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18 September 2018
The Truth Behind Google Sales Reps
Google has become an intrinsic part of all our online lives as the majority of the world uses it to find digital content, products, services and information. Google has used this dominance to turn into a powerful tech behemoth with multiple verticles and continues to grow each day.
Google's claim to fame however and cash how is still its Ad business, Google Ads across its various platforms rake in Billions of Dollars worldwide each year, and it keeps going up. This is done through a combination of updates to search engine results pages, keyword matching, auctions, algorithm vs manual placements and much more.
As much as Google tries to keep its SEO secret sauce hidden, it tries to do this with paid in a way that encourages you to keep spending more to either maintain or exceed your goals.
Google doing direct selling
Google has millions of Google ads accounts running around the world and access to all the account data and spend. The direct selling teams use this to identify accounts that could be contacted to try and improve their performance. Recently I've heard chatter from both colleagues in the digital marketing industry, clients, freelancers and those who run their own Google Ad accounts about Google Sales reps making contact with them to try and improve their campaigns.
For some, it was an irritation while for others they could not understand why a large company like Google would take the time to reach out to help them. It seemed rather overwhelming.
Don't get me wrong I don't see much wrong with Google trying to help Google Ad users with personal assistance and growing their business, but there are some things we need to consider.
The profit motive
The sales reps that reach out to Google Ads account holders are by definition salespeople, while they do know the product, they are not marketers. A marketer is there to use their skills and products to help grow your business; a salesperson is trying to close a deal. If you listen closely to their pitch, it is all about giving over more control to the automated tools like dynamic ad generation and automated bidding.
Where Google's AI does everything for you and you just keep putting money into the system. While this can work for many clients, it is not a one size fits all solution and if it works for you, by all means, don't let me try to convince you otherwise.
However, some accounts require manual intervention, customised copy, graphics and changing of attribution as well as where to direct users effectively. In these cases, manual control is the better option, and I suggest you don't get bullied by these sales pitches.
Remember, these Sales Reps are looking to convert as many users as possible to their automated bidding, and if they can push up your spend or make more per click, they're going to be pocketing the commission on the accounts they've converted. It's not a case of altruism on Google's part, its getting users to spend more to hit certain KPI's.
While there's nothing wrong with this approach I do think the end-user who receives these calls tend to roll over and give Google what they want instead of what's best for the client.
Keeping the profit machine printing
Google is doing all it can to ensure the profits from its Ad platforms increase over time by making bidding more competitive and obfuscating some data and giving you less to work with in optimising your campaign performance.
While its AI bidding and ad creation process may be a great tool for those who self manage their ads. It's ideal for those who don't want to get into all the technical details but want to run ads. However, its performance is still far from being better than a human campaign manager.
While it may sound like I'm bashing on Google, it's not the case. I do not say this as an agency push or as someone that makes a living off of digital marketing.
I say it because there's a common misconception that "Google knows best" on every aspect of their platform. Google knows whats best yes, for their bottom line, that doesn't always mean what's best for the customer.
I hope this gives you a better understanding of the intent of a Google Sales rep and if you are contacted by one, you can now make a more educated decision on what you would like to do.
Are you looking to promote your business?
South African Business owners can create your free business listing on nichemarket. The more information you provide about your business, the easier it will be for your customers to find you online. Registering with nichemarket is easy; all you will need to do is head over to our sign up form and follow the instructions.
If you require a more detailed guide on how to create your profile or your listing, then we highly recommend you check out the following articles.
If you enjoyed this post and have a little extra time to dive deeper down the rabbit hole, why not check out the following posts on Google Ads.
- How To Switch From Google Ads Express To Google Ads Expert
- Google Ads Now Subject To VAT In South Africa
- What Are Google Discover Ads & How To Use Them
- What Is Google Ads Parallel Tracking?