Webrageous Offering Free PPC Audit

With Google regularly updating Adwords features and changing their search algorithms, you can’t just “set it and forget it” when it comes to managing campaigns.  Is your agency working hard enough for you?  Or if you’re currently managing your PPC accounts in-house, are you able to dedicate the time it takes to maintain and optimize a successful account along with all your other responsibilities?

If your PPC campaigns are not hitting goals, or you’re questioning if they’re fully optimized, the experts at Webrageous can perform a free audit of your Google Adwords account. Just call us at 800-645-9521 or fill out our contact form at the top or bottom of this page to get started.

Here are some of the ways and pros and cons  of each  that we can do an account review:

  • We can do a screen share. This is one of the best ways because  you will have control over which areas  of your account are viewed.  When you are interviewing p management companies you don’t know if they work for your competitor.  This way a management company can review your account with you and will have no opportunity to download your account.
  • You can send read only access to the email address in the footer.  This is an okay way and gives some protection to the client  because the management company you are interviewing can’t make changes to your account. But  an unscrupulous  management company could  download your account and see all of your best keywords  that they might not have thought of if they are working for a competitor.
  • We can add your account to our MCC. Just send us your AdWords account ID. This is likely the worst way to give access  because it means we could make changes to your account and see all your best  keywords if we are working for one of your competitors .  It is best before a contract is signed to not give someone access this way.

You might want to fill out our contact form or call us to get this setup.

We will review your account top to bottom to highlight missed opportunities and areas for improvement.  This free review will include assessment of the account structure, keyword lists and quality score, ad copy and extensions, bids and budget settings, ad schedule, and geo-targeting.

Here are some of the things we might examine: How granular is the geo-targeting?  When was the ad copy last refreshed?  What device bid modifiers are being used?  How often are bids being adjusted?  Is traffic driving to a relevant landing page?  Has performance improved week-over-week, month-over-month, year-over-year?  These are just some of the questions that will be addressed throughout the free audit.

One way to assess how often changes are being made is to look at Google’s change history, which lists the date of every change made to the account.  The below example shows over 100,000 changes made to one of our accounts in a 30 day period.  This is an excessive  number of changes and as long as you see a few dozen changes each month that may be sufficient enough…  if they are the right changes and if performance is  improving.  If your account  only has three or four changes made a month –  or worse no changes  for several weeks or months –  that is definitely a strong signal  you want to have another management company review your account and provide a proposal.

changeHistory

Although the change history will give you some indication as to how hard your agency is working on your account, only a full audit will bring to light any real missed opportunities.  Webrageous will assess all aspects of the account so you have a clear understanding of how well your account is set up and what the potential is for improvement.

If you’re currently on the fence about hiring a PPC agency or leaving your current agency, know that Webrageous is currently offering a 60 day risk-free trial for full-service Google Adwords management.  This means you can test drive them as an agency for 60 days, and if you are not 100% satisfied with the results, you pay nothing.  If you are satisfied, you would then be charged the normal management fee for those first two months.  But there is no long-term contract!

Contact Webrageous today for your free PPC account audit and start taking advantage of more effective campaigns!

Google Changing how Exact Match Functions in Adwords

What’s Changing:

Last Friday, Google announced some changes to the way exact match keywords function in Adwords.  For a few years now, Phrase and Exact match have already included close variants, which are plurals, abbreviations, typos, etc.  Now close variants will expand to cover variations in word order and function words.  This means that Google may ignore or alter the word order and function words of a keyword phrase when determining if an ad should show for an exact match keyword.

Google’s reasoning behind this change is that most similar searches have the same intent, and so broadening the coverage of this match type will allow marketers to reach those additional users without building out and maintaining such exhaustive keyword lists.

Function Words:

Function words encompass prepositions, conjunctions, and articles.  In most cases, these words can be added, removed, or replaced without changing the intent of the query.  For example, a search query for “hotels in las vegas,” could match to the exact match term [hotels las vegas].  Dropping the function word does not alter the meaning or intent of that search.

Examples from Google:

Google example-function words

Word Order:

When it comes to word order, two keywords can often have the same meaning even if the word order is different.  Searches for “Hotels las vegas” and “las vegas hotels” have the same meaning.  Google states that they will not add any words to a keyword nor will they alter word order if it would change the meaning of the search.

Example from Google:

Google example- word order

There are certainly some examples where function words and word order do indeed change the meaning of a search query, such as for airline flight searches.  “Flight from Miami” and “Flight to Miami” are completely different searches.  And “JFK to MIA” and “MIA to JFK” are also not the same search, so Google should still recognize that and keep word order and function words intact in those cases.  However, Google is relying on their artificial intelligence to differentiate when it’s ok to change the word order or function words of a query, and there may likely be a learning curve.

Impact for Advertisers:

Based on initial testing, Google claims that advertisers may see up to 3% more exact match clicks, while maintaining comparable clickthrough and conversion rates.  The impact of this change will likely vary by client, and only time will tell how big this impact will be as it rolls out over the next few months.  All advertisers should monitor their accounts closely over the coming weeks and months, paying particular attention to the performance of exact match keywords.  It will also be important to stay on top of search query reports to catch irrelevant matches and update your negative keyword lists accordingly.  Even a handful of irrelevant matches could add up to significant wasted spend if not caught early.