SEM is a powerful tool in generating sales for your business. With the more information that is available to people today, it is more likely than ever that people will be searching for answers before making their final purchasing decisions. If you are going to get started in the world of SEM, there really is no better place than Google AdWords. It is estimated Google owns 74.06% of the search engine market share, which makes it the perfect starting point.
If you don’t have time to learn how to setup and manage your own Google AdWords account, there are plenty of great digital and full-service advertising agencies that can help you get your businesses name out there. There’s plenty of options and a lot of really talented agencies that can help you.
However, as a client or business, under no circumstances should you allow your agency, website developer or anyone else for that matter to create your Google AdWords account under anyone’s name other than your own. It sounds crazy but there are some agencies that feel your information is better served under their name and not yours. Aside from the convenience of being able to set up the account for you, which in all reality they could just for you, there really is no benefit to not creating the account under your name or for the very least making you an administrator.
Why is this important? For starters, Google likes people liking them. For that reason, they try to take care of their advertisers that users have had a good experience with. So, when you have advertised with Google in the past, you’ve been able to create a reputation with Google and users as being a reputable site with useful information. This impacts your quality score, which could allow your ads to get better placement at a lower CPC, impacting your ROI.
Imagine for whatever reason you decide to no longer work with the PPC or digital advertising agency that set up your AdWords account under their name. Gaining access to that account without proper administrative access is a long painstaking process that could even require going to court. All of the information you’ve been paying for with the campaign would then be lost and owned by the agency, not you. If they decide to work with a competitor in the future, all your company’s data is now accessible to them.
That’s why it is so important you OWN YOUR account.
Create the account grant admin access and never log in again. It doesn’t matter. You don’t need to go out and learn how to create and manage AdWords Campaigns to do it. In fact, the setup process takes about 30 seconds and it will save you a LOT of time and frustration should anything change in the future. At the very least, ask your agency why they recommend or require you create the account under their name.
Anthony Taylor is the digital lead for Mean Joe Advertising. His expertise across the digital advertising landscape allows him to provide omnichannel solutions for partners with measurable results.