Maximilian Kramer, co-founder of Kramer & Matt GmbH, merges online marketing and sales, leading success for startups and corporations.
Keeping an eye on how your agency is doing isn’t about doubting them. It’s about being smart and in control. You’re the boss of your advertising, making sure every dollar you spend brings good results.
I’d like to help you understand how to judge how well the agency is doing. It’s like solving a puzzle of knowing what things to look for. If you do this right, you’re on the path to winning in the digital world. Just remember, success comes to those who take charge with smart thinking.
In the realm of managing Google Ads, ensuring your agency is performing well is like keeping a watchful eye on your investments. It’s about trusting but also verifying to make sure you’re getting the best results.
As co-founder of a digital-lead agency, my company’s primary focus is on lead generation for B2B and B2C luxury goods. In my research, I’ve found that Google Ads accounts, frequently discover that as much as 60% of Google Ads expenses are going to waste. There are many reasons for this decline in performance. Whether it is due to campaign management can be relatively easily analyzed.
Here’s a simple three step approach to help you navigate this process effectively:
1. Examine the search query report.
Think of this report as a treasure map that reveals how your keywords are working. Look for odd terms that don’t match your product or service. If you find them, it might mean your agency is being careless with keyword choices. In other words, it’s like finding puzzle pieces that don’t fit your picture.
2. Understand conversions.
Conversions are like scoring points in a game. You want your keywords to score points by bringing in customers. Quickly see which keywords aren’t scoring well by using a filter. This filter highlights keywords with clicks (more than 100) and very few conversions (less than 0.1). It’s like finding out which players aren’t performing well in your team. Not every shot can be a goal but if a player shoots at the goal 100 times and never scores, the perfect the transfer market.
3. Check the change history.
Think of this as a diary that shows what changes have been made to your account. Sometimes, agencies make too many changes or not enough. If they’re billing you for lots of work but the diary doesn’t show much movement, it’s time to ask questions. It’s like checking if your car got fresh tires after paying for them.
Remember, it’s about improving, not cutting ties.
If doubts persist, it doesn’t mean you have to part ways. Agencies, just like team players, can get better with guidance. Challenging them is like coaching players to perform better. So, keep the conversation going.
Five Leading Questions To Confront An Agency:
In my experience, I’ve found these questions helpful when approaching an agency:
1. How is our advertising budget being distributed across campaigns, ad groups, and keywords?
2. Can you explain how our Quality Scores are calculated and what actions are being taken to improve them?
3. Have A/B tests been conducted to optimize ad performance? What were the results of these tests?
4. Are there any keywords that you believe should be performing better? What strategies are in place to improve their performance?
5. How often do you review and optimize your campaigns? What specific optimizations have been made recently?
Get help from a Google Ads expert.
If communication stalls, you might consider reaching out to a Google Ads expert to bridge the gap. They’re like referees who understand both sides. Their guidance can ensure fairness and clarity, helping you and your agency perform at your best.
Potential Challenges
Navigating the process of evaluating and optimizing your agency’s performance in managing Google Ads can indeed be challenging. I’ve found that one common challenge you might face is the fear of straining your relationship with the agency. It’s crucial to remember that this evaluation process isn’t about pointing fingers or laying blame; it’s about maximizing your advertising investment.
If you’ve ever encountered a situation where communication and collaboration were key to turning things around with your agency, you’re not alone. In such situations, I find that open and honest dialogue is essential.
Share your concerns, ask questions and express your goals clearly. In my experience, agencies can often respond positively to constructive feedback. You may find that they even welcome the opportunity to refine their strategies and better align with your objectives, ultimately strengthening the partnership.
Remember, your agency is your partner in success, and transparent communication is the bridge to achieving optimal results. If challenges persist, seeking the expertise of a Google Ads consultant can provide an unbiased perspective and facilitate productive conversations, ensuring both you and your agency are on the path to success in the digital advertising landscape.
In the world of digital advertising, understanding these steps is like having a road map. Trust, but also verify, and together with your agency, you’ll set sail for success.
Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
Read the full article here