Google Ads – Page 10 – The Web Authority

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.

March 4, 2019February 27, 2019

Thinking of Google Ads? Act Now

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

My firm manages over $3 million dollars in Google Ads ad spend. Google Ads management is a core business for us.

If you have been considering hiring us to optimize, manage or set up your Google Ads account, now is the time to act. We will be making a price structure change in the next week and we will honor our current pricing while it is posted on our website.

We will be moving to a flat rate fee for low spend accounts and a percentage of ad spend for higher volume accounts. Our existing clients will be grandfathered in to our old management fee program.

This is a great opportunity to come back to check out our services if you have been a previous client or have been thinking about hiring an account manager but have just not moved forward.

We look forward to working with you and your needs in Google Ads.

February 25, 2019February 22, 2019

Should You Still be Using Dynamic Keyword Insertion in Google Ads?

My firm manages over $3 million yearly in Google Ad spend for clients. As a result, my team sees how the impact of Google expanded ads and responsive text ads have changed control of the ad message.

It used to be that using dynamic keyword insertion by inserting code like this {KeyWord: Default Ad Message Here} allowed ads to become more relevant. Google would insert your own keyword phrases in the {} and make the ad appear customized.

However, now with Google slicing and dicing the ad text you now create by mixing up one, two, or three headlines combined with or without two sets of descriptive text, the message is no longer really controlled by you. The ad text the end users now see is all based on AI putting pieces together for you and then rendering new ads based on device and relevancy. Sounds good right? Not always. Add then into the mix dynamic keyword insertion and it is starting to feel like you’ve lost control over the message you want to put out to generate clicks.

Even worse add in the new responsive text ads where you enter in six or more headlines and up to 6 descriptions and the combinations are now nearly endless.

As a result, we are starting to remove dynamic keyword insertion code or using it very judiciously and on only certain accounts where it may still make sense.

If you need help from the professionals who really know Google Ads, I invite you to visit our website to learn more about our Google Partner credentials and our management program.