May 8th - 10th, Sheffield
Maximum 15 places
My name is Rob Drummond, I’m what you might call a disgruntled Google Ads consultant. I created my first Google Ads campaign in 2007, and I’ve been professionally managing campaigns for other people since 2012. I’ve trained with some of the sharpest Google Ads practitioners, such as David Rothwell and Perry Marshall.
I've seen too many Google Ads disasters in my time. Most of my early clients came to me because they had lost a fortune trying to set things up themselves. Often, they would have rung Google for help, with disastrous consequences. Sometimes, they might have spent a few hundred pounds on a consultant, with equally dire results.
If you want to get help with your Google Ads, there are currently three main options:
1. Phone Google
Asking Google for help setting things up is pay per click suicide. You should only ever phone Google with a very specific technical problem.
2. Hire a consultant
Consultant fees vary dramatically, ranging from a few hundred pounds a month, to a few thousand. The model for many consultants is to charge 20 or more clients a nominal £200ish per month (which isn’t nominal – it stacks up), for basically doing sod all.
If you think I’m being grumpy – I’m not. There’s a tool in Google Ads called ‘change history’, where you can see what changes your consultant has been making for you. In most cases, the answer is ‘not many’.
You don’t want your consultant to be making unnecessary changes, but you don’t want them asleep at the wheel. If the consultant is also serving 40 other clients, how much attention do you think they are paying to your account?
3. Hire an agency
Monthly agency fees typically run into the thousands. Additionally, many agencies will charge you a percentage of ad spend; a legacy from print advertising. The amount of work required to manage your account does increase as your spend goes up, but not as a clean percentage rise. This is a double-whammy, because not only are you paying Google more, you’re also paying your agency more to do mostly the same amount of work.
Additionally, if you incentivise your agency to spend more on your behalf, what do you think they’ll do? They’ll spend your money like Monopoly money. I’ve even seen agencies over-report the number of conversions to justify higher levels of spend.
Spending money on Google Ads is like spreading fertiliser around your field. You need just enough to do what you need, but no more. Otherwise you’re just feeding the surrounding wildlife.
But wait, there’s more...
Most agencies describe themselves as ‘full service’, meaning they do everything. Google Ads, SEO, web design, Facebook… in theory a one stop shop. The problem with this is the Google Ads experts tend to be junior members of staff, who have never spent their own money on Google. The people selling you the project are not the people managing it.
I’ve tried to ‘retire’ from managing Google Ads for people, a number of times. I thought that over time, the market for Google Ads support would mature, and that these problems would go away.
To my eyes, things are only getting worse...
It’s getting easier than ever to spend a fortune on Google with nothing to show for it. (We’ll talk at the event about all the ways Google are aggressively pursuing your money). Additionally, finding credible help is still a minefield.
There is a fourth option for getting help…
4. Jump in the Driver’s Seat yourself
No consultant or agency can ever know your business as well as you do. Nobody else is as invested in the results. In 2019, it’s best to roll up your sleeves and jump in yourself. WITH guidance, of course.
Most people abdicate responsibility for their Google Ads. I’ve come to the conclusion that if you want GOOD results from Google, you have to be an educated user. Nothing will improve your results like taking responsibility for them.
I can already hear the objections, and I get it. You’re busy. You don’t have time. Google Ads is complicated (really, it is). You’re not a marketer. You’ve tried in the past. You don’t know how to create a landing page, or if you did it would take you all day. You feel held hostage by a web designer (I have a LOT to say about web designers, but I’ll save that rant for the event).
But this time things will be different… because you’ll take three days out of your business to work on it, and you’ll have me in your corner, guiding you through every step.
So, I’m pleased to announce my next live workshop ‘Pie, Peas and Google Ads...’
The last time I ran a live training event, the feedback from the attendees was, “the event was great Rob. Really enabling. But the real highlight has been the pie and beer tour of Sheffield...”
This will be a training course unlike any other. Over three days, you’ll learn to think about Google Ads profitably. I won’t drown you in detail, or force-feed you the entire Google Help Centre. Based on what you tell me about your business, I’ll show you the parts of the Google system that are critically important to your success.
I’ll show you how to accurately monitor your results. Perhaps for the first time, you’ll feel in control of your ads. You’ll feel comfortable setting up a remarketing campaign, or even instructing someone to do it for you (because you’ll know exactly what you want).
I’ve designed the event to be two days of content, and one day of implementation. Learning will be a group experience. You won’t just learn from me, you’ll also learn from the other workshop participants. You’ll build a small network of accountability partners, to hold you accountable after the event has finished.
You’ll return to work having made meaningful long-term changes to your ads strategy, and with a clear plan of what to do going forwards. If you subsequently want to hire help, you’ll be a savvy, street-smart buyer. You’ll know what questions to ask, and what instructions to provide.
There is no getting around the fact that Google Ads is complicated. At the course I won’t be going over the very basics, because we’ll quickly run out of time.
To make sure we’re all on the same page at the start of the event, I’ll be publishing a series of pre-event videos, giving you my take on the basics. This isn’t the same information you’ll find in the Google Help Centre – I’ll only show you the things you need to participate in the course.
Please note that the course guarantee (see below) is only valid if you have put in the groundwork and watched the pre-course videos.
At the workshop you will: