In a previous post (The 5 AdWords Scripts To Start You On Managing A New Account) I introduced 5 Scripts that will get you started on supercharging your account. So you now know what scripts are – you have taken the vital baby steps and you're efficiently tracking your Quality Score, you've cleaned up your account and do not have any empty ad groups, you know how to see which of the competitors are on your tail quickly and you never spend more than you tell Google to. That’s enough right? Well – maybe and maybe not. As I am sure you are aware, Google is always making new changes & updates. Well if you're anything like me, some of those updates just don’t suit you & you find the way Google manages the account makes me spend in areas you really don’t want to? Well – I am going to give you 5 more scripts to efficiently monitor that and ensure you don’t spend a penny where you don’t need to. Again click on title to be taken to full script.
Having worked in several digital companies or in a digital advertising team for over 10 years, I have seen a lot of management styles. Some good, some not so good. As I have taken up leadership positions along the way, I can honestly say one of my favourite things to see is [mostly] young executives come into the field so eager to “get” Paid Search, so focused and determined. I sometimes wonder – have I ever been that way? However, what really grinds me SOMETIMES, is when some managers don’t manage/nurture/encourage that hunger. I have had great mentors in the past – and it is from these less than a handful of people that I am going to draw on – as the basis of my advice to managers who have hungry execs, but see them leave for something better just after 6 months or less.
Over the years of joining new companies and talking to new clients I have been amazed about the level of expectations that is had of Paid Search. Right in the middle of some chats – I’ve had moments of “wait, I think we need to take a few steps back and educate these guys on what will actually make Paid Search work for this business!”.
Sure - they know that PPC is about driving quality clicks to their websites and that there needs to be a high relevancy between the keywords, ad copy & landing page – but to ensure you get the most efficient CPA and highest conversion rates there are several factors that need to be understood.
Evolution of Paid Search:
In 2002 Paid search was comparatively cave man like – we only had text ads, you could bid on Google with hardly any competition, there were very simple account/campaign structures (mostly Brand vs. Generic) and the priority was traffic to the site, therefore the person with the most cash got the top position.
But times have changed now – we have a plethora of ad types (Expanded Text Ads, Responsive text Ads, Shopping Ads, Dynamic Ads and let’s not get started on the ad extensions). There is so much more competition in pretty much any advertising space you find yourself in. Structures are becoming more granular – as granular as a website is especially as we get more sophisticated with match type strategy. And gone are the days you report only on traffic – the director wants to know their return on investment (ROI) or cost per lead. And let’s not even get to all the different factors that Google now considers to find you worthy of that coveted 1st position (the known AND the un-disclosed). Thanks Google.
To ensure we're on top of being the best at every single one of these we need solutions of several kinds: bidding, campaign management, ad testing, reporting, competitive analysis & attribution. Companies have developed different tools and software that provides you with one or more of these solutions. But did you know there is one tool that opens up all these solutions to you?
As of August 2018, MindSwan is to be the Paid Media agency of Resi – initially focusing on their Paid Search media account.
This isn’t the first time that Resi, an online architectural practice based in Bermondsey, London, have asked for outside help in working on their Paid Search Account.
Resi has previously worked with other digital marketing agencies but without seeing expected results Resi felt that it was best to go in a different direction.
In Paid Search advertising alongside your regular reports of tables & graphs, you are going to have to explain the trends that have formed over time. We mostly call this the commentary.
Whether you are client side or agency – the guys’ behind the purse string want to know why performance has changed in the way it has with as little use of jargon as possible.
So what is the non jargon translation for CPC shift or clicks going up or down? Well let's go through the top 5 volume metrics which will be affected & efficiency metrics that help paint the story.