Google Ads – Page 14 – The Web Authority

October 29, 2018October 26, 2018

What Happens When Your Budget is Too Low in Google Ads?

Nancy C. McCord, Owner of McCord Web Services LLC

Can your budget be too low for Google Ads? Yes, it can be, based on the market and Google defined minimum bid to appear in the Google Ads auction.

So, what happens when your budget it too low in Google Ads?

You do not get ad impressions.
You get sporadic clicks and typically not during business hours.
You do not spend your daily budget.
You are not getting good click traffic.

Here’s the big catch, if your Google Ads budget is too low to support high click cost keywords (your first page bid), then Google tries so hard to meter out your program through the day that they literally do not deliver even your daily budget.

This continues through the month and accounts that really need a budget and cost per click boost to be competitive may deliver only a few hundred dollars of click activity with a budget of several thousand dollars.

To fix this problem, increase your budget, increase your cost per click and take a very careful look at your keywords (are they too narrow) and your ad serving schedule.

October 24, 2018October 5, 2018

What is Attribution?

With over 10 years of experience in professional management of AdWords account, I wanted to share tips on an often overlooked yet important item in conversion tracking – attribution.

First to see what I am talking,(in the old interface) about go to Tools > Conversions. Click one of the names of the conversions you have set up. Look to the bottom to Attribution Model. If you’ve done nothing it has defaulted to Last Click. Click Edit and change your conversion model to Position Based.

Position Based is my preferred attribution model. Over time you will be able to see keywords in your account that you might have pause that are actually a part of the conversion path.

The first click and last click will be weighted to 40% each and the middle clicks will split the remaining 20%. What happens is important for your keyword monitoring. You will start to see keywords that previously in the last click model may not be driving as many conversions as you had thought.

Your data drives your decisions in AdWords, put your data to work for you by changing your Attribution Model to the right one for you.

To get to the prior interface if AdWords defaults to the new interface, click the three vertical dots next to the gear in the top right and click go to prior version.

There are just some things that are easier to see and faster to do in the old interface.

Need an AdWords manager? Please take a moment to find out more about what we do.

October 3, 2018September 27, 2018

How to Compete Against a Competitor with Deep Pockets

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In Google Ads, you can compete effectively against large competitors who are spending a lot of money on Google Ads with a few creative approaches.

First, consider taking the gloves off. We will routinely target competitor names in very competitive spaces. Our ad text will show dynamic keyword insertion and phrases in the ad text like (Competitor’s Name) Too Expensive? Check out (Your Company Name) and then showcase features. Similar to (Competitor Name) is also another great way to get traffic and bleed off prospects who may have never known about you and were searching for your competitor.

Be watchful about the time of day your ads show. If you are competing against a company with a very large advertising budget, consider bidding down slow times of the day or times that do not typically convert for you and show your ads at your regular cost per click in peak times. This strategy keeps your name out there but focuses budget in peak decision making times.

Consider Display advertising and use In Market as a setting. This will show your ads in the Display Network and targets readers or browsing prospects that are actively looking for your competitor or services you offer.

If you are looking to boost your Google Ads exposure and be more competitive in your marketplace, I invite you to visit our website to find out more about McCord Web Services and what we do.

October 1, 2018September 27, 2018

When to Increase Your Budget in Google Ads

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If you are not budget restrained, meaning that you have additional marketing dollars to spend, here is a quick primer on how to know if it makes sense to increase your Google Ads spending budget.

First, look at your campaign level results and sort the data for yesterday. If you did not spend your full budget yesterday, raising your daily budget will have no impact. Make sure to check a few days on top of just yesterday to assure that you are seeing enough results to be sure.

Second, if your program is profitable for you meaning are getting leads which leave room for profit, then the rule of thumb is to increase your ad spend as long as you have a positive ROI or return on investment. Make sure to look at the average cost per conversion when you evaluate what your leads cost versus what you make per lead.

It is important to have an awareness of important facts that are unique for your business such as one out of every ten leads makes a purchase or becomes a regular customer and regular customers typically will stay five years with us and have a lifetime value of X.

I do not recommend raising your ad spend budget without thought to assure that Google Ads is an investment in your growth and not an expense.

That being said for accounts that have taken the approach of increasing the ad spend without a limit while there is still positive ROI, the results can be absolutely, positively, mind boggling and wonderful.

If you are looking for a Google Ads optimization expert, I invite you to find out more about our services today.