Knowing who to trust with your online advertising can be tricky.
A good PPC expert can boost your business, while a bad one can drain your budget and leave you worse off than when you started.
Let’s dive into what to watch out for, especially when it comes to their technical skills.
No conversion tracking
Without conversion tracking, you can’t tell if your Google ad spending is actually helping your business.
Let’s say your PPC freelancer sets up ads for your online store but doesn’t add conversion tracking.
You see people clicking on the ads, but you have no idea if those clicks lead to sales or sign-ups.
This means you don’t know if the money spent on ads was worth it.
Now, there might be times when it’s hard to set up conversion tracking right away due to technical issues or privacy concerns.
When you can’t track conversions directly, here are simpler ways to see if your ads are working:
- Look at how many people visit your site: More visitors usually mean your ads are getting attention.
- Check how long people stay on your site: If people stay longer, it might mean they find your site interesting.
- See which pages they visit: Knowing which pages are popular can tell you what people are interested in.
- Count how many new vs. returning visitors you have: Lots of new visitors could mean your ads are reaching more people.
- Ask customers how they found you: Sometimes, just asking customers if they saw your ad can give you clues about your ad’s success.
Your PPC consultant should discuss these options with you and work on adding conversion tracking as soon as possible.
Campaigns without clear structure
If your campaigns aren’t well-structured, it gets tough to know what’s working and what’s not.
For example, say your PPC expert sets up your ads but puts all your keywords together in one group and doesn’t name your campaigns clearly.
You might see ads for both winter jackets and summer dresses just called “Campaign 1” or “Big Sale.”
This makes it hard to see which ads are helping sell jackets or dresses.
Now, at the start, ads might be set up quickly to try out different ideas, so they might not be well-organized.
But, it’s important for your PPC specialist to sort them out and make them neat as soon as you know what works.
Too many keywords in one ad group
Putting too many keywords together in one PPC ad group makes your ads less effective.
Ads work best when they match closely with a few specific keywords.
For example, if the PPC expert uses lots of keywords like “summer shoes,” “winter boots,” “rain jackets,” and “beach hats” all in one ad group, your ad for summer shoes might show up when someone is looking for beach hats.
This mix-up could reduce clickthrough rates because the ads aren’t what prospects are looking for.
In the beginning, a wide range of keywords might be used to see what people are most interested in.
But, it’s better to create separate groups for different types of products as soon as possible.
Your freelancer or PPC agency should make your ad groups more specific over time.
Using only broad match keywords
Using just broad match keywords can waste your ad budget because your ads might show up for unrelated searches.
For example, if your ad campaign uses broad match keywords like “shoes,” your ad could appear for searches that aren’t very related, like “shoe repair” or “shoe racks.”
This means people who aren’t looking to buy shoes might still see your ads, and you’ll pay for clicks that don’t lead to sales.
Of course, starting with broad match keywords can help you find out what people are searching for, but you should quickly move to more specific keywords.
Of course, it all boils down to doing keyword research beforehand.
Good keyword research helps tailor your ads to match what your potential customers are searching for.
Skipping keyword research means you might miss out on reaching the right people with your ads.
Your PPC specialist should regularly check which searches are triggering your ads and refine your keywords to focus on those most likely to lead to sales.
Saying they’re a “guru” or can guarantee results
Be careful if someone says they’re an ad expert who can make sure your ads will work great.
Digital ads can be unpredictable, and no one can promise perfect results.
For instance, if someone tells you they can make your sales go way up in just a month, it’s a good idea to question it.
Lot of things can change how well ads do, such as your offer, creative, competition, and season. It’s not possible to control everything.
It’s okay for someone to be confident in their skills, but a good ads specialist will be honest about what you can expect.
They’ll work on making things better step by step, not promise big changes right away.
Using personal accounts for client work
It’s not right to use personal accounts for handling client ads. This can mix personal and work stuff, making it messy.
For example, if the person running your ads uses their own Google account instead of setting up one for your business, it can lead to confusion.
You might not be able to see your ad performance or have control over your ads.
Sometimes, at the very start, they might use their account to show you quick examples.
But, they should set up a professional account for your business quickly.
This way, you can keep track of your ads and make sure everything is clear and separate.
Following Google’s advice too much
It’s not good to just do what Google suggests for your ads without thinking about what’s best for your business.
Google’s tips might not always fit your specific needs, as they’re incentivized to get you to spend significantly more than whatever you’re currently spending.
If your ads specialist always agrees with Google’s automated suggestions, like increasing your budget or changing your target audience, without checking if it’s right for you, it could waste your money on things that don’t help your business grow.
Google’s suggestions can be helpful, especially for general improvements. But your ad strategy should be customized for your business.
Your ads expert should use their own judgment and your business goals to decide which suggestions to follow.
Poor communication
If your PPC consultant doesn’t talk to you much or takes a long time to reply, it’s hard to keep your ad campaigns going smoothly.
Imagine you have a question about your ad spending or want to change something in your ads, but the freelancer takes days to get back to you or doesn’t set meetings to discuss updates.
This can make it difficult to make timely decisions or adjustments to your campaigns.
Sometimes, there might be valid reasons for slow responses, like different time zones or very busy schedules.
However, setting regular check-ins and clear communication guidelines from the start can help ensure you’re both on the same page and can work together effectively.
Relying on outdated tools
Using old tools for managing ads and reporting can make it harder to stay on top of your campaigns and get the latest insights.
If the person handling your ads sends you reports in Google Sheets that they update manually, you might not get the most current information or the full picture of how your ads are performing.
This can slow down making important decisions to improve your campaigns.
Sometimes, simpler tools are used at the beginning for quick setups or because of budget constraints.
However, moving to more advanced tools that offer real-time data and deeper analysis should be a goal.
This change can help you and your PPC strategist make better, more informed decisions about your ads.
Sticking to outdated methods
Using old strategies for ad campaigns, like only focusing on single keywords or manual bidding, might not be the best approach with newer advertising tools and algorithms available.
If your PPC freelancer insists on using single keyword ad groups (SKAGs) or always sets bids manually, even when automated options could perform better, your campaigns might not be as efficient or effective as they could be.
There are situations where these older methods might still work well, especially in very niche markets or when you have very specific control needs over your bids.
However, exploring and testing new strategies and automation features offered by ad platforms can often lead to better performance and less manual work.
Your ads specialist should be open to trying new methods and finding what works best for your specific situation.
Inactivity in the change log
If there are no recent updates or changes in your ad campaign’s change log, it might mean your ads aren’t being actively managed or improved.
Suppose you check the change log and notice there haven’t been any adjustments or tests run on your campaigns for weeks.
This could mean the person in charge of your ads isn’t looking for ways to optimize your ads or respond to how your audience is reacting.
It’s possible there are periods where a campaign is performing well, and no changes are needed immediately.
However, the digital ad space changes quickly, so regular reviews and updates are important to keep up with trends and audience behavior.
The freelancer should regularly check and discuss any potential improvements with you, even if it’s just to confirm that no changes are needed at the moment.
Ignoring ad platform notices
Not paying attention to warnings or notices from the ad platform, like ad disapprovals or policy violations, can lead to problems with your campaigns.
If ads keep getting disapproved and the person managing your ads doesn’t fix or explain why, it could mean you’re missing out on valuable ad time.
This might be because your ads aren’t following the platform’s rules or there’s an issue with the content.
Sometimes, ad disapprovals can happen by mistake, or the rules might be unclear.
The freelancer should communicate these issues to you, work to resolve them quickly, and, if necessary, contact the ad platform for clarification.
This ensures that your ads run smoothly and reach your audience without unnecessary interruptions.
Budget management issues
Having problems with keeping your ad spend within the planned budget, like spending too much or too little, shows there might be issues with how your campaigns are managed.
If you set a monthly budget for your ads but find that the money runs out too quickly or you’re not spending enough to meet your goals, it could mean the person handling your ads isn’t adjusting bids or budgets effectively.
This could lead to missed opportunities or wasted money.
Ad spending can fluctuate based on competition, market trends, and changes in audience behavior. It’s normal for spending to vary somewhat.
However, the freelancer should keep you updated on these changes and suggest adjustments to ensure your budget is used efficiently, aiming for the best possible return on your ad spend (ROAS).
Campaign outages not caught quickly
If your ads stop running and it takes a long time for the person managing your ads to notice, you could be losing out on potential customers.
Imagine your ads were supposed to run all month, but due to a billing issue, they stopped showing after the first week.
If the freelancer doesn’t catch this quickly, your business might miss out on weeks of exposure to potential customers.
There can be unexpected reasons for ads to stop running, like payment problems or system errors.
However, regular checks should be part of managing your ads to catch and fix these issues fast.
The person looking after your ads should have a system in place to monitor campaign status regularly, ensuring that your ads are always live when they should be.
Lack of credentials or proof of experience
You might be thinking of hiring someone to handle your PPC campaigns, but they can’t show you any past work, results they’ve achieved for other clients, or any formal qualifications in digital marketing.
This makes it difficult to judge if they’re the right fit for your business.
Not all skilled advertisers have formal certifications or a portfolio, especially if they’ve worked in-house or under confidentiality agreements that prevent sharing detailed results.
However, they should be able to discuss their experience, approach to PPC, and how they’ve solved challenges in the past.
Asking for references or conducting a trial project can also help assess their expertise.
Doing 10 other things besides PPC
If someone is handling PPC management for you but also does many other unrelated tasks, they might not be focused enough on your ads to get the best results.
Say you hire a Google ads expert who says they can handle paid search, provide SEO services, do social media marketing, plus email marketing… plus web design… and several other tasks.
While it’s impressive, you notice that your PPC campaigns aren’t improving much.
It could be because they’re spreading themselves too thin across too many different areas, lacking time to check on creative, ad copy, or reports.
It’s possible for someone to have a broad skill set and manage multiple areas effectively, especially in small businesses or startups where wearing multiple hats is common.
However, PPC advertising requires specific attention to detail and ongoing optimization.
Ensure your expert allocates enough focused time on your PPC campaigns or consider hiring a dedicated PPC expert
Leaving the “Google Search Network” option ticked
Automatically leaving the “Google Search Network” option selected in your campaigns might not always align with your specific advertising goals.
Leaving the “Google partners” network option on by default means your ads could appear on a wide range of sites beyond Google’s search results.
This may include some that may not match your target audience or brand image.
Of course, using the Google Search Network can increase your reach and bring in more traffic, which is beneficial in some cases, like if you’re a large consumer brand with mass appeal.
However, it’s important to review where your ads are showing and make sure they’re appearing in places that make sense for your business.
Your digital marketing expert should evaluate the performance of ads on partner sites and adjust settings to optimize for the best results.
Not creating rules for invalid or bot clicks
Failing to set up rules to filter out invalid or bot clicks can waste your ad budget on non-human traffic that won’t convert.
You notice your ad clicks have gone up, but there’s no increase in sales or inquiries.
It might be because the PPC consultant hasn’t set up any safeguards against fake clicks, meaning you’re paying for traffic that will never become customers.
Detecting and preventing invalid clicks completely is challenging, as some fraudulent activities are sophisticated.
However, your PPC agency or freelancer should use available tools and settings to minimize this risk.
They should regularly review click patterns and implement filters or adjust targeting to protect your budget from being spent on fake traffic.
Using round numbers for PPC limits
Setting PPC budgets and bids with round numbers can indicate a lack of precision in managing your ad spend, potentially leading to inefficient use of your budget.
For instance, your PPC specialist might set all your daily budgets and bids at round numbers, like $50 for each campaign group, regardless of the performance or needs of each.
This approach might not allocate your budget effectively, with some campaigns getting more funding than they need and others not enough.
While starting with round numbers might be simpler, especially in the early stages of a campaign, ongoing optimization should involve adjusting these figures based on actual performance data.
Your digital marketing expert should regularly review and fine-tune your budgets and bids to ensure the most efficient use of your ad spend.
Not adding you to the ad account
Say you hire someone for PPC services, but they haven’t given you access to the ad account through your Gmail.
This situation means you can’t see the campaigns, how much is being spent, or how the ads are performing.
Without this access, it’s hard to feel confident that your ad budget is being used wisely.
There might be reasons for not giving full access immediately, such as setting up the account or ensuring that changes are managed carefully.
However, transparency is key in any business relationship.
The PPC agency or freelancer should at least give you view-only access as soon as possible.
This allows you to monitor your campaigns’ performance and ensuring open communication about how your budget is being managed.
Not reviewing finances with the customer
If the person managing your ads doesn’t sit down with you to check how the ad campaigns are affecting your sales and overall finances, you might not know if your investment in ads is paying off.
Two months have passed since your PPC campaign started, but the freelancer hasn’t scheduled a meeting to go over the financial impact.
You’re left wondering if the money spent on ads is leading to actual profit or just adding to your expenses without clear benefits.
It’s understandable that directly linking PPC efforts to profit can be complex, especially in businesses with multiple revenue streams or long sales cycles.
However, a regular review of performance, including discussions on sales trends and ad spend effectiveness, is crucial.
Your PPC manager should work with you to understand the financial return on your ad investments, making changes to ensure your PPC spending contributes positively to your bottom line.
What to do if problems come up
If you’re already working with a consultant or PPC marketing agency and run into one or more of the above issues, try these steps:
- Talk about it. The first step is to have a straightforward chat about your concerns. Sometimes, clearing up misunderstandings can fix a lot.
- Set clear expectations. Make sure they know exactly what you expect from them, including how often you want updates and what kind of results you’re looking for.
- Ask for changes. If something isn’t working for you, tell them what you need to be different. This could be about how they report to you, how often they update you, or their strategy.
- Get another opinion. If you’re not sure about their advice or the results, it might help to hear from another professional. This can give you a new perspective.
- Try a test period for changes. If they’re willing to try doing things differently, see how it goes for a little while. Make sure you have clear goals for this period.
- Do an audit first: A PPC audit is a good starting point for any engagement with a PPC socialist. It lets them dive deep into your account and business, and gives you an idea of what it’s like to work with them.
- Have an exit plan. If things don’t get better, it might be time to move on. Make sure you can access all your accounts and data, and start looking for someone new, using what you’ve learned this time around.
The main goal is to make sure your PPC campaigns help your business.
If you’re not getting what you need, it’s okay to make a change.
Hire the right PPC specialist
Picking the right person to run pay per click advertising for your business is super important.
Watch out for warning signs like not tracking sales, messy campaigns, or not discussing how your ads are doing.
You want someone who really gets what your business needs, is open about what they’re doing, and talks to you regularly.
This way, you can make sure your Google Adwords campaigns are working hard to help your business grow.
Get help with ad management for Google ads, Bing ads, Facebook ads, and more today.