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A question we get from time to time is “Why do I need a marketing agency to manage my Google AdWords account? I know my business best — shouldn’t I do it on my own?”
Building a successful Google AdWords campaign is like starting a new business in any industry. It’s a large undertaking with many factors, it’s often difficult to manage, there are huge number of approaches— and no “perfect answer” that works for any given situation.
So, what do you do when you’re treading into unfamiliar grounds?
You get help from someone with experience, who already knows what works and what doesn’t. Imaging trying to scale a large mountain— sure, all you have to do is climb, but wouldn’t you rather have the guide of a Sherpa lead you through the treacherous steps?
5 Reasons Why You Need An Agency To Manage Your AdWords
There’s a big difference in Google AdWords performance before and after we take over an existing account. Here are five differences that we’ve noticed.
1. Your Clicks Will Actually Matter
Sometimes we encounter a client who’s completely happy with their AdWords campaign. They’re putting in the budget, they’re getting clicks, and traffic to their site is soaring. But when they ask us for marketing advice, they say “Hey, we’re not getting any sales, what gives?”
When we manage an AdWords account, our topmost priority is optimizing your website’s conversion rate. We want to make sure that every dollar that you spend is bringing in a qualified client— not just someone who’s researching your product for school, or looking to sell you something. A strong AdWords account results in sales – not clicks.
When we take over an AdWords account, one of the first questions we ask is “What is your business goal?” We start with your Google Analytics account to set up goals, link them to AdWords, and optimize your campaign with your end goal in mind. Whether that’s product sales or prospect calls — we work with you to determine what works for you.
This also applies to clients who are running ads on social media. Never run a PPC campaign without a marketing strategy in place!
2. You’ll Get More Clicks — At A Lower Cost
As a marketing agency, we know what works and what doesn’t. I could probably write a book on optimizing an AdWords campaign. You could probably learn about Quality Score and Ad Relevance with any of the countless resources online— but ultimately, experience is the best teacher.
We check in to your AdWords account every day to see what’s working and what isn’t. We tweak things. We make notes. We perform A/B tests. All with the final goal of getting you the most bang for your buck. We repeat this process for every client, every week, so we know what kinds of questions to ask and how to answer each of them.
Are you asking the right questions?
How high should you bid for a particular keyword? Which keywords should you run, and which ones do you pause? Are you accounting for location, time of day, and platform? What’s the most effective ad copy? How many ad groups do I need? Am I missing anything?
AdWords is a zero-sum marketing tool. For even rank increase you make, someone else has to go down the ranks. Wouldn’t you want to make sure that you’re fully prepared to compete with the other players in the market?
3. You’ll Learn More About Your Business
With the right perspective, you can learn a lot about your business from your AdWords performance. We provide monthly reports to each of our clients— and it goes way above and beyond a chart of numbers of “how much did you spend” and “how many clicks did you get.”
We take the time each month to go through our AdWords changes, what happened, why they happened, and what are the recommendations. Often, these are not specific to AdWords. We ask questions like “hey — your ad copy for ___ isn’t doing well, but it was great last month — what happened?” or “people are responding to Service B more than Service A — maybe you should focus on that aspect of your business?”
Since our insights begin with Google Analytics, we like to connect the dots to figure out what’s going with your business overall — and not just in AdWords. We think that these golden nuggets of information are just as important — if not more so — than having a rock-solid AdWords account.
4. You’ll Show The Right Message To The Right People
A lot of clients who work with us for website design, SEO or social media also tend to have us manage their Google AdWords. This is because, in ALL of our services, we start with your business goals, your brand, and work from there. We align everything to your marketing message.
How does your AdWords campaign align with your marketing strategy?
Your tone of voice, branded statements, key offerings and experience are what make you unique. We don’t just focus on “what works” in your industry — we want to find out what works for you.
Once we figure out your unique voice, we ensure that the targeting metrics in the campaign are catered to your specific market. No, we’re not trying to reach everyone in your industry — we want to reach those people who will buy from you. This is called identifying a niche.
Figuring out your niche is a step we outline in our post on niche marketing. It’s not simply about finding the right people or delivering the right message — you need to do both.
5. You’ll Stay Informed
Gone are the days where you’d log in to AdWords every once in a while to see how many clicks you’re getting. When we manage your AdWords account, we come to you whenever there’s a change you need to know about, either in your industry or in AdWords overall. We let all of our clients know when Google removed right-hand ads, and as a marketing agency we’re up to date on PPC and SEO news every day.
If you’re looking for an AdWords campaign that actually contributes to your business goal, operates at the highest level of efficiency and helps align your marketing strategy – you want to work with a marketing agency.
At Cucumber Marketing, we’ve helped many businesses in Vancouver optimize their Google AdWords campaigns – and still manage them today. We work directly with an agency team from Google to deliver outstanding AdWords results. Do you have a question about your AdWords account, or are looking to kick off an AdWords campaign of your own? Contact our marketing agency or leave a comment on Facebook. We’d love to hear from you! We always have chocolate.