Google AdWords was launched back on October 23, 2000. In the 18 years since launch, thousands of marketing agencies have been created. Currently, there are probably more than 10,000 marketing agencies in the United States alone – and that’s shooting low. You can imagine how fed up some business owners are with all the calls they receive about their online advertising. I have come across this first-hand in my years of cold calling experience (it’s not an easy task!).
What some business owners don’t realize is that a lot of marketing agencies out there, even huge well-known ones, offer you services with contracts and no ownership or administrative access into “your” Google Ads (formerly AdWords) account. It’s kind of like owning a restaurant, hiring someone to manage the restaurant for you, but they tell you this: “You can’t come into the restaurant. I will send you reports on how we are doing.”
I get it – you don’t have time to manage your own Google Ads campaign. You’re too busy running your business and building your empire; that’s why you hired a marketing agency in the first place! Let me tell you, there are a lot of agencies out there that are well-aware of this and take advantage of it.
Now don’t get me wrong. Maybe you’ve been keeping busy and are getting calls, but are you sure that these calls really come from your paid ads? Are they coming from your organic results, a different directory, or perhaps a referral?
I’m glad that I have your attention now.
Most agencies that don’t offer you ownership or full admin. access do give you access to a dashboard through their website or some type of interface and send you a monthly report. Keep in mind that this is their proprietary tool; a software that they created and can edit to show you anything they want, as well as hide any numbers or stats they don’t want you to see.
I’ve talked to several business owners that have had this terrible experience in the past. The worst part was that they paid their agency a flat fee every month, which included the budget that they use to pay for Google and the management fee for the agency. Since you don’t have access to your own account, you can’t truly see how much of that budget is actually going to your Google clicks and how much is going into your agency’s pocket.
I don’t mean to add fuel to the fire, but when you finally decide to ask your agency to give you access to the actual account through Google Ads, they deny you access. Hmm… I wonder what they could be hiding…
Wait! Don’t give up on Google Ads just yet. Not all agencies work this way.
When hiring a marketing agency to handle your Google Ads, always make sure that they are 100% transparent. What I mean by that is that you need to make sure that they create a Google Ads account for you directly through ads.google.com and, before launching the campaign, that they give you administrative access to it. Any company that works this way should also send you a monthly report on all the important metrics that matter to you. Of course, you can log into the account at any time you please to make sure that these reports are accurate.
My last suggestion for you is that you make sure you don’t get tied down into a contract. Always try to work with an agency that works on a month-by-month basis. This way, they can earn your business each month with RESULTS.
Stay tuned for my next blog where I will talk about the importance of installing all the right tracking tools.