Ads management

What managing an account actually means

It is mostly subtraction. Every week search terms arrive that should never have matched, placements appear that nobody would have chosen, and budget drifts toward whatever spent fastest rather than whatever converted. Left alone for a month, an account quietly gives a third of its budget to traffic that was never going to buy.

The rest is testing. One new ad against the current winner, one variable at a time, so that when performance changes you know why. Changing four things at once is how accounts end up with results nobody can explain or repeat.

• Weekly search term review, with the waste cut as it appears
• Budget and bids moved toward what converts, away from what only spends
• New ad variants tested monthly against the current best
• Audience and remarketing kept current rather than set once
• A monthly report of what changed, what it cost and what it returned

The report you actually get

Not a dashboard export. A page that says what we changed, what happened, what it cost per result and what we are doing next month — readable in five minutes by somebody who does not work in advertising.

Where a channel stops working we say so and recommend moving the budget, including moving it away from us. An agency that never recommends spending less is an agency reporting on itself.