Most of us have the viewpoint that Google, and its representatives, are an authority on all things online. Considering their enormous presence on the internet, and their coveted ranking spots, those who wish to perform well online tend to give a great deal of credit to what a Google Advisor tells them to do. However, there has been some criticism in the past few years of the advice provided by Google account managers and where their loyalties lie. How can you be sure that your Google account manager is providing business advice that is for the betterment of your company or the betterment of Google?
Google account managers work to help businesses build online marketing programs to increase traffic and sales to their websites. They accomplish this by offering guidance on what types of Google advertising will work better for your type of website and how to specifically target the right potential customers for you. A good example of how a Google account manager might assist you is through AdWords advertising. A Google account manager will help you set up an AdWords account, choose an advertising budget, choose keywords to drive customers to your site and help you plan your ads to attract conversions.
This all sounds like a great plan until you realize that some of the guidance you have been given could have been somewhat misguided. The problem stems from an unearned trust that we seem to have for those who represent Google solely because they represent Google. Considering Google is such a behemoth online, and because everyone who has a website wants to rank high with Google’s search engine, we automatically assume the Google account manager is an expert in the field in which he is advising us.
In many cases, Google account managers are not even close to being experts in the field of online marketing. They have been trained in a particular aspect of Google advertising, and are not versed in how all of these advertising programs work together. In addition, you have to remember that Google is a business that wants to make money. When the Google account managers advise you in methods of Google advertising, they are trying to make a dollar. Their dollar is probably much more important to them than your dollar.
We could use the Google AdWords example again to show how a Google account manager might not always work in your favor. Each keyword that you purchase in your Google AdWords advertising campaign has a price attached to it. The keywords you choose to use in your advertising are meant to target your demographic customers and drive them to your website. Keywords that could be more beneficial to your target audience might not be as profitable as other keywords for Google. Therefore, the more profitable keywords could be suggested. In addition, Google account managers could upsell services or advertising campaigns to you that might not really be helpful to your advertising campaign. Once again, we must remember that Google is a business that is out to make a profit.
It is not meant to suggest that all Google account managers put their own interest before yours, or that none of them are skilled in their craft. However, it is something to think about when you are working with them, considering the level of trust we tend to give them.