Hiring a Google Adwords specialist: 5 basic tips to avoid being fooled
If you have an online project and you are looking for a company or professional to manage or create your Adwords campaigns, there are some things you should know.
In this post you will find 5 basic tips to make a wise choice when it comes to choosing an Adwords consultant and to detect braggarts and unprofessional managers. In the end, you will always end up noticing them, but you will do so when you have thrown your money away.
If you have an online project and you are looking for a company or professional to manage or create your Adwords campaigns, there are some things you should know.
In this post you will find 5 basic tips to make a wise choice when it comes to choosing an Adwords consultant and to detect braggarts and unprofessional managers. In the end, you will always end up noticing them, but you will do so when you have thrown your money away.
Why this article?
On many occasions I meet clients who have been duped by supposed Adwords professionals or who are trying to be duped. I hear things like:
These people have assured me that they are going to double my sales
They told me that they are going to talk to Google so that I get preferential treatment with my account.
Well, look at their business card, it says they work for Google
What to expect and not to expect from a Google Adwords professional
1. Professional Adwords consultants will NEVER promise you results.
An Adwords specialist can give you estimates of the clicks you can get with a certain budget and the sales you will get according to your conversion rate, but they will never guarantee you results.
They will give you more accurate estimates based on their level of experience and their knowledge of the sector in which your company operates and also after time will be able to make better and more accurate predictions using advanced tools offered by the Google Ads platform.
2. Make sure that the person who is going to manage your account is a CERTIFIED Google Adwords specialist
This is a way of guaranteeing that the person managing your Adwords investment has the necessary knowledge to get the most out of every Euro you invest.
There are many agencies that claim to have certified partners on their staff, but then your account will be managed by an intern (with all due respect to interns, as we have all been one at some point) or by someone with a lack of experience and your campaigns will not be profitable.
3. Any profesional who claims that claims THEY "speak to Google"
This type of professional is trying to impress you and make you think that they have the “inside track” when it comes to your Google Ads account. Anyone can contact Google Ads and ask to speak to an account supervisor. Normally an account supervisor will be asssigned to your account (depending on your Ad spend level) and will contact you for an account check up.
I personally speak to different Google Ads account managers on a monthly basis with the aim of improving my clients’ accounts. There are times when I take on board their suggestions and times when (sometimes due to experience I believe that the suggestions will only make more money for Google and not for my client) I don’t
4. The "Yes of course we can do that!"
When hiring a Goog Adwords specialist, it is important to explain your objectives for the campaign. Are you looking for more visibility for your product (technically known as “reach”). Do you want more phone calls or are you looking for more sign-ups to your newsletter or do you want clients to fill in a form?
It is VERY IMPORTANT to state your objectives at the beginning but also it is MORE IMPORTANT to ask for a written proposal of exactly what your Google Ads pro is going to do.
Get a written proposal of how they are going to carry out the campaign, Will they be using Google search only or are they going to use the Google display networdk? Are they going to be running Youtube Ads and if so who is in charge of creating the material. A written proposal takes time and effort and so will give you a good idea of what to expect from your business relationship in the future.
4. The "Yes of course we can do that!"
When hiring a Goog Adwords specialist, it is important to explain your objectives for the campaign. Are you looking for more visibility for your product (technically known as “reach”). Do you want more phone calls or are you looking for more sign-ups to your newsletter or do you want clients to fill in a form?
It is VERY IMPORTANT to state your objectives at the beginning but also it is MORE IMPORTANT to ask for a written proposal of exactly what your Google Ads pro is going to do.
Get a written proposal of how they are going to carry out the campaign, Will they be using Google search only or are they going to use the Google display networdk? Are they going to be running Youtube Ads and if so who is in charge of creating the material. A written proposal takes time and effort and so will give you a good idea of what to expect from your business relationship in the future.
5. Ask for references
Surely other clients will be happy to give you their opinion and level of satisfaction with their management.
If a company or Adwords consultant cannot give you references from other clients they have worked for, something is wrong…
Conclusion
There are hundreds of highly qualified Adwords consultants who create profitable campaigns and keep accurate track of their clients’ accounts and offer an excellent service to companies.
But unfortunately, there are more and more mediocre professionals with little or no training and a lot of courage who try to attract clients by taking advantage of the lack of knowledge of most companies in the PPC (Pay Per Click) world.
So if you are a company, watch out! and if you are an Adwords consultant, I’m sure you are familiar with all these things I’ve told you.
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