Ever felt like after being on a call with a Google Rep, the advice they gave was a bit “meeeeh”?
The online advertising world can be a complex maze, especially when you’re working with platforms as powerful and multifaceted as Google Ads.
While Google provides assistance through their representatives, it’s crucial to remember that their objectives may differ from yours.
Understanding these nuances can be the difference between spending a lot and earning a lot.
Let’s dive into the top 8 contrasting perspectives of a Google Ads representative and a seasoned PPC professional.
What a successful Google Ads account looks like to a Google Ads rep:
- 📉 Optimization Score = 70% or higher. This metric measures how well your account is set to perform in the SERPs, according to Google’s best practices.
- 📉 Auto-apply recommendations turned on. Google loves it when accounts automatically apply its suggestions, but is it always in the best interest of the advertiser?
- 📉 No campaigns losing impression share to rank or budget. According to Google, every lost impression is a missed opportunity.
- 📉 Google Ads conversion pixel is the sole performance source of truth. After all, why would you use anything else?
What a successful Google Ads account looks like to a seasoned PPC pro:
- 📈 Optimization score = who cares. The focus is on tangible results and Return On Advertising Spend (ROAS), not just checking boxes.
- 📈 Auto-apply recommendations turned OFF. Experienced advertisers know that not every suggestion will align with their unique goals or their understanding of the audience.
- 📈 Lower-performing campaigns are losing impression share to rank or budget. This can be intentional, given the economic constraints of the business. Not every keyword or audience segment is worth chasing.
- 📈 Performance is measured through a data source (other than Google Ads). This offers a holistic understanding of the user journey, considering other marketing touchpoints: Google Analytics, Rockerbox, or Triple Whale.
It’s essential to understand that not all Google Ads representatives lack insight. Many are knowledgeable and genuinely want to help. However, the system they work within often emphasizes checking off lists over deeply analyzing the unique objectives and constraints of your business. Always be prepared, and informed, and maintain a clear vision of your goals when navigating these digital advertising waters.
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Here’s to smart advertising choices! 🥂
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