Google AdWords | Big Changes & Big Trouble For You?
Major Change With Google AdWords Could Mean Major Problems for Advertisers
Google is up to no good again with a major change to Google AdWords that went into effect today. Here’s a question for you. How often do you click on the ads on the right side of a Google search results page? The answer is probably not often, if it all.
It seems Google has recognized that so they have removed the ads on the right side of the page.
What This Means to Google AdWords Clients
Realistically it means you better get your act together. With the elimination of the right side ads your ad will probably not be seen if it’s not on the top of the search results page. They have added a fourth spot to the top of the page.
If your ads average position is greater than 4 today then you are going to have major problems with your ads unless you are OK with taking one of the 3 spots at the bottom of the results page. Any good advertising agency will tell you that a position at the bottom of the page decreases the likelihood your ad will be seen dramatically.
What Can You Do With Your Google AdWords
The best response I can offer you would be to hire a professional digital ad agency, preferably one that is a Google Certified Partner. The few extra dollars you will spend to have someone else manage your ads on a daily basis (yes I said daily) is well worth the time you will free up and the hair you don’t pull out as a result of trying to optimize your ads to the best of your ability.
If you choose to continue to manage your own ads then here are a few pointers that should help keep your ads in the top 4. Keep in mind that some of what you will need to do will depend on the level of competition you have with your keywords phrases.
Keyword Phrases–Google AdWords strongly encourages the use of keywords relevant to your ad, and to the landing page. Keeping everything relevant to each other will help raise your Quality Score.
Relevancy of Landing Page–Google AdWords also considers the relevancy of the landing page as it pertains to the ad itself. Having a landing page that matches your ad content will also increase your Quality Score and drive your ad higher.
Negative Keywords-A necessary evil unfortunately, and one of the major reasons you will need to manage your ads daily. You will get clicks for keywords that have nothing to do with your campaign. Add these keyword phrases to negative keywords.
Be Specific–Google AdWords allows you to run ads in very specific geographic locations, or upload a list of email addresses to target. Use whatever tools you can to get even more specific about your demographics.
Check Your Competition-It’s OK, I promise. There are plenty of tools, including the Google AdWords Keyword Planner, that will allow you to check what your competition or similar businesses are using in their ad campaigns, and what keywords are searched the most within a month.
This should get you started with making sure your Google Ad doesn’t disappear into oblivion but you will need to monitor your ads on a daily basis. If you don’t you can get into trouble very quickly with uncontrolled ad spend, irrelevant clicks and your ad not running. I have seen all of these scenarios and in each case the person managing the ads had no idea. That person was sometimes an “advertising agency”.
One last thought. You don’t need to have the highest bid to be ranked at the top of Google AdWords. I am running one campaign right now where Google suggested a CPC of $36. I am averaging $6-8 per click with an average position of 1.1 to 1.4.