A solid Google Adwords consultant can save you a lot of time and help you to make a great deal of money, but you already knew that. What you may not have known is that there are a lot of flakes and impersonators out there who will take your money, waste your time and leave you roughly where you already are today. Just because people call themselves an Adwords consultant doesn’t mean they can and will really help your business.
They Set Up Your Accounts Properly
Any quality Adwords consultant will not attempt to take over your accounts. Instead they will set up your account so that you own it and they merely tend to it on a regular basis. You need to have full and unfettered access, both to make sure they are actively managing the account and to be certain that your best interests are served. Always be wary of any group that attempts to cover up what they are doing, as this is how a bad Adwords consultant will cheat you. Trust comes from being open all of the time.
They’re Selective About Their Clients
There is a psychological principle known as adverse selection, and it deals with the notion that the most ardent pursuers are generally doing so because of desperation instead of because they have something great to offer. When you come across an Adwords consultant that is not chasing you but working to get to know you better, you can tell that they are not desperate. When they want to make sure you are also a good fit for them, this means that their quality level is high enough to be choosy. You never want to deal with a desperate consultant.
They Routinely Make Adjustments to Help You Better — Or Bow Out
A top quality Adwords consultant will monitor your ad rank and make regular adjustments to it. When they visit your pages on a daily basis — as they should — they will ask themselves how they can add more value to your company. If they ever answer that they can’t, this is a good time for both you and the consultant to ask if it’s time to part ways amicably. After all, if you aren’t getting value out of them there’s no reason to continue to hire them.
They Ask Your Amount of Involvement From the Beginning
How involved do you want to be in the running of your Adwords campaign? For some companies, this is just extra work to do, and letting your consultant totally run your campaign and occasionally run a proposal by you is the best course of action. In other cases, you may want to be an active part of the campaign and run it collaboratively with your consultant. There is no right or wrong way to do this, so you need to know what you really want in your business. If your potential consultant doesn’t ask about this, it’s not a good idea to hire them.
They Want to Be Connected to Your Webmaster
Just like linking Google Analytics and Adwords, you need to link your campaigns to your web properties. All of your social media and particularly your website need to be onboard. Links need to be verified and double-checked, keywords need to be consistent for the niches you are attempting to reach, and your message needs to be both consistent and coherent in order to be effective. Your consultant should be in regular communication with your webmaster to keep all of these factors working for you.
Using the right Adwords consultant requires sticking to the best practices checklist.
