PPC Blog: Google Ads

In the 10 years I’ve been running my business, never once has a prospective client asked if my agency is a Google Ads Partner.

Nonetheless, my team and I took it upon ourselves to become a Google Ads Partner (at the Premier level) anyway.

For a long time, becoming a Google Ads Partner was considered best practice. And it came with a few benefits, like having an assigned Google Ads rep and some additional Google training (if you were lucky).

Besides, meeting the requirements to become a Partner wasn’t onerous. So why not?

But recently, Google announced that it will be changing its Partner program by introducing new requirements. (UPDATE: Google recently announced that it will be pushing these changes to 2021.)

Which has many PPC pros alarmed.

Why? Because they essentially require Partners to put the goals of Google above the goals of their own clients.

Which has me wondering if the Google Ads Partner badge is now a red flag instead of a symbol of trust.

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As has become tradition here at Group Twenty Seven, we like to mark this time of year by compiling a wish list of all the things we’d love to see in PPC for the coming year.

Looking back, we realize we didn’t get everything on our PPC wish list for 2019 (or even 2018), but we’re not giving up hope that this year will be different!

So here’s what we wish for in 2020:

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Your PPC campaigns might be running perfectly fine right now.

But someday, you might suddenly find yourself entangled in something you didn’t anticipate.

You’ll have to struggle to free yourself before you lose sight of your goals – or your results sink.

Snags can happen anytime in your PPC programs.

You’re most susceptible to these snags when you’re new to paid search advertising.

When you know where the snags are hiding, you can take proactive steps to avoid them.

This article will help clear the PPC waters for you.

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Many of our clients ask us about Facebook advertising.

Mostly, they want to know which is the better platform for advertising, Google Ads or Facebook Ads.

For some reason, this question has been coming up more and more often lately. Perhaps it’s because Facebook has been in the news so much. (Which confirms the saying that there’s no such thing as bad publicity!)

Whatever the reason, it’s a hot topic of discussion.

As you probably know, at Group Twenty Seven we specialize in paid search advertising. We don’t offer advertising management services for Facebook.

However, that doesn’t mean we automatically disparage Facebook as an advertising platform.

In fact, if your advertising agency tries to tell you that paid search advertising is always better than Facebook advertising (or vice versa), then you should find yourself a new agency.

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It’s become a December tradition at Group Twenty Seven to compile and share a wish list of things we’d like to see in PPC for the coming year.

Sadly, we didn’t get everything we asked for in our 2017 PPC wish list or 2018 PPC wish list. But who knows… maybe this year will be different!

As usual, most of our wish list items relate to Google. This isn’t because we intend to pick on the company, but because Google so thoroughly dominates the paid search industry.

And for the record, we’d like to say that while our wish list is long, we know things could be a whole lot worse!

That said, here are our PPC wishes for 2019:

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Thanksgiving is once again coming up soon! And as has become our tradition, my team and I like to use this time of year to reflect upon the many PPC functions and tools that make our jobs easier—and help us get excellent results for our clients.

This was an especially exciting year in PPC! We saw a lot of new features roll out as well as the rebranding of AdWords as Google Ads!

As a result, this year’s list consists of both long-loved tools—as well as some new favorites!

Continue reading to see which tools and functions made the cut this year.

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