This is why you need your paid ads accounts audited by someone else once in awhile. I did a quick audit of an account that was managed by another agency. Terrible to say the least... This is why agencies have a bad reputation... Not only was it full of mistakes, but there was almost no activity in the change history. Taking into account that you have a whole campaign with just broad matches, I would expect at least some search term exclusions. I can understand mistakes when the companies manage ads themselves by people who are not specialists. But when these mistakes are made by "specialists" it is crazy. --- https://lnkd.in/eankPqUb We're a B2B marketing agency focused on creating a full-funnel customer acquisition strategy with paid search and paid social.
Of course these points show that the acc is a mess and nothing is done properly, but just curious why do you consider #6 bad? I often see better results from competitor kws in broad than in exact/phrase match types.
This is a very broad generalization. Not every agency does its job in such a manner. But the audit is nice.
Alessandro Canova
11mo
If an agency charges a percentage of the advertiser's media spend, the above may not be due to a lack of competence. Any company without in-house expertise should have an independent auditor reviewing the active campaigns *regularly*.
Yikes! 😳 This is very common, agency Google Ads accounts are set up and forgotten most of the time. It’s very sad to see but almost every client I have that comes from an agency looks like this. It’s because they put junior people with 50+ accounts and just let it run - it’s bad for the companies and bad for the industry as a whole.
Pretty much every time we audit a B2B ad account, we find low hanging fruit to improve ROI by 20% in a month. It's a world full of low hanging fruit.
Yes Deivis! Great Post Once you're into the maze of your own campaign you get tunnel vision. So it's harder & harder to spot opportunities or see errors. It does not mean that you aren't a good marketer, not at all. But sometimes you just need an outsider to have a look. We do it at our agency every few months aswell.
Roman Krs
1y
No search term exclusion is gold :D don't know how it's possible to function without it these days. And not tracking demo request 😂 like wtf
Tom Enns
1y
I like #14! Yes, it is sad that agencies get a bad rep sometimes. I do find it satisfying (sometimes) to audit another agencies work though.
As my colleague says: "As paid, so done." To be frank, I am not protecting those agencies that do their jobs poorly. Making generalizations about every agency is unwise—that's all I'm saying.
Global Marketing Manager at Podimo
1yCurious to know why you consider #2 bad? We did A/B tests across different markets with tImpshare vs. tCPA, and tImpshare delivered a bit lower imp share and conversions but vastly cheaper CAC/CPAs. We discovered through tImpshare that the incremental brand CPA simply was too expensive with tCPA. I wouldn't outright say tImpshare is bad on brand bidding, as it can vary by industry.