PAY MORE. That's how fair (or unfair) this advertising ecosystem is: if you are careless and inadequately focus your SEM campaignsGoogle will consider that your ad does not deserve to be shown to users, as it will consider it annoying and lacking in value.
NEUTRAL EXPENDITURE. This is the starting point for any advertiser who starts investing in Google Ads campaigns with a new ad account.
YOU PAY LESS. Finally, when you demonstrate that you are a "hard-working" and "relevant" advertiser, providing service and value to users, thus protecting the ecosystem, Google rewards you with a high rating (8/10, 9/10, 10/10). This is the desirable situation and the one I will help you to reach..
Some studies (e.g. WordStream) estimate the CPC increase up to +400% compared to the reference CPC when the quality (the "Quality Score") of an advertising account can be improved. It is therefore very important that you take care of the quality of your account to avoid incurring cost overruns that your competitors may be avoiding thanks to a better quality of their accounts.
The same study indicates a saving of up to -50% in the reference CPC when your advertising account is in good health and has a high "Quality Score".
An example that illustrates Google's behavior: 2 competitors invest 12,000€/year, the first one has a Quality Score 6/10 and gets 12,000 clicks per ad. The second one with a Quality Score of 2/10 would be paying +150% extra cost per click compared to the first one, which means that he would only get 8,000 clicks with the same budget.
This example illustrates perfectly that the same advertising effort can achieve more and better results (almost double) depending on the Quality Score: the Quality Score is very important to get a competitive advantage and make your investment profitable and sustainable, and I know how to help you achieve it.
"Since Manuel has been managing our Google Ads account and my company's Merchant, the results are really good in volume and profitability. No doubt thanks to his professionalism and his work."
"Our company is a client of his since 2012.
Thanks to excellent Paid Search knowledge of Manuel M. Esparza, we could increase our sales by more than 200% over the same period by actually lowering our marketing costs for campaigns, which significantly improved our ROI and provided us with an unbeatable competitive advantage of every market we are serving."
Manuel has helped us a lot in discovering the Google channel to generate business opportunities for our Firm.
He has accompanied us at all times with great accessibility and empathy with our business.
We have gone from a certain initial disbelief to a full conviction that we want to continue betting on these channels to win new customers.
Manuel is a committed and hard working professional.
He has a great ability to handle many complex issues at the same time and also possess a rare ability to determine the central issue at stake and solve it.
I recommend his digital marketing services for many reasons including his targets' accomplishment, insight, work ethic, intelligence and unique sense of humour!