Today it is vox populi that the vast majority of revenue that Google generates comes from advertising. More and more advertisers are publishing their ads through managers or by themselves instead of doing it through a certified Google Ads Agency, and they find that they do not meet their business objectives by sometimes investing amounts with which they could do it.
Why does this happen? Let’s analyze the main causes and reasons for this discontent with Google Ads:
Table of Contents
Erroneous recommendations or only focused on achieving clicks
Many times some managers who call themselves experts recommend changes and measures that only make the Google Ads account generate expense and more spending to the advertiser without taking into account the variables related to the conversion.
This phrase probably sounds like something to you:
“I did what I was told when I called an expert manager, spent a lot of money and no one called me or bought my products”
On quite a few occasions, bad managers have suggested measures aimed at to generate spending and more spending without taking into account the needs of the advertiser, in such a way that the recommendations they make are intended to spend as much as possible and without taking into account the particularities of the sector, or your target audience, or the competition, and always without skimping on costs, yes, so in the end you can’t follow their guidelines unless your goal is to spend money to have the best Google Ads ad even if you don’t generate even €1 in revenue.
An example of this is the recommendation to use lightly a bid adjustment of “maximize by conversions” so that the Google Ads system decides to bid as it deems appropriate if it thinks you are going to convert; the problem is that it does not take into account many variables that can make you lose a lot of money such as the history of data necessary for it to work, the level of aggressiveness of the competition, or simply if there is a need to bid so much or be in a certain position to get X number of conversions (without us even talking about the quality of them).
Another example is the constant opportunities and recommendations of the Google Ads system so that you get more clicks (regardless of whether your campaign is generating income or not). Keep in mind that there is a great conflict of interest here: Google is interested in your ad being the best and you are interested in getting income, and they are not common interests at all unless your interest is to be “the best advertiser” at any cost.
Be very careful with the recommendations of expert managers. That they always go through the filter of an expert in advertising and / or marketing before modifying anything of the account.
The Google Ads tool is created in detail for those who know how to use it
If you create campaigns and do everything by default, be prepared to lose money.”
If you do not know how to avoid it, the same Google Ads system will charge you more and more until you see that your campaign is “limited by the budget”. Many advertisers end up experiencing discontent with Google Ads after seeing that they have followed their instructions, have tried to create their campaigns and indeed, have achieved more clicks, but that has only meant an expense for them, income 0.
“We must not forget [Clics] that, we are talking about CPC, Cost Per Click, what you should be interested in is achieving your goals with the least possible number of clicks. That they do not sell you the motorcycle of “we have achieved 300 clicks” because that is synonymous with “we have managed to spend you X money”
That you pay less and less to achieve your goals depends on your ability to manage campaigns; for this reason every day there are more advertisers dissatisfied with the management of their Adwords campaigns for not having obtained results and having spent a considerable amount on poorly managed advertising, sometimes for not having seen beyond the Google Ads tool itself and have a criterion based on “getting clicks” instead of focusing on what really matters which is to generate conversions and achieve income.
So make sure that whoever manages your account talks about conversions, not clicks,because what interests you is that they call you, that they buy from you, that they send you forms … not that you get clicked and your money is spent in vain.
Sometimes not achieving the objectives of the advertiser is simply due to the neglect of some outsourced managers
To find out if they are working on your account, you just have to go to the change history within the Ads interface and check if “something is being done or not”.
To do this, if someone is going to manage your Google Ads account, you must demand to have administrator ownership over the account,if not, they can tell you what they want that the same your account is abandoned and you are paying some management costs.
This is a fact: throughout my experience I have found quite a few accounts in which when entering they had either removed all the ads loading the historical and not allowing anyone to check the activity that was in the account, or directly I have seen accounts that had not been touched for months, and while the manager billed so richly scamming the advertiser.
Accounts need to be optimized frequently to achieve better results at a lower cost. So be very careful with this issue and make sure you have control over your account and what’s going on with it. Don’t be fooled.
Choosing who will manage all your advertising in Google Ads is not easy, there are certain factors that you must take into account to choose Google Ads Agency. It is a complicated decision and there is a lot of fraud and ignorance in this sector, so be careful!
In this article we indicate 6 very important tips when choosing a Google Ads agency, if you are thinking of advertising or you are not getting the desired results, it is worth taking a look:
https://www.arimetrics.com/blog/elegir-agencia-google-ads-aspectos-a-tener-en-cuenta
Finally, I conclude the article by naming one of the issues that most concern advertisers in sectors of aggressive competition: invalid clicks on Google Ads. This topic is quite controversial and we treat it with some depth in this article, although always with the right information so that all those who are dedicated to doing so do not have proof of the reactive measures of contigency taken by their victims, but we will see how to identify them and what to do in these cases.
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