Consumers want the “best” toothbrush, “best” web designer, “best” lawyer and so on. One important trend that you can leverage on your website and in Google AdWords due to dynamic keyword insertion is the use of “best” in a search query. This change has been driven by the mobile micro-moment, as Google calls it, – the I want to know, I want to buy, I want to go mentality.
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The reason for the decrease in activity on “near me” and zip code specific searches are that consumers expect the results to be location and self-specific. Google data shows that consumers want more useful information, more personalization, and more immediacy.
If you are doing automated bidding make sure you are looking at the average cost per click and maximum bid compared to the first and top of page bid. Move out of automated bidding programs like maximize conversions or Target CPA bidding and move to enhanced CPC (Cost per Click) bidding until you get back to the 15 number. If you have under 15 conversions in a 30 day period or your campaign drops below 15 conversions. When Google Ads does not have enough 30 day historical data, the click costs will be very high and you will not see a nice increase in conversions rather only higher cost conversions.
Personally, I look for a higher number than 15 in a 30 day period before I turn on maximize conversion bidding. That’s right 15 conversions in a 30 day period is the magic number you should be looking for before you turn on any automated bidding strategies in Google Ads. Not Made Out of Money? Tips to Lower Click Costs in Google Ads.