I had a revelation when speaking with a client last week. At my age, I don’t get as many of them as I used to, so I thought it was worth sharing it with you.
I was talking to this new Google Ads coaching client and suddenly I realised why most people get it so wrong when it comes to running Google Ads campaigns.
This new client was deciding which one of her staff I should coach to get results from their Google Ads campaign.
She explained that the obvious one was the ‘technically minded’ one that really could get to grips with any aspect of technology very quickly. The other one was more ‘marketing minded’ so could write good marketing copy and understand ‘buyer behaviour’ but clearly Google Ads was technical so that person should run this campaign and be coached by me.
I was just about to agree with my client when it suddenly struck me:
“Every time I take over a Google Ads campaign from a different Google Ads agency and get better results for my client, the reason that this happens has nothing to do with my or their technical ability. That part is usually pretty equal.
The reason I get my clients more enquiries for their services from the same or less Google Ads spend is solely because of my marketing skills.
I understand their prospect’s behaviour, so I write better Ad Copy, better landing pages and I coach my clients to convert more of those enquiries into new clients for their business.”
All of those things are completely marketing related skills, not technical ones.
Yes, there are some technical aspects of Google Ads, of course, but they are easy enough to be trained or coached.
The key differentiators between a successful Google Ads campaign and a failing one (when I say successful I mean one that makes my clients a lot of income), are always marketing related ones.
In my experience, most Google Ads agencies are formed with a technical team bias.
I only ever started running Google Ads for my clients because I couldn’t find the right agencies who could get the results that I wanted – they focused on technical when the changes that I needed to be implemented were ‘marketing’.
When someone types into Google your service type name followed by their location, it is the Ad Copy that they see that will compel them to click through to your website, then the content on that page that will compel them to contact you (not the pictures as your website designer will tell you I can promise you) and finally the conversation they have with you that will persuade them to part with their money for your services.
All of those vital matters are marketing related, not technical.
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