New Year, New Google Reps

Google representative sitting at desk

With every new quarter comes a new email from your assigned Google representative. They might claim to be part of an "accelerated program," a "growth incubator," or insist they’re unlike previous reps you’ve encountered. But remember: this is Google’s sales team. Their primary focus is on Google’s profits—not yours. So, how do you decide what recommendations to implement and what to ignore?

Here’s a breakdown of the most common suggestions and what to consider:

1. Switch Search Campaigns to Target ROAS Bidding

This recommendation can work well for some campaigns, but it’s not always ideal:

• Best for: Stable campaigns with consistent ROAS, consistent order values, or retention focused campaigns

• Challenging for: Brands focused on customer acquisition, subscriptions, frequent sales, or large variance in order values.

TROAS bidding is sensitive to changes, can take time to ramp up, and may lead to instability. If unsure, run an experiment:

• Set your experiment’s TROAS goal based on your current campaign’s ROAS.

• Compare performance between models to make an informed decision

2. Add Broad Match Keywords (Then Add More?)

Broad match keywords can be helpful but don’t overdo it. A couple of broad match keywords per campaign often suffice.

• Start with a broad match of your best-performing keyword.

• Monitor search terms and add converting queries as exact or phrase match keywords.

• Watch for issues like branded traffic entering non-brand campaigns (especially if misspellings trigger ads).

Broad match can expand your reach, but careful monitoring and a strong negative keyword list are key to maintaining control.

3. Run YouTube Ads

YouTube ads are frequently recommended, but they’re not universally beneficial.

• Pros: Can be effective for brands with great content and flexible performance goals.

• Cons: Limited success for brands with strict ROI targets or weak creative assets.

Remember: YouTube behavior differs from social platforms. On Meta, users scroll casually; on YouTube, they’re ready to watch specific content. Your ad interrupts their experience, so strong, tailored creative is crucial.

Final Thoughts

Always align recommendations with your goals and budget. If you’re unsure, use experiments to test new ideas or implement changes gradually. A thoughtful, data-driven approach ensures your campaigns grow sustainably—on your terms.