Resuming Paid Advertising In A Post COVID World

Over the last few weeks as areas across the country have begun to slowly reopen, many of my private clients who paused their online advertising back in March have decided to relaunch their Google Ads Campaigns.

I’m excited to announce that I’m seeing preliminary results based on advertising over the last few weeks and those results have been very good for business owners.

Each one of my private clients’ accounts has been more profitable during May than they were in February of 2020.

Here are what I believe to be some reasons for the increase in profitability using paid Google ads:

  1. Less Competition On Google

It is a fact that many advertisers paused their online advertising in March or April of this year.

Google works by displaying ads in the most prominent position based on a real time auction. When determining how high an advertiser’s paid ad appears within Google search results, Google uses a combination of an advertisers bid and other factors such as relevancy to the user search query to determine what is called ‘Ad Rank’.

The higher the Ad Rank the more prominent on the page an ad will appear. The more prominent an ad appears, the more likely an ad, whether a product ad like in Shopping or a text ad as in Google Search, is to be clicked on by a potential customer.

With less businesses advertising, it translates into less competition and cheaper bids for those who advertise meaning higher Ad Rank and more prominent positions within Google.

Right now, I have seen some of my private clients with their average cost per click 50% or less than what they were paying earlier in the year for the same search terms!

Combine cheaper bids with the relatively same conversion rates and it is no wonder that profitability has been substantially higher.

And although I’m not sure how long this phenomenon will last, current advertisers are certainly taking advantage of cheaper clicks thus reducing their costs per click thereby helping to drive their profit margins higher.

There is also an opportunity to reach more shoppers. Less competition online means less options for shoppers. This may not be a good thing for consumers, but it is a REAL good thing if you are one of the remaining choices.

Increasing Business In The Long-Term …

I always like to remind clients that advertising using paid Google ads is not a short game.

Not only is advertising in Google about optimizing profits per sale, but it is also about the average lifetime value (ALV) of a customer.

Advertisers are paying for that first sale, but how many future sales will an average customer make from your website after their initial purchase?

This is the data you need in order to calculate Average Lifetime Customer Value. Increasing the ALV depends on factors like staying in contact with past customers (how often are you emailing your customer base), how happy customers are with your products (are you doing everything you can to exceed customer expectations) and how smooth was the initial transaction (did they receive their order in the manner promised).

Combine good service with good products and you have the initial recipe for increasing your average customer lifetime value.

2. More People Shopping Online

What has happened in the past few months is like nothing we have ever seen. In California, we have been asked to stay at home for almost 3 months and counting.

That not only means that the grass in the backyard has been getting worn out, but it also means that personally I’ve been buying a whole lot of stuff online some I need, much I don’t.

Do you know what?

In the action of increasing the amount of shopping done online over the last few months, I’m not alone.

It isn’t just the people who are already accustomed to shopping online either that are increasing how much they are shopping.

Nope.

In addition to regular online shoppers, there are people that have never previously shopped online that have had no other choice due to stay at home orders.

Including especially some generation Xers and a whole lot of Baby Boomers, the stay at home orders has created a whole new wave of online shoppers and it is a big wave!

In 2019, online purchases made up 16% of commerce. Many experts predict that the COVID-19 pandemic will change the way shopping is done and specifically how online shopping is done forever more.

In 2020, online shopping could skyrocket to as high as 50% of all sales. As new shoppers become more accustomed to shopping online and become more adept at doing so, this percentage could increase even higher than 50% over the next few years.

If you are selling products online, you should be filled with optimism. If you are not selling products online, you should be thinking about how and where you can start.

3. People Ready For Normalcy

Let’s face it. After weeks or even months at home, people are ready for normalcy. And I’m not talking about purchasing that 10ft inflatable pool for the backyard, although yes I did recently order one or even that new videocam and yep I bought one of those too.

Instead, I’m referring of the new baseball batting helmet for little Johnny or a new volleyball for the beach.

Items that return a sense of normalcy even though the activity for which they are bought may still not be back at full capacity.

Demand has picked up online, due to what I believe is people’s desire for a sense of normalcy.

Combine this demand for normalcy with lack of competition and many advertisers are seeing more profitable sales even when logic may dictate that it would be better to hold off on resuming advertising for certain product lines.

Final Word

If you were using paid advertising before COVID, there is no reason not to resume advertising now. When I say resume advertising now, I’m not referring to next week or even next month, I’m referring to today.

If you are not quite ready to take a full plunge but want to just put your toe in the water, then you can resume on a limited basis.

Restart your advertising with just your best-sellers or restart your advertising bidding at reduced level (say 50%).

In what method you decide to restart advertising, know that the opportunity is high right now to see cheaper clicks and higher profit levels from your online marketing. The time for being timid with your ad budget is gone and customers are again wanting your products.

However, like that 48-hour sale at Macy’s, be warned that this sale (the Google ads sale on cheap clicks) may be over before many know that it even began!

Remember to stay safe and stay healthy!

Looking for More Information on Google Advertising?

Check out the all new The Academy of Internet Marketing (www.theacademyofinternetmarketing.com), the premier online marketing destination for small to mid-sized e-commerce businesses serious about substantially growing their online sales plus exclusive access to me, author of Make Each Click Count book series.

Complete Access To The Academy of Internet Marketing For $1

If you have the dedication and are ready to take your online sales to the next level, then The Academy of Internet Marketing was created for you. It provides the tools in the form of knowledge of what works today. Join us and see what makes us special and together we will grow your business.

If you are ready to take your online advertising to the next level, I welcome you to take a trial. It only costs $1 for access.

Happy Marketing!
Andy Splichal

ABOUT THE AUTHOR

Andy Splichal is the founder of True Online Presence, author of the Make Each Click Count book series, founder of The Academy of Internet Marketing and certified online marketing strategist with twenty plus years of experience helping companies increase their online presence and profitable revenues. To find more information on Andy Splichal, visit www.trueonlinepresence.com or read The Full Story on his blog, blog.trueonlinepresence.com.

My New Book – Make Each Click Count Using Google Shopping – Just Released

Last week, my new and second book Make Each Click Count Using Google Shopping – Revealing Profits & Strategies was released on Amazon!

One question that I was immediately asked was “do you think it is wise to release your book in the midst of a worldwide pandemic?”.

My answer was a resounding YES and there is more than one reason why that is the case.

First and foremost, especially for e-commerce companies selling products online, due to the recent shifts in overall buying habits it has never been more important for companies to optimize their online marketing.

Overall, online sales have increased in a steady upward trajectory over the last 15 years. Recently, in 2019, e-commerce sales increased to 16% of all sales an increase from 14.4% in 2018 and 13.2% in 2017 according to Internet Retailer.

Although nice steady increases, many experts predict that the COVID-19 pandemic will change the way shopping is done and specifically accelerate the percentage of shopping that will forever be done online.

In 2020, online shopping could increase to as much as 50% of all sales. As new shoppers become more accustomed to shopping online and become more adept at doing so, the percentage of online sales could increase even higher than 50% over the next few years.

If you are selling products online, you should be filled with optimism. If you are not selling products online, you should be thinking about how and where you can start.

Either way, this book provides a ton of fundamentals and strategies to help business owners become profitable selling products using Google Shopping, the largest comparison-shopping website online.

Second, as companies prepare to either resume or expand their online marketing, it is essential for business owners to know exactly how their online advertising dollars are spent.

Before our current crisis and perhaps even now many ecommerce store owners simply would hire out their outline marketing to a Search Engine Marketing (SEM) agency.

Outsourcing paid marketing is common practice as many store owners either do not have the knowledge, the time or both to setup, manage and optimize their online marketing. This is especially true with Google Shopping with all its moving pieces including creating a Merchant Center account and optimizing bids in the Google Ads interface.

However, blindly trusting a company to have your best interest in mind could be a serious mistake and may not be a wise spend of your advertising dollars.

My new book, Make Each Click Count Using Google Shopping, has been written in an easy to understand format with stories, screenshots and directions that will make it easy to understand how well your current Google Shopping campaigns are being managed even if you decide to outsource.

For those business owners, who decide to outsource their Google Shopping, it would be wise to read through this book to ensure their current advertising is producing to the best of its ability.

For business owners that are running their own Google Shopping campaigns, this book brings methods learned and strategies developed over two decades managing hundreds of thousands of dollars that can be quickly implemented into your campaigns.

Especially, in our current climate, being prudent with advertising spend is essential. This book will help business owners do just that whether outsourcing or running Google Shopping inhouse.

Am I Doing Anything For My Book Launch?

I learned a lesson from my first book 5 years ago that you need to do more than just publish a book and expect a ton of distribution.

In fact, did you know that the average book published on Amazon only sells a lifetime total of 250 copies?

This book is such a valuable resource to anyone who is selling products online that it absolutely needs to get it into as many hands as possible!

Therefore, I have substantially reduced the price of the kindle version to $1.99. Now through June 4th, buyers can purchase the kindle version at Amazon at an 89% discount.

Click Here to Purchase on Amazon

And although it makes me a little sick to the stomach offering what has been my main focus over the last 12 months of writing this book for $1.99, I must remember my ultimate goal.

My desire is to get this book into as many hands as possible who will be able to benefit and increase their profitability using Google Shopping from reading this book.

After June 4th, customers will continue to be able to purchase the book on Amazon for the standard price or they can purchase direct at www.makeeachclickcount.com where they will find a few more special offers not available on Amazon.

What Are Others Saying About The Book?

I am extremely proud of this book and feedback is proving to show that this book may be my best so far!

This book just received ‘The Official 2020 Best of Los Angeles Award’ for its content and we were greatly honored.

In addition, the reviews on Amazon have been extremely positive (see below).

For a writer, one of the most important aspects is the feedback. It helps you grow in so many ways, not only as a writer and teacher, but as a person.

I encourage all who order this book to read a few chapters and write an honest review of what they were able to take as far as strategies and lessons on improving Google Shopping.

You can read all reviews, by clicking here.

If you are looking to improve your results using Google Shopping, I encourage you to read this book and to place your order before June 4th to take advantage of the currently discounted price.

Also, if you have any questions, I also encourage you to reach out directly through this blog or email us at [email protected].

Looking for More Information on Google Advertising?

Check out the all new The Academy of Internet Marketing (www.theacademyofinternetmarketing.com), the premier online marketing destination for small to mid-sized e-commerce businesses serious about substantially growing their online sales plus exclusive access to me, author of Make Each Click Count book series.

Complete Access To The Academy of Internet Marketing For $1

If you have the dedication and are ready to take your online sales to the next level, then The Academy of Internet Marketing was created for you. It provides the tools in the form of knowledge of what works today. Join us and see what makes us special and together we will grow your business.

If you are ready to take your online advertising to the next level, I welcome you to take a trial. It only costs $1 for access.

Happy Marketing!
Andy Splichal

ABOUT THE AUTHOR

Andy Splichal is the founder of True Online Presence, author of the Make Each Click Count book series, founder of The Academy of Internet Marketing and certified online marketing strategist with twenty plus years of experience helping companies increase their online presence and profitable revenues. To find more information on Andy Splichal, visit www.trueonlinepresence.com or read The Full Story on his blog, blog.trueonlinepresence.com.

Top Action Items To Successfully Navigate The COVID-19 Environment With Paid Ads

Since the end of the 2008/2009 recession, life for companies marketing their products has been good. The employment rate has been low, and the economy has been booming. Customers have had plenty of discretionary income and businesses have subsequently thrived.

Over the last few weeks this has all changed. The recent Coronavirus pandemic has drastically changed our day to day lives for both us and our customers. However, especially for those companies that are selling products online, there still exists the opportunity to continue to market and sell your products.

The bottom line with COVID-19 is don’t panic. Make smart marketing decisions based on your data.

How Does COVID-19 Affect Different Industries

It may come as no surprise that sales for many companies have been significantly affected in a negative way over the last few weeks. However, it may surprise you that many companies have had either increased or flat sales over the last few weeks as well.

Below is a list of different industries that have been seeing the different effects of COVID-19 – the positive, mixed and negative.

Industries seeing better performance

• Health & Medical
• Non-profits and Charities
• Business Management
• Finance
• Media
• Beauty & Personal Care
• Gifts

Industries seeing mixed performance

• Home improvement
• Retail
• Home Furniture & Decor
• Automotive
• Legal
• Jobs & Education
• Real Estate

Industries seeing worse performance

• Travel & Hospitality
• Sports & Fitness
• Building & Construction
• Industrial & Manufacturing
• Bars & Restaurants
• Live Entertainment
• Conferences & Events

Regardless of which of the industries above you find yourself, there are ways to optimize the current trends in order to generate the most sales possible in our current environment.

Here are the top 3 actionable items I’m implementing for my private clients:

1. Ensuring Your Existing Paid Traffic Is Clean

When reviewing different Google Ads accounts, the area I generally see the most wasted spend is what advertisers are spending in driving traffic from unrelated search terms.

Most of the times unwanted search terms driving paid traffic is usually seen in Google Shopping campaigns. In Google Shopping campaigns, you of course don’t mandate your own search terms. Instead, Google matches your product title and description with customer keyword searches. This is an automated process that is less than perfect and mismatches in product vs search terms can lead to some expensive mismatches to advertisers not keeping tabs on what terms are driving paid traffic.

Especially during these times, keeping track of how you are spending your advertising dollars is essential. I recommend that advertisers review their Search Terms report at least on a weekly basis, if not more often depending on your daily spend.

In order to see exactly how to keep track of what keywords are driving traffic and to remove unwanted searches, review my article – Keyword Search Terms – Unlocking The Ads Puzzle {revised 4/8/20}.

Note, just because I mentioned Google Shopping as typically being the main culprit of wasted spend doesn’t mean that Google Search terms are always providing clean traffic. In fact, many times quite the opposite. Depending especially on which keywords types an advertiser is using, Google Search campaigns may have more wasted spend than Google Shopping.

2. Know Where In Google You Are Advertising

About 9 months ago, Google announced some “exciting” news that soon Google Shopping ads would automatically be eligible to appear inside YouTube and Google Discover.

For those Google advertisers who did not see this announcement or at least did not act upon it, in June of last year all their Shopping ads would have started to display inside YouTube and Google Discover.

Was this a good change?

It of course is going to depend on individual advertisers whether they saw positive or negative results, if they did not opt out of displaying their ads on YouTube and Google Discover.

However, appearing on these networks is more geared toward display advertising, where customers are not typically actively looking to buy. And typically, display advertising is much less profitable than shopping intent advertising.

I explain the change and exactly what it means in my article – New Changes to Google Shopping Could Cost You Big Time!

If you don’t know what the change is or how it could be affecting your advertising spending inside Google Ads, I suggest you read it.

If you have been showing ads inside these networks, I suggest you take a good look at your profitability before and after June 2019.

Because at times like now, it is essential to make sure you know exactly where you are spending your advertising budget.

3. Look at Expanding Ads Budget To Include Bing

Yes, I said it, ‘Expand’. In today’s environment expand may be a blasphemous word; however, for some of my private clients I’m seeing much more profitable results currently advertising using Bing Paid Ads compared to Google Paid Ads.

Microsoft Ads (formerly Bing Ads) have always been a bit of a little brother to Google Ads. In normal times, Bing searches amount for approximately 10% of Google searches.

However, these days anything is but normal.

Microsoft/Bing currently powers about a third of desktop searches. With the percentage of mobile searches drastically declining and desktop increasing during the past few weeks, Microsoft/Bing has only seen a 5% decrease in traffic (significantly less than Google).

Current facts are dictating a higher percentage of sales coming from Microsoft/Bing and those sales are generally being achieved at a lower cost per acquisition.

If you are not currently using Bing or haven’t been reviewing your Bing Ads, now is the time to do so. I recently released an article regarding the surge in profitability in Bing Ads as well as the process of moving over Google Ads into Bing.

You can read it here – Microsoft/Bing Ads – A Surge In Profitability

Final Word

Now are crazy times. It is natural with human instincts when uncertain to pull the covers over your head and wait for things to return to normal.

However, for those with the courage to stay the course, opportunities do still exist.

Only by actively watching your advertising and making sure that you know where and how you are spending your ad dollars; you can ensure you are spending it wisely.

Now may be the time to ‘tighten you belt’, but that doesn’t mean that you need to sacrifice driving sales.

By refocusing wasted spend found in unwanted keywords into spending where trends are driving more sales, such as Microsoft/Bing, advertisers may find themselves actually gaining market share while continuing to drive profitable sales.

Looking for More Information on Google Advertising?

Check out the all new The Academy of Internet Marketing (www.theacademyofinternetmarketing.com), the premier online marketing destination for small to mid-sized eCommerce businesses serious about substantially growing their online sales plus exclusive access to me, author of Make Each Click Count, The TOP Guide To Success Using Google AdWords.

Complete Access To The Academy of Internet Marketing For $1

If you have the dedication and are ready to take your online sales to the next level, then The Academy of Internet Marketing was created for you. It provides the tools in the form of knowledge of what works today. Join us and see what makes us special and together we will grow your business.

If you are ready to take your online advertising to the next level, I welcome you to take a trial. It only costs $1 for access.

Happy Marketing!
Andy Splichal

ABOUT THE AUTHOR

Andy Splichal is the founder of True Online Presence, the founder of The Academy of Internet Marketing, author and certified online marketing strategist with twenty plus years of experience helping companies increase their online presence and profitable revenues. To find more information on Andy Splichal, visit www.trueonlinepresence.com or read The Full Story on his blog, blog.trueonlinepresence.com.

Using Google Drafts & Experiments Doesn’t Mean You Are A Mad Scientist

I am a big proponent of manually controlling bids inside Google search campaigns. I believe by manually controlling bids, you can effectively dictate the impression share and optimize for the lowest possible cost per acquisition by adjusting bid by device and location as well as continuing to update your negative keywords. It is my believe that a campaign will ultimately perform much better when it is optimized manually opposed to relying on Google’s automated bidding strategies.

It is no secret that Google is strongly pushing their automated bidding strategies.

* For a full list of Google’s bidding strategies, check out this recent article – Google Automated Bidding Strategies.

If you are actively running Google campaigns, you probably have seen a Google notification like the one below inside your Google account advising you that changing your bid strategies to a Target CPA strategy will attain more conversions at a similar or lower price.

This image has an empty alt attribute; its file name is Creating-Ad-Schedule_750.jpg

I’m a big proponent of testing. I’m also a big proponent of generating sales for my private clients at the lowest possible CPA (cost per acquisition). That is why I recently launched a test to determine whether a single campaign using manual bids would perform better than that same campaign using Google’s automated Target CPA bid strategy.

How can you test a single campaign with different bidding strategies at the same time you may wonder?

By using Google’s ‘Drafts & Experiments’, Google offers the ability for advertisers to test the same campaign with different settings such as bidding strategy. When setting up the experiment, the advertiser determines which percentage of the traffic for that campaign goes to which draft version and the data will determine which campaign will best perform.

For my test of Manual bidding vs. Target CPA strategy, I plan to divide (allocate) the traffic evenly for one month.

In order to first set up an experiment, you will first need to create a ‘draft’ of the campaign that you wish to test.  The ‘Drafts & experiments’ link is located in the left-hand navigation bar.

This image has an empty alt attribute; its file name is Creating-Ad-Schedule_750.jpg

Before you can create and experiment, you must make a draft of the campaign that you wish to test. Then, using the new draft, you will change the setting you wish to test.

To create a new draft.

  1. Click on the ‘Drafts & experiments link’.
  2. Click on the blue plus icon.
  3. Select which campaign you would like to use as the base for your draft, name your draft and add a draft description (optional).
This image has an empty alt attribute; its file name is Creating-Ad-Schedule_750.jpg

One you create a new draft, you will want to open the draft and make the changes you wish to test.

For our experiment,

To change the bidding, click on settings in the left-hand navigation and click on the Bidding option. There click on ‘Bidding Strategies’. Once you make your desired changes, make sure you remember to click on Apply at the top of the screen to make sure changes are saved.

This image has an empty alt attribute; its file name is Creating-Ad-Schedule_750.jpg

The next step is to launch the actual experiment.

To do this, we again a click on the ‘Drafts & Experiments’ link. This time, we are going to click on the ‘Campaign experiments’ link and create a new experiment by clicking on the blue plus icon.

Google will then prompt us to select which Draft we wish to use for the experiment, name the experiment and select the date to start the experiment.

In addition, you will be asked which percentage of traffic you wish to be allocated to the draft during the experiment.

Once you save, your experiment is finished. Once they begin running, you will be able to view experiments along side normal campaigns in the campaign view of your account.

 Last Word

I’m a big believer in testing and measuring. I fully subscribe to the theory if you aren’t continually testing inside your Google Ads account, you soon will be left behind by your competitors.

Google has been aggressively promoting their automated strategies for over six months. From messages inside your Google Ads account to calls from Google reps advising that you would achieve better results from changing your campaigns to automated bidding strategies, the promoting has been extremely aggressive.

When Google first released their different strategies (over a year ago), I tested quite a few of those strategies inside different client accounts in the process of working to improve results.

However, there was not a single instance that I felt that an automated campaign outperformed a fully optimized manual campaign.

With that said, in order to test at the time, I had to change the settings back and forth. This means that the test was covering different times, which opens the door to other factors such as seasonality and competition pricing, etc. could have been responsible for some of the results.

Now with the new ‘Drafts and experiments’ advertisers such as us can test using the same timeframe in order to fully determine which performs better – manual or automated bid strategies.

Note, it is worth noting that using drafts and experiments are only available using Search and Display campaigns. It is not currently possible to use experiments in Shopping or other type of campaigns.

P.S. – I just launched this experiment late last week – check back in 30 days and I’ll update this article with results.

Looking for More Information on Google Advertising?

Check out the all new The Academy of Internet Marketing (www.theacademyofinternetmarketing.com), the premier online marketing destination for small to mid-sized eCommerce businesses serious about substantially growing their online sales plus exclusive access to me, author of Make Each Click Count, The TOP Guide To Success Using Google AdWords.

Complete Access To The Academy of Internet Marketing For $1

If you have the dedication and are ready to take your online sales to the next level, then The Academy of Internet Marketing was created for you. It provides the tools in the form of knowledge of what works today. Join us and see what makes us special and together we will grow your business.

If you are ready to take your online advertising to the next level, I welcome you to take a trial. It only costs $1 for access.

Happy Marketing!
Andy Splichal

ABOUT THE AUTHOR

Andy Splichal is the founder of True Online Presence, the founder of The Academy of Internet Marketing, author and certified online marketing strategist with twenty plus years of experience helping companies increase their online presence and profitable revenues. To find more information on Andy Splichal, visit www.trueonlinepresence.com or read The Full Story on his blog, blog.trueonlinepresence.com.

Google Ads Editor – The Difference Between Mastering & Being Simply Proficient

How do you determine the difference between a master and simply being proficient when it comes to managing Google ads?

For me, what constitutes a real master regardless of subject are these three things: knowledge; efficiency and quantity output.

Sound, right?

Although a proficient user can have all the knowledge on Google ads regarding how it all works and the most effective methods to optimize an account without using the Google Editor, these users will never be able to match the efficiency and quantity output of someone who relies on the Google Editor for making significant account changes.

What Is The Google Ads Editor?

Google Ads Editor is a free downloadable application for managing your Google Ads account. Once installed you can download your account or accounts and make changes to the account within the Google Ads Editor. The changes that you make within the Google Editor are stored ‘offline’ until you ‘Post’ the changes at which time they are uploaded back into your Google Ads account where they are immediately implemented live.

The Google Ads Editor has been designed to be easy to understand and will work even when you are not connected to the Internet.

A powerful resource for those wanting to improve their efficiency managing Google Ads, the Google Editor allows advertisers to quickly make changes in a fraction of this time it takes compared to making the same changes using the Google Ads interface.

Given the capabilities of using the Google Ads Editor, why is it then that more advertisers do not incorporate doing their work within the Editor?

My thought is that those advertisers that are not using the Google Ads Editor simply do not understand its capability or how using the Google Ads Editor will make managing their Google campaigns a whole lot more proficient.

In order to remedy this lack of understanding, I have listed the top time saving tasks that can be performed using the Google Ads Editor. There are many other ways to incorporate the Ads Editor into your optimizing of Google ads, but these should be enough to show you some of what can be achieved.

My Top Ways To Use The Google Ads Editor

1. Copy/Cut & Paste

Although there is limited copy and paste function within the Google Ads interface, the process is cumbersome and slow to perform. For example if you want to copy a search ad between ad groups, you must go to the ad (click copy under the more button); navigate to the ad group you wish to copy; go to the ‘Ads & extensions’ section of the ad group; click the more button and paste the ad.

If you are very quick, this process can be done in about 1-2 minutes.

If you want to copy an ad in the Ads Editor, you left click the mouse (click copy), click on where you want to copy the ad, left click your mouse (click paste).

If you are slow, this process can be done in about 3-5 seconds!

Being able to copy and paste is not limited to ads or even to Search campaigns. Whether modifying your Search, Shopping or Display campaigns, the Google Ads Editor can quickly copy almost anything from one campaign to another including ads, ad extensions, product groups, keywords, settings, audiences, placements and more.

In fact, you can even copy and paste entire campaigns or move ad groups from one campaign to another!

Needless to say, the ability to copy/cut paste can be a huge time saver when you need to copy or move elements within your account.

2. Bulk Changes

The Google Ads interface is extremely limited when making changes. Advertisers are limited to changes of one at a time or if very proficient making multiple identical changes to items within the same ad group (such as keyword bidding).

The Google Editor in contrast allows advertisers to use bulk edits to quickly make changes to multiple campaigns simultaneously.

The bulk editing tool allows you to search and replace text, move items, and undo or redo changes across multiple campaigns in a fraction of the time it would take using the Google Ads interface.

3. Import/Export

If you or someone on your team is more comfortable working making changes in excel rather than in the Google Editor, no problem. The Google Editor allows you to export data, make changes within excel and then reupload changes into the editor.

Once you reupload the changes, you can review all changes before approving them and sending them live to your Ads account.

Whether using excel or the Google Editor to make changes, one thing is for certain – both are a whole lot faster than making changes directly within the Google Ads interface.

4. Find & Replace Text

Using the find and replace text is geared toward working with Search campaigns. This feature allows an advertiser to quickly change text throughout ads.

During the holidays, I found the find and replace tool particularly useful when working on private client accounts, as I would change promotions and details fairly regularly.

Example, you want to change a sale from the 40% you were running during Black Friday to 20% for the rest of the holidays.

If you are using the Google Ads interface, you will need to navigate to each ad and manually make the change at either the ad group or campaign level. Depending on how many ads you are running within how many different campaigns or ad groups this type of change could take between minutes and hours.

If you are using the Google Ads Editor, you simply use the Find & Replace tool and the process takes a minute or two regardless of how many ads you are changing!

5. The Ability To Work Offline

With the Google Ads interface in order to be able to make changes you need to be connected to the Internet.

With the Google Ads Editor this is not the case.

And although typically most of us are not spending our days flying through the country on private jets without internet, occasionally this feature does come in useful. You never know when you may be unable to connect to the Internet, but still have changes to make to your Google Ads.

A few weeks back, due to some winds here is Southern California, my Internet was out of commission most of the day and during the holiday season. If I did all my optimizing exclusively in the Google Ads interface, I would have been dead in the water.

However, since I work so much in the Google Ads Editor, I was able to work in my private client accounts that had data downloaded, make changes and then upload them into their Google Ads accounts when the Internet was restored.

Final Word

Just because you have always done something a certain way, doesn’t necessarily mean it is the most efficient way of doing it.

I, myself, get into this trap of when I have been doing something for so long and it is working that it is difficult to evolve even if there is a better way.

I was recently at a marketing event and I was speaking to an individual that coincidentally also ran a Search Engine Marketing company managing private clients. When we spoke about the subject of maximizing time and using the Google Ads Editor he said, ‘I don’t need the Editor I do just fine making my changes directly within the Google Ads interface’.

All though you can work exclusively inside the Google Ads interface (as many advertisers do), using the Google Editor is going to make you a whole lot more efficient and increase your quantity output.

The top ways that I have listed above are some of the more popular ways of using the Google Ads Editor, but in no way is it an exhaustive list.

The Google Ads Editor can be used to make any type of change where you are currently changing using the Google Ads Interface and if you are making more than one change, probably much quicker.

If you aren’t currently using the Google Ads Editor, I encourage you to start exploring what is possible and making it an essential tool in your Google Ads management.

After all, by become proficient in using the Google Ads Editor you will be a step closer to becoming a true master in the realm of Google advertising. Well, maybe not a true master, but at least a whole lot more efficient!

Looking for More Information on Google Advertising?

Check out the all new The Academy of Internet Marketing (www.theacademyofinternetmarketing.com), the premier online marketing destination for small to mid-sized e-commerce businesses serious about substantially growing their online sales plus exclusive access to me, author of Make Each Click Count, The TOP Guide To Success Using Google AdWords.

Complete Access To The Academy of Internet Marketing For $1

If you have the dedication and are ready to take your online sales to the next level, then The Academy of Internet Marketing was created for you. It provides the tools in the form of knowledge of what works today. Join us and see what makes us special and together we will grow your business.

If you are ready to take your online advertising to the next level, I welcome you to take a trial. It only costs $1 for access.

Happy Marketing!
Andy Splichal

ABOUT THE AUTHOR:

Andy Splichal is the founder of True Online Presence, the founder of The Academy of Internet Marketing, author and certified online marketing strategist with more than twenty years of experience helping companies increase their online presence and profitable revenues. To find more information on Andy Splichal, visit www.trueonlinepresence.com or read The Full Story on his blog, blog.trueonlinepresence.com

Increase Your Conversions By Knowing Your Customer’s Location {revised 4/10/20}

Location, location, location, it is the well-known battle cry of real estate agents, but it just as well could be the battle cry of the savvy online marketer.

Depending on what products you are selling online, your conversion rates may differ substantially depending on which part of the country your customers live.

Imagine this scenario for the scuba diving retailer (I’m not pulling this example from thin air, I previously worked with a scuba diving retailer as a private client a few years ago).

As you can probably imagine, the users searching for scuba diving gear who live near the water – Florida, California, Texas, etc. had higher conversion rates than those not by the water – Nebraska, Iowa, Kansas, etc. Meanwhile, the users searching in high income areas not by the water, New York, Denver, Chicago, etc. were somewhere in between – assuming they were planning their trips.

Therefore, to optimize the account, I used location bidding to bid more for areas by the water with the highest conversions; lowered the bid slightly for areas not by the water but with higher average income and bid substantially lower for areas not by the water with very few conversions.

What Does This Have to Do with You?

I realize you probably don’t sell scuba diving gear, but if someone asked you if your CPA (cost-per acquisition) was the same across all states would you know? Would you know which states are generating your highest conversion rates and at what CPA?

For each campaign?

That’s right, if you have followed best-practices and grouped campaigns into similar products then conversions rates may very well vary by location even within different campaigns.

If your campaigns are not currently optimized by location or you don’t know how this is done, then you should read the rest of this article.

Below we will reveal exactly how to dive into your Google Ads account to uncover this data. Once you can identify trends in user behavior based on their location you can optimize your campaigns based on historical data to increase your profitability.

Accessing Location Data

You can access location data at either the account or campaign level.

In order, to access you are going to click on ‘Location’ located in the left-hand menu.

Then, you will click on either ‘Geographic report’ or ‘User Location report’ located below the ‘Location link.

Geographic Report displays the location that triggered your ads to display based on both location as well as area of interest.

User location report displays the location that triggered your ads to display based exclusively on destination.

Which should you use?

If you are advertising a product or service that is specific to a geographical region – example Georgia football shirts, then you may want to use the geographic report to optimize bids as you would want to be able to subdivide data by both actual location as well as area of interest.

However, if you are selling an item with no geographic ties – example children’s tricycles, then best-practices would suggest using the user location report to subdivide and optimize on your data.

For the example below, I will use the User location report.

Once you click on the User location report, the report displays at the top level which is for country.

If you then click on the country, options will open including region, state, region, congressional district, county, municipality, city, postal code, airport, borough, city region, neighborhood university and district.

For my private clients, I generally will subsegment by state or even by city if there are substantial conversions to warrant.

Once you open the report, basics columns will display including clicks, impressions, CTR, Average CPC, Cost, Conversions, Cost/Cov and Value/Conv. You are also able to add additional KPIs by clicking on the column button on the report. You can also export the data into an excel file if that makes the data easier for you to work with.

Once you have identified some trends and are ready to either increase or decrease bids, you will click the checkbox next to the field you wish to adjust; select the edit button and choose Add targets and set bid adjustment.

Proprietary Best Practices For Adjusting Bids

Now that you know how to extract your data and how to either increase or decrease bids, the important question becomes when to make the bid adjustments and how much to adjust the bids.

This is up to the individual advertisers of course, but here are the guidelines that I use for the majority of my private clients.

First, I calculate the ROAS – Conversion Value / Costs. This can be done by exporting the data into excel and adding a column with the formula above to automatically calculate ROAS.

For items with traffic over a certain threshold (say 200 clicks over the last 30 days) I change the bids based on the following schedule:

ROAS 2-5 – Increase bids 10%
ROAS 5-10 – Increase bids 15%
ROAS 10-24 – Increase bids 25%
ROAS over 25 – Increase bids 40%

For categories, with certain number of clicks (say 100) and 0 conversions I would look at lowering bids.

100 – 150 clicks with 0 conversions – Decrease bids 10%
150 – 200 clicks with 0 conversions – Decrease bids 15%
Over 200 clicks with 0 conversions – Decrease bids 25%

If this is confusing, please download my Google Shopping Location Bidding Strategy Guide for a complete look at the bidding formulas and more explanation on each.

It is free to download.

Last Word

If you are not reviewing which location your conversions are being generated, you are most likely wasting ad spend AND not capitalizing on the ability to increase profitable conversions.

By setting up a schedule of when you review these locations, you can systematically increase or decrease your bids for areas that either historically either do or do not convert.

It is important to note for this method to be effective; you will need to ensure AdWords is properly tracking conversions – see Measuring Conversions – Implementing Proper Tracking.

However, if your account tracking is properly installed you will soon discover how effectively adjusting bids based on conversions can boost your overall account profitability.

Looking for More Information on Google Advertising?

Check out the all new The Academy of Internet Marketing  (www.theacademyofinternetmarketing.com), the premier online marketing destination for small to mid-sized e-commerce businesses serious about substantially growing their online sales plus exclusive access to me, author of Make Each Click Count, The TOP Guide To Success Using Google AdWords.

If you have the dedication and are ready to take your online sales to the next level, then The Academy of Internet Marketing was created for you. It provides the tools in the form of knowledge of what works today. Join us and see what makes us special and together we will grow your business.

Complete Access To The Academy of Internet Marketing For $1

If you are ready to take your online advertising to the next level, I welcome you to take a trial. It only costs $1 for complete access for 2 full weeks.

Happy Marketing!
Andy Splichal

ABOUT THE AUTHOR

This image has an empty alt attribute; its file name is Author2.jpg

Andy Splichal is an online marketing strategist with more than a decade and a half of experience helping companies increase their online presence and profitable revenues. Although this blog focuses on driving profitable traffic through Google AdWords, True Online Presence offers additional services for lead generation as well as other proven marketing strategies customized for each client.

Measuring Conversions – Implementing Proper Tracking

Last week, I conducted a welcome call with a customer taking a trial to The Academy of Internet Marketing when she asked the question, “how can she tell where her conversions are coming from?”

Although it may seem basic to those online marketers with experience, for advertisers just starting out, being able to determine how conversions are generated is a vital question that needs to be addressed.  After all, what gets measured gets improved and if you can’t measure it, well then how can you improve it?

Options for Tracking Conversions    

To track sales or other events, advertisers first must add a small bit of tracking code to their website often referred to as snippet. This snippet of unique JavaScript code is automatically created by each marketing channel and allows the advertiser to track users arriving to a website along with actions that a user takes and then integrate the action into their reporting. This process of adding code works the same way (of course with a different code) whether it is Google, Bing, Facebook or an array of other paid and organic marketing channels.

For sales coming from AdWords there are several ways to track conversions along with several options for what type of conversions to track. With the use of an AdWords code snippet, advertisers are able track sales and other actions on their website; track app install and other actions on their apps; track calls from your ads or your website or advertisers can import conversions from other systems including Google Analytics.

In addition, advertisers also have the option of tracking conversions through Google Analytics by adding a global site tag or through use of Google’s tag manager.

Tracking Conversions Using Google AdWords

The most common conversion to track for e-commerce stores is the purchase of an item. In order to start tracking conversions, there are two main pieces.

First, create the conversion action.

Second, add the conversion tracking tag to your website.

Creating The Conversion Action

  1. Login to your Google AdWords Account. 
  2. In the upper right corner, click the tools icon, and under “Measurement,” select Conversions.
  3. Select the plus button.
  4. Select Website.
  5. Next you need to select the action you wish to track. If you want to track conversions, you will select Purchase.
  6. Then, you will want to enter the conversion name. I recommend giving it a recognizable name such as ‘website sale’ or ‘website purchase’.
  7. You will then be asked to select the “Value” of the conversion.  Here you have 3 options:
    • Use the same value for each conversion. Enter the amount each conversion is worth to your business.
    • Use different values for each conversion. Use this option if, for example, you’re tracking purchases of products with different prices. Later, when you add your conversion tracking tag, you’ll need to customize your tag to work to track specific values.
    • Don’t use a value
  8. The next option is how you want to count conversions. Here you have two more options:
    • One. This setting is recommended for leads, such as a sign-up form on your website, when only one conversion per ad click likely adds value for your business (such as an opt-in or lead).
    • Every. This setting is recommended for sales, when every conversion likely adds value for your business.
  9. Then you need to select conversion window.  This determines how long the system will track conversions after an ad interaction from the drop-down.The window can be 1 to 90 days. Industry norm is 30 days.
  10. Click View-through conversion window. Select how long to track view-through conversions from the drop-down. The window can be 1 to 30 days. The default on this option is 1 day. This is going to be used for remarketing. I typically leave this setting at 1 day.
  11. Then, you need to select whether you want to include this as a conversion in your reporting. Typically, this option is set to Yes unless you are setting up a conversion that you don’t want to count in your reporting, which would generally NOT be the case for tracking an online purchase.
  12. Finally, you will need to select the attribution model.
  • Last click: Gives all credit for the conversion to the last-clicked ad and corresponding keyword. When using the last click model, you might notice a slight time lag between what’s reported in the “Conversions (current model)” column and the “Conversions” column for recent time periods. This lag eventually corrects itself.
  • First click: Gives all credit for the conversion to the first-clicked ad and corresponding keyword.
  • Linear: Distributes the credit for the conversion equally across all clicks on the path.
  • Time decay: Gives more credit to clicks that happened closer in time to the conversion. Credit is distributed using a 7-day half-life. In other words, a click 8 days before a conversion gets half as much credit as a click 1 day before a conversion.
  • Position-based: Gives 40% of credit to both the first- and last-clicked ads and corresponding keyword, with the remaining 20% spread out across the other clicks on the path.
  • Data-driven: Distributes credit for the conversion based on past data for this conversion action. (This is only available to accounts with enough data.

Note, over the last year, I have been transitioning my private clients to the Position-based attribution option as it seems to provide the clearest picture of how a sale occurs.

13. Click Create and continue.

You’ll now see a screen that shows you’ve created your conversion action. Follow the instructions in the next section to set up your tag.

Adding Conversion Tracking Tags

Once you have your conversion goal configured you need to add two bits of code to your website for Google AdWords to be able to track when a conversion occurs.

The first piece of code (the global site tag) needs to be placed on every page of your website, within the header of your website between the <head> and the </head> tags. The global site tag works to add visitors to your “all visitors” remarketing list, if configured, and will set a new cookie on your domain that will store information about the ad click that brought a visitor to your website.

The event snippet code needs to be placed on the page that counts as your conversion, typically the thank you/confirmation page for e-commerce retailers.

If you set up more than one conversion action for your website such as transaction and lead, each conversion action will need its own event snippet code added.

For the global site tag, you will have three options on the code you install based on whether this is the first type of Google code you have installed; or you’ve already installed a global site tag from Analytics or if you are using Google Tag Manager.

Once you have the appropriate codes, you will need to determine how to add to your website header and confirmation page. Depending on what platform your website it built and hosted, the directions will vary. A Google search such as ‘adding google tracking tags to Shopify’ or ‘how to add AdWords tracking to Big Commerce’ will bring up links to detailed directions of how to add the code to your specific website platform.

Tracking Conversions Using Google Analytics

While Google AdWords tracking code gives advertisers the ability to track conversions from traffic generated from Google AdWords, by using Google Analytics advertisers can track conversions from all traffic sources.

Assuming you already have an active Google Analytics account, here are the instructions for starting to track conversions for an e-commerce website.

Assuming you already have an active Google Analytics account, here are the instructions for starting to track conversions for an e-commerce website.

  1. Login to your Google Analytics account.
  2. Click Admin (lower left corner).
  3. Select your account from the menu in the ACCOUNT column.
  4. Select a property from the menu in the PROPERTY column.
  5. Under PROPERTY, click Tracking Info > Tracking Code.

Like Google AdWords tracking code, you will have the option for either adding the global site tag or using Google Tag Manager.  If you already have the Global Site Tag on your page from AdWords, then you need to just add the ‘config’ line of code.

Once you’ve added the code, you will need to enable your e-commerce settings.

  1. Login to your Google Analytics account.
  2. Click Admin (lower left corner).
  3. In the VIEW column, click Ecommerce Settings.
  4. Set Enable Ecommerce to ON.
  5. Click Save.

These settings should allow you to start the basics of tracking for conversions.

The last step for those who use 3rd party checkout system such as PayPal, Google Pay or Apple Pay is to add those domains to the Referral Exclusion List. In order to use the ‘Referral Exclusion List’ navigate under PROPERTYTracking Info. Advertisers will want to add all URLs and variations to 3rd party checkouts they are using such as ‘paypal.com’, ‘applepay.com’ etc.

A quick side note for advertisers that setup tracking conversions in both Google AdWords and Google Analytics.

Where you can select the attribution model in Google AdWords (last click, first click, linear, time decay, position based or data-driven), Google Analytics uses last non-direct click attribution model for non-multi-channel funnel reports and last click model for multi-channel funnel reports.

This difference is attribution will create slight differences in reporting between the two systems.

Linking Google AdWords & Google Analytics

Once you have Google AdWords and Google Analytics tracking both properly configured you will want to make sure you link these accounts.

  1. Open Google Analytics.
  2. Click Admin and choose which account and property you’d like to manage.
  3. Under property, click AdWords linking.
  4. Click + New Link Group.
  5. Select the accounts you want to link.
  6. Enter your Link Group Title.
  7. Switch on all sites where you want AdWords data.
  8. Click link accounts.

By linking your AdWords and Analytics accounts you will be able to see AdWords conversions under Acquisition inside the Analytics dashboard.

Linking your accounts, also gives you the ability to import goals that are created inside Analytics into your AdWords account (a more advanced technique). For now, your account should be all configured with tracking e-commerce conversions.

Last bit of advice

For e-commerce companies it is critical to know exactly where sales are being generated and at exactly what advertising costs. Google gives advertisers the ability to track sales generated from AdWords as well as through other marketing channels through the proper use of Google Analytics absolutely free.

Properly installing your tracking however is just the beginning. Advertisers will need to keep a close watch on their conversions to make sure there are no sudden declines or spikes on any marketing channels and use AdWords tracking and the data gathered in order to optimize ads.

For my private clients, I am constantly using Google’s conversion tracking when working to fully optimize their product and search ads in order to generate maximum profitability.

Looking for More Information on Google Advertising?

Check out the all new The Academy of Internet Marketing (www.theacademyofinternetmarketing.com), the premier online destination for for small to mid-sized e-commerce businesses serious about substantially growing their online sales. Plus exclusive access to me, author of Make Each Click Count, The TOP Guide To Success Using Google AdWords.

If you have the dedication and are ready to take your online sales to the next level, then The Academy of Internet Marketing was created for you. It provides the tools in the form of knowledge of what works today. Join us and see what makes us special and together we will grow your business.

Complete Access To The Academy of Internet Marketing For $1

If you are ready to take your online advertising to the next level, I welcome you to take a trial. It only costs $1 for complete access for 2 full weeks.

Happy Marketing!

Andy Splichal

About The Author

This image has an empty alt attribute; its file name is Author2.jpg

Andy Splichal is an online marketing strategist with more than a decade and a half of experience helping companies increase their online presence and profitable revenues. Although this blog focuses on driving profitable traffic through Google AdWords, True Online Presence offers additional services for lead generation as well as other proven marketing strategies customized for each client.

Google Ads – Removing Accelerated Budgets (October 2019 Update)

When creating a campaign, advertisers have had the option of setting their campaigns to either standard delivery method or accelerated delivery method. Starting in early October 2019, Google Ads is removing the option of accelerated delivery method for all Search campaigns, Shopping campaigns and shared budgets.

Search campaigns, Shopping campaigns and shared budgets that previously used accelerated delivery method will be converted to standard delivery method.

Delivery Method Options

The delivery method setting refers to the pace that ads are shown within a campaign.

When you create a campaign, you select an average daily budget. Based on this budget Google can charge you up to twice as much as your average daily budget amount on a given day, but the monthly spend should match your daily budget averaged across the month.

Example, if you set your budget to $25 per day, your total monthly spend will not exceed $750 ($25 x 30 days). However, the daily spend can be up to twice your daily budget (up to $50 a day in this example).

Standard delivery method works to spread out a campaign’s budget showing impressions evenly throughout the day.

Accelerated delivery works to show impressions as quickly as possible. Using accelerated delivery would typically show ads more often to earlier time zones for USA meaning more east coast ads shown vs. west coats ads. Accelerated delivery also would typically have a higher average CPC (cost-per-click) as bids would have to be higher in early hours in order to serve ads due to the auction style bidding system of Google.

Why the Change?

Google has been recommending that advertisers use the standard delivery method for most advertisers. Removing the option of accelerated delivery is a case of protecting advertisers from themselves.

The only benefit for accelerated delivery was for advertisers who wanted to serve ads more often in the morning hours. This same result can be achieved by using an ad schedule and bidding more in morning hours, which is what was in general being done with accelerated delivery.

For all advertisers, removing the option of accelerated delivery protects advertisers from choosing an option that most likely would be detrimental to their results.  

What This Means for Advertisers

Starting October 7, 2019, Google will automatically change existing campaigns and budgets that have an accelerated delivery method to a standard delivery method.

In addition, when creating a new campaign or shared budget advertisers will no longer have an option to select their delivery method preference. All new campaigns and budgets selected after that date will be set to a standard delivery method.

Making the Change Manually

If you would like to make the change before October 7th manually based on the reasons above; because you are either tired of seeing Google’s yellow warning on your account or because you want to make sure all campaigns are migrated properly to the new format and not leave it up to Google’s automated system, then here are the instructions:

Switching Campaigns from Accelerated Delivery to Standard Delivery

  1. Sign into your Google Ads account.
  2. On the “Overview page,” click Settings from the page menu on the left.
  3. Filter to only search campaigns by clicking Search campaigns on the left tab.
  4. Select all search campaigns by checking the box next to the column header labelled “Campaign.”
  5. Click Edit, then select Change delivery method.
  6. Select Standard to change all filtered campaigns to the standard delivery method.
  7. Click Apply.

Switching Shared Budgets from Accelerated Delivery to Standard Delivery

  1. Sign into your Google Ads account.
  2. Click the tools icon, and under “Shared library,” click Shared budgets.
  3. Hover your cursor over Accelerated budget and click the pencil icon.
  4. Select Standard and click Save.

Last bit of advice

For most advertisers removing the option for accelerated delivery is a non-issue. In fact, for most advertisers if they are currently using accelerated delivery it has more than likely been a detriment to their campaign results.

After changing the option on campaigns using accelerated delivery, most advertisers should see a decreased in their average CPC (cost per click) and their average CPA (cost per acquisition).

By removing the option to choose the delivery method, Google is helping the 99% of advertisers that should not be using accelerated delivery by making it impossible to select that option.

For the 1% of advertisers that could benefit through accelerated delivery, those advertisers will now need to use ad scheduling to serve ads more frequently in morning hours or location scheduling to serve ads more frequently based on location.

Looking for More Information on Google Advertising?

Check out the all new The Academy of Internet Marketing (www.theacademyofinternetmarketing.com), the premier online destination for for small to mid-sized e-commerce businesses serious about substantially growing their online sales. Plus exclusive access to me, author of Make Each Click Count, The TOP Guide To Success Using Google AdWords.

If you have the dedication and are ready to take your online sales to the next level, then The Academy of Internet Marketing was created for you. It provides the tools in the form of knowledge of what works today. Join us and see what makes us special and together we will grow your business.

Complete Access To The Academy of Internet Marketing For $1

If you are ready to take your online advertising to the next level, I welcome you to take a trial. It only costs $1 for complete access for 2 full weeks.

Happy Marketing!
Andy Splichal

This image has an empty alt attribute; its file name is Author2.jpg

Andy Splichal is an online marketing strategist with more than a decade and a half of experience helping companies increase their online presence and profitable revenues. Although this blog focuses on driving profitable traffic through Google AdWords, True Online Presence offers additional services for lead generation as well as other proven marketing strategies customized for each client.

A Death By A Thousand Cuts Really HURTS…

What do you think is worse? Taking a strong punch to the gut or receiving a thousand of paper cuts? Truth is that both are probably very painful in their own way.  Similarly to a poorly optimized Google Shopping Campaign. 

Let me explain…

When it comes to a poorly optimized Google Shopping Campaign, typically it is more of the later. While there is not a single switch to turn on or off that which will stop the financial bleeding, there is an array of factors that generally causes the slow bleeding to your bank account. Those small cuts will eat into your potential profits when using Google Shopping every day, 24 hours a day, seven days a week!

Like the title implies, there are literally thousands of paper cuts that can costs a Google account to bleed money; however, I don’t have time to go into all of them. Below are the 3 most frequent ‘cuts’ that I come across when performing personal AdWords Assessments for customers include the following:

1. Not properly implemented Google Analytics – Without Google Analytics or some other analytics program installed that properly tracks conversions and spend, it is nearly impossible to know key metrics such as ROAS and ROI. Why is this important? Because without being able to identify numbers, you cannot adjust product bids (either up or down) in order to maximize sales and minimize costs.

2. Not adjusting mobile bids. This is an easy fix if analytics is properly installed. It also, is a relatively quick fix. However, just because it is easy to implement, don’t think that means that it is not important. In fact, it is so important that I created an entire training video on the subject. If you haven’t seen it already – check it out by clicking on the link below:

[Bonus Training Video – The #2 Way To Increase Profitability With Google Shopping]

Mobile clicks seldom have the same conversion rates or the same average conversion value as desktop bids and bidding the same across all devices is one of those papercuts that really hurts!

3. Set It & Forget It – Just because you optimized your campaign fully last week, last month or even last year, in no way does that mean that your account is still running at an optimal level today. The bulls eye is always changing when it comes to finding the right bids on the right devices and using the right keywords when it comes to using Google and Google Shopping. Unfortunately, many business owners are unable due to time or due to lack of knowledge spend the time it takes to keep their account running at an optimal level.

I can’t remember seeing an AdWords account that doesn’t have room for improvement and typically lots of improvement. With so many moving parts, Google AdWords in particular Google Shopping can be difficult to manage unless you or someone on your team has spent years going through the ‘Google Learning Curve’.

Given my mission to help business owners stop wasting their money on poorly performing Google AdWords campaigns, I offer a complete personalized AdWords assessment in order to reveal what paper cuts are affecting your bottom line.

I only offer 10 of these assessments per month, so if you want to see increased results quickly, I invite you not to miss this opportunity.

Request A T.O.P. Complete AdWords Assessment

For a limited time, I’m offering a $100 discount on the assessment, plus the assessment is 100% fully guaranteed.

Don’t delay and let me reveal what can be done to immediately increase the profits in your Google AdWords and Google Shopping campaigns.

Happy Marketing!
Andy Splichal

ABOUT THE AUTHOR:

Andy Splichal is an online marketing strategist  with more than a decade and a half of experience helping companies increase their online presence and profitable revenues.  Although this blog focuses on driving profitable traffic through Google AdWords, True Online Presence offers additional services for lead generation as well as other proven marketing strategies customized for each client.

 

My STORY & One Epic FAIL

So many times I’m asked of how I ended up founding True Online Presence.  Like any origin story it is a bit personal and there are things to be learned. Let me first say before I start the story that I would not change anything because as with everything in our past it is part of what makes us who we are today for which I am extremely grateful.

Okay, Now Story Time ….

For over 10 years (between 2003 – 2013), I had previously worked for an online ecommerce company, What She Buys, as the Director of Web & Marketing in San Gabriel, California.  In this position, I oversaw all online marketing as well as the daily website operations.

A rewarding experience, during my tenure, the company grew from a little under 1 million dollars in revenue to just over 9 million dollars in revenue.  The majority of the sales were attributed to the use of Google AdWords; although Amazon Seller Central was also added in late 2011.  As often happens, our advertising budget grew along with our sales going from around $100K per year to around $1M per year. 

A healthy growth, facilitated by the proper use of advanced techniques in Google, Yahoo (later Bing) and Amazon.  I’m proud to say that our accounts always showed profitable numbers for ROI, ROAS as well as other key performance indicators.

Also, through this time, I was on the front line gaining first-hand experience as the profitability of industry channels shift from first Google and Yahoo Search to then Google Shopping and Yahoo/Bing Shopping as well as the rise of Amazon Sponsored Ads.

In 2013, the company sold to investors that were currently running a pair of smaller ecommerce websites on the East Coast.  Shortly thereafter they made the decision to use their own marketing team and I was out the door.

Sad, right?  Well, not so much.   Have you ever gotten to the point where you feel like you have gotten into the same old routine and just really need a kick in the pants in order to change your direction?

Well, this is what has happened to me.  During the last 4 years since founding True Online Presence I have been able to help dozens of ecommerce and Professional Services through private client relationships grow their AdWords and Amazon sales while keeping profitable levels.Make Each Click Count - T.O.P. Guide To Success Using Google AdWords

In addition, I have been able to help many more companies through my book Make Each Click Count – T.O.P. Guide To Success Using Google AdWords, which was released in 2015.

Then, The Epic FAIL

So what happened to What She Buys you might ask?  Well, as the title might to suggest, it was one epic FAIL. 

The investors, which seemed like smart guys, in fact one even was a former publisher for a well-known ecommerce magazine . However, despite being ‘seemingly smart guys’  they quickly took a multi-million dollar profitable company for which they had paid millions of dollars to acquire and directed it into chaos. 

Today, they have bare minimal inventory (because they can’t pay their vendors); they have been evicted from the San Gabriel 15,000 foot warehouse (for lack of paying rent) and they have defaulted on many of their debts and are currently wrapped up in legal proceedings heading for bankruptcy.  As you can imagine, I have been following their story somewhat closely, after all after 10 years, the company was like one of my children.

So what happened?  How can two seemingly savvy ecommerce professionals have such issues and lose millions of dollars, their credit standings and their good names so quickly after purchasing a successful ecommerce company.  Even more importantly, what can we learn from these mistakes?

Well, I only worked with them for a few months after their purchase.  Did I mention they were my first client, hiring me back as a freelance consultant just a few weeks after we parted ways as an employer/employee?

Here are the mistakes, I know they made and what you need to make sure you avoid.

Mistake #1 – Not Knowing Your Advertising Channel

The majority of the sales were being driven by Google.  However, they didn’t have a full grasp of the Google platform or what it takes to be successful advertising with Google.  Google can be complicated, especially if you have not worked extensively within the interface or if you have not worked in Google recently. 

Google makes changes that can affect performance quickly (for instance, last month’s change to how Google handles advertiser’s daily budgets – read more about that here BLOG – Who Benefits From Google’s Recent Change To AdWords Budgets?). 

If you do not know your advertising channel and are trying to manage it yourself or maybe even worse you go and hire the cheapest Search Engine Marketing firm you can find, you are likely to turn profitable campaigns into non-profitable campaigns, sometimes as quickly as overnight!

Mistake #2 – Not Knowing Your Numbers

There are a number of key performance indicators that every advertiser using Google or any other marketing channel should know.  These KPI’s include your ROAS, ROI, CPA, CPC, CTR etc.  These key attributes are available for free by using Google Analytics; however, you need to know how to setup the Analytics code on your website and you need to know how to make sense of these numbers.

Do you know what these acronyms above stand for?  Hopefully you do.  If not, you should work on finding out what they are and why they are essential or at least work with a company who can explain what they mean, where to find them and why they are the lifeblood of you online advertising. 

Mistake #3 – Not Knowing What Your Team Members Know

So if you are a one-man shop, this doesn’t come into play, but even if you are a one-man shop hopefully you nailed #1 and #2.  Also, hopefully you have enough time to dedicate to properly managing your accounts?

If you are using someone else to run your advertising internally or outsourcing, does the person or company responsible for running your marketing really know what they are doing?

Unfortunately, one of the issues with hiring a large SEM company to manage your paid advertising is that they often use junior marketers many times just out of college with minimal experience, training them as they go.  When they get experience they then leave, taking a job in-house for a larger company or just changing careers.  Like I said it is a vicious cycle.

One of the issues with using internal personnel is that many times they do not have enough time to properly focus on the marketing.  Especially true for small to mid-size businesses such as What She Buys where employees often ‘wear many different hats’.

Also, an often seen trap especially if you have an in-house team, is do they know what they are doing?  Where we they trained? Are they spending enough time on the account optimizing?  Could it be done better?

As a rule of thumb, you should have your AdWords audited periodically at least every 18 months.

So the takeaways from my story – There are mistakes that can be easily made by even ‘savvy’ online marketers, but the good news is there is a good chance your competitors may be making them.  There is plenty of room to profit in ecommerce using online advertising and there is no reason to think that this opportunity will not continue to grow.

So what you need to ask the mirror is ‘am I putting myself in the best position to make sure I am as profitable as possible’?

If the answer is no, take a look at my special offer below or read some of my more detailed blog posts and discover how I can help you get to where you want to be with your online advertising.

Happy Marketing!

Andy Splichal

SPECIAL OFFER:

For blog readers only, I’m currently offering a copy of my book, Make Each Click Count – T.O.P. Guide To Success Using Google Marketing for just $5 with free shipping.  In addition, for a limited time, I am including a complimentary marketing strategy session ($149 value), where I will join you on a screen share/phone call reviewing your AdWords account and answering any questions that you may have on how to make your Google Campaigns more profitable.

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ABOUT THE AUTHOR:

Andy Splichal is an online marketing strategist  with more than a decade and a half of experience helping companies increase their online presence and profitable revenues.  Although this blog focuses on driving profitable traffic through Google AdWords, True Online Presence offers additional services for lead generation as well as other proven marketing strategies customized for each client.