The Secret Behind a Winning Adwords Bid Strategy

The Secret Behind a Winning Adwords Bid Strategy

You’re planning out your Adwords bid strategy, which means you’re about to make a big investment in your business. And the word ‘big’ is used intentionally, even if you aren’t working with a huge budget. Well-thought out Adwords bid strategies take your most valuable resources as a business owner: time and energy.

But with the right strategy and some foresight, your Adwords campaign can become a serious asset for growing your business.

In this article we’ll look at the secret—no, secrets—behind a winning strategy for Google Adwords.

Let Google Help You

As a business owner—or someone preparing a pitch to go to the business owner—it’s important to remember that the key to a good strategy is to use the information Google gives you. Google is, quite literally, the titan of the internet. One way they prove that is by literally showing you on their website how to structure a good Adwords campaign.

For example, the first thing Google does is ensure that you have a goal for your campaign. There are several different reasons you might run an Adwords campaign, and they may be more specific than you think. Don’t assume just because you’re trying to grow your business that every option will work.

Do you want customers to go directly to your site? Do you want them to click through or work their way into a sales funnel? How about capture leads in an email list?

Knowing this will help you set up the rest of your campaign.

Choose Manual Or Automated

Google gives you the option to automate your Adwords bidding nowadays. Unless you want to be totally hands off (and have the budget to do so), it’s probably best to be at least somewhat involved in the process. This might mean doing it yourself, delegating the task to someone on your team, or using a third-party service to keep track.

A manual cost-per-click strategy, for example, gives you options. You can set bids at prices based on the ad group or the keyword level. Since these can change pretty quickly, knowing what’s going on is important.

Obviously Google wants you to have a good experience, so their automated system is set up to help you accomplish your goal. But you’ll have less freedom to do what you want if you hand over the reigns to them.

Research, Research, Research

If you’re new to Adwords bidding strategies, you might be thrown off by the amount of options you have to choose from. Here’s a quick rundown of some of the things you should be clear about before starting your campaign.

  • Keywords: Whether you use Google’s tools or consult a third-party to determine the short and long tail keywords you’ll use in your strategy, this is important. Because these are what you’ll be bidding on, keywords are essentially the building block of your whole strategy.
  • Competition: As is the case with most business decisions, it’s going to behoove you to know what your competition (or friends) are doing and what they’ve been successful with. This might help cut out some of the learning curve or “lost” dollars early on. Most important, though, is knowing who is ranking at the top of the keywords you care most about.
  • Who Are You Targeting?: Last is knowing your audience. Other than the obvious sites that most people buy from—Amazon and the like—where are your people buying stuff from? If there’s a pain point you can address (through keywords or through the actual service you’re providing), this may help you find a niche “in” that can make your campaign far more successful.

Final Thoughts

Here are a few final things to consider that will help you run a rock solid campaign.

1. Consider How Long You Plan To Use Google AdWords

It’s important to consider the duration of time (or how much budget you have to sustain) you plan to continue with Adwords. The reason being is this can change your strategy. 

For example, as your Adwords account grows, it may become difficult to keep on top of your bids—especially if you’re in charge and not letting Google do it.

2. Consider The Time Of Year

Depending on the product that you’re offering, your Adwords bid strategies might totally benefit or be completely thrown off. That’s one reason Google offers a seasonal campaign, where you can time your product, service, or website around holidays.

This, however, works both ways. Because people are generally more distracted during the holidays, they may be less inclined to click on something they would normally dive into in April or May. 

3. Start with PPC Bidding Strategies

If you’re still overwhelmed or have a little bit of budget to test the waters with, the simplest approach is to go with a PPC, or pay per click, bidding strategy. These are the ads you commonly see at the top of a Google search.

Your conversion rate may not be as high, but at least you can get a feel for the effectiveness of your keywords. And because of your position, you’re likely to get some leads.

Here’s where you can learn more about PPC strategy if you’re interested.

Adwords Bid Strategy: Wrap Up

There might not be any magical “secrets” when it comes to your Adwords bid strategy—at least none that will transform your business over night—but doing your research and being clear on your strategy can help eliminate wasted money and measure the effectiveness of your campaign.

To learn more about our services, contact us to see how we can be a fit for your business.

Is Google Adwords Worth It? (The Results Are In!)

Is Google Adwords Worth It? (The Results Are In!)

Google’s advertising network reaches 90 percent of internet users around the world. Their ads not only show on Google itself, but they also reach visitors on major news sites, blogs, and other Google sites like YouTube and Gmail.

There’s no other advertising network that comes close to Google’s reach. But a large reach doesn’t mean it’s worth spending your hard-earned advertising dollars with them.

Is Google Adwords worth it? Let’s take a look.

A Brief History of Google Ads

Google Ads, originally called Google Adwords, is close to 20 years old. Google started selling advertising a few years after launching its search engine and that’s where 95 percent of their revenue comes from now, almost two decades later.

At first, these ads were only shown on the Google website but it wasn’t long before they launched their Adsense product, which lets other websites place Google ads on their sites. This multiplied the reach of those ads many times over and led to the 95 percent coverage they reach today.

How Google Ads Work

Google Ads ads work a lot like the regular Google search engine. When someone searches for something on Google, they get a list of the web pages that Google thinks are the most relevant for that search term.

Ads get displayed the same way. When you create an ad, you choose keywords that you want to trigger your ad. When someone searches for that keyword, your ad might show up in the results.

We say “might” because there’s another factor involved – how much you’re willing to pay for each click on your ad. Google’s ads are what’s known as pay-per-click, or PPC, ads. You don’t pay when it gets displayed, only when someone clicks on it.

When you create your ads, you can choose how much you’re willing to pay for each click. If there are a lot of ads competing for the same keyword, the cost per click will be higher. The order the ads get shown is partly determined by who bids the most.

There are other factors involved beyond the cost-per-click, mind you. The “quality” of your ad has a bearing on it as well, meaning how relevant it is to what people are searching for and how many people click on it. If your ad gets more clicks and people find what they’re looking for on your website after clicking, you may rank higher than another ad with a higher bid per click.

Google Ads vs Organic Search

You might be wondering why you would pay Google to run your ad when the regular search results (known as the “organic” results) don’t cost a thing.

This is a common misconception. You may not pay Google to have your website show up in the organic results but there’s still a cost involved. It takes time for search engine optimization (SEO) to work its magic and get your site to show up in the ranks and there’s a lot of work that has to be done for it to be effective.

Building links to your web pages, writing new content on a regular basis, maintaining your web server so your website loads as quickly as possible, and making changes to your site as Google fine-tunes its ranking algorithm are a few of the things you’ll need to do to get your site ranked in the organic results.

It can take weeks or months to see results, during which your website won’t be generating any new leads or customers.

Why Google Ads Are a Good Value

Google Ads, on the other hand, start working almost immediately. It can be as little as a few minutes from the time you set up your ad to the time it starts showing up in the results.

This lets you test things to see what works and what doesn’t. In the time it would take to get the first visitors from the “free” organic results, you could have your entire marketing funnel running like a well-oiled machine.

Google Ads Work with Any Size Budget

You don’t need to have a massive advertising budget to get results from Google Ads. You can run an effective campaign for as little as $5 or $10 a day if you set it up well. Start by targeting a small number of targeted keywords for the product or service you’re advertising so your ads only show to the people who are most likely to be interested.

Once you start to get data about what’s working and what isn’t, you can cut out the ads that aren’t and scale up the campaigns that are. Constant testing and tweaking let you “dial in” your ads to get the highest possible ROI.

Google’s own data shows that, on average, Google Ads advertisers generate $2 for every $1 spent on advertising. Who wouldn’t want to get a 100 percent ROI on what they spend on advertising?

Once you see what’s working, then you can start putting the work into SEO because you already know what connects with your audience. Using Google Ads to gather data and putting that knowledge into action for long-term SEO gets you the best of both worlds.

The Power of Remarketing

One of the most powerful features of the Google Ads network is what’s called remarketing. If you’ve ever looked at something on Amazon or eBay and started seeing ads for the same product or other related items on various other websites, you’ve seen remarketing in action.

Remarketing lets you show ads to people who have visited a web page, taken an action like clicking a link in an email you sent, not taken a certain action such as viewing a product on your site but not buying it, and various other triggers.

This gives you the ability to show ads to targeted groups of people, and make the ads very specific to them. You can offer them special discounts, remind them of an action they started and didn’t finish, and a myriad of other things to grab their attention.

Is Google Adwords Worth It?

Hopefully, we’ve answered the question, “Is Google Adwords worth it?” with a definitive yes. If you manage your advertising campaigns properly, you won’t be spending money on ads – you’ll be investing money that will multiply several times over when it comes back to you in the form of customer sales.

The trick is learning how to manage your campaigns properly. As Google has added features and new technologies to its ad network, it has become more and more complex. It can be a full-time job to stay on top of the latest changes, not to mention the time you need to spend managing your campaigns.

If you’d rather focus on what your business does best and leave the Google Ads work to experts, Pay Per Click Authority can help. Our expert Google Ads management service will take care of all the hard work, letting you focus on serving all the new customers that your ads will send your way.

Get in touch with us today to find out what we can do to help grow your business.

How Can You Improve Your Keyword Search Results: 8 Tips and Tricks

How Can You Improve Your Keyword Search Results: 8 Tips and Tricks

Are you starting to take your marketing to the digital world in order to boost business for your brand? Do you intend to use Google to bring as many eyes to your company as possible?

If so, then it is important for you to understand the importance of keywords when it comes to getting the attention you dream of. Whatever phrases you use in your content needs let people online know the importance of your services so that you can achieve high rankings with Search Engine Optimization (SEO).

With our knowledge of online marketing, you will be able to make your keywords work for you.

For those wondering “How can you improve your keyword search results?” here are eight tips and tricks.

1. Keep Keywords Relevant

If you want current and potential customers to have a solid idea of what you are offering, then your SEO and keywords need to reflect that. Whatever keywords you include in your headlines and blog content need to focus on the items and services that you make available.

Whether you sell kitchen items, speakers, or home repair equipment, your keywords need to relate to only those specific items. Using phrases that don’t have anything to do with what you’re talking about will confuse readers and motivate them to go somewhere else for their needs.

2. Consider Variety in How Can You Improve Your Keyword Search Results

While it is important to have a clear focus on your keywords, it is still possible to have some variety when you are creating search engine optimized keywords. One way to do that is to use different keywords for certain parts of your website so that each section can generate new interest.

Your pages for reviews, blog posts, forums, and news can use certain keywords that are related but also separate. With this strategy, you will be able to make each part of your website rank high in Google search results, which means more business for you.

3. Use the Right Images

Using SEO is about more than what you write and the topics that your content revolves around. Another content element you need to focus on to boost attention is images, as they give readers a visual of what your products are and what they can do.

The images on your pages should separate sections of your content to make it easier and more attractive to read. Your keywords should be included in the images’ file names and ALT text tags so that Google recognizes your website quickly and increases your ranking.

4. Include Internal Links

Placement is an important factor for using keywords for SEO because it makes it easier for readers to find these phrases and understand what your company is about. In this case, you need to bring as much attention to the rest of your site as possible.

That’s why you need to place your keywords in internal links in your blogs and reviews. This will bring readers to other pages on your site that could introduce them to other products that they wouldn’t have found otherwise and will consider paying for.

5. Use Different Tags

Another tool that you’ll need to take advantage of when using keywords is a tag, which can take different forms so that you have more than one avenue for recognition. Among these tags is the title tag, which gives your content an identity by using specific words in the title.

You can also use header tags to bring attention to each part of your blog or news article so that the content has an extra way to get Google’s attention. Meta description tags also come in handy for when you want to use keywords in the details of your offerings.

6. Look at Competitor’s Content

Learn from competitors in your field is important for understanding what you should get involved in and avoid to make your brand known to the world. That goes for keywords, as well, and checking our rivals’ websites will let you know how they are able to make keywords work for them.

It is important to check out different pages on their sites to see how they are making it easy for customers to find what they need. This is helpful for figuring out how to give your company its own identity while taking what competitors do and making it work for you.

7. Focus on Social Media

Keywords come into play when gaining recognition for more than just the content that you include on your website. The digital world takes marketing to another level thanks to social media, which allows you to reach more people outside of your neighborhood and your regular crowd of customers.

You can include keywords in the titles of your blogs and reviews on Facebook, as well as photos and videos on Instagram and Twitter. The opening content should include keywords, as well, and it helps to use as many platforms as possible if you want to boost recognition on Google.

8. Go Mobile

Mobile technology allows people to find anything they need with the click of a button, whether they are at work, at home, or out with friends. Making your website mobile-friendly will allow your keywords to function just as well as if customers were looking at your site on a regular computer.

It is important for you to test your website and keywords between laptops, desktops, and smartphones so that they are equally easy to read and upload. This will keep your keywords’ rankings on Google high whenever people consider looking your products up on their phones.

Our Take

When it comes to how can you improve your keyword search results, you need to consider how your phrases are structured, as well as where they are placed. With our recommended tricks, you will be able to keep eyes on your company’s site on a regular basis.

The goal is to keep your keywords relevant to your products and services, consider different forms they can come in, and use as many outside sources as possible to boost recognition. Putting these tips into action will get you the attention you need to make a name for your business.

Check out more of our business marketing expertise to figure out the best route for your brand to become the top name in your field.

Google Ads Four New Search Ad Position Metrics

New Search Ad Position Metrics

Google ads metrics are an important aspect of measuring results and optimizing your PPC advertising for best results.  Google Ads announced on November 6th, 2018 that they will be rolling out four new metrics regarding ad position.  These new metrics will provide advertisers more detailed, granular data regarding their ad position.

The new metrics for search ad position are:

  • Impr. (Absolute Top) % – the percent of your ad impressions that are shown as the very first ad above the organic search results.
  • Impr. (Top) % – the percent of your ad impressions that are shown anywhere above the organic search results.
  • Search (Absolute Top) IS – the impressions you’ve received in the absolute top location (the very first ad above the organic search results) divided by the estimated number of impressions you were eligible to receive in the top location.
  • Search (Top) IS – the impressions you’ve received in the top location (anywhere above the organic search results) compared to the estimated number of impressions you were eligible to receive in the top location.

Google Ads went on to say that “if you are using average position to understand the location of your ads on the page, it’s better to use impressions (Absolute Top) % and Impression (Top) %.  If you are using average position to bid to a page location, it’s better to use Search (Abs Top) IS and Search (Top) IS.”

Google also went on to clarify average position, indicating that average positions shows the order that your ad appears versus the other ads in the ad auction.  For example, sometimes no ads are displayed above the organic search results so the ad with a number one position may appear at the bottom of the page.

You can learn more about these new ad metrics by reading the Google Ads announcement.


To 7 PPC Trends of 2018

To 7 PPC Trends of 2018

Top 7 PPC Trends of 2018

Are you wondering about the top PPC trends of the year? If so, read on to learn about the top seven PPC trends of the year.

Since its start in 1998, Google has grown to be the largest search engine in the world. As such, it has been a major innovator when it comes to reaching target audiences and helping searchers find the products they are looking for.

Every year, Google’s strategies get just a little bit smarter, and everyone in marketing has to adjust their strategies to keep up.

Don’t get left behind. Take a look at these PPC trends to watch in 2018.

1. Structured Data Will Start to Take Over

Structured data is the term for information that is input into specific fields to make it searchable and easy to navigate.

In previous years, companies have had to roll out feeds of new data with their renewed product offerings. This is so that they appear in Google Shopping results. But now, Google Manufacturer Center (a three-year-old product) is spreading its wings. People are taking interest in its expanding features.

Google plans to use this information from manufacturers to expand the product knowledge it offers immediately when someone googles a product. This information can include product titles, images, features, and descriptions.

Once this information is entered into the Manufacturer Center catalogue, it becomes searchable while simultaneously making the product easier to track. In that way, Google can provide searchers with the most relevant products possible.

2. Changes in Artificial Intelligence

Search engines are using artificial intelligence to make their results more accurate. One way this is happening is through ad rank thresholds. An ad rank threshold is a measurement of what it takes to get your advertisement to show up on the first page of search results.

Unlike in the past where Google viewed all searches as the same, Google now takes into account whether the query is product-related or news-related to decide how many and which ads to display.

That means that when you are designing your ad campaigns, you will have to create specialized content if you want to show up in news results vs product results. In addition, you may be paying higher prices for placement.

3. Advanced Audience Targeting

With the recent happenings with Facebook data breaches, the idea of targeting a specific audience for advertisements should have seen a slowdown.

But instead, Google is answering by loosening its own data use restrictions and allowing signed-in data to be used by advertisers to better develop and target an audience.

Google is selling advertisements that are placed in an “in-market” audience for an additional cost-per-click. The audience is defined by pattern targeting as well as by using things like a user’s birthday or anniversary date to suggest advertisements.

4. Developments in Attribution and Local Marketing

Last year, Google rolled out Google Attribution, a product that is aimed at giving advertisers more information about how their campaigns are performing at every step in the funnel.

This data is collected and fed back into AdWords to form more advanced calculations for the cost-per-click for a given advertisement. With more technology and data available keeping track of attribution at all stages of the sales funnel, advertisers will be able to target their audiences better than ever before.

For quality pay-per-click campaigns, it means that less focus can be given to the final click, and more attention can be paid to earlier stages of the sales process.

5. The Google-Amazon Rivalry Will Create Innovation

Amazon and Google have many different battles raging at the moment with the most obvious being Amazon’s Alexa vs. the Google Home Assistant. But there are other fronts where the war is raging.

One change that will affect pay-per-click advertisers is the rollout of Google Express. This is Google’s partnership with more than thirty retailers including Walmart, Costco, and Target.

The aim of the program is to allow Google to offer a streamlined checkout and free next-day delivery to qualified orders place through the site. This is in direct competition with Amazon Prime.

If this product is successful, that means that even more focus will have to be put on updating Google product descriptions; it could reshape the way products are purchased altogether.

6. Voice Search Features Will Change the Game

When voice search features like Siri first came out, people were creeped out by the idea of a device listening in on them all the time. In fact, many people who purchased Xbox’s and PS4’s with this feature opted to turn them off.

But with the convenient and expansive amount of services currently available on Amazon’s Echo and Alexa devices, more people are turning to voice search than ever.

It’s especially popular for vehicles because hands-free search allows drivers to focus on the road while they change their music, find out what the weather is, ask for directions, and more.

With all those new people using voice search, the trends in pay-per-click advertising are sure to be affected. One place we have already begun to see this is in the length of keywords that are being used. It used to be that people would type in a couple words as a search query, but with the ease of voice technology, long-tail keywords are becoming more popular than ever.

People are searching using whole sentences and expecting to receive accurate and relevant content back. As this trend grows, advertisers will have to change the way they consider keywords for their pay-per-click strategies.

7. Ads Will Be More Customized Than Ever

With the ability to study the sales funnel at every step of the process offered by Google Attribution software, the changes in search habits, and the expansion of artificial intelligence and growth of big data, there is more information than ever before for advertisers to use to shape their target audience.

That means that if you want to keep up, you need to be paying attention all of the time. New products are rolling out every day. You will need to keep up and customize your ads if you want to rank.

PPC Trends: Wrapping Up

Now that you have an introduction to the top PPC trends for 2018, it’s time to start revamping your website.

Need help? Contact us for PPC management today. We will help your business’ website get the traffic it deserves.

PPC Management Pricing

PPC Management Pricing

PPC Management Pricing: Are You Paying Too Much?


A lot of people assume that if you’re paying a lot of money for a product or service, it’s going to be superior than low-cost options. However, that isn’t necessarily true. In this guide, we’re going to go over PPC management pricing and how to figure out if you’re paying too much.


A PPC Management Service is supposed to let you focus on what you do best – growing your business. But are you paying too much for peace of mind with little results?

This is a common, yet costly, issue for expanding businesses. In this article, you’ll learn why you’re losing money on PPC, how much you should be paying, and how to save money on your PPC strategy moving forward.

What Is PPC?

PPC stands for pay per click. PPC is the foundation for most of your favorite ad Networks, from AdWords to Facebook. Instead of paying for an entire PPC strategy at once, you pay only when someone engages with your ad. This is a huge draw for business owners, but if mismanaged, it’s like flushing money right down the drain.

Here are several reasons why PPC campaigns lose money:

  • Targeting the wrong audience
  • Competing for pricey keywords
  • They’re not optimized for mobile
  • Not tracking performance or results
  • Not implementing a PPC strategy
  • Depending on Broad match
  • Uninspired ad copy

In the hustle and bustle of running a business, it’s easy for details like these to fall through the cracks. These mistakes add up and they certainly don’t help your conversion rate.

That’s where your PPC Management Service comes in.

What Does a PPC Management Service Do?

PPC managers are responsible for managing pay-per-click accounts across all PPC ad Networks. But what does this mean for you, the business owner? What should you be getting for your money?

In addition to avoiding the aforementioned problems in the previous section, your PPC manager should be responsible for the following:

  • Strategic planning and implementation
  • Achieving a good return on investment (ROI)
  • Deliver PPC campaign reports
  • Quality copywriting
  • Market research
  • Campaign performance tracking
  • PPC budget management
  • Keyword Research
  • Setting conversion goals

Let’s cut to the chase. How much will this cost you?

Paying for PPC

How much you’ll pay for PPC management will depend on a number of factors, from your target audience to marketing needs.

For example, an audit may reveal that social ad networks yield more conversions for your business than Google AdWords. Understanding which channels work best for you will help you calculate how much you’ll need to pay. That’s why it’s critically important to set goals before forking over the cash.

Ask yourself how much you want to make from PPC. Do you want to make $5 from every dollar you spend on PPC ads? Are you using PPC to grow brand awareness? How much are you willing to spend to improve your visibility?

Asking yourself why you want to use PPC is a smart way to avoid costly mistakes down the road.

PPC Fee Structures

Another way to anticipate your costs and avoid over paying is understanding PPC fees. There are a few main PPC fee structures to know: percentage of spend, percentage of profits, number of keywords, monthly management fees, hourly management fees, and setup fees.

A common percentage of spend fee hovers around 10% percent to 20%, with a minimum fee between $300 to $500. Therefore, if your monthly ad spend is $1,000 expect to pay a POS fee of $300 or more per month.

Ideally, the more you spend each month with a results-driven PPC management company, the more sales you should generate. If your sales are increasing with your spend, this is a good sign and even an opportunity to expand your PPC strategy.

If you’re spending money and not seeing conversions, that’s a big red flag. This could mean that your PPC manager is not targeting the right keywords or using high-converting ad copy.

A PPC management Service may also charge you by the hour. If this is the case, it’s important for you, as a business owner, to be acutely aware of how those billing hours are used. A fee structure like this may help you identify opportunities for cutting back on your PPC budget.

Timing is Everything

If you’re new to PPC advertising, it’s important to understand that it takes a couple months or more to start seeing results. PPC success is an involved process that doesn’t happen overnight. For new accounts, PPC managers need time to generate keywords, perform market research, a/b test ads, set up analytics accounts, and hire copywriters before launching your campaign.

Once your PPC campaigns hit their stride so to speak, expect your monthly PPC management bill to even out. That’s why it’s important to consider contract length in your payment calculations.

Ask yourself, once your PPC campaigns are automated and performing well, how long do you want to use your PPC management service? Would you rather use select services moving forward? Confronting these questions ahead of time is one way to save money on future pay-per-click costs.

Consider a 3-month contract first and go from there. You should also ask yourself if you want a contract that auto-renews every few months.

What’s Your Return on Ad Spend?

If you’re paying too much for PPC management without a decent return on ad spend (ROAS) to match, then stop what you’re doing and reassess your PPC plan.

One rule of thumb is to divide your total conversion value by your total cost of advertising. For example, let’s say you have a lead generation company. If you spend $10,000 on an AdWords campaign that generated 350 leads, and you sell 200 of those leads to an agency, your total conversion value would be $70,000. Divide your conversion value by your ad spend, and you would have a ROAD of 7% or 700% – not bad!

Investing your PPC efforts where they matter most is a surefire way to boost your ROAS and save money in the long term. But is your PPC management Service making the most out of your budget?

Moving Forward

Now that you have a feel for PPC pricing, it’s time to choose the right management solution for your needs. Use this post as a checklist as you plan your budget and narrow down your choices.

Don’t forget–knowledge is power! Check back often for more insider tips or contact us now to speak directly to one of our own PPC experts.

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