Since Google changed online advertising forever when it introduced Google AdWords in 2000, this form of advertising has become increasingly important to many businesses. The flexibility and power of AdWords make them an ideal solution for targeting potential customers, especially in local markets.
Increasingly Complex Process
However, as AdWords has grown into an increasingly popular option, they also require an increasing level of expertise and insights to use them effectively and affordably. In fact, many small business owners and online websites find the use of an experienced Google AdWords consultant is a very good investment.
When you find the right consultant to help maximize your use of AdWords, they will help you take a long-term perspective of your overall marketing strategy. It is easy to be overwhelmed with the data and metrics you have available from Google, and the consultant will also help you sort this out.
Building the Right Relationship
There are actually three aspects to finding and using a Google AdWords consultant to help with your online marketing efforts. These include:
- Understanding why you need this expertise
- Searching for the consultant who understands your market niche
- Establishing the right working relationship
When you start your process, you will want to ensure you have a My Client Center account that your Google AdWords consultant helps you manage. A MCC manager account helps you to control all aspects of your AdWords efforts, including:
- Create multiple accounts for different campaigns and projects
- Monitor the budget and effectiveness of each account
- Easily change your activities with each account
When you use a Google AdWords consultant, your MCC manager allows you to work with the consultant (and other third-parties) in an efficient manner, while maintaining full control.
Crunching the Numbers
Another way a qualified Google AdWords consultant will help you maximize your investment is by linking your chosen words with Google analytics. While this process is fairly straightforward, it takes an experienced marketer to understand the data you will collect. The reality is that these two tools are designed to work together, and you lose a lot of the value of your AdWords program without the efficient use of the data you will receive with the analytics. In fact, the one of the key functions of the consultant is to help you continually refine and tweak your marketing program based on this hard data from the actual market response to it.
Accessing the Full Power of Google
Another significant advantage of working with a professional Google AdWords consultant is the investment Google itself makes in these professionals. Google Partners is a program that provides a great deal of training and invests a lot of resources into digital agencies and individuals who work with such tools as AdWords.
Google regularly conducts training and provides a wealth of online materials to these groups, seeking to make them more effective and useful to their clients. There are also a number of sophisticated and powerful tools that the average business owner and advertiser would not even be aware of, much less utilize.
One such program is the Quality Score, an essential method for evaluating the effectiveness and value of your marketing program. While this is more a diagnostic tool than a key performance indicator, it helps target your AdWords purchases and uses.
An additional aspect of online marketing your consultant will help you take advantage of is ad position and ad rank. These often make a world of difference to your overall ad success.
Since you are spending real dollars on each AdWords investment, making every investment count, from your bid to the actual selections, with an AdWords consultant, is an essential step.
