Back at the end of January 2019, Google started really stepping up their marketing efforts around their PPC management services.
"...our Google Ads experts are identifying key changes that can help you get more out of your ads, from restructuring your ad groups and modifying your keywords to adjusting your bids and updating your ad text," reads the email received by some Google advertisers.
Sounds like a dream come true, right?
Like with most dreams, it's always a good idea to think it through before diving in. Remember, Google is trying to make money off your ads too - sometimes their suggestions may be favorable for them, but not the best option for you.
Another very important reason to think long and hard about letting Google make algorithm-based decisions for your campaign is the very, very many ways your budget can get burnt up entirely too quickly - without actually accomplishing anything.
How to Wreck Your Google Ads Budget
There's a wide variety of ways to completely destroy your Google Ads budget, and some of them are about as effective at getting leads as throwing a few handfuls of cash into the nearest garbage can.
Advertising Everywhere (or anytime). Make sure you're advertising only to the locations you want your ads to appear, at the times you want them to appear. It's easy to blast your entire budget if you run ads across the country instead of the county.
Not Monitoring Search Terms. Your search terms need active monitoring. You might know what keywords you want to use, but you'll be constantly surprised with the search terms people enter that can somehow match your keywords. Negative keywords are your best friend - by Google's definition, that's "a type of keyword that prevents your ad from being triggered by a certain word or phrase." Basically, your ads won't be shown to anyone who's looking for the negative keyword phrase you've entered.
For example, let's say VIEO gets a lot of hits for "cat vieo" from people mistyping "cat video." We'd add the term "cat" as a negative keyword - no one looking for that cat that barks like a dog is going to be bothered by ads they don't want for website design.
Not Monitoring Audiences and Placements. If you're running a display campaign, you need to keep an eye on your audiences and placements - you can specify what devices and kinds of sites you want your ads to show up on. It's not uncommon for your display ads budget to get destroyed because your ads keep showing up on mobile apps, specifically games, where some kid is probably playing on their parent's phone and accidentally clicking ads instead of launching birds at pig castles, and that's costing you money.
Not Taking Advantage of Longtail Keywords. Typically, a shorter keyword like "HVAC" is going to have high competition and a high CPC. But if you use "duct-free HVAC repair companies in Knoxville, TN," you can most likely expect to pay less.
Spreading Your Budget Too Thin. Spreading your budget too thin across a ton of campaigns or poorly structuring your campaigns/ad groups can also wreck your budget. It's generally best practice to make your ad structure mimic the structure of your website.
As you can see, there's a lot that can go wrong, and, as amazing as technology is, it's not always a great idea to trust algorithms to manage all of these factors perfectly for your individual business.
Google offers several "intuitive" bid strategies like target CPA, target ROAS, or maximizing conversions. While that sounds like exactly what you want, it's typically not the best strategy. It negates fine touches that a dedicated team at an agency can implement.
Why Use an Agency for Google Ads Management
In the disclaimer to that email we mentioned earlier, Google mentions that advertisers are still responsible for the results of their campaigns. The disclaimer mentions that Google "doesn’t guarantee or promise any particular results from implementing these changes."
You as an advertiser are advised to continue to "monitor your account regularly so you understand what’s happening and can make campaign adjustments."
While of course it's a great idea to know what's going on with your campaign, isn't the point of having someone monitor your account that you don't have to also monitor your account? Hiring an agency for your Google Ads management will help you free up time to run your business while still feeling confident that a real human with your company's best interests at heart is taking care of your ads.
Need Help With PPC?
Our focus is always using your ad budget in the most effective way possible to drive actual customers, not just traffic. To do that, we put energy into the strategy and planning behind your project - because in our experience, "one-size-fits-all" plans never deliver the best results. That's why we create custom plans for all of our digital advertising clients, tailored to their unique goals and budgets.