The Horror of Inexperience:

​Sometimes, businesses come to me with international marketing issues that aren’t going as smoothly as they’d like. Just a week ago, I received a call from a company with a terrifying tale. Their sheer lack of experience is now costing them dearly. We’re right on the eve of Halloween, the perfect time to share such horror stories. Why? I’m sharing this with you so we can learn from it and make the right choices.

In the realm of global digital marketing and international exposure, there are no quick fixes to triumph. A Dutch enterprise conducting cross-border business has recently discovered this harsh reality. We shall refrain from specifying their company designation, as they are currently grappling with enough challenges. Our tale focuses on the aftermath of enlisting an amateur agency to manage their international Google Ads account and Analytics, and why commissioning a professional is paramount.

Mistakes that Lead to Suspensions

It all started when early this year the company decided to outsource the management of their Google Ads account and Analytics to a small agency that turned out not to specialise in Ads and international marketing. The result was an unmitigated nightmare. Recently, their Ads account was suspended due to “Circumventing systems policy.” I first had to look up this error message myself because, to be honest, I had never seen it before. The suspension came as a bolt from the blue for the company, and they lost precious time and opportunities to reach potential customers in an international, competitive market.

When we took a look at the internal structure of their Google Ads campaigns, we came across even more problems. In some ad groups, all ads were simply missing. Targeting to different countries was incomplete. This meant that ads were not displayed for key keywords, resulting in a dramatic drop in clicks and conversions. Key export markets were simply not being reached.

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The Consequences: Loss of Online Visibility

By not taking the right steps quickly, they continued to sink in online visibility and in the process lost the trust of some potential customers. Competitors were immediately ready to take their place. As a result, the company lost its leading position in the market. The recovery process will be both time-consuming and costly, and the company will have to fight to regain its market leadership.

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Why You Need An Expert

This case highlights the importance of working with real experts when it comes to online marketing and analytics. Companies should look not only at cost, but also at the expertise and experience of the agency they are working with. Here are some crucial considerations:

Specialisation: Choose an agency that specialises in Google Ads as well as international marketing. They understand the nuances and challenges of international campaigns.
References: Ask for references and previous successes of the agency. This will give you insight into their track record.
Transparency: Work with an agency that is transparent about their working methods and results. But also be transparent yourself about which KPIs are important to you.
Education: Invest in understanding the basics of Google Ads and Analytics, even if you outsource management. This will help you better understand and monitor agency performance.

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Nowadays, there is no room for error in a competitive online marketing landscape. It is an investment in expertise that will protect your business from costly mistakes and help you increase your international visibility. Choose your partners carefully and invest in international success and growth.