Two years ago I worked in the AdWords Help Support team at Google.
Being in contact with the customer daily problems allows me to share with you the typical mistakes not to make when you use Google products, or consult the service providers.
For beginners with AdWords, here are the key lessons, frequency of problems:
1. The access to the accounts are strategic
Your Google Account is the key to accessing all your services: AdSense, AdWords, Gmail, Docs, Google Keyword Planner etc etc … Webmaster Tools
Thousands of accounts hijacked every day, so it is good to protect capital, to never give their password. Google will never ask for your password either by email, or telephone, nor by anything and this applies to all online services. Even if you go through an agency, a cousin, your son you should not share your password. It is possible to create identifiers for multiple users.
Also, if you use a provider, be sure to request access (administrator) in the created account. The real pros should hide anything: if the work is good, the customer must see. It is important to start the conversation with your provider on this, it will lead inevitably more transparency.
You also avoid complications if ever a director is not / no longer available. Remember that access and changes of payment must be made by an administrator.
2. Analytics and AdWords account per site
It is staggering to see the number of SEO Link Building agency‘s with all their customers in the same AdWords / Google account. Often AdWords accounts are suspended because they do not respect the rules of AdWords. The suspension is generally applied at the account level, so all customers have more traffic overnight.
Also, for many technical reasons, it is best to have an AdWords account per site. The same logic applies for Analytics accounts. Technically it easier system to separate the data if they are on different accounts.
Better not put all your eggs one basket and years create an AdWords or Analytics account per site. This avoids technical complications and unpleasant surprises.
3. Knowing Google regulations
The accounts of suspensions are never good news: it is a loss of revenue for Google and for the advertiser. Google offers many resources on ppc audit regulations & announces these changes in different ways.
First, the warnings are regularly sent to the email addresses specified in the preferences of your AdWords account: read! Despite the rather explicit items, customers are never aware (and therefore always edgy), in fact they receive but do not pay attention. Then, many ads are made directly into the AdWords account, or through official blogs.
4. Beware of “good” practices & other rumors
The internet is full of tips and rumors gleaned here and on all subjects. It is important to understand that each AdWords account is as unique as the results pages (SERP) of Google. Thus a strategy that works for an account, will not necessarily have the same success for another.
The quality score (quality score), specific to an account, has a huge influence on how the ads will appear. Thus the auction, the account structure and history can not be compared from one account to another.
Also, you will regularly see articles on blogs / forums about unhappy customers because they can no longer use Google services. Here I want to be clear: the more people are upset, they are more poorly honest. A site with real added value will never be suspended. However, some areas are nests trouble: clairvoyance, finance, work at home etc. are often charlatans.
Google does not take gloves to these sites, but for the sake of customers.
5. The structure of your account is the key
The AdWords account structure is often overlooked by beginners. Ie the organization of campaigns, ad groups, keywords and ads together. In the long run, this is the most important factor in your ROI or return on investment.
The reason is simple, a good structure brings a good level of quality (Quality Score) and therefore a low level bid for keywords. More QS is, the better your ROI. So build your campaign by organizing it. Good practice is often slavishly imitating the structure of your site, focusing on products and services.
6. Knowing support options
Google offers different types of support for different client types. I know the first question is often ‘do I have a dedicated account manager.’ Google offers this type of support for customers with a high development potential and it usually lasts for a quarter.
For most customers, customer service is ample and powerful. For paid products you will often have phone support, other income almost all offer email support.
For AdWords Campaign Management experts , I recommend you a phone call to customer support when you are in doubt or need assistance.