Most clients hand off their pay-per-click ad accounts such Google Ads to an ad manager.
This is true even if they have experience or they start off managing it themselves.
As they scale up, the volume and complexity increases. Even a small improvement can save you a LOT of money.
Not too long ago I went over a client’s Google Ads who had a freelance service managing it for him, and we spotted several key optimizations that could save him as much as $5,000 a month. And this was a good manager. We didn’t blame him. He had just missed a couple of changes we recommended to him.
Imagine how many things you could miss if you’re the only one looking at your account!
Plus, your time is better invested in maximizing the value of each customer.
But here’s the problem. There are a LOT of lazy managers.
That shouldn’t be a surprise. There are a lot of lazy everything’s.
How do you find a good manager?
Recommendations are key. Ask other people who they use and if they’ve been happy over time. Often clients have connected with the best managers through online groups or in person at events.
Don’t use a manager who won’t let you look at your account. You shouldn’t make any changes in it. Leave that for them while they’re managing it, but you should be able to see what they’re doing.
Use your Google Ads account. Give them access by sending them the 10-digit code from the top right of your account and they can install it in their manager account (you’ll have to approve their access).
This way you can check-up on what they’re doing.
After you log into your account, there is a tab on the left called “Change History”.
Use that to see all the changes that have been made in your account over the last month of them working on it.
They should be consistently making changes: adding keywords, adding negatives, coming up with new ads, adjusting budgets, etc.
You can use this to confirm whatever they’re telling you in their monthly reports.
It’s also a good idea to check some of your campaigns. Look at the “Search Terms” in a search campaign which tells you some of the terms you’re getting clicks on. Are these terms targeted to your offer? If not, you might want to consider recommending they add them as negatives.
By the way, Performance Max is a popular campaign type because Google reps recommend it and Google’s AI runs the campaign, searching for those who convert for your offer.
I’ve seen them work, but you have to be careful. You’re basically handing over the control to Google, and they don’t have your best interests in mind.
This type of campaign can also be deceiving.
For example, a lot of your conversions might simply be Google targeting your own branded names (when someone searches for your company or product names).
Well, thank you Google for making me pay for keywords where I already have the top organic positions.
If you use Performance Max, contact your Google rep and have them add a list of your branded terms to the campaign as negative terms. Google will hopefully give us the ability to add these negatives directly, but you’ve had to use a rep till now.
Force Google’s Performance Max to at least be a little more honest…instead of making you think the campaign is doing well based on branded searches.
If you want to target those branded terms, do it in a separate search campaign you target directly.
Consider firing your agency if all you see in your account are Performance Max. They outsourced most of their work to Google.
Why use an agency at all?
It’s all part of the Internet Lifestyle.
Focus on improving the lifetime value of each customer.
That means creating more products, improving your funnels, following up, and creating higher ticket offers.
Check out the Internet Lifestyle Retirement System for a step-by-step system on how to turn online courses into consistently monthly income.
Freedom, fulfillment, and financial rewards are waiting for you on the other side…