I work as a freelance Google Ads specialist.
And sometimes I notice that new clients are a bit restrained towards another specialist/expert.
Often they already worked with a PPC agency before (sometimes even multiple ones!). And even though they got promised golden mountains, their campaigns didn’t actually improve.
In this article, I wanted to share some notes that you can use to see if your current Google Ads specialist is actually helping you to make your Google Ads account more profitable, or if they just a complete waste of your time and money.
“Wait… you’re a Google Ads specialist. Why this article?”
Out of frustration…
One of the largest Google Ads accounts I work on had been managed by several online agencies, freelancers and internal specialists.
I was shocked that the campaign setup was very basic and they weren’t even close on getting maximum result out of the tool. Even after so many Google Ads specialists that have worked on the account!
Within the past, none of these Google Ads specialists has taken the time to restructure and improve the account based on all the data.
I often help out businesses by doing a free audit of their current Google Ads account. There’s a clear pattern visible to pick out the underperforming Google Ads “specialists”. Either they’re lazy, or they just don’t have the knowledge and skills in-house to provide you with the service needed to manage your Google Ads account.
1. No change in campaign setup
No campaign is perfect.
And when a new Google Ads specialist takes over, it’s a red flag if you don’t see any noticeable changes in the campaign setup.
Even if your campaign setup is already ok, a true specialist would like to tweak things and make it their own. Further splitting out your ad groups, adding new keywords, changing the naming convention etc. can make a difference going forward.
2. Using too many broad match keywords
Relying on broad match keywords is something a good Google Ads specialist would never do.
Instead, they build out your keyword list by adding more long tail keywords. That way they can stay in control of when Google triggers the ad and make sure you’re not spending money on irrelevant clicks.
The broadest they would want to go is using the broad match modifier keyword option. There’s not really a reason why you would want to use broad match keywords anymore. Google automatically shows your ad for misspellings anyway.
3. No use of keyword insertion
Using keyword insertion in your text ad is one of the most common things within a Google Ads campaign.
It makes your ad more relevant, and therefore it improves your Google Quality Score. If your Google Ads manager is not using keyword insertion it could have two reasons:
A) he/she tested this and not using keyword insertion gives a better CTR or CVR.
Or B) he/she doesn’t know what keyword insertion is, which means they shouldn’t be touching your account from today!
4. No negative keywords added to the account
Just like staying away from broad match keywords, negative keywords help to make sure you’re not spending your money at the wrong places.
Each Google Ads account should have negative keywords in them. There are keywords that are simply irrelevant for certain businesses. Think “scam”, “free”, “job” etc.
5. No ongoing optimisation
If your agency uses the “set and forget” technique, forget about them as it’s not a technique!
6. Your agency charges a percentage of your spend
Red flag, red flag!
I have a personal grudge against agencies that decide their fee based on your Google spend.
From experience I know it’s not 10 times as much work to optimise an account that spends $1,000 versus an account that spends $10,000.
The fee based on a percentage of spend is coming from the traditional marketing agencies. While it might make sense for offline media (more spend = more magazines to show the ad in = more work), it shouldn’t be applied to online advertising.
Either the agency doesn’t understand what they’re doing themselves, or they’re trying to screw you over.
Hopefully, these points are useful for you when you’re evaluating your current Google Ads manager.
They should give you an indication if they’re on the right track, or if you should run away from them as fast as you can.
Now, if you decide to run away make sure you run the right way…