If you’re considering engaging the services of a Google AdWords Expert, you should be aware of what you get. An AdWords Expert could save you a lot of money and time and come up with some creative ideas for your campaigns.
However, you should be aware of what they’ll actually do in your campaigns.
Here are some key things they’ll do on a regular basis:
Creates A Strategy
A Google AdWords Expert will create a strategy for your campaigns. This will be tailored to your business and the nature of your products or services. This is very important and you should check that the expert has experience in your industry.
The strategy will include details of the tactics you’ll implement and the campaign types you’ll launch. For example, Search campaigns will be a must to launch if you want to target people that are actively looking for your products or services.
If on the other hand, you want to raise awareness and increase brand presence, then a Youtube or display campaign will help you do that.
Launches New Campaigns
They will use a tool like the Keyword Planner Tool to carry out the research. And the findings will form the basis of the ad groups and how they are structured in the new campaign.
The AdWords Expert will also write the ads that appear in the auction results. These should be well written and relevant to the people that are being targeted.
Monitors Campaign Performance
An important part of the work of an AdWords Expert is to monitor and manage campaigns. It’s not enough to setup good campaigns and then leave them running. They should be monitored and improved to achieve the desired goals.
This will involve some weekly and monthly checks and updates. Some important work that will be done includes:
⁃ Checking the search terms reports to see if all searches are targeted
⁃ Adding new negative keywords to the list based on findings and reports
⁃ Updating text ads and keywords in line with performance for key metrics such as CTR and Conversions
⁃ Changing the bid strategy based on the advertising goals
Sends Weekly & Monthly Reports
An AdWords Expert also creates, analyses and sends reports. There are hundreds of reports in Google AdWords and Analytics and some will be more important than others. So it’s important to analyse the right ones based on your goals.
A report to produce regularly is the Search Terms report which shows the actual searches that your visitors used. This is available for your search campaigns and you should keep a close eye on it.