Google Ads (AdWords) management – outsource or self manage?

Google often promotes Google Ads (formerly AdWords), as a do-it-yourself, self management advertising service. Many time-poor small businesses fall into the trap of thinking that advertising with Google Ads is a simple and easy-to-do initiative.

We regularly receive enquiries from NZ businesses seeking advice and Google Ads (AdWords) management services, having tried to manage their own Adwords campaigns only to end up frustrated and with indifferent results. Most recognise that it's an imperative for their business to be in Google, but acknowledge they don't have the time or resources to develop the necessary expertise required to be effective with Google Ads.

Why many DIY campaigns struggle

Many of the campaigns we review are poorly set up from the start and have received little ongoing management and are underperforming.

The best benchmark performance indicator for Google Ads (AdWords) search campaigns is CRT (click through rate) and most campaigns that we see are operating at a CTR of less than 1% when we would consider 5% to be a good average benchmark.

Google first launched Adwords in 2000 and continues to actively develop, refine and enhance the platform. Google is regularly changing the platform and releasing new features and tweaking the rules that control ad ranking and quality scores.

Campaign Performance is Moderated by Quality Scoring

Underlying the platform is a quality scoring system which is designed to encourage and align advertiser behaviour and performance with Googles objectives of delivering relevant search results for search users.

While the Google Ads platform may look simple on the surface, under the hood is a complex set of algorithms and controls. It is a lack of understanding of the quality score system that trips up most advertisers.

The notion of your Google Ads campaign being scored is counter intuitive to normal advertising practices where once the creative is done and the media is booked the job is essentially done. The idea that a scoring system determines and controls your ad impression frequency and influences how much you pay per click is a foreign concept within standard advertising norms.

As you can begin to understand, Adwords is not a "set and forget" system and you just can't "buy your way" to success – Adwords requires experienced hands on management and is a system where you have to "earn" your passage to success.

To make the most out of your advertising budget on Google, you need

• regular testing and optimisation
• ongoing keyword management
• ad creative updates
• performance analysis
• adaptation to algorithm changes

Google Training Resources

What if you want to manage ads yourself? Google offers training resources and certifications through its Google Skillshop Platform, covering topics like Search campaigns, Dispay ads, Youtube ads, Analytics and Reporting.

There is a company level qualification called Google Partners which is based on qualified individuals and customer base criteria.

Don't Compromise on Campaign Management

Our advice to business managers is to either engage a specialist search engine marketer of Google Ads campaign management services or invest in training and undertake the online training programs provided by Google.

Be careful when evaluating supplier options and to thoroughly qualify those that claim expertise in this field including traditional advertising agencies, web developers and automated management systems.

Google represents a highly effective means for many businesses to generate leads, enquiries and sales. The online economy is growing rapidly and effective online marketing in this medium is becoming a strategic imperative for many businesses and its performance should not be compromised.

A specialist provider will also be able to add additional value by leveraging the Google Ads campaign learnings into a SEO (search engine optimisation) strategy and identifying usability and conversion improvement initiatives for your website.

Need help with your Google Ads?

At Adhesion, we’ve been helping NZ businesses grow through paid search for over 18 years. Whether you need a campaign audit or full-service management, we’re here to help. Contact us for a no-obligation consultation.