Back in the good old days, when I was doing in-house SEM, we had a dedicated Google rep to help us with our account. While the reps changed pretty frequently, each and every one of them was helpful and knowledgeable. They got to know our business quickly. A few of them even became friends.
About 4 or 5 years ago, Google decided to centralize Adwords support – and they took away dedicated reps from all but the largest advertisers. People have complained about the poor support for years – one guy created an entire blog just for one post complaining about Adwords Support. I’ve done my share of complaining about them, too.
Still, if you work for an agency, sometimes you get lucky enough to have a rep assigned to you on a quarterly basis. Just this week I had a call with someone who I initially thought was our new quarterly Adwords Support rep. As is typical in agency life, we’re really busy and I was hoping to get some help with PPC grunt work.
While the rep I spoke with was very nice, it turns out he deals strictly with new business. He can’t even help me with existing clients at all (despite my repeated requests).
Think about that for a minute. Google’s most proactive reps now are dedicated solely to new business. They can’t even touch existing clients unless they are ready to – get this – increase their spend by 10x. So, if my $25,000 per month PPC client suddenly decides they want to spend $250,000 per month, Google’s all over that. How many clients actually do that? Heck, I wouldn’t even recommend that big of an increase in most circumstances – there’s way too much risk involved. But unless I’m ready to pony up 10 times the cash, I’m stuck with general support.
So, I asked the rep what their “new business” service entails. Since they can’t help me with clients who ALREADY HAVE THEIR CHECKBOOKS OPEN TO GOOGLE, I thought maybe they had some amazing new biz services to offer.
His answer? Are you ready for this? Here’s the extent of their new business offering:
- Basic education about Adwords. He did admit that for agencies, this usually isn’t necessary. Duh.
- Initial campaign setup
- Bid management for the first 90 days – on a daily basis if you’re spending $25,000 per month and up; on an every-other-day basis if you’re spending between $10,000 and $25,000
Yep, that’s the end of the list. No reporting assistance, no strategic insight, NOTHING that would be useful to an agency. Basically, they’re doing crap that I can do in my sleep.
And they’re not doing it as often. Managing bids every other day on a new account? Are they crazy? A good PPC manager will be on top of bids MULTIPLE TIMES PER DAY in a new account, because things can go south that quickly. I don’t care if you’re spending $20 or $20 million – every other day in the early days doesn’t cut it.
Needless to say, I didn’t take the guy up on his “offer.” I told him this whole premise is totally backwards. We need help AFTER launch, not during it. Many clients are just dipping their toes into the PPC waters when they sign on with an agency. Those who have done PPC before are often gun-shy due to poor management by another agency. Does Google really think I’m going to take a gun-shy client, whom I’ve sold on my PPC prowess, and then let Google set up the campaigns? Can you even imagine the disasters those campaigns would be? All broad match, terrible ad copy, targeting search & display together… the list goes on.
Sorry, Google, but in my book your “support” leaves a lot to be desired. What about you? Have you had good luck with Google’s new business team? Share in the comments!