How to find the right Google Ads agency

Google Ads is Google’s advertising program that serves ads to users who search for products and services like yours on Google or on websites in the Google advertising network. With advertising on Google Ads, companies can reach potential customers exactly when they are looking for your product or service.

In recent years, the brand-agency dynamic underwent a major shift. This was against a background of increasing disengagement and elusiveness in online behavior. Both brands and agencies have felt the need to use digital marketing to increase growth in dynamic markets.

As the pandemic increases anxiety about growth, brands need strategic agency partners to reach elusive customers. While brands want to adjust their digital marketing strategies to respond to shifts in consumer online behavior, they admit that it is difficult to effectively harness customer data. Eighty-two per cent of brand decision-makers believe that agencies should be strategic partners. 77% also agree with the importance of agencies providing customer-first strategies. These needs are being recognized by agency leaders who are shifting their priorities. The pandemic has increased anxiety about growth and brands expect agencies that will deliver on this imperative. This is beyond the traditional agency focus, which is to deliver digital efficiencies.

Brands are keen to understand the value of agency assets and seek out ways to improve their commercial performance. On the issue of value exchange, there is a disconnect between agencies and brands. Both agencies and brands expect compensation structures that are focused on outcomes to be a priority. Brands point out the limitations in agency rosters, such as the inability to use customer data efficiently; while agencies are facing financial difficulties with meeting client needs due to reductions to their marketing budgets.

Agencies that embrace rapid change to help brands acquire digital consumers and engage them will win. Agencies will transform their capabilities and master technology to address changes in consumer behavior and meet client needs. Brands are reviewing key marketing functions that will require agency support amid the current pandemic. To acquire consumers online, build meaningful relationships that drive loyalty and use emerging martech and visual media, brands will need assistance. These brands will be served by agencies that are open to rapid change.

As soon as ads appear on Google Ads, Google provides performance data so that the agency can determine which campaigns are successful and which are not. Google Ads provides detailed information about the return on investment of your advertising and gives the Google Ads agency the opportunity to make changes to the campaigns to optimize the ROI of your ads.

In addition to Google search, you can also place ads on partner websites in the Google advertising network. This includes YouTube and countless other websites on which you may have seen “Google Ads” before. In this advertising network you can also use other ad formats, such as B. Image or video ads.

With AdWords you can increase the success of your company. However, many companies do not have the time and resources to set up and maintain a successful AdWords account on a regular basis. Or maybe you just want support from an AdWords expert.

This is where the Google partner agencies come into play. Google partners have passed the AdWords certification exams, manage a minimum budget of € 7,500 in 90 days and work in accordance with AdWords best practices.

With AdWords you can increase the success of your company. However, many companies do not have the time and resources to set up and maintain a successful AdWords account on a regular basis. Or maybe you just want support from an AdWords expert.

This is where the Google partner agencies come into play. Google partners have passed the AdWords certification exams, manage a minimum budget of € 7,500 in 90 days and work in accordance with AdWords best practices.

1. Be selective

Hire a certified Google partner. About the Google partner search you can check a company’s certification and search for certified partners. When making your selection, pay attention to the duration of the contract, among other things. Further criteria when choosing the right third-party partner:

• Has the agency already worked with companies in your sector?
• Does the agency have experience with companies with similar budgets and target groups?
• In addition to AdWords, what other services can the agency provide to help your business grow? E.g. conversion optimization with Google Analytics.

2. Select only one agency

Are you considering splitting your budget among several service providers to see which one achieves the best results? No problem, go ahead and test the agencies one by one. Google always shows at most one ad for a company on a search results page. It is therefore difficult to test multiple agencies at the same time.

3. Expand your AdWords skills

Gaining expert knowledge about AdWords is very time consuming, but the basics can be learned quickly. You can use your basic AdWords skills to help your partner make better informed decisions.

4. Build on experience

Hire an agency that already manages numerous AdWords accounts. Experienced providers are likely to have the necessary experience.

5. Review your performance.

Unless you focus on branding with your campaigns, the return on investment of your AdWords advertising is the most important aspect. After all, it depends on how many new customers you can win with it. So take some time on a regular basis to determine how much you are investing and what results you will get with those investments.

6. Google Ads as a core competence

Since the topics of AdWords Management & Adwords Optimization have become more and more complex over the years, it is important that the agency has built up a high level of competence in this area. Therefore, AdWords management should be one of the agency’s core competencies and not be offered as an additional service.

7. Transparency

A good Google Ads agency discusses the procedures and strategies to set up the account or improve performance in an initial consultation. AdWords management and optimization is not a secret science, but ultimately the consistent implementation of consistent strategies and a careful way of working with great attention to detail. At least on request, the Adwords agency should be able to present plausible solutions and strategies.

8. Questions to ask your Google Ads agency

Which conversion types does the AdWords agency measure?

Consistent conversion tracking is one of the essential foundations for successful AdWords campaigns. Therefore, as a potential customer, you should definitely ask in advance how the Adwords agency measures conversion.

What experience does the AdWords agency have in your branch or comparable branches?

Of course, it is both advantageous for the customer if the AdWords agency already has extensive experience in the customer’s industry.

9. Account setup and data sovereignty

A reputable Google Ads agency will always set up a separate account for each customer. This ensures that customers can take their data with them when they change Google Ads agency or want to manage the campaigns themselves.

10. Billing

A good and reputable Google Ads agency will always clearly distinguish between agency costs and advertising costs.

The vast majority of Google Ads agencies do a good job. But there are some signals that can indicate improper agency practices.

No disclosure of information on costs and performance of AdWords campaigns: You have the right to be informed at least about the number of clicks and impressions as well as the costs of your AdWords advertising.

Guarantee ad placements, either in a specific channel or in a specific position: A specific ad position on the Google search results pages can never be guaranteed. The AdWords ad position is determined in an auction and changes dynamically with each new search. There are some third-party providers who will only charge you if they achieve a desired ad placement. Providers that guarantee a certain position (e.g. the top position for every search with your keyword) are misrepresenting how AdWords works.

Claim to belong to Google: Ask the person their name and ask them to send you an email using their Google email address (ending in “@ google.com”). If you are still unsure, forward the email to the address above.

Constant harassment to get you to cooperate: You and only you can remove your business from natural or organic Google search results.

Non-transparent pricing: The agency does not stick to the agreed advertising budget. Make sure you have a written copy of your agreement.

To claim that AdWords affects your ad rank in organic or natural search results: AdWords advertising does not affect your ad rank in organic or natural search results. The two systems are completely independent of each other.