Kenneth Mackay Email & Phone Number

Google Ads is difficult to manage.Yet, Google Ads can be a great source of new business.So, how do you achieve that without spending too much of your time?Many businesses use someone to manage their Google Ads.This might be a member of staff, an internal team, or an external agency.But, what are the results?How could Google Ads improve your sales even more?How would you do that?Visit https://initiative2.com/ to get some ideas.

What Do I Do?I help businesses that have tried Google Ads without success.The problem is often how things have been set up and managed.By fixing that, I can achieve the results that you want.The results that you need.Without increasing your budget.How Do I Do This?By following a simple 3-step process.This has rescued many Google Ads campaigns.Each step checks that Google Ads is suitable for you.And how you can make big improvements fast.But you are in control.You move to the next step only once you're happy with the results of the previous one.And you are not obliged to use us at the end.(But I hope that you will.)Who Do I Work With?I help businesses across the globe that advertise in English,They run Google Ads.They pay to have this managed.But have been unable to achieve and maintain the results they want.B2B and B2C.Products and services.1-person businesses through to multi-nationals.Across many industries.What Is My Background?I have been helping clients get more from their online marketing since 2002.An economist by education, I concentrate on what will make or save you money.A previous career in IT project management means I can deliver your results: * on time, * to your requirements, * and within budget.How To Contact Me?Email kenneth.mackay@initiative2.com, connect with me, or send a message.

Search Engine Optimisation (SEO) is the process of doing things to get your website to number 1 in Google.Once, #seo was the only option.We still offer it, and are good at it.But, it is not your only option.And not the first thing that you should do.Claims that SEO is dead, are generally made by those who couldn't get it to work.Yet, getting it to work is a lengthy and costly process.It is not "free".Nor is it guaranteed. Your SEO can improve matters, but they might stay as they were, or even get worse. If it ain't broke, don't fix it.Also, while you are trying to improve your ranking, so are your competitors.So, your ranking might go up or down, not because of what you've done, but because of what they've done.Alongside this, Google is always changing its rules.There have been many major updates.None of our clients have ever experienced a fall following these.Yet many others have, and sometimes disappear from the rankings, as a result.That is because #seo is against Google's rules.There are things that it penalises.These are often called "black hat".In general, any "get rich quick" methods.Long-term, sustainable and consistent results take time and effort.Unfortunately, even once you achieve the number 1 spot, you don't have the dominance you had hoped.There is position 0.This is the featured snippet that Google often displays above the main results.You don't even have to be on the first page to appear in this exclusive slot.Some local businesses may find a map above them.Appearing there can be a bit random.Finally, there can be up to four adverts at the very top of the page.Those are Google Ads.This is where people wanting to be at the top of Google should concentrate their efforts.And on mobile, the ads are the first thing they see.SEO has its place but consider all your options.

Google Ads is not a magic bullet, despite what many will try and sell you.Indeed, when approached by a prospective client, we take a different tack.Our starting position is that we can't help.We only want you as a client if we are confident that it will benefit you.That you will see a significant, positive return on your investment within a short time.It's not worth the hassle, and why spoil a reputation that has taken 20 years to build up?So we start by presuming that we can't help.And have a conversation to find out more.You explain your business, your market, and your expectations.We will prompt should we need more information.But we won't confuse you with mumbo-jumbo, You tell us about your historic and current marketing, as well as any plans for the future.Only then can I give an opinion on whether Google Ads is appropriate for you.It is an opinion, but I've been doing this for a very long time.And have never been wrong.I can tell when Google Ads is not suitable, and will explain why.Is so, stop if you are currently using Google Ads, or don't start. We would not take you on as a client, but we can part as friends.Not everyone accepts this advice, and they find someone to take them on. But it never ends well.If Google Ads is a viable marketing method for you, we move on to step 2.If you are using Google Ads, then we will review your existing account.We check for technical issues.Or it may be that your market is too competitive.This might not be the right time for you. Try again later.And sometimes we can find more suitable options.If so, we would tell you what.If it is something we can't help with, we'll try and introduce you to someone who can.Everything is about how to improve your business.Let's discuss how Google Ads could be part of that.

This is only for people who use Google Ads.Let us look at your #googleads account.And see how to make it better.This can be a review or a formal audit.A review looks for schoolboy errors.Things that we can fix to give you a quick, worthwhile improvement.This is usually the case.The basics were poor.The use of unnecessary advanced features.But, if we find that everything is OK, we would tell you.Unless we can make a significant improvement, don't change.Formal audits of Google Ads are for accounts with large budgets.It is a long report.There are lists of the options and features used.We describe what's good and bad.But, we take it further.How does this help you get the sales or enquiries that you need?A small improvement can make a big difference to your profits.We look at your landing page and its conversion optimisation.Don't spend money to attract people there if they don't do what you want.We also look at your analytics to check for accurate and consistent reporting.And we review your account structure.We peel away the layers of complexity.But, for many Google Ads accounts, a review is enough.If you want us to manage your Google Ads, then we first do a review.But, we offer these on a complimentary basis.With no strings.Even if you are not planning a change.Because if you can see the benefits, then you will want to become a client.You have nothing to lose.Contact me for a Google Ads review.If only for your peace of mind.

Keyword research identifies the words and phrases to use.Also used for #seo, it is even more important with #googleads. This is because unlike with SEO, every click in Google Ads costs you money.But, these should be very valuable clicks, and well worth it.Your keywords should match the landing page to which you send people.You should then expand that list to include relevant similar and related terms. Include typos, plurals, and common misspellings.There are tools you can use to helpGoogle has its Keyword Planner.There are others you can pay for.But, don't take any results at face value.At the same time, you must consider "negative keywords".These are words and phrases that you don't want to trigger your adverts.Examples include "free" and "cheap", but not if you offer bargains.Most are for phrases that are not close enough.In a recent project, our client gave us a list of 20 phrases.We removed 12 because they were not specific enough.But we then expanded the rest into a list of over 4,000.Then we went through those several times to check their true relevance.That reduced it to less than 1,000.If you think that's a lot, then you don't understand Google Ads.It's not a competition to have the longest or shortest list.It is about getting the right list for your campaign.Our longest list was close to 1 million keywords.Which is difficult to put in place and manage.But at least you know you are using the right words.Yet, that's not the end of it.Every month searchers will use new words you hadn't thought of.Include these in your list of keywords and negatives.Keyword research is key to our clients' Google Ads success.

Setting up Google Ads has become very easy.There are "Smart" campaigns. Fill in the blanks.You don't need to know anything about Google Ads.And you can start spending money straight away.But, how good can an automated version be?What about the full version with all the features of Google Ads?We always use that and do better than the Smart campaigns.But, it is harder.And, many people take it too far.They make it too complicated.Impossible to manage.So, unlikely to deliver the results you want.Which is why we take a different approach.One that always gets results.Based on managing Google Ads accounts since 2012.With a total ad spend of millions.But, it's always changing.It has changed as Google has changed its rules.It has changed as people have changed how they used the web.Changed when Google AdWords turned into Google Ads.And it has changed to cope with new campaign types and features.By using this process: * You aren't reinventing the wheel. * You aren't paying someone to learn on the job. * You are not a guinea pig.You are using something that works.And, we have very happy clients.So how does it work?The method lists all the steps necessary for success.Everything that is important.And how to decide whether something is best for you.Your account is set up for easy maintenance.In a flexible and scalable way.Yet is very focused.Geographic targeting.And it all starts with keyword research.To get the best performance from your account.Yet, we don't use many of the shiny new objects.But, we do include every useful change.Creating campaigns that get you more business.Is this how you want your Google Ads to be set up?

Do the numbers in Google Ads make sense to you?Do you know why Google Analytics and Google Ads show different numbers for the same thing?Few people do.But, you need to if you want to succeed with #googleads.Which is why businesses ask for my help.Because the person looking after their Google Ads doesn't know.In Google Ads, there is too much data.But very little useful information.Things you cab use to improve your performance.Key metrics you will have heard of include "impressions", "clicks", and "click-through-rate" (CTR).There are others such as phone calls as well, but let's stick with the above.Impressions are the number of times your adverts appeared.This is always the biggest number.Which is why many people use them as a goal.But it is a very poor measure.Indeed, when we take over a Google Ads account, we aim to cut this number.Clicks sound more useful, but not if the wrong people are clicking.Would you rather have 1 click resulting in 1 sale, or 10,000 clicks resulting in none?CTR is a percentage from 0 to 100%.Calculated as the number of clicks divided by the number of impressions.Fewer impressions improve your CTR.More clicks improve your CTR.Well-run campaigns tend to have a much better number.But, a high number doesn't mean that a campaign is well-run.Conversions are the ultimate measure.Although not all conversions are equal. And, it is not always possible to capture these.But they link your Google Ads to your profits.DM me to discuss your Google Ads reports, and to make sense of your #googleads.

Creating your Google Ads account is only the start.Even if it is set up well.Things change.And this is where the real work begins.Google changes its rules.Your competitors try to outrank you.And people use new words and phrases.15% of searches are new to Google.So, your account is no longer as good.It's like a car needs regular servicing and repairs.You need to maintain things.Replace things that no longer work.Update things.That is why you should check your Google Ads account every day.Too much?Not if you want to succeed.This involves "negative keywords".Review the search phrases used.How relevant are they to you?Do you want those clicks?If not, they are a waste of your money.But, will encourage Google to get you even more.Making your results worse.But, it is not as simple as it seems.Irrelevant searches tend to come in waves.As your Google Ads account improves, Google is happier to display your adverts: * More often; * Higher up the page, and; * At a lower cost than would otherwise have been the case.You might even pay less per click than adverts appearing below you.You get more bang for your buck.Which is great if these are the right clicks.But not if they are not.This is a great reason to use our daily monitoring and management service.But, you gain in another way, too.A well-managed campaign is more effective.It becomes dominant.More difficult to compete against.Making it more difficult for your competitors.DM me to discuss monitoring and managing your Google Ads.

Use Google Ads for market research.Test your location and offer.Very fast, at a low cost.Don't confuse this with Google's Keyword Planning Tool.And not with Google's estimates of search volumes (and costs).These can be wrong: * Your location can be too small. * Or they don't have enough data on your niche.So, run a Google Ads campaign.Target your location, and use relevant keywords.The purpose is not to generate sales or enquiries. That would be a bonus.It is to find out how much interest there is in what you sell.Are enough people searching online for what you do?If not, then this is not a place for you.But, if there is, then there is a demand for what you offer.The number of impressions should be enough to work this out.This is unlike a normal Google Ads campaign, where impressions are a poor goal.And, you don't have to run things to get clicks and conversions.We've used Google Ads to test possible locations for clients.One wanted to open up in other cities.But worried about the cost of staff and premises.So, they got a virtual address and number for each.We ran #googleads for them all.These generated enquiries.Their existing sales team closed the deals.So, they felt confident enough to invest in the new locations.Another client wanted to expand into the Middle East. They thought Dubai.But, Google Ads market research showed the biggest demand was in Egypt.They had found that they were targeting the wrong continent.For less than the cost of a flight, And before investing in staff and premises.How could you use Google Ads for market research?

You can display adverts to people who have visited your website in the past.Called retargeting or remarketing, it is very effective.You can also do it for visitors to your social media pages.As well as for lists of your customers, etc.Those most interested in what you do.Who are much easier to turn into sales.Remarketing uses adverts that follow people around the internet, like a bad smell.Prompts and reminders for hours, days or weeks to come.When done well, it can be very successful and cheap.But it can go wrong if you target the wrong people. * If they had come to your website by mistake; * If they had clicked on an irrelevant Google Ad, or; * If they had only taken part in a Facebook contest to win a prize.These are not your target market, and nothing will change that.Remarketing to them might increase your visitor numbers, but not your sales.But, remarketing lets you follow up with good visitors.It gives you more chances to get that lead or sale.Because not everyone takes action the very first time.You know how easy it is to lose your train of thought.You are looking at something online when something happens.The phone rings, the cat is sick, or a colleague speaks to you.The moment has passed, and you forget what you were doing. Click somewhere else.Or you are doing online research. Finding and comparing different options.Until you have too many, so don't go back to all the websites.In each case, remarketing comes to your rescue.It reminds them that you exist. What you do.On millions of websites as well as their social media.Your adverts can also appear in Gmail and YouTube.You seem to be everywhere.They recognise you.You do what they want.So, they get in touch when they are ready.Because they have forgotten the rest.The ones that don't use retargeting.But they remember you.If you use remarketing.Why wouldn't you?Get in touch to talk about how we can help.

I have run Google Ads and #seo across the world.Google Ads is available in most countries.In many languages.With English being the most common.Which is the only one we use.Not only for the administration, but the adverts themselves.Even if English is not our clients' language.But it is the language of their customers.There is a very good reason why.Google Search Ads is all about words.The words and phrases used when searching.We must include these in the campaigns.And the adverts must encourage them to call or click.But, these adverts have very little space to do so.So, we must use language well.A direct translation is unlikely to work.Indeed, it might be too long to fit.A word for word translation won't be as good.And the initial keyword research would be too basic.It would miss typos and spelling mistakes.Similar words.And which ones to exclude.Things that a native speaker would know.Which is why we don't run Google Ads in other languages.But, we do work with the different international versions of English.The different spellings and meanings of the same word."favourite green coloured trousers" and "favorite green colored pants".Google Ads can reach this global market.But, you have to use the right words for each country.If you sell overseas in English, you will know what I mean.Any how Google Ads could work for you.

There are two main reasons why people train in Google Ads. * They want to run Google Ads better. * They want to understand how their Google Ads is being run.Sometimes both.I am also paid to present public courses on Google Ads.But, I never recommend Google Ads training.It seldom works. Not as you had hoped.With various reasons why.There are two sides to Google Ads training. What you learn, and what you then do with it.Google Ads is complex. There is too much to cover in a short course.And the idea of courses for beginners, intermediate, or advanced is misleading.Knowing more and more features will not make you better at Google Ads.It is about the best way to use the basics.You need to know what you need to know.What you need to know to reach your goal.And, you must use it straight away and keep on using it, or you will forget.Also, Google Ads is not for everyone. It requires a certain type of personality.Finally, once trained, many update their CV and start looking for another job.In public courses, I tell the delegates about these issues, and make it a very practical use of their time.So what are the alternatives?We have found that you have two options.The first is Google Ads mentoring.The second is to let us do your Google Ads for you.I discuss mentoring elsewhere.Done-for-you is our key offering.Often after training, clients realise that it is a far more cost-effective solution.DM to discuss your #googleads training.

Mentoring is the most powerful form of Google Ads training.And it's most successful.It's like an apprenticeship.Where the trainee uses Google Ads every day.Mentoring can be 1-2-1 or in small groups.It can be face-to-face. Virtual mentoring works even better.We follow a structured method.It uses a tell, show, do approach.Tailored to the business and those taking part.Starting with the theory. * What is Google Ads? * What are its features? * How does it relate to the business and its goals?Followed by practical sessions.These target the client's needs.We work through examples each time. * What to do. * Why it's done. * How to do it.As homework, the trainees then try it in their own Google Ads account.Which we review and assess in the next session,And can repeat until understood.And we focus on the most relevant stuff.But, as with all good things, this takes time, and is not a "cheap" option.But, the results make this the most effective form of Google Ads training.It can also have some useful side effects.One delegate who filled a spare seat, turned out to be a natural.They hadn't been running Google Ads, but tried what I showed them, and got results.Unlike, their in-house Google Ads expert.He was lazy, and didn't want to learn. He paid no attention.And is no longer with the business, replaced by his talented colleague.If Google Ads mentoring sounds might be right for you, DM me. We can discuss your options.But, for most businesses, mentoring is still not as good as letting us run your Google Ads.

Imagine filling your bath.Turn the taps on full.The water is pouring in.But the plug isn't in.Most of the water goes down the drain.Like most online marketing.You could have the best campaign possible.You might be getting lots of very relevant clicks from Google Ads.But very few are turning into leads, enquiries, or sales.Your marketing plug isn't in.This is where Conversion Rate Optimisation (CRO) comes in.It's what you do to prevent these visitors from disappearing.Which can produce the best returns on your online marketing.And, it's quite simple.Imagine that 100 people visit your website.It doesn't matter how they got there, but CRO is even more critical with paid traffic from #googleads.Now imagine that 1 person gets in touch.We'll call this a conversion.But instead, you might use sales, visits to certain pages, time spent on the site, or downloads.That's a 1% conversion rate. 1 / 100.Now, how could you double the number of conversions?If everything else stays the same, then doubling the number of visitors to your site should do the trick.A 1% conversion rate on 200 visitors would be 2 conversions.Who wouldn't want a 100% increase in conversions?But how do you double the number of visits?Google Ads can be a fantastic option.But, conversion rate optimisation gives you another.Indeed, you could and should run it alongside your Google Ads.Various things you can do to encourage another site visitor to convert.You've done the hard part; you've got them to visit in the first place.And, it must be easier to get 1 more conversion than 100 new visitors.If they came from Google Ads, they are your target customer.That is why CRO should be part of your Google Ads strategy.DM me for more.

There are lots of Google Ads experts.And many Google Ads gurus and ninjas.But, I'm not one, and I'll tell you why.This may seem strange since I am often described as a #googleadsexpert.But, that is by other people.I never make such claims myself.So, why don't I describe myself as a Google Ads expert?It's because I focus on getting results from using Google Ads.Not on knowing a lot about the tool itself.Practical skill rather than theory.Successful Google Search Ads is about using the right words.And, targeting the right people.Which comes from experience.The obvious is not always the best.Often, the less time someone has worked with Google Ads, the grander their title.So, what level of experience makes an "expert", "ninja" and "guru" user of Google Ads?Is 3 months to a year enough time?Especially if they offer lots of other services as well.I call myself a Google Ads specialist.This is what I do. I concentrate on one thing.And, it is a full-time job keeping up-to-date.Which means that I do know all its bells and whistles.All the hidden features.Yet, most of these are irrelevant to achieving results for most Google Ads accounts.Real success with Google Ads comes from the results it generates.This comes down to doing the basics very well. Not chasing shiny objects.I do know all that stuff.But, as a true expert, I know if to use it, when to use it, and how to use it.I'm a specialist in getting you results from Google Ads.

There are several types of Google Ads.And, they keep adding more.This was one reason why they changed the name from Google AdWords.But, not all types of Google Ads are suitable for every business all the time.You must use what will achieve your business results The right type of Google Ad, in the right way, at the right time.We use those that make the biggest return on our clients' investments.Search Campaigns show text ads on Google's search page.These can produce the best results.They let you reach people while they’re searching on Google for what you sell.These are the best leads.And, are suitable for most businesses.We focus on these.Display Campaigns show ads on millions of websites and apps.People see them when they are not searching.So, these need strong visual images to get their attention.It also allows you to follow up with remarketing ads.Video Campaigns let you show video ads on YouTube and other websites.Again, they are not using Google to search at the time.These are also useful for remarketing.Smart Campaigns are the easiest way to get your ads up and running.These replaced AdWords Express, and are more advanced.We don’t use these, and have helped many clients change to a better format.Shopping Campaigns are for e-commerce.They display your products in the Google search results and on the Google Shopping tab.Setting these up is technical. It’s not always possible.Managing them is different from text ads.Local Campaigns are to bring people to your physical shops and venues.You can promote offers and events.App Campaigns help you find new app users and increase sales within your app.What are the best Google Ads for your business?DM me for a chat.

Lots of people sell Google Ads services.But many don't actually do it themselves.It is a special skill that takes lots of time and knowledge.Not something that they want to do, even if they could.So they outsource it.Pay someone less than you are paying them, to do it.These people might be in a different country.You don't know who they are.And you can't judge how good they are.So, why do they do this?Sometimes, they use Google Ads to attract clients to sell them other things.This could be web design, PR, or general marketing.Or, as an add-on to their clients.But often, as way to make more money without taking on staff.So, once they get Google Ads work, they outsource it.There is nothing wrong with that.Nor that you don't know who is looking after your Google Ads.As long as you get the results.Such outsourcing is called "white label".Someone else does the work, for which they don't get the credit.We are very good at Google Ads, so get asked to provide such a service.But we always refuse.And, I'll explain why.Honesty and transparency is our approach.Everyone knows what is going on.The client has direct access to the person doing their work.Messages don't lose their meaning and relevance when passed along.You speak with a specialist who can ask you the right questions and provide relevant advice.Your results are better.But, the introducing agency still benefits.They have done the best thing for their client.This creates a much stronger relationship.With extra revenue generated by Google Ads reinvested in their other services.And we don't poach their client. We only do Google Ads.Also, should anything go wrong, the client knows who is responsible.DM to discuss your situation.

Google Ads is a type of online advertising known as "Pay-per-Click" or "PPC".You pay every time someone clicks on one of your adverts.(This isn't quite true, but that's not important for this.)Although #googleads is the biggest, it is not the only one.There is Microsoft Advertising, once known as Bing Ads.It is very like Google Ads, and you can run it at the same time.Both Amazon and eBay allow adverts on their sites, but those are unique to them.Most social media platforms have advertising options.Indeed, that is how those sites make most of their profits.But, how they work and the budget needed, varies a lot.Some are better than others for different types of business.Facebook and Instagram aren't only for consumers.LinkedIn can be great for niche B2B sectors.YouTube has its strengths.Yet, the wrong platform is often used.Or in the wrong way.Which is why so much online advertising "doesn't work".So, why do we use these other PPC options?It's horses for courses.Sometimes, they are a better fit for our clients.And, retargeting is available on most.Which is how we tend to use them.But, for most businesses, for most of the time, Google Ads is still their best option.You are advertising to those searching for what you offer.Contact me to discuss Google Ads and your other PPC option.As a trusted supplier, you know that you will receive the best advice.

I have talked at events held by the likes of Google and RBS, and to business groups and students.About how to use #digitalmarketing for business growth.Once, this was all #seo.Then, #googleadwords became more common.Now it's all about #googleads.And paid advertising on platforms such as Facebook, Instagram, and LinkedIn.#ppc is and should be of great interest to all businesses.Most know that they don't know enough about #onlinemarketing.Need to know what they should be doing.And how.So, I let them ask lots of questions.This makes it much more interesting than PowerPoint.And much more relevant.Making it very popular.We cover everything they want to know.So they get much more from the event.It gives them clear actions.And, they then know what to do next.Some ask me to audit or take over the running of their Google Ads accounts.But, most have enough information to do so themselves.If you would like me to speak at one of your events, please get in touch.

None of us know what we don't know.But, we often know that we don't know.That is when you need good, trusted advice.Google Ads is complex.Yet it is not as complicated as many have made it.Are you confused by tech-speak?Google Ads sound great, but is it for you?Have you used Google Ads without success?Or would like to, but don't know how to begin?Those are some reasons why people use me as a Google Ads consultant.I have been doing so since 2005, across many industries and sectors, products and services.I've worked for B2B and B2C businesses, large and small; local, regional, national, and global.Clients have ranged from pre-start-ups with 1 person, through to multi-nationals.Many don't have any internal marketing expertise. Others have had lots.I've even consulted for digital marketing agencies.Some clients use me on a one-off basis, while others keep me on a monthly retainer.It's all about what's the best fit for them.Sometimes I tell them not to do something that they want to do, even when they want me to do it for them.Doing the right thing is what I do.Not everyone accepts my advice.One business became a client 12 years after turning us down. They then did everything I'd advised against, only to discover I had given them the correct advice.This is knowledge gained in the real world.I've salvaged projects.I've saved careers.Yet I've also seen business owners get rid of poor staff and agencies after my consultation.That's the benefit of proper advice.Use #googleads in the right way, and it can grow your business.You need good advice on Google Ads.DM me to discuss.

We began as a web design agency.Also doing hosting, email, and domains.But we were software developers.So, we built advanced websites. * Online shops. * Content management systems (CMS).This was back when these were very difficult and expensive.And we attracted lots of visitors to these sites.Using our skills in #SEO (Search Engine Optimisation).But, then there was social media.And video.And AI.We look at each new online marketing option.If it could benefit our clients, then we would use it.Because doing the wrong things can waste so much time and effort.So we specialise in what makes them money.But, we can only do so much.Which is why we use Google Ads.I'll explain why.Once, many people were wary of these ads.They wouldn't click on them.But they got used to them.Then, Google changed them to look more like "normal" search results.More people clicked on them.At the same time, smartphones took off.With a massive rise in the number of mobile searches.This also favoured Google Ads. * The first thing someone sees is an advert. * It often fills the whole phone screen.So even more people clicked.Google #AdWords is suitable for most businesses.It can be set up fast.It can grow.It was where the online advertising battle was being fought.That remains the case, although it is now called Google Ads.Our clients wanted to win, so we now specialise in this area.This also makes it easier for other agencies to introduce us to their clients.They know we will do a great job.That we are reliable.But we don't do what they do.So, there is no conflict of interest.Google Ads is big business.Many people dabble.There is a lot of bad advice.I can understand why you might have fallen for false promises.We help businesses recover from such time-wasting and expensive mistakes.If that sounds like you, get in touch to discuss #googleads.The benefits to your business can be huge.

Aberdeen, Scotland, United Kingdom

I headed up the team formed to deal with the Y2K bug.Once we fixed that, we sorted out other issues with IT systems.We also developed a large and complex website.But we followed a simple process: * Identify the needs. * Compare that against what was in place. * Make the necessary changes.Some things were being done because they had always been.So, we stopped those. This often happens with Google Ads. * Used when not suitable. * The use of the wrong features.We stop the former and change the latter.We also found out how to do things better.Which is a big benefit of the Google Ads audits that I run.Once done, it is much easier to manage and control.This is what I do each day with our clients' Google Ads accounts.It nips any issues in the bud.Working in a large, complex, and diverse organisation had other challenges.Everyone must understand and feel part of what's going on..This was great preparation for my life in #digitalmarketing.Is that how you feel about your Google Ads?Contact me to discuss how to do it better.

Aberdeen, Scotland, United Kingdom

We had to run, track and manage our client's project.It was an 8-figure per year contract.This used several computer systems.But, it was so complex that nobody was sure how accurate they were.So, I rationalised and standardised things.And the client extended the contract.Three skills were necessary. * I identified the need. * Got rid of the irrelevant. * Stood by my guns.Most people don't look at the whole picture.They make wrong decisions.They won't accept that.So, don't make the changes needed.And the doing becomes more important than the results.Can you relate to that?This often happens with Google Ads.With #ppc, it is difficult to see the wood from the trees.People can have strong opinions.Few have the technical skills.But many won't accept this.Yet, the business needs results.And Google Ads can be a great tool.If done right.You can target those most likely to buy whatever you are selling.Your customers self-identify by what they search for.But, to get the most from your #googleads investment, you need: * In-depth technical skills. * Commercial awareness DM me to discuss how you can get more from Google Ads.

Aberdeen, Scotland, United Kingdom

Another company had developed the client's computer system.But now they wanted us to support it.There was no handover.And the system didn't work.This is like many Google Ads accounts I have inherited over the years.If you are unsure of what your Google Ads account is like, and whether it has been set up well, DM me.If you have had things done that you don't need or don't work, then I will sort it.I can do this fast and you start to get results.

Aberdeen, Scotland, United Kingdom

This was an early use of AI (artificial intelligence).I trained it to become better.By 1,000s of percent.Which is what Google and Facebook have been doing.Big data, machine learning, and AI. Google Ads now offers a bewildering range of options.Enough to confuse most business owners.And most people managing #googleads.Yet it's a game of logic.Knowing how to give the system what it needs.So that you get the results you want.These changes have come about very fast.Wouldn't you like to have someone running your Google Ads who has had a 30-year head start?

Aberdeen, Scotland, United Kingdom

Imagine you ran a cross-Channel ferry.You need a crew rota. * Different staff. * Who can work only so long. * Different sailings.It's not easy.Yet, I developed a computer algorithm for this.How to work out the best mix.An algorithm is a series of steps.A process to follow.It produces good results every time.This was a good example of an algorithm for business.And great experience in how they work.This was long before the internet and Google and social media and PPC.Yet, that is all based on algorithms.#seo, #googleads, Facebook and LinkedIn all use them.So, if you know how they work, you can take advantage.Do things to help your business.But, you can make things worse.With the crew rota, the senior programmer found a "better" way.He made a small change.It seemed like a good idea.But, the results were worse.He went back to my original, and everything worked fine.You must follow the steps exactly.Nobody knows all about how Google's algorithms work.And they change over time.So we have to make an educated guess.All Google Ads use the same one.I've run many Google Ads accounts. * Over many years. * Across many industries. * Big. * Small. * B2B and B2C.Most, I've inherited.This lets me see how others have tried to beat the algorithm.What works and what doesn't.(But people come to me because it hasn't worked.)So I now know what to do and how to do it.Yet, that's not always what Google would tell you to do.And it's added to our method for running Google Ads.Which we've built up over many years.Across all the updates.So, we get results for our clients using my experience with algorithms.My algorithm made running cross-Channel ferries more efficient.Now, I can use the Google Ads algorithm to make more money for your business.

Aberdeen, Scotland, United Kingdom

I reviewed and implemented project management systems.This was for different clients.Of different sizes and types.The skill here was to identify what the real problems and needs were.Like when I assess my clients' #onlinemarketing options.I can tell whether a business should stop or start using Google Ads.Or how to change how they use them.I also created methods and processes to follow.For one oil company, how to decide on which type of oil rig to build.These were projects costing 10s of millions.Which is a lot more than you'll spend on Google Ads.But you should use such an approach.It would make your Google Ads better.Indeed, all the above skills are perfect for Google Ads.You would gain from a wide range of experience.All which helped make our clients more money.

Ma (Hons), Economics

I chose business subjects. * Financial Management. * Econometrics. Things that would be useful. The internet and Google Ads didn't exist.

Meridian

A leadership development programme for those with high potential. Run all across the world. You meet people from different sectors. Find.

Education record

Changing schools halfway through is not a good idea. You've learned different things. Things that aren't in the new school's exams..

Education record

Activities and Societies: Chess club. School chess team.This was long before the internet and Google Ads. Yet, a broad and balanced range.