Does Your Google Ads Agency Have These Red Flags?
At Meaningful Agency, we believe in transforming media into a space for valuable, impactful, and meaningful ads. However, not all agencies share this vision. Many fall short in critical areas, leading to wasted budgets and missed opportunities. We are here to help you audit your current Google Ads agency and ensure they are getting the performance you expect. If you would like a more detailed audit, get in touch. Here are some red flags to watch out for when evaluating your Google Ads agency:
🚫 No Reporting
Transparency is crucial in any advertising campaign. Regular reporting provides insights into the performance of your ads, helping you understand where your money is going and what results it's generating. Here are key aspects they should be reporting on:
Campaign Performance: Metrics such as impressions, clicks, click-through rate (CTR), cost-per-click (CPC), and conversion rate.
Return on Investment (ROI): How much revenue your ads are generating compared to the cost.
Audience Insights: Demographics, interests, and behaviours of your target audience.
Keyword Performance: Which keywords are driving the most traffic and conversions.
Ad Performance: Effectiveness of different ad creatives and formats.
These reports should tie into your wider business goals, providing a clear picture of how your Google Ads campaigns are contributing to your overall strategy. Key metrics that agencies sometimes miss include customer lifetime value (CLV), cost per acquisition (CPA), and the quality score of your ads.
At Meaningful Agency, we offer comprehensive performance audits of your Google Ads to identify areas of improvement and ensure your campaigns align with your business objectives.
❌ Performance Max Campaigns
Performance Max campaigns might seem like an all-in-one solution, but they can lead to overspending and a lack of control over your budget. These campaigns automate many aspects of ad management, which can result in inefficient allocation of resources. Think of them as a "black hole" where your budget can disappear without delivering optimal results.
There is data indicating a large percentage of Performance Max Campaigns are clicks from Bots, FouAnalytics explains in this article.
It's important to have a strategy that allows for tailored adjustments and precise targeting.
💸 Spending on Brand Terms
Investing heavily in brand terms can be a waste of your budget. Your organic traffic should naturally cover these searches, which means you could be getting these clicks for free. However, there are occasions when spending on brand terms might be beneficial, such as:
Competitors Bidding on Your Brand Terms: Protecting your brand from being overshadowed by competitors.
Retailers or Resellers Competing on Brand Terms: Ensuring your brand appears prominently in searches, even when resellers are also advertising.
It's crucial to report on brand vs. non-brand results if you decide to spend on brand terms. This helps in understanding the exact impact and effectiveness of your ad spend.
This calculation provides clarity on your budget allocation, helping you make informed decisions.
🔍 No Forecasting or Projected Results
Predicting outcomes is a fundamental part of any advertising strategy. Without forecasting and projected results, you’re essentially navigating blindly. A thorough analysis before starting involves:
Evaluating Average CPCs and Current Conversion Rates: This helps in setting realistic expectations for future performance.
Avoiding Unfounded Promises: Ensure the projections are based on data, not on unrealistic promises.
Clear, consistent reporting across the wider business is crucial to align your Google Ads efforts with your overall goals.
📉 Lack of Communication
Clear and consistent communication ensures that your goals and the agency’s actions are always aligned. If your agency fails to keep you informed or doesn't seek your input, it could indicate a lack of attention to your campaigns. Regular updates and open dialogue are key to a successful partnership.
If you’re not getting much communication, it's likely that your agency isn’t dedicating enough time to improving your results. At Meaningful Agency, we aim to be an extension of your team, ensuring alignment with your business objectives and continuous performance improvements.
📆 Nothing in Change History
The change history in your Google Ads account is a record of all the modifications made to your campaigns. This history provides accountability and insight into what’s working and what’s not. To check this, navigate to the “Change History” tab in your Google Ads account.
Important aspects to check include:
Frequency of Changes: Regular optimisations indicate active management.
Types of Changes: Look for adjustments in bids, keywords, ad creatives, and targeting.
Regular optimisations are crucial for adapting to market changes and improving campaign performance over time.
At Meaningful Agency, we prioritise transparency, strategic management, and clear communication to ensure your Google Ads campaigns are effective and aligned with your business goals. Avoid these red flags to maximise your ad spend and achieve meaningful results.
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