When it comes to finding an agency that manages a Google Ads campaign, there are different parameters that must be assessed. One of the most often considered by the client is the price, and although it is undoubtedly something that weighs when making a decision, it is necessary to assess that a campaign manager must dedicate time to the weekly optimization of each campaign, and that are hours of work, and guarantee of success. But in addition to that, it is important to value the agencies that, like Arimetrics, have been recognized as Google Partners, and strive to follow a series of good practices that we will list below.
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1. Best practices in managing Google Ads campaigns
That a Google Ads agency is Google Partner it’s vital, because working directly with Google means we can act as your direct source of digital insights, access the latest Google training, and discover the latest research and product updates that may affect campaigns, then react in the most appropriate way. But as important as that is to focus on customer satisfaction and get involved in the common goal of improving your campaigns.
For this it is essential to follow a series of good practices. Among many of them, we will highlight the following:
The client must not only have the possibility of accessing the Ads account, but must also own it in order to continue using it in case of terminating a contract with the agency that has created and / or managed his account. In no case should a client feel obliged to stay with a Google Ads agency in disgust for having to start their campaign from scratch and create a new account.
Likewise, the client has the right to know what part of his budget is dedicated to advertisements and how much the agency charges for their maintenance. Even today it is possible to find agencies that do not report monthly fundamental metrics such as the number of monthly clicks and their cpc to hide the real cost of ads to their customers, or deliver aggregated data from which it is not possible to draw conclusions.
1.2. Constant monitoring and optimization
Being a Partner is synonymous with “many customers”, so it is vital to carry a monitoring of the budget so as not to exceed or fall short, always keeping the client informed of the evolution of the expense and recommendations on increase or decrease of the daily budget according to previous studies (not with the automatic recommendations of Google Ads).
The maintenance of an account involvesmaking periodic changes, adding new words, A/B testing of ads, checking positions and possible new competitors…
The wrong approach of “I do this with all the clients and it works for me” is more frequent than it seems. Each client is unique,has a its peculiarities, its business has its own characteristics within its sector, which in turn has its own idiosyncrasy … and most importantly, some objectives to be agreed upon that will be the ones that will mark the strategy of the campaign. Sometimes campaigns within the same sector offer disparate results and what works for some does not work for others.
1.4. Analytical approach
Data should be the basis on which any decision is made. This not only means sending reports periodically to customers, but also providing them with what they need to know, being clear and always for the sake of improving the evolution of the campaign and the results.
It is essential to carry out an analytical approach to the data, studying evolution and trends, segmenting and presenting the most relevant metrics to check the evolution of the campaign.
1.5. Fluid communication
We agencies owe it to our own. It is essential to have a constantly open communication channel with the customer. Likewise, we must adapt the message to the receiver according to the knowledge we know he has.
It is fundamental listen to the client,since although a may not master digital marketing or internet advertising technologies to the same extent, no one better than him knows his sector enough to give and / or provide useful or valuable information to achieve a successful SEM campaign.
2. The Google Partners badge
This certificate indicates that officially the strategic team has the necessary knowledge and skills and understands the complexities of Google’s tools and products, so that the client can receive the best digital service, vision and advice to expand their business.
When selecting a Google Partner it is advisable to click on your partner image and visit the Google Partners directory. In our case the link to our partner profile is https://www.google.com/partners/#a_profile;idtf=4896775949 . It is not entirely uncommon to see on some flagship websites that do not lead to the Google partner page, or that lead to an error page since the status of partner has been lost.
Earning this recognition demonstrates that a company has demonstrated skill and expertise in Google Ads, met spending requirements, increased agency and client revenue growth, and maintained and increased its customer base. It is also essential that our professionals pass multiple exams of different types of advertising within the platform.
In our case, our team is constantly adopting the latest tools and technologies, and always innovating to meet the demands of our customers. Google recognizes that we have the three key qualities it takes to be a Google Partner.
- We have extensive knowledge, always updated. We keep up with the latest Google technology, constantly expanding our own knowledge to get the most out of it.
- Google knows we’re above the rest, in that it describes it as “proven success.” We use industry best practices to manage customer campaigns and focus on getting the most out of your marketing budget.
- We have access to Google. As Partners, we are committed to moving forward by working directly with Google. We have access to trainings and product updates to make sure we always stay on top of what’s going on with Google.
You know your business, we know the web. As an official Google Partner, we would love to share our talents with you. To learn more about these certifications, visit Google Partners.