We work with clients to manage their AdWords accounts across various sectors and campaign types. We also work with clients who manage their own AdWords campaigns in-house, providing them with additional support and consultancy when they require it.
From our experience, it is possible to manage your own AdWords campaigns, but only if you have the resources and expertise in-house.
First let's look at the resources required
Managing an AdWords campaign is not simply looking at the reports once a month and making a couple of tweaks. It's about knowing exactly what's happening in the account day to day and being able to dedicate time each week to check key reports, make adjustments and apply new opportunities to maximise traffic and revenue.
In competitive industries, this requires daily check ins and adjustments to bids, for example, just to maintain the ad position and level of traffic to the website.
A lot can happen in the space of a month and AdWords is definitely not a "set it and forget it" platform, so don't be tempted to think that a profitable campaign will remain profitable without any intervention from you. It's likely that it's taken months, maybe years, to get it to a profitable state, and it will continue to require work and time to keep it profitable.
If you're not able to dedicate at least 30 - 60 minutes per week to your AdWords campaign, it's time to outsource it.
We're Google Partners, here at Skittish, and part of that accreditation is the requirement to sit multiple exams every year to test and prove our knowledge of the AdWords advertising platform. To keep up to date with the latest features of the platform also requires time and resources on an ongoing basis.
It's not just about dedicating the time to managing AdWords, it's about knowing how to find the data that will give you the most insight into your campaigns and knowing how to interpret that data. For example, would you be able to segment data by device and tell us which devices lead to the cheapest conversions? Or which days of the week attract more active buyers? Or how many searches your ads didn't show for due to budget restraints?
If you're comfortable finding and interpreting data, it's then about knowing what actions to take to improve that click through rate, reduce that spend, improve that landing page experience, etc. Some of this comes down to knowing the ins and outs of how AdWords works and some of it comes down to experience.
So, can you manage your own AdWords account? Sure! But should you?
If you answer "no" to any of the following questions, we'd recommend you seek professional advice and/or outsource AdWords management:
Can you dedicate at least an hour a week to check in and pull together key reports?
Can you identify key reports that will give you the most insight into your campaigns?
Are you comfortable interpreting the data in your account and knowing what actions to take to optimise your campaigns?
Can you explain key AdWords data such as Ad Rank, Search Impression Share, Quality Score or Interaction Rate?
If you answer "yes" to all of these, great!
If you're looking at managing your own AdWords campaigns, we'd highly recommend going through the AdWords Academy for Ads and following the training programmes to get you up to speed. We can, of course, assist with one-to-one and group training, tailored to your account and your business goals.
Don't have the time? If you'd like to skip the training and outsource your AdWords management to a Google Partner like us, get in touch today!