So you’re wondering whether you should start your own Google AdWords account, or pay someone to manage this for you…
For starters, to analyse and review every potential facet of your account requires experience! Using Pay Per Click (PPC) advertising has the potential to deliver targeted traffic, but in order to do this properly and effectively takes technical know-how. A lot of people are unaware of the fact that starting and running their own campaign could costs a whole lot more than hiring an expert to do this. The main reason this misconception exists is that Google’s tools to manage a campaign are free – so they think it should be easy?
Contrary to this belief, there are many factors involved in successfully managing your AdWords account, including Keyword Research, Tracking, Understanding PPC terminology and Campaign settings, ability to recognize “click Fraud”, and keeping up with the latest changes. Overwhelmed already? This is just the tip of the iceberg! Wait till you start hearing things like CPA, latent conversion optimisation, click to call, remarketing. There are so many variations to consider when managing an effective campaigns I have even seen traditional marketers try, fail and give up. They just couldn’t get it to work.
Here’s an example of what can happen when doing this yourself – I recently heard about a business owner who was spending $3,000 per month on Google AdWords! A lot of this was spent on expensive clicks that were far too broad. After seeking help from an expert, who analysed and optimized their campaign which included introducing the use of negative keywords, they reduced their spending to $1,200 per month and achieved the same number of conversions. Unfortunately the client managed their campaign themselves for 12 months. This potentially has cost them over $20,000 in wasted Google budget – that’s an expensive mistake isn’t it.
We often also see people who tried to manage their own campaigns, spend an entire month’s budget in just a day! Like any profession, legal, finance, accounting, PPC marketing has its skills and while you can do it yourself, doing so can be an expensive mistake.
So unless you’re prepared to put hours, days, months’ worth of your time into become a Google AdWords expert, it’s extremely risky, costly and time consuming to attempt to do this on your own. When you consider the time you would have to put into learning about AdWords to manage your campaign successfully, then the time you’d need to spend managing your campaign, it probably does make a good business decision to give this management to a professional and put your time into adding value to your business don’t you think?