Advertiser Guide: Working with third-party partners Introduction to online advertising and AdWords
AdWords is Google's advertising product and shows your ads to people searching for products or services similar to yours on Google or its partner sites. Advertising with AdWords allows you to reach new customers while they are searching for the same type of product or service as you offer. Depending on the type of campaign you're running, you can choose to be charged for clicks, impressions, or conversions.
We provide performance data after your ads start running. This way, the third-party partner working on your behalf can monitor what works and what doesn't. AdWords is an extremely reliable product. It allows you to fully understand the return on your ad investment and let your third-party partner make adjustments to optimize for the best return possible.
In addition to the Google Search Network, you can advertise on Google's network of partner sites (where you may have seen the “Google Ads” message). YouTube is among these sites. You can also take advantage of other ad formats on this network, such as image ads and video ads.
Google and third-party partners
We believe AdWords can help your business succeed. However, you may not have enough time or resources to create and maintain a successful AdWords account. You may also just want to get expert help.
This is where our third-party partners come into play. There are many different types of third parties available, from large ad agencies and yellow page publishers to one-man web consultants. We've developed our Partner Programs to help you choose a third-party partner. Third parties participating in these programs place badges on their websites. In addition, these third parties took and passed certification exams. The two badges you'll probably see most often are the AdWords Certified Partner and AdWords Reseller badges. Visit www.google.com/adwords/partnerprograms to view badges and learn about our Partner Programs.
To verify if a company is certified under our Partner Programs, click the badge on the company's website. If they are certified, you will be directed to the company's profile page on Google.com.
How to work with third-party partners
AdWords third-party partners can save you and your business significant time and energy. For the best results, we recommend that you stay informed about your advertising campaigns, participate in the decision-making process, keep up with the pace of the campaigns, and leave the time-consuming part of the work to your partner.
Third-party partners often charge fees in addition to your advertising costs. However, remember that they provide you with a valuable service by managing your AdWords campaigns, providing reports, answering your questions, optimizing your campaigns, and many other things they do. We think it's important that you know the total cost of advertising in AdWords, including the fees your third-party partner charges. Use this amount to determine your return on investment (ROI).
Here are five quick tips to help you become an informed customer:
- Be selective When choosing a third-party partner to work with, look for companies with the Certified Partner or Authorized Reseller badge. You can use Google Partner Search to verify that the company is certified or to search for certified partners. When making your selection, make sure that the term of the contract you will make with the business partner is determined and appropriate for you. There are other criteria to help you choose the right third-party partner:
• Has this third-party partner previously worked with businesses in your line of business?
• Has he worked with businesses with similar budgets or target audiences to yours?
• What other services can they offer besides AdWords to grow your business?
- Choose a partner It may be a tempting idea to split your budget among multiple third-party partners and see which one delivers the best results. There's nothing wrong with doing this, provided you test the partners one at a time. Testing multiple third-party partners at once can be difficult because Google doesn't display multiple ads for a business on a search results page.
- Educate yourself Getting advanced knowledge of AdWords can take time, but getting the basics doesn't take much. To learn more, read the “AdWords basics” section below or visit the AdWords Help Center at support.google.com/adwords. Understanding AdWords helps you make more informed decisions about your third-party partner.
- Rely on experience If you work with a company that has managed hundreds of AdWords accounts, they most likely specialize in AdWords. If they tell you that certain industries have always had higher online advertising costs, or that certain keywords won't work for your business, they're probably speaking from experience.
- Evaluate your performance Unless you're focusing on branding, the most important thing about AdWords is the return on your advertising investment. In other words, it is the number of new customers entering the door. Therefore, take some time each month to measure how much you have invested and the results that investment has delivered to you.
What to watch out for
We believe it's important to you that you have a seamless AdWords experience. If otherwise, please let us know. Always cooperate with your third-party partner before contacting us to troubleshoot any issues.
Many third parties have earned our trust by serving the best interests of their advertisers. There are also third parties who do not act in this way. Here are some events that you should watch out for and let us know:
• Not sharing cost and performance information of AdWords campaigns: At the very least, you have the right to know the clicks, impressions and cost of your AdWords ads.
• Guaranteeing ad placement in a specific ad channel or in a specific location: It is not possible to guarantee a specific ad position on Google.com search results pages. AdWords ad position is determined by auction and changes dynamically with each new search. While it's normal for some third parties to charge you only when they get the ad position you want, those that guarantee a particular position (e.g. the top position each time your keyword is searched by users) misrepresent the way AdWords works.
• Claiming to be from Google: Ask this person their name and have them email you at their Google.com email address. If you're still unsure, forward the email to the address above.
• Forcing or intimidating you into signing a contract: Only you can remove your business from natural or organic search results on Google.com.
• Deceptive pricing: The agency may not use the correct advertising budget that you have agreed upon together. Remember to get an official copy of your written contract.
• Claiming that AdWords will affect your organic or natural ranking: AdWords ads have no effect on your organic or natural ranking in search results. These two are completely separate from each other.
AdWords basics
• Keywords: The words or phrases you select. When people search for these words on Google, your ad may appear next to or above the search results.
• Clicks: The number of times users clicked on your ad. Impressions: The number of times your ad was viewed.
• Clickthrough Rate (CTR): It is the percentage of clicks divided by the number of impressions. A good CTR can improve your average position.
• Average Position: The average position an ad was displayed when it was triggered. An average position of 1-8 usually indicates that the ad was displayed on the first page of search results.
• Cost: The total amount you spend in AdWords.
• Conversion: An action, such as a call, lead, or sale, that occurs as a result of your advertising. This is often a useful metric for measuring the success of your ads.
Disclaimer: While we will not be able to respond privately to your email, you can rest assured that we will review your comments and take appropriate action if necessary. If you have a question about your AdWords account and need help, you can visit our Help Center at http://support.google.com/adwords/.
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