If you’ve recently received a call from Google or someone claiming to represent Google about Pay-Per-Click (PPC) advertising, you’re not alone. Many businesses, especially those involved in digital marketing or e-commerce, receive similar calls, often sparking curiosity or concern. Questions like “Why is Google calling me about PPC?” and “Is this a legitimate call?” are common reactions. In this article, we’ll delve into the reasons behind these calls, whether they’re beneficial, and what you should consider before engaging in PPC services.
What is PPC (Pay-Per-Click)?
Before diving into why Google might be calling you, let’s clarify what PPC is. Pay-Per-Click is an online advertising model where advertisers pay a fee each time their ad is clicked. It’s a way of buying visits to your website rather than attempting to earn those visits organically. PPC is most commonly associated with search engine advertising platforms like Google Ads, where advertisers bid on keywords for their ads to appear in search results.
For example, if you run an e-commerce store that sells shoes, you can bid on keywords like “buy running shoes” so that your ad appears when a user searches for that term. If the user clicks on your ad, you pay Google a fee, hence the name “Pay-Per-Click.”
Why Does Google Call About PPC?
Google has a vested interest in ensuring businesses use their advertising services effectively. For that reason, they occasionally reach out to advertisers, especially small or new businesses, to offer assistance with setting up and optimizing their PPC campaigns. Here are a few reasons why Google might be calling you about PPC:
1. New Account Assistance
If you’ve recently created a Google Ads account but haven’t set up any campaigns, Google may call to offer help. This is part of their customer service efforts to guide new users through the process of creating effective ads.
When businesses create an account but leave it inactive, Google may reach out with suggestions and support to get the campaigns up and running. These calls are usually geared toward helping businesses understand how Google Ads works, how to create a successful campaign, and how to monitor performance.
2. Optimizing Existing Campaigns
If you’re already running PPC campaigns but not seeing the results you expected, Google might call to offer tips on improving your campaigns. This could include suggestions on:
- Keyword selection: Targeting the right keywords for your audience.
- Ad copy: Writing more effective ads that increase click-through rates.
- Bidding strategy: Adjusting your bids to get the best return on investment (ROI).
Google’s goal here is to help you spend your advertising dollars more effectively, which can lead to better performance for your campaigns—and, ultimately, more revenue for Google as well.
3. Promoting New Features
Google regularly rolls out new features and updates to its advertising platform. If they’re promoting a new tool or feature within Google Ads, they might contact advertisers to explain how these updates could enhance their campaigns.
For instance, Google may introduce new bidding strategies, ad formats, or targeting options, and these phone calls may offer insights into how to leverage these tools for better results.
4. Increased Budget Suggestions
Google often contacts businesses to suggest increasing their PPC budget based on their performance. The logic is that if your ads are performing well, spending more money on clicks will increase your visibility and conversions. However, this can also be a bit tricky, as many small businesses might not be ready or willing to spend more without seeing clear, immediate returns.
Is the Call Really From Google?
One of the biggest concerns businesses have when they receive these calls is whether they’re dealing with an actual Google representative or a third-party company. Here are some tips to help you verify whether a call is legitimate:
- Google Employees Identify Themselves Clearly
If the call is indeed from Google, the representative will identify themselves as a Google employee and provide their name and credentials. They may reference your Google Ads account, and the phone number should be from a verified Google number. - Google Won’t Ask for Sensitive Information
Google will never ask you for sensitive account information like your Google Ads password over the phone. If someone is asking for this information, it’s likely a scam. Be cautious and verify the caller’s legitimacy by contacting Google directly through your account portal. - Check the Caller ID and Email
If the representative follows up the call with an email, check the sender’s email address. Google representatives use @google.com email addresses, so if the email is from another domain, it’s likely not legitimate. - Third-Party Agencies Posing as Google
In many cases, businesses might receive calls from third-party agencies posing as Google representatives. These agencies offer PPC management services and claim to work with or for Google. While some agencies are legitimate and Google Partners, it’s crucial to verify their credentials before working with them.
Benefits of Engaging With Google About PPC
If you determine the call is from a genuine Google representative, there are several benefits to engaging with them about your PPC efforts.
- Free Expert Advice
Google’s representatives are trained to offer insights on PPC best practices. They can provide you with free advice on optimizing your campaigns, choosing the right keywords, and even writing more effective ad copy. This can be invaluable, especially for businesses new to PPC. - Access to New Tools and Features
Google often provides early access or demos of new tools, features, and strategies. These could help give your campaign an edge over competitors who aren’t using the latest updates. - Improved ROI
Google Ads can be complex, and even a small tweak in your campaign could result in significantly better performance. By working with a Google expert, you could improve your ROI, reduce wasted ad spend, and attract more targeted traffic to your website.
Things to Consider Before Engaging in PPC
While receiving expert advice from Google sounds great, there are a few things to consider before you dive into PPC or make changes based on a phone call:
- Budget
PPC can be expensive, especially in competitive industries. Before making changes or increasing your budget, ensure that your business can afford the potential increase in ad spend. Google’s goal is to get businesses to spend more on advertising, but that might not always align with your financial capacity. - Time Commitment
PPC campaigns require constant monitoring and optimization to be effective. If you’re short on time or resources, you may need to hire a dedicated person or agency to manage your campaigns. - Results Take Time
It’s essential to understand that while PPC can deliver quick traffic, results don’t always come overnight. You may need to tweak your campaigns several times before seeing the desired results. Patience and regular optimization are key. - Look Out for Scams
As mentioned earlier, many third-party agencies will pose as Google representatives. Always be cautious when dealing with unsolicited calls and do your research before trusting someone with your advertising budget.
The Role of Third-Party PPC Management Services
Third-party PPC management services can be a good option if you lack the expertise or time to manage your campaigns. These agencies typically offer more hands-on management than Google’s customer service representatives, including ongoing optimization, performance tracking, and detailed reporting.
However, third-party services come with their own set of challenges:
- Costs: You’ll have to pay both for your PPC spend and the agency’s management fees.
- Transparency: Some agencies may not be entirely transparent with you about the actual costs of your campaigns or the strategies they’re using.
- Quality of Service: Not all agencies are created equal, so it’s essential to do your research before signing a contract.
Conclusion
If you’ve received a legitimate call from Google about your PPC campaigns, it’s likely worth your time to listen to their advice, especially if you’re new to PPC or looking for ways to improve your campaign performance. Google representatives can offer valuable insights into campaign setup, optimization, and new features.
However, it’s also essential to approach any unsolicited offers with caution, verify the legitimacy of the call, and always keep your budget and business goals in mind. Whether you choose to handle PPC on your own, work with Google, or hire a third-party agency, the key to success in PPC is careful planning, regular optimization, and a clear understanding of your goals.
