When done correctly, Google AdWords can be an extremely viable online marketing technique that results in a high ROI. However, unless you’ve made a career out of AdWords marketing, you probably only possess a good enough grasp of how it works to only occasionally see good results if you’re lucky while wasting a lot of time, effort and expense the rest of the time.

Getting AdWords just right and using it to optimal benefit is not only difficult but also a continual process that needs constant monitoring and tweaking. Enter the AdWords professionals — independent specialists, as well as teams at digital marketing and AdWords management agencies.

They possess the knowledge, experience, and skills to make your AdWords campaign work successfully. But they aren’t all created equal — some companies can serve you very well, almost as though you were meant to be together all along. Others might steer you down a road to frustration, lost revenue and a general dissatisfaction with the whole AdWords platform in general.

When seeking a partner for AdWords management, watch carefully to see if they exhibit any of these seven deadly sins.

1. The Yes Men

An agent or AdWords professional knows full well they will be competing against others for your business, and so might feel inclined to tell you they can do everything and more. But as skilled as they might be, saying “Yes” to everything just isn’t being very realistic either.

A good, reputable AdWords professional will certainly tell you that they can achieve great results, but will also inform you that it can take some time and patience to reach those goals. Additionally, instead of saying “Yes” to everything you ask, they should be asking you questions in order to get a better sense of what you are trying to achieve with your AdWords campaign. Then they can better explain to you the feasibility of an AdWords campaign and any possible limitations.

2. A Lack of Communication

From beginning to end, a professional AdWords manager should keep you up to date with the development and performance of your campaign. You shouldn’t be left in the dark at any point and should be able to walk away from an initial meeting with a fairly good concept of what the agency will do for you.

As mentioned above, the AdWords manager should be asking you plenty of questions as well as answering all of yours thoroughly. You might also inquire as to whether you will receive regular updates regarding the status and results of your campaign. If communication seems poor from the beginning, it is likely to be that way throughout the entire process, leaving you to wonder just how well your campaign is actually doing.

3. One-Size-Fits-All Strategy

An agency that provides one particular strategy for all of its clients without any room for customization is committing a great digital marketing sin. The same campaign won’t work successfully for every client, and so a good AdWords agency needs to offer some flexibility. AdWords isn’t an exact science, and there are many different techniques that can and should be utilized, often in conjunction with one another, in order to achieve success.

4. Focusing on the Wrong Metrics

It’s all well and good to see great numbers for impressions, click-through rates, and cost-per-lead, among other metrics. But great numbers don’t always translate into great profits. If your Google AdWords manager may spend too much time focusing on the above metrics without also focusing on overall profitability and ROI, then your campaign could likely be doing much better.

Focusing on specific metrics that can be easily measured has become a common showing point for many agencies that don’t want to go the extra steps and focus on what really counts. And thinking that you are gullible enough to fall for a false impression of success based on those metrics, regardless of whether you are actually making a substantial profit, is another deadly sin.

5. Personality Conflict

This is not a sin as much as it is a common-sense judgment call — you just don’t want to work with someone with whom you don’t get along with or feel comfortable. Personality conflicts are a factor of life. While a particular agency may be highly recommended, if you have difficulty working with the AdWords manager, it is better to seek another agency rather than deal with the stress and frustration a troubled business relationship can often bring.

6. Lack of Experience

As mentioned above, simply having a grasp of how AdWords works isn’t nearly enough to ensure a campaign’s success. After all, why would you want to work with an agency or individual that doesn’t have a great deal of experience and knowledge of such a complex and intricate digital marketing platform?

7. Over-Justification

Does the AdWords manager seem overly sensitive or defensive when you ask particular questions? Do they seem not to want to accept responsibility for any missteps or mistakes, instead choosing to justify their actions with excuses? If so, it might be best to avoid such an agency. A professional and reputable AdWords manager knows that not everything always works out as planned, and will accept responsibility for mistakes or failures.

Keep these seven deadly sins in mind when you are starting an AdWords campaign, and you’ll be better able to find an agency that works for your business.

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