I have frequently come across many pay-per-click accounts where the structure from top to bottom was incorrect. More often than not, most people prefer to run Google Ads on their own rather than invest in having a Google Ads expert run their account. Unfortunately, with time and few prospective leads generated, there is less interest in running Google Ads.

At The Top Digital has a network of certified Google Ads specialists to operate your PPC campaigns. It is now more important than ever to have a professional managing your account given.

Google Makes Frequent Updates

Google makes changes to not only their SEO ranking algorithm but changes in PPC as well. As we have seen, Google is taking more control away from the advertiser and implementing automation. Based on my experience, I’ve seen plenty of Google Ads accounts with “Smart Campaigns.”

The advertiser writes the ads, selects keyword themes (not specific keywords or match types), and sets a budget. Your ads will then be shown to searchers Google believes are potential customers across Google Search, Google Maps, YouTube, Gmail, and Google partner websites (which you cannot opt out of with a Smart Campaign).

While this sounds great to a business that doesn’t have Google Ads experience, it takes away nearly all control of your account. Further, most of the time your high conversion rate is related to brand-related queries, rather than prospecting searches.

If this is sufficient for running Google Ads for your business then our agency can help you get started and then assist as needed; however, our aim is to give you greater control over your advertising efforts. With the recent change that was announced to phrase match and broad match modified keywords, we believe it’s more important now than ever to have an expert running your account.

Let’s take a look at the history of keyword match type changes.

  • 2014: Google ends support for the pure exact match keyword type and now opens the match type up to variants of the specified keyword

  • 2017: Exact match ignores the word order and function words, variants will be extended

  • 2018: Google uses intent to mean the same as a given keyword, including implied words and paraphrases

  • 2019: Google dilutes the definition of phrase match and broad match modifier keywords, now broad match modifier doesn’t require any word order

  • 2021: Google is phasing out broad match modified keyword, broadening phrase match keywords

How This Affects Your Business

As you can see, Google has continually rolled out new updates to Google Ads over the years. Many in the industry believe the future is automation, which requires strategic usage of keywords in addition to the analytics behind the data. Outsourcing your work overseas or hiring a cheap agency won’t necessarily benefit your business in the long run. It’s important to hire certified Google Ads specialists who have vast experience working in SEM.

If you have questions about Google Ads or want to start running a campaign, feel free to contact us and we can schedule a free consultation!