AdWords Account Manager - 7 questions to ask
before you hire
If you are looking for an AdWords Consultant there are a
few things you need to check beyond his/her basic competence and familiarity with the AdWords system before you
- Is he/she capable of understanding the business you work in, beyond simply
being able to research keywords?
- Can he/she demonstrably show that he/she understands what impact on your
sales, profits and cashflow that advertising with Google is going to have?
- Can they explain, (without looking at this page about AdWords ROI) why ROI is NOT the prime measure of an account's performance? (If they
can't do this, they don't understand any business let alone yours!)
- Can you get in touch with them easily by email and 'phone when you want?
- Can they explain why the amount you pay for a broad match keyword
click can vary dramatically and why your ad ranking for a broad match keyword may vary dramatically
- VERY IMPORTANT: Do they insist that they "own" the contents
of your account so that they demand the right to delete everything from your account when you stop using their
services? This is underhand practice.
- Do they possess ALL these key skills?
- understanding consumer motivations
- understanding ad distribution and associated market
- understanding account structures - Campaigns and Ad Groups and,
specifically, what controls are available at what level
- statistical analysis capability and an ability to analyse data and decide
what is statistically relevant and what's not
- keyword research capability- knowledge of research tools, what they do
and how to use their results
- familiarity with the AdWords editor
- knowledge of conversion tracking - what it is, where it works and where
- ability to integrate AdWords with Google Analytics - and how to work with
different traffic sources
- ad scheduling - basic and advanced
- negative keyword utilisation to control which ads your target market sees
as well as who doesn't see them at all
- the difference between negative phrase and negative exact match
- geotargeting capabilities and how to exploit them to the full
- time-dependent account optimisation
- billing cycles
- competitor research
- keyword types
- the AdWords pricing model
- relationship between AdWords/PPC and SEO and precisely why you
don't need to optimise your AdWords landing pages for SEO.
There are a bunch more too but that's a quick list. Copywriting alone is a skill
that can takes years to develop.
Over and above this list your AdWords consultant needs to understand how
businesses work, the lifetime value of a new
customer, cashflow issues, impact on margins of operational gearing. They also need the ability to work with
you closely so that the goals for the AdWords account you are managing are aligned as closely as possible with
those that will maximise profitability. Check out this article on Business Analysis and AdWords
optimisation to see how a deep understanding of business puts
perspective on the role of an AdWords Consultant.