How do you know whoever’s managing your account is actually doing what they say they’re doing? Or doing anything for that matter!
It’s very rare, but there are some agencies that are not as scrupulous as others and what they will do is they will take on a new client, they’ll get everything running beautifully, and once theyvre hit what they wanted as a target, the account is just left. They will have something set up to give them an alert if anything major changes, but basically, they’ll only go in and do work on the account if something goes wrong.
Fortunately, this doesn’t happen very often, but it does happen.
So, if you’re concerned that you might have somebody that’s not doing all the work on the account that you feel that they should be (and that you’re paying for), then the quickest way to check is to go into the change history within your AdWords account. In the new interface when you go into a campaign you’ll have your menu down the left-hand side of the page. If you scroll down towards the bottom, you’ll see ‘Change History’. If you click on that, you can set a time frame (30 days, or a week or whatever) and it will show you everything that has been done on that account for that time frame.
You can break it down by user, so if you have different people accessing the account you filter to see who’s done what.
That’s the quickest way to see exactly what’s been done. You can see whether bids have been changed, ads have been paused or created, whether budgets have changed, bid adjustments have changed – everything that has been done inside that account will be shown in that change history.
So, if you want to make sure that you are having the work done that you’re paying for then that’s where you want to go to check.