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5 Benefits Of Using An Agency To Manage Google Adwords Campaigns

by Nathan Zachary

Your company can gain an advantage over its competitors by letting a Google Ads Agency manage your AdWords campaigns. These are five reasons why you should hire the best PPC agency.

My career has seen me bounce back and forth between agency and in-house roles. This experience allows me to manage PPC from both sides.

It is not always a good idea for clients to conduct paid search campaigns in-house. However, it is a good idea to have an agency take control of your AdWords account to maximize the results.

Some businesses will do this right from the beginning, while others will continue to manage it until it is impossible. This can lead to friction: the client might not want to let go of “their way”, and they may feel marginalized, there are many situations where a stressful relationship can develop with an agency. Both the client and agency must understand the benefits of the agency, and make sure they capitalize on them. Although the agency can’t replace the client’s institutional knowledge, they have the insight that the client doesn’t and it makes for a harmonious relationship.

These are just a few of the many ways clients can gain an edge when they let an agency run the show.

1. Adwords Industry Norms & Benchmarks

If the agency has worked in the industry the client works in, they will have an insider’s view of the usual practices in that space. They are familiar with CPC ranges and conversion rates as well as the offers that convert. This saves the client time and allows them to test different products instead of having to do it all from scratch. It can be used to alert you if an account’s performance is not in the normal range. It can take lots of trial and error, and a lot of time to figure it out if you manage it in-house.

2. Beta Testing Opportunities

Clients are less likely to receive the same benefits if their account is handled by an agency that has a dedicated Google representative.

Google’s ongoing revenue growth potential is reflected in agencies. Reps can send one email to agency contacts about beta testing and receive five accounts.

Clients have the opportunity to test new methods that their competitors may not be able to access and will have a solid grasp of it with solid results when it is released to the public.

This is a huge advantage in highly competitive industries.

3. Two Heads Are Better Than One

It can be dangerous to manage the same account for as long as one person or an internal team. It’s like you’ve been there and done that. Agencies usually have a team that focuses on your account. This not only gives you a fresh perspective but also allows for new ways of thinking. This can bring life to a dead situation and allow clients to exploit new areas of growth and scale. Agents are also more likely to keep an eye on the pulse of the industry, making informed predictions about future changes or new opportunities.

4. Agencies Are Multi-Disciplined

Although there are many reasons an account might fail, the solutions are not something a client can manage internally.

Employers often have someone who can manage keywords and bids well, but a low conversion rate can be a major hindrance to the results.

The person managing media is usually not the one who can design the landing pages and create a CRO plan. They have to find a vendor. Once they have done that, they will realize that they are capturing leads, but do not have an email nurturing strategy in place.

Another vendor is brought in to help. Before you know it, an internal media representative is trying to manage multiple vendors and find a way to make everything better.

This is usually easier for agencies. These agencies may have specific departments that can handle such issues, or have relationships with contractors and other agencies that are experts in the area.

They can expand or contract the team to meet client needs, while the entire equation remains stable for the client. AdWords also has many nuances that require different expertise. Agency staffs who are skilled in third-party feed management and optimization can be a huge help to e-commerce clients running Shopping ads.

5. Frozen In Place Due To Turnover

Many clients have been frozen by their employees who are handling their paid searches.

The results are affected when the work is rolled up by someone in the interim that lacks expertise.This perspective gives agencies stability, and the cost of hiring and vetting a new manager and results plummeting is a saving. There is a transition period if a client’s contact at an agency leaves. However, they are immediately provided with someone who can take over and keep everything moving in the right direction. There is no downtime. If the point of contact for the client leaves, the agency can still manage the media until the new contact is hired.

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