Partner Status. As a Google Partner I am held to a higher standard than others who sell similar services.

If you want peace of mind that your AdWords account manager is skilled to provide quality services, Google has done the vetting for you before awarding Google Partner status.

The Benefits of Using McCord Web Services as Your Account Manager

I have been an AdWords account manager for over 10 years. From a depth of experience, I understand how to leverage activity on AdWords to drive traffic, increase exposure but most importantly to generate leads for your AdWords program.

Routine management of your account includes a review two or three times a week based on what I am testing or evaluating. During each review I look to boost click activity, conversions, and the click through rate by refining keywords, adding negative keywords, reviewing actual search queries and reviewing and refining ad text. Additionally I review and add new features as they are available, troubleshoot performance problems, and give advice on landing page and website improvements. I am always keeping an eye on performance and the cost per conversion for your program.

With advanced knowledge of the AdWords system, years of account management experience, I have been able to guide many AdWords programs to success and boost inquiries through AdWords.

I have personally love the challenge of working in AdWords and live and breathe AdWords.

I work hard to be accessible to you and to offer honest advice and recommendations for Google AdWords as well as for content back on your website to lead visitors into contacting you with a program or service inquiry through our monthly strategy phone calls.

If you are ready for us to manage your AdWords program, know that our fees are affordable, our communication is proactive, and we are seriously focused on exceeding your expectations in all we do.

October 28, 2019July 27, 2019

Leveraging Machine Learning For Google Ads- Part 2

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

Google AdWords is specifically using advanced machine learning via artificial intelligence in its automated bidding algorithms. Target CPA (Cost per Acquisition) bidding, Maximize Conversions, and Maximum Clicks are just samples of new bidding algorithms that can be used in AdWords accounts.

Each algorithm has a place and function based on a client’s need and metrics of success. However, I have found that in some cases using these machine learning driven algorithms that cost per click increases as does cost per conversion.

The value of an account manager in this automated environment is to provide the needed checks and balances to assure that your profitability goals are being met in AdWords.

As Google integrates more machine learning applications in Google AdWords for suggestions, bidding, and account management, it now becomes even more important to have a business-minded AdWords experienced expert overseeing your account to achieve the best results at the lowest cost for your budget.