Understanding the Importance of Onboarding in Google Ads

In the intricate world of digital marketing, the onboarding process for new clients managing their Google Ads accounts is paramount. This framework sets the stage for successful campaigns and long-term relationships. In an enlightening recent episode of PPC Live The Podcast, Nils Rooijmans, a distinguished expert in Google Ads scripts and a leading PPC influencer, shared a compelling story about an onboarding mishap that serves as a crucial reminder of best practices in campaign management.

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A Cautionary Tale: The Cost of Skipping Onboarding

Rooijmans’ troubling journey began when a longstanding client acquired a company in the airport parking services sector, which had its own Google Ads account. The client requested Rooijmans to manage this new account without submitting to the typical onboarding process due to budgetary constraints. Hesitantly, he agreed to a gradual migration without extensive oversight, a decision that would soon prove detrimental.

The Precursors of Disaster: Monitoring Neglect

Six weeks into this migration phase, Rooijmans experienced a drastic decline in clicks and conversions—eventually hitting zero. A closer inspection revealed that Google had sent multiple notifications regarding improper setup in their consent management platform, warning that conversion tracking would cease if the issue remained unaddressed. We were very ignorant. We didn’t read the emails from Google, and we were relatively slow to respond to the issue, Rooijmans expressed, highlighting a critical failure to heed warnings.

The Fallout: Implications of Ignoring Critical Data

The implications were severe. Without proper conversion data, Google’s smart bidding algorithm devised a logical yet catastrophic solution—reducing cost-per-click (CPC) bids based on the presumption that clicks weren’t leading to conversions. This led to diminishing traffic levels, while real conversions continued to occur but went unrecorded. Initially, this discrepancy seemed innocuous, masked by bookings coming from other channels. However, by the time Rooijmans pinpointed the issue, substantial revenue had been lost.

Root Cause Analysis: Avoiding Shortcuts

Through a meticulous root cause analysis, Rooijmans identified the pivotal error: bypassing the standard onboarding procedure. Essential components, such as monitoring scripts for conversion tracking and assigning team members to stay updated with account emails, were overlooked. “During this root cause analysis, I always ask myself the why question five times,” he articulated, emphasizing the importance of digging deep to uncover underlying problems rather than superficially addressing symptoms.

Communicating Challenges: Navigating Client Relationships

Breaking the unfortunate news to the client proved to be a daunting task. While the main contact— the business owner—was relatively understanding, the CFO was less forgiving, expecting compensation for the lost revenue opportunities. To preserve the client relationship, Rooijmans agreed to lower his invoice, despite the fact that the slower migration process had been mutually understood. It underscored the delicate balance between maintaining professional integrity and managing expectations.

Customer Expectations: The Need for Transparency

Rooijmans believes that maintaining transparency with clients about both successes and failures is crucial. The communication strategy must align with the objectives set during onboarding to ensure clients feel supported and adequately informed. Clear communication can often mitigate potential conflicts and enhance long-term partnerships.

Tackling Technical Issues: Adaptability in PPC Management

Resolving the conversion tracking issue was fraught with complications. Google’s support proved inadequate as they flagged the domain, resulting in HTTP 400 errors that hindered normal functioning. Rooijmans advised employing either the importation of conversions from Google Analytics (GA4) or establishing new conversion tracking through the manager account. “Don’t expect any help from Google,” Rooijmans cautioned, a lesson learned all too well from this instance.

PPC Solutions: Switching Strategies

In the interim, switching from smart bidding to manual CPC bidding proved effective in restoring traffic while the conversion tracking issues were being resolved. This adaptability speaks volumes about the necessity for PPC professionals to swiftly pivot when faced with unexpected technical challenges.

Critical Lessons for PPC Professionals

Rooijmans’ experience offers invaluable insights into the essential practices for PPC professionals. Among these critical lessons are:

“Never skip onboarding; standard processes protect both agency and client.” – Nils Rooijmans

Monitoring Conversion Tracking

Vigilance regarding conversion tracking is non-negotiable. Rooijmans utilizes automated scripts to monitor conversion metrics actively. Given the importance of accurate conversion data, this proactive approach is essential for maintaining optimal account performance in an era dominated by smart bidding.

Beyond Emails: A Cautious Read on Notifications

Understanding which communications from Google are critical versus those that are promotional can save agencies from severe missteps. Rooijmans underscores the importance of not dismissing what may seem like extraneous emails but could in fact contain crucial compliance information.

Embrace a ‘Fail Fast, Fix Fast’ Culture

When mistakes occur, how they are approached is instrumental. The priority should be assessing the situation calmly, rectifying immediate concerns, transparently communicating with clients, and conducting a thorough root cause analysis. Each step should be recorded for future reference—a process that can help in preventing repeated errors.

Common Pitfalls in PPC Management

While discussing mistakes, Rooijmans highlights several other common pitfalls within the PPC sphere. For example, budget management during events like Black Friday can spiral, with Google allowing overspending that can catch agencies off guard. Monitoring expenditures closely during peak times is vital.

The Dangers of Double Counting Conversions

Rooijmans also recommends vigilance against issues like double-counting conversions, which can inflate results and create unrealistic client expectations. Organizations must perform routine audits and engage in meticulous tracking to maintain transparency and accountability.

Building a Culture of Learning in PPC Teams

For agencies, Rooijmans advocates fostering a culture that embraces mistakes as learning opportunities. Implementing second-level reviews, encouraging experimental approaches with defined metrics, and maintaining detailed documentation are effective strategies to create a supportive learning environment where errors serve as stepping stones for improvement.

The Bigger Picture: Remote Work and Automation Benefits

Interestingly, Rooijmans notes that his PPC career enables a remote work lifestyle, allowing him to work from locations like Curaçao and Amsterdam. Through the right combination of automation and systems, he has constructed what he calls a “10-hour PPC week,” echoing the principles of Tim Ferriss’s “The Four-Hour Work Week.” These systems not only prevent mistakes but also afford the freedom to operate in various environments.

Conclusion: Learning from Experience

Rooijmans’ experience illuminates the thin line between a catastrophic error and a valuable learning moment in the realm of PPC. With a robust onboarding process, diligent monitoring, and open communication, even significant mistakes can be transformed into opportunities for growth and improved client relationships. For PPC professionals, the takeaway is clear: maintaining rigorous standards and agility in operations is essential to navigating the complexities of modern digital advertising.