Like anything, it can be tough telling the expert from the idiot, but knowing the right questions to ask can make sure that you get the right person
Obviously there’s a lot of other stuff besides these questions as these just covers the basics, but talking to someone who is brilliant at Google ads, he keeps coming across Google ad accounts that have been set up by so called experts and are just a shocking, one client had 2 different people work on his account, that £5000 was spent on in a single month… he had 5 negative keywords set up (should have been 100 as a start), he believed £3000 of that spend was completely wasted.
1. Which match types will be used on the account?
Brand match will be the wrong thing to have as Google decides what search terms to use and that can be very broad – as an example, Google thinks that property finances are similar to pay day loans. You should look for bid phrase or exact phrase match such as if you sold window shutters ‘window shutters’ or “Timber shutters”
2. How many negative keywords will you use in the campaign?
If a word or phrase is not wanted in a search you need to have this in your negative keyword search. Aim for 100 to start with, and focus on things like ‘free’, ‘jobs’, and ‘job’ including the misspelling of these (single words and broadmatch)
3. What geographic areas are being targeted?
Consider geo-targeting in smaller areas to start with. Google’s ‘recommended’ boxes are normally focused on Google making money, so make sure you untick the ones that aren’t needed. You can also focus on geo-modifying for specific areas such as ‘Telford’ in the search.
4. What time of day are you running the adverts and what days?
Time of day and other details depend on the call of action on the web page they’re landing on
5. How often do you check the search term report?
Available from the third day, the reports will give you a lot of the negative keywords to add to your negative keyword terms. Make sure that your Google Ads expert is planning to factor in what people have searched for to see your advert
6. What quality score are the adverts?
5 is the normal starting score and when people click through, if they leave straight away this reduces your relevancy score. Equally, when people look around and click through, your relevancy score goes up. Why’s this good? The higher the score, the cheaper the click through, so say the click through for a score of 5 is £1 each, a score of 10 might be 50p and a score of 1 might be £5 each
7. How many ad extensions are employed?
Ad extensions are links to your other web pages, these are seen on your advert and so get you to take up more room on the advert and this pushes your competition further down, which in turn makes your advert bigger. You have the main click through then 6 other web landing pages, contact page etc, you also have review extension, these are reviews or awards from other third party websites, not your own testimonials.
8. How many conversions are you getting from your impressions and clicks?
If your Google ads guy is telling you that they’ve got you 500 clicks and its your websites fault that you’re not getting conversions. A. they should be advising you on the landing page and B. what search terms are they finding your ads (remember your search terms report)
9. What’s the plan for the landing pages?
If say they keyword search you’re looking for is “Timber shutters” or “window shutters” you copy the web page that you are sending the click through too, then change the keywords on that page so they’re relevant to the search, eg “timber shutters” on one page then “window shutters” on the other, because the keywords match what the person was searching for, Google robots then really like the page and it gets a higher relevance score, make sure these pages aren’t index as Google doesn’t like pages with the same content.
This is just a rough guide, but if your Google ads person can’t answer these questions or seems a bit unsure, walk away and save your money
A former weapons engineer and submariner with the Royal Navy, his business journey started with a degree in International Disaster Engineering and Management.
He completed a Masters in Neuro Linguistic Programming currently finishing a series of interviews with some of the UK’s most super, super-successful business owners to see just what mind-set and beliefs they all have in common.