If you're newer to managing Google Ads, you're probably looking for a framework, checklist or process to follow in each scenario. For example, what should you do when CPCs rise? What should you do when ROAS drops?
While this desire makes sense, the reality is that there's rarely a single, binary answer to what you should do.
One of my Google Ads coaching clients, Mark, brings his agency team to meet with me regularly. They keep a running list of "Jyll questions" in Slack, and then we tackle those together on our calls.
Near the end of a recent call, one of his media buyers brought up a problem that was driving them crazy: severely rising CPCs in a client's account.
To try to fix it, they had broken up the campaign into a series of smaller campaigns targeting smaller zip code-defined areas - but the problem had only gotten worse...
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The first thing I asked him to pull up was Search impression share. It was really, really high; they were already capturing almost all available search volume in the small area where their client does business. Because of this, segmenting into separate campaigns only exacerbated the issue. On a Maximize bid strategy, it forced Google Ads to spend their budget in areas without much demand, which drove up their CPCs.
After resolving this issue with clear recommendations, Mark had mixed emotions. On the one hand, he was happy to solve the problem. But on the other hand, he said "I feel like what's considered 'good' changes every time we look at a different account."
Honestly... relatable! So I met Mark with some tough love. I said, "If there was a clear answer, none of you would have jobs. Why would someone need to hire an expert if it was cut and dry? 'If X do Y, if A do B,' like what would you all do?"
"It's not that simple, it's complicated. And that's why I say [managing Google Ads] is an art as much as it's a science."
"It doesn't mean you don't have SOPs. You absolutely can. But what I'm hoping, through these calls with me and your experience in Google Ads, is that you're building judgment. Expertise. So that you can look at an account and instantly say, 'Bada bing, bada boom!' based on your own expertise and judgment. You'll start to get a feel, the way I have a feel when I see accounts."
"Develop and then bring your expertise and judgment, and that's how you keep your clients."
The most important Google Ads skill is judgment.
Without it, you'll never be able to manage your campaigns successfully and consistently.
You won't always pick the right path. Some campaigns will fail, some will print money, and some will fall in between.
But it's your judgment and expertise that will carry you through, so instead of being stuck on, "What should I do?" you'll be able to move forward with, "Let's try this next."
Need help developing your Google Ads judgment? That's exactly what we'll do together on a call.
