Do You Need a Google Ads Account Management Company?

Google Ads, previously known as AdWords, is Google’s online advertising program. It enables you to reach new customers and grow your business. Google Ads helps you to strategize successful campaigns and transform your advertising spend into revenue.

Why Google Ads?

There are various reason why this platform is so popular with digital marketers:

• It helps attract more online visitors than any other channel, increasing your leads and growing your online sales considerably.
• Local or global, your website is visible and presented as available for business anytime, anywhere.
• Hitting the right audience at the right time with precise targeting techniques makes Google Ads more accurate than other platforms.

Types of Google Ads

Do you really need a Google Ads account management company?
Despite the presence of so many paid channels, businesses still use Google Ads heavily. Growth of Google’s revenue for this part of its business demonstrates its increasing popularity:

In fact, Google recently claimed 44% of all global online ad revenue.

As seen in the above graph, Google and Facebook are so dominant that they account for more than 60% of global mobile advertising revenues. Now that we can see how prominent Google is in online advertising, let’s determine why it might help for you to have a Google Ads account management company.

You lack sufficient time and resources.
With so many things to do, managing your Google Ads campaign is difficult at times. Even if you hire someone who understands PPC campaigns, that individual would not necessarily prioritize their time for your targets. This scenario is quite possible in the case of limited resources.

A successful PPC campaign requires continuous monitoring, optimization, testing, and learning, which together consumes a substantial amount of your time. Even if you set up your Google Ads account for successful campaigns, you might not have enough time to continuously monitor and optimize necessary to yield a strong return on investment (ROI).

Agencies possess adept knowledge of industry trends, standards & benchmarks.
A Google Ads account management firm can impart knowledge and insights into common tactics for the space in which you operate. They are more familiar with pay-per-click (PPC – also known as cost per click, or CPC) ranges, conversion rates, and related ideas because they have been working on similar campaigns. Ample experience has polished these professionals’ perspectives over time.

Deep within the ancillary technologies of Google Ads, these agencies often receive beta-testing opportunities. They have hands-on experience with tools that are often out of their clients’ reach.

As a client, you can benefit from exclusive beta-testing with fail-safe methods. You get the chance to try fresh, innovative methods to outperform your competition. By the time the first publicly available version of the tool is released, you have already garnered solid results. 

Agencies are well-informed before hand about upcoming industry changes. They know the latest trends. Aware of standards and benchmarks, they understand how to make novel, yet sound, strategic choices.

Ad management experts use next-gen tracking techniques.
Continuous, accurate monitoring is one of the most vital parts of successful PPC ad campaigns. Accurate reporting and tracking is a specialty in and of itself, requiring substantial technical expertise and knowledge. Precise reporting shows which ad placements and keywords are yielding the greatest conversions and contributing most toward ROI.

You need to set up a conversion tracking process to calculate your ROI. A conversion tracking process monitors meaningful actions of visitors, such as buying, filling out forms, or otherwise contacting you. It is important to track conversions because it offers huge insight into your ad’s effectiveness. It also helps you differentiate between performing and nonperforming ads and keywords.

What is a Google Ads management company? What do they do?
Switching to a Google Ads management service enables you to reach the success that has been out of your reach. These agencies efficiently manage thousands of paid campaigns, leveraging expertise to deliver success to clients worldwide.

They professional team will plan your Google Ads management strategy in such a way that it will complement your organic SEO strategy. They will help you capture leads across various online channels. Your Google ads will be optimized and refreshed to draw maximum attention and leads, boosting your conversions substantially.

For optimal conversion and lead capturing, these experts will develop a paid search campaign focused on targeting a certain cost per sale or per lead. In turn, the campaign will attract eager buyers who could not otherwise reach you through organic search.

What you want to see in a Google Ads management company
There are a lot of things to consider when looking for a Google Ads management company. Here are crucial traits of great firms that will help you evaluate companies and decide the best fit for your business.

Experience – There is no alternative to experience. Agencies might describe themselves as “fully certified” or “thoroughly trained” in Google Ads management. The decision lies with you to choose the best ally for your business. The external team you hire should be, at the very least, a certified Google Ads Partner.

It is especially compelling if the agency has been a Google Partner for several years. Also look for a team with outstanding, Google-certified performers with expertise in different areas of the platform.

Expertise – Being an expert at Google Ads is good, but being an expert at serving your industry is even more compelling. If you are a software-as-a-service (SaaS) business, it is best to find a company that has a history of optimizing Ads for SaaS. A SaaS firm would not want a marketer that specializes in the fast-moving consumer goods (FMCG) industry, for instance. Many businesses do not get the results they expect because they don’t get an appropriately specialized account management firm.

Expertise is powerful if the agency already possesses marketing intelligence in your niche. They already have their past research and strategies on file from work for other clients. The company’s track record should be ultra relevant to your business.

Knowledge on latest industry trends – The only thing that is constant in life, and certainly in digital marketing, is change. Your chosen Google Ads management company should not only have a proven track record but also showcase sound knowledge, updated on industry trends.

Your agency should be aware of industry-specific averages for each of the following metrics, in both search and display:

• Average click-through rate (CTR)
• Average cost-per-click (CPC)
• Average conversion rate (CVR)
• Average cost per action (CPA)

The Google Ads account management company should not only demonstrate success stories and certifications; they also must be up-to-date on the latest digital marketing trends one piece of which is the above metrics.

Analytics certifications – Any good Google Ads management company should be proficient, as expressed by analytics certifications. Google offers official certifications for Google Analytics. These analytics are critical because they are a trusted way to know how your landing pages are performing and how your visitors are engaging with your website. Professionals skilled in Google Analytics knows how to set your campaign goals and prioritize your strategies. They also know not to commit the common marketing mistake of trusting bad or obsolete data. Google Analytics certification should be equally important to an agency’s potential clients, as Google Ads certification.

Ask these questions before hiring your Google Ads expert:

1. How does Google auction work?

• When a user enters a search, Google Ads pulls all the ads whose keywords match that particular search.
• Ineligible ads, such as ads that target a different country or have been disapproved, will be ignored.
• From the remaining, only those ads with a high enough Ad Rank will show results.

2. How is CPC affected by Ad Rank?
When it comes to CPC, you end up paying the minimum amount required to hold that position. Ads appearing above the organic results generally have a higher CPC than those appearing below.

3. How is CTR calculated?
Click-through rate is a ratio that shows how many people are clicking on your ad when it is presented to them. CTR is calculated by dividing the total number of clicks by the total number of impressions.

4. What is the on-schedule indicator (OSI)?
The OSI is the percent likelihood that your campaign will deliver all the impressions you booked.

5. What are the benefits of remarketing?
Your expert should be able to outline some of these remarketing benefits:

• Targeting users at the optimal times (when they’re likeliest to buy)
• Targeting lists of prospects for specific purposes
• Maximizing the scale of reach.

6. What are important key performance indicators (KPIs) to measure success?
Remarketing comes with a set of metrics that include CTR, CPC, ROI, and effective cost per acquisition (eCPA). Before initiating a campaign, it is crucial to have in-depth knowledge on which of these KPIs would best reflect success.

7. What could be reasons for a low number of impressions?
If impressions are low, it could be due to:

• A low budget
• The ad being seen repeatedly by the same people
• An overlapping target audience.

Slow and steady will win the Google Ads race.

Your experimentation and optimization tasks enable you to perform better and obtain impressive ongoing results.

Ultimately. the key to success is maintaining consistent activity. You will have much less success if you work in spurts, making many adjustments and then not touching the panel for six months. Spend designated time each week on individual tasks (e.g., PPC optimization, negative keyword research, keyword expansion, bid optimization, and ad text optimization) will yield the performance you want. Your improvements should be continual and gradual.

If we’ve missed anything, please comment to that effect below. Could you benefit from the help of a Google Ads account management company? For in-depth analysis and guidance, email contact@epikso.com or book an appointment today.