Google Adwords Consulting: 3 Frequently Asked Questions from Clients

There are a series of questions that are never missing from a client, sometimes it is due to a lack of knowledge on how the Google Adwords system works and in others out of curiosity, since one is putting money in something, it is better to understand how it works. it is spending and why is it spending that way.

So here we go with 3 frequently asked questions from customers:

1) Why is my ad not showing for 100% of searches?

Depending on the history that Google has on the number of times a keyword is searched and on our daily budget, CPC, competition, etc. The Google Adwords system determines the percentage of exposure that our ad will have.

Another possibility is that we are running the campaign based on CPA (cost per action), so the Google Adwords algorithm may have determined that for better performance our ad only needs to be shown a certain number of times at certain times.

2) How do I solve the above?

There are two ways, one easy and the other difficult ... the funny thing is that what is easy for us is difficult for the client and vice versa.

to) Increasing the daily budget, in this way the system will need to show our ad in a higher percentage of the total searches for our keywords in order to meet the budget.

b) Polish the campaign by eliminating the products, ad groups and keywords with the lowest performance, in this way the budget that was previously dedicated to them can be used to maximize the exposure of the products, ad groups and keywords that bring us the best conversions.

It really all depends on how the campaign is working and what the client's objectives are, each case is unique and there are no universal answers.

3) Is it better for me to use the Search Network, the Content Network or both?

Once again it depends on each special case and this question is answered with another thousand questions, below I show some good questions to ask a client to find what is the best strategy in their case:

to) What is its USP (Unique Selling Point), that is, the characteristic (advantages, price, quality) that differentiates it from all its competition.

b) What are the products you want to promote?

c) At what stage do you want to "catch" the consumer? When looking for information on which product to buy? When you compare prices? Or when you already know what you want and go straight to buy it?

With these three questions we should already have enough information to be able to guide the client and generate ideas on how we are going to face the campaign.

A successful campaign on Google is a coordinated effort between the Google Adwords professional and the client, since the professional understands how the system works, but the client is the only one who knows their needs and which products / services bring them the most profit.