Managing your Google Ads account can feel like you're juggling multiple balls in the air. There are campaigns to run, data to analyze, and, of course, the looming need for optimization. That's where an SEO company might come in handy. Adding one to your Google Ads account can help you streamline those efforts and get the expert help you need to grow your business.
In this guide, we'll walk through everything you need to know about adding an SEO company to your Google Ads account. From understanding roles and permissions to the actual steps of the process, we'll cover it all. So, grab a cup of coffee, and let's get started on making your digital marketing efforts a bit more manageable.
Understanding Google Ads Account Access
Before we dive into the step-by-step process, it's important to understand the different access levels available in Google Ads. Knowing these can save you a lot of headaches when it comes to managing your account.
Google Ads offers several access levels, each with its own set of permissions:
- Administrative Access: This is the highest level of access. Users with this role can manage all aspects of the account, including adding or removing users and changing permissions.
- Standard Access: Users with standard access can manage campaigns and view reports but cannot add or remove users or change account settings.
- Read-Only Access: As the name suggests, this level allows users to view campaigns and reports without making any changes.
- Email-Only Access: This level allows users to receive email notifications without accessing the account itself.
For most SEO companies, standard access will be sufficient. They can manage your campaigns and make necessary adjustments. However, if you trust them completely, you might consider giving them administrative access. Just make sure you're comfortable with the level of control you're handing over.
Why Add an SEO Company?
Some of you might be wondering why you'd want to add an SEO company to your Google Ads account in the first place. It's a fair question. After all, if you're already managing your campaigns, why bring someone else on board?
Here's where the value of an SEO company comes into play:
- Expertise: SEO companies specialize in optimizing your online presence. They possess the skills and knowledge to fine-tune your campaigns for better performance.
- Time Savings: Running a business is time-consuming. Outsourcing your Google Ads management gives you more time to focus on other aspects of your business.
- Access to Tools: SEO companies often have access to advanced tools and resources that you may not have, offering a competitive edge in your advertising efforts.
- Data-Driven Decisions: With their expertise, these companies can analyze data more effectively, helping you make informed decisions that drive results.
So, if you're looking to improve your Google Ads performance, adding an SEO company might just be the right move.
Prepping Your Account for Access
Before you hand over the keys to your Google Ads account, you'll want to make sure everything is in order. Think of it as tidying up before your guests arrive.
Here's a checklist to ensure your account is ready:
- Review Campaigns: Make sure all your campaigns are up-to-date. Remove any outdated ads or campaigns that no longer align with your goals.
- Check Account Settings: Verify that your account settings are correct, including billing information and contact details.
- Organize Your Account Structure: A well-organized account is easier to manage. Make sure your campaigns are structured logically.
- Backup Important Data: While rare, mistakes can happen. Back up any important data or reports before granting access.
Once your account is shipshape, you're ready to add an SEO company with confidence.
Inviting an SEO Company to Your Account
Now that your account is prepped, it's time to invite your chosen SEO company. Fortunately, Google Ads makes this process straightforward. Follow these steps to add them to your account:
- Log in to Your Google Ads Account: Use your credentials to access your account dashboard.
- Navigate to Account Access: Click on the "Tools & Settings" icon in the upper right corner. Under "Setup," select "Access and Security."
- Invite a New User: Click the blue plus button. You'll see the option to invite new users.
- Enter the Email Address: Input the email address of the SEO company you're adding. Ensure it's the email they use for Google Ads.
- Select the Access Level: Choose the appropriate access level (standard or administrative) based on your agreement with the SEO company.
- Send the Invitation: Click "Send Invitation" to complete the process. The SEO company will receive an email invitation to join your account.
Once the SEO company accepts the invitation, they'll have the access level you've specified, allowing them to manage your campaigns or view reports as needed.
Setting Expectations and Goals
Adding an SEO company to your Google Ads account is just the first step. To ensure a successful partnership, it's crucial to set clear expectations and goals right from the start.
Here are some tips for setting expectations:
- Define Your Objectives: Clearly outline what you hope to achieve with your Google Ads campaigns. Whether it's increasing website traffic, boosting sales, or improving brand awareness, make sure your goals are specific and measurable.
- Discuss Communication: Establish how often you want updates and reports. Regular communication ensures everyone is on the same page.
- Agree on Metrics: Determine which metrics are most important to track. Depending on your objectives, this might include click-through rates, conversion rates, or return on ad spend.
- Set a Budget: Discuss your advertising budget and any limitations. Transparency here helps the SEO company optimize your campaigns within your financial constraints.
By setting expectations and aligning on goals, you create a roadmap for the SEO company to follow, increasing the likelihood of achieving your desired outcomes.
Monitoring Performance Together
Once your SEO company is added and everything is set up, it's time to monitor the performance of your campaigns together. Collaboration and transparency are key to success here.
Here's how you can effectively monitor performance:
- Regular Check-Ins: Schedule regular meetings or calls to discuss campaign performance. This ensures everyone is aware of progress and any necessary adjustments.
- Shared Dashboards: Create shared dashboards in Google Ads or other analytics tools. This way, both you and the SEO company can access real-time data and insights.
- Feedback Loop: Encourage open communication and feedback. If something isn't working, discuss it openly and collaboratively find solutions.
- Celebrate Wins: Don't forget to celebrate the achievements along the way. Recognizing success boosts morale and motivation.
By working together and maintaining open lines of communication, you can make data-driven decisions that lead to better campaign performance.
Addressing Potential Challenges
Like any partnership, working with an SEO company may come with its challenges. Being prepared to address these can help you navigate any bumps in the road.
Here are some common challenges and how to address them:
- Misaligned Goals: If your objectives are not aligned, it can lead to frustration. Revisit your goals and ensure everyone is on the same page.
- Lack of Communication: If communication breaks down, it can hinder progress. Re-establish communication channels and frequency to keep everyone informed.
- Unexpected Results: Results may not always meet expectations. Analyze the data to identify the root cause and adjust your strategy accordingly.
- Budget Constraints: Financial limitations can impact campaign performance. Work together to optimize within your budget and explore cost-effective solutions.
By addressing challenges proactively and collaboratively, you can overcome obstacles and keep your campaigns on track.
Evaluating the Partnership
Over time, it's important to evaluate the effectiveness of your partnership with the SEO company. This ensures that both parties are meeting their responsibilities and delivering results.
Here's how to evaluate the partnership:
- Review Performance Metrics: Regularly assess the performance metrics you've agreed upon. Are you achieving your objectives?
- Assess Communication: Evaluate the quality and frequency of communication. Is it meeting your needs?
- Gather Feedback: Solicit feedback from your team and the SEO company. Are there any areas for improvement?
- Conduct a Formal Review: Consider conducting a formal review of the partnership periodically. This provides an opportunity for both parties to discuss what's working and what needs adjustment.
By evaluating the partnership and making necessary adjustments, you ensure that your collaboration remains productive and beneficial.
Legal and Security Considerations
When granting access to an external party, it's essential to consider legal and security aspects. Protecting your business's sensitive data and complying with regulations should always be a priority.
Here are some considerations:
- Non-Disclosure Agreements (NDAs): Consider drafting an NDA to protect your confidential information and ensure that it is not shared with unauthorized parties.
- Data Protection Compliance: Ensure that the SEO company complies with data protection regulations, such as GDPR or CCPA, if applicable to your business.
- Access Control: Regularly review and update access permissions. Remove access for individuals who no longer need it.
- Security Audits: Conduct security audits to identify and address any vulnerabilities in your account or data.
By addressing legal and security considerations, you can safeguard your business while collaborating with an SEO company.
Final Thoughts
Adding an SEO company to your Google Ads account can be a game-changer for your business. It allows you to tap into expertise, save time, and optimize your campaigns for better results. By following the steps outlined in this article, you can ensure a smooth and successful collaboration.
Speaking of collaboration, if you're looking for a partner who goes beyond rankings and truly cares about results, consider working with Pattern. We specialize in helping ecommerce brands and SaaS startups grow by driving more traffic from Google and turning that traffic into paying customers. Unlike most SEO agencies, we focus on creating programmatic landing pages that target a wide range of search terms, helping your brand get found by more potential buyers. We also craft content that doesn't just attract visitors but converts them into customers. With our approach, SEO isn't a guessing game; it's a growth channel that drives sales and lowers customer acquisition costs. Ready to see real ROI from your SEO efforts? Let's chat.