I’m psychic and I can prove it. Every business owner I have worked with has agreed with me that spending money where it will make money is the best way to spend money. That’s what you, a savvy business owner, thinks about spending money.
I know what you’re thinking: “GET OUT OF MY HEAD, SAM!!”
I’ve had the pleasure of fixing hundreds of Google AdWords accounts in my time and it amazes me how often I see money being spent where it doesn’t return dollars. You can excuse the clients who have tried to do it themselves, but it is the ones that have used an agency that really grinds my gears.
Recently I was privy to an AdWords “report” from one of these agencies. Essentially it was a screenshot of a Google Analytics account, and nothing more. When pressed, the potential client said they didn’t have access to the AdWords account and that they “kinda” knew what the report was saying, but not really. I wanted to hug them tightly and sing Three Little Birds by Bob Marley.
Here’s how to spot if your agency is not spending your money where it is going to make you money:
1. You haven’t got access to your own AdWords account – I’m calling out this dated practice, not only is it ineffectual, but it is rude and pretentious. They don’t have a special formula, a unique technique, a rare strategy, or an exclusive arrangement with Google that magically benefits you, no matter what they tell you. If you want to know more about what goes on behind closed doors at these types of Agencies and why they are ineffective, contact us.
2. Your website has no Tracking like Google Analytics – I can’t believe that in 2016 I’m still harping on about this, but I’m literally still finding clients with no tracking installed on their site. I feel like slamming my head against my keyboard, wer[o odfjbw vgjbdcjvbqa. Knowing where your money is coming from allows you to spend more money where it is making you money. You should also upgrade your Google Analytics. Get in touch so we can show you how to get more out of your Analytics data.
3. Your AdWords account has too many Keywords – How can you tell? Firstly, have several years experience managing hundreds of AdWords accounts in a full time Account Management position. Secondly, do you have one AdGroup with more than a handful of Keywords? If so, you have too many. If not, what is your Keyword strategy? If you don’t know any Keyword strategies, it might be time to get in touch with someone that knows what they’re doing.
4. Your AdWords Daily Budget is stretched too thin – Not only do you provide the product, but you also provide installation and maintenance services, plus upgrades and add-on products, but like every business that isn’t Google, you have a limited budget for Google. Often the budgets people are working with will only cover one or two products/ services, but how do you choose? Are you hoping for the best, or do you have a tactical target on which to unleash your dollars?
5. The person “looking after” your business is overseas – This isn’t as common anymore, as Australians have begun to realise that “outsourcing” to other countries might be “cost effective” when it comes to the outgoing column in the Accounting Spreadsheet, but it is deficient when it comes to the “income” column. However, if you deal with an Account Manager in Australia that is between you and the person you’ve never even had contact with who is doing the actual work, well, you’re already dealing with inefficiencies. If you can’t see the inefficiencies, then you’re not paying attention to your business.
This is only the beginning when it comes to calling out the crap that has plagued the Australian Digital Marketing landscape in regards to AdWords management. I’ve worked in big agencies, small agencies and seen traditional marketing agencies bluff and blunder their way through AdWords. If any of the above resonates, you can do better.