Blog - Fluency

Our blog explores the challenges and opportunities that exist while growing and scaling a digital advertising business.

No one person can manage Google Ads alone

Many of us here at Fluency have been in the digital advertising world for over a decade now and can remember the early days of using Google Adwords when it first launched. In comparison to today’s Google Ads, it was very simple. Select what keywords you wanted to advertise on, and place a bid. View your end results and iterate on the process to achieve the best results. Over time, this process has become more and more complex with Google expanding on how we can target searchers, and for many organizations, the manual approach to advertising remained. Companies believe that their operations are working and approach their Google ad strategy by making manual and incremental tweaks, edits and updates. These companies will operate at this pace and see some marginal gains and think they are on track and their strategy is validated. But within an ever-changing technology world, practices like this are not only outdated but unsustainable. Larry Page, CEO of Alphabet, agrees:

Automation Drives Performance

In today’s competitive digital marketing climate, Agencies everywhere are building tools, making strategic partnerships and hiring the best and brightest to maximize performance for their clients. Finding great talent to keep pace with your business growth is becoming more difficult.

The most successful digital agencies are implementing automation on entirely new levels. Given today’s complex digital landscape and the ability for ads to be hyper specific, inventory and time based, and tailored to every shopper… Automation is the only way for digital agencies to grow and scale. And when you automate, you actually increase client performance, and the thought that it’s necessary to have people manually managing campaigns to increase performance is a myth.

SKAGs made easy with Fluency

If you’ve been around the search world long enough, you’ve witnessed some great debates play out among experts who take passionate yet opposing views on strategic best practices. Some of those great debates include fundamentals like bidding on one’s own brand name, the need to bid to position, and the importance of impression share.

More recently, Single Keyword Ad Groups or SKAGs have entered the gauntlet for debate. The case for SKAGs is pretty straight forward: By separating individual keywords into specific ad groups with tailored ad copy to match, you dramatically increase relevance and quality score. A quick search for SKAGs will find many articles that claim to prove its value and a handful who make the case against it. For the purposes of this article it is not our intention to get involved in the performance value of SKAGs, afterall, there is more than enough literature on that topic. However, one area where both sides of the SKAGs debate find common ground: Implementing and maintaining Single Keyword Ad Groups is extremely difficult. Here at Fluency, we are happy to debate that claim.

When done manually, creating single keyword ad groups is massively time consuming and potentially very risky. The time consuming part is self explanatory - building out a more complex campaign structure requires more effort. If your current campaign structure consists of 2 campaigns, 6 ad groups and 18 ads and the new world consists of 2 campaigns 32 ad groups and 96 ads; it’s going to take more time to manually build, launch and maintain accounts, period.

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