Archives for adwords expert

How Much Is Fair To Pay My AdWords Management Company? 5 Questions To Ask

When any of us look to utilize a service, especially one we’re only vaguely familiar with, the topic of cost is a primary concern.  No one wants to get ripped off, and at least in the example of digital marketing, unlike an oil change, your marketer should be able to prove the value added each month.  Unfortunately when I get my oil changed, unless I literally watch them during the process, I’ll never know if my oil actually was changed, and in that the opportunity for taking advantage is born.  The same can be true with digital marketing, including AdWords
Read More

Gmail Ads- Powered by Google AdWords

In using Gmail these days, you have undoubtedly seen and probably accidentally clicked on a Sponsored Ad interwoven within your inbox.  Google has been pilot testing these ads and refining them to be run through Google AdWords.   The Google official release suggests that these sponsored ads are now more integrated and therefore engaging.  While we are highly critical of the overselling of that point, we do, however, give credence to the fact that one change is less ads in the same space.  Google’s attempt to “show fewer, higher-quality native ads that integrate more seamlessly with the inbox experience” is progress,
Read More

How Is An AdWords Professional Better Than You?

4 Ways Experts Will Outperform You (aka, How Pros Provide Value That More Than Pay For Their Fees): Ad Formulation– getting the best converting, highest click through rates for ads. Keyword Research– having all the marketplace has to offer today and tomorrow, not to mention NOT excluding budget waste in the form of keywords, campaign settings and networks. Tracking– what is happening, measurably.  Tracking is time-consuming, complicated and multi-faceted.  It is not an aspect of PPC/Google AdWords/Bing Ads that a novice should expect to pick-up, understand and be able to reproduce immediately. Campaign Structuring- in a phrase, quality score.  Working each
Read More

Call Only Google AdWords’s Campaigns

  In our never-ending quest to server our reader base with new Google AdWords features and tools, today we’re bringing light to a new campaign type- “Call Only- ads that encourage people to call your business“.  The Google AdWords official description line is pretty clear, but it is important to note that there are no clicks to the advertiser’s web site, whatsoever.  In the past campaigns that enlisted call extensions, even those with the phone number only, no link to a web site option, still had the option for click-throughs for any non-mobile ads, for which direct calling wasn’t an
Read More

Should I Run a Google AdWords Campaign Myself?

Many of our clients, from companies of varying sizes and industries, come to us having tried to create, develop and maintain PPC marketing accounts- namely through Google AdWords.  We have found that many small and medium sized businesses initially decide to try their hand at managing these campaigns, and typically with little or even no success then look to internet marketing companies like Insider-Search for our expertise.  Our best successes in these instances are not only defining realizing increased sales or leads, but in doing so we more than pay for our own management fees (max 7% of the budget).
Read More

Bing Ads- No Account Level Budgetary Option

Back in my days at Yahoo! Inc, in the search marketing division (2004-2007), which has now become Bing Ads, there was an option for a top-level, account budget.  Account managers were able to set a final amount the the account could spend, regardless of the individual campaign allotment of funds.  This was particularly useful for our clients like Chem-Dry of Huntington Beach, whom market to the majority of Orange County, don’t have city-specific fund limitations, but instead a final daily budget.  Our campaign structure isolates each city with a Geo and IP targeted campaign pair.  Since the current Bing/Yahoo platform
Read More

Bing Ads Reduces Mobile Targeting Options

Bing has recently issued a release stating that their PPC platform, Bing Ads, is no longer allowing opt outs by device.  The user/marketer can no longer choose to not push their ads through any of the 3 device types: desktop, tablet or mobile.  Therefore the inability to isolate by device is not an enhancement, but instead a Bing revenue strategy.  Bing’s release does state that it has an advantage over its competition in Google AdWords by providing a chart that suggests they are more customizable because the “tablet” option can be adjusted through a Bid Modifier, while Google cannot. Bing is
Read More

Monthly PPC/AdWords Management Tasks

As we discuss pay per click programs with our clients before the launch of a campaign to go live, many of those clients ask us what is involved in our day to day, week to week management work, because many businesses attempt to build and manage AdWords programs for themselves.  So we have compiled some general on-going tasks we partake in once the campaigns are setup, tracking and live. Monthly Management Tasks 1. Ad rotation and evaluation: A. Ads need to be reviewed regularly for their part in the quality score for each keyword.  Sometimes a certain ad will have
Read More

Google AdWords Ad Extensions- Callouts

Google AdWords has expanded its ad extensions to include Callouts– a new feature that adds more text to your ad in an attempt to boost click-through rates.  While this is a natural attempt for Google to boost revenue, it also has positives for AdWords campaigns and those agencies that are on top of new features and newly adopt them before the general public. Here are a few advantages or reasons we’ve employed the Callouts ad extension for many of our clients: Larger ad footprint- any time we can take up more room on the results page with our ads, be it
Read More