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Google AdWords is hands down the largest self-serving online advertising platform in the world.
Not just that, it has established itself as one of the best ways to gain highly qualified leads.
All it takes is a few minutes and you could have an advertising campaign ready to serve millions of online users, drive traffic to your website and also eat away your budget.
Businesses today hire Google AdWords Management companies or Google AdWords Manager to overtake their PPC Management.
The reason behind their decision to outsource is to save time, over-expenditure and improve the overall effectiveness of the AdWords campaigns.
A Google AdWords Manager that is proactive and have brilliant skills can become a phenomenal asset to any business. The manager can help you achieve your advertising goals and meet the deadlines.
To sum it all up,
[click_to_tweet tweet=”You are a good Google AdWords Manager away from getting qualified leads and better sales figures.” quote=”You are a good Google AdWords Manager away from getting qualified leads and better sales figures.”]
So let’s understand what the responsibilities of a Google AdWords Manager are and how you can find the best PPC Partner suitable for your business model.
What does a Google AdWords Manager do?
As a Business owner, one should give great attention to knowing about the AdWords Manager they are looking to hire.
Even before getting into the specifics, it’s highly important for you to know what will he or the AdWords Management Company will do for you.
When you as a business contract with an AdWords Manager, you can expect that person to follow a series of steps before he goes on to head the account.
The series of steps that AdWords Manager takes will be to maximize your online advertising ROI.
If the person is not doing that, he will eventually not deliver the results you want – a sign that you picked the wrong guy!
The Adwords manager will be responsible for major tasks like ROI management, Client Interactions, Project Goal Management, Team Management, Understanding the Targeted User-persona, and overall management of campaigns.
Let’s talk about each of the above-stated responsibilities.
Managerial Responsibilities
ROI Management –
Every Adwords related project requires the Google Adwords Manager to critically track the expenditures and results of AdWords campaigns.
He should be able to track all the updates related to recent campaigns and should be able to articulate each of them whenever required.
He should have the knowledge of how and when to tweak the campaigns to get the most out of the present campaigns. With proper ROI management skills, he will be able to identify which campaigns to discard and which ones to continue.
The bottom line of ROI Management is bringing the client profits out of AdWords Campaigns being run.
Client Interactions –
The Adwords Manager will represent your company’s PPC management services.
This is a huge responsibility because satisfying a potential client can result in more business for your company.
Client Interactions require the Adwords Manager to have great communication and persuasion skills to influence the customer to hand over their accounts.
He should know all the facts and figures he has achieved from the past campaigns which will immensely help to give some shape to the conversation.
At last, he should try to look presentable because not only he’s representing himself, but he’s representing your Ad Agency as well.
Project Goal Management –
Every AdWords campaign comes along with a goal, which has to be achieved within a set number of days.
The Google Adwords Manager should realize the gravity of each and every account. He should have a clear understanding of what the client requires of him.
Being on toes to get through the campaign set up, budget allocation, execution and meeting the set deadlines is of prime importance for any Google Adwords Manager.
Team Management –
A Google AdWords Manager should have the ability to lead a team of Adwords Executive.
This skill is very important because he might be responsible to lead a team to run different accounts.
He should be able to assign tasks and roles to his team on a daily basis. He should have clear communication with the team.
The team should be clear on what goals are to be achieved and how much time they have.
[click_to_tweet tweet=”The Google AdWords Manager should be able to measure the performance of his team and assess the areas where improvement can be made.” quote=”The Google AdWords Manager should be able to measure the performance of his team and assess the areas where improvement can be made.”]
He should have daily reports of what the team did on a particular day and should prepare a report to let the client know how close he is to achieve the set goals.
Basic Responsibilities
And then there are basic tasks that every Google Adwords Manager should be familiar with.
Let’s discuss them as well.
To be specific, every Google AdWords Manager will begin with good Research.
The Research part can be broken down into various smaller units:
Research for Competitors –
The advertising world is full of competition. To become the best in the cut-throat competition, it is very important to know what your competitor is up to. Does your AdWords Manager even consider researching your competitors?
Is he aware of the keywords that the competitors are using in their search ads? How well are the competitors doing for the same keywords?
The AdWords Manager should be able to answer these questions. This will help to do an extensive market research.
Research for Location to Target –
There is always the case in which your product will sell better in some regions than others.
Does the Google AdWords Manager do a proper Location Research?
Is he researching for the regions where maximum people search for your product?
The Google AdWords Manager should understand the gravity of Geo-Targeting and maximize your ad spend.
Bid Research –
Does the Google AdWords Manager understand the gravity of bidding?
Google AdWords operates on the Auction Model. This simply means that a lot of money is at stake.
If the Google AdWords Manager does not do a proper Bid Research, there are good chances that he will leave the campaign budget exhausted.
Pay-Per-Click Audit
Once the above issues are cleared, the Google AdWords Manager will have to conduct a pay-per-click audit.
That generally means looking into your previously-run campaigns.
The manager will check the existing click-through-rate (CTR), number of clicks, number of impressions, and overall spend.
As a business owner, you can also expect the Google AdWords Manager to check landing pages to confirm the analytics. Metrics like Bounce Rate and Conversion Rate give enough information to take off with new changes.
Assessing the Quality Score, a metric by Google that shows how relevant the ad is for the audience. It is measured on the scale from 1 – 10 with 10 being the best.
Next up, the Google AdWords Manager will look at the present Ad copies. Given the experience of the manager, he will decide whether the ad is attractive enough to lure the audience into clicking on one of them.
Once the above PPC Audit is concluded and an extensive research is done, the Google AdWords Manager will launch your first campaign.
Launching the First Campaign
The AdWords Manager will begin by setting up one or more campaigns related to your brand.
He will create campaigns that will relate to a category, product or service that you offer.
This is where the keyword research he did in the first phase comes into action.
The Google AdWords Manager will now allocate a portion of your budget to each campaign.
You as a business owner will have to guide him here in order to make him promote your most important products first.
The content present on the landing page will also require strict evaluation as it can affect the Quality Score.
Now the Google AdWords Manager will draft the ad copies that will go on the product ads.
You should help him create effective copies by providing proper input i.e. important information about brand and products.
After running the campaigns for a while, the Google AdWords manager will be responsible to evaluate the performance of the ads and report the numbers to you.
All necessary adjustments and tweaking take place here.
Read: 15 Proven Ways To Optimise Adwords Campaigns For Better Results
The Google AdWords Manager will adjust bids, add more negative keywords, remove all underperforming keywords, change the match types, re-optimize the landing pages, perform A/B testing, and experiment with new search terms.
This is how a credible Google AdWords Manager will give you the desired results.
In the following sections, we will discuss how businesses like you should evaluate a Google AdWords Manager or a PPC Management Company.
When you will have this information, you will able to find the right Google AdWords Manager that’s perfect for your brand.
So, let’s dive in.
Experience Counts First
Similarly, as with any other field, there’s no viable alternative for the experience.
You might encounter a relatively new Google AdWords Manager with a reputation assuring you that he is a certified and thoroughly trained professional in Google AdWords.
Is that enough?
Unfortunately, it’s not.
When we talk about online advertising, there’s no better teacher than experience.
Professionals who have been in the battleground for far too long have honed their craft by learning painful lessons.
They have made mistakes, learned and come out as an improved Google AdWords Manager.
New professionals will likely to be making the same mistakes as they don’t have enough experience of knowing what can go wrong.
[click_to_tweet tweet=”Make sure you are hiring a Google AdWords Manager that has a lot of experience in handling AdWords accounts for a long time.” quote=”Make sure you are hiring a Google AdWords Manager that has a lot of experience in handling AdWords accounts for a long time.”]
You can ask him about the lessons he has learned on his way to this level.
What about Training?
Although experience is important, training and certifications can never be replaced. The Google AdWords Manager you are hiring should and must have a Google Certification for AdWords.
The professional should be Google AdWords Certified. This simply means that he is certified by Google to manage and handle AdWords account.
How does Google test the expertise of AdWords professionals?
Google offers the following AdWords-related exams:
- AdWords Fundamentals
- Search Advertising
- Display Advertising
- Mobile Advertising
- Video Advertising
- Shopping Advertising
To be specific, anyone who wishes to be an AdWords certified expert needs to pass at least two of these examinations.
However, not just any two will work.
Every pursuer needs to pass the AdWords Fundamentals and then any of the following: Search Advertising, Display Advertising, Mobile Advertising, Video Advertising, or Shopping Advertising.
Being a business owner, is that all that counts when hiring a Google AdWords Manager?
[click_to_tweet tweet=”Always remember, that certification can never be a substitute of experience in the world of Advertising.” quote=”Always remember, that certification can never be a substitute of experience in the world of Advertising.”]
All that certification proves is that the person cleared a test. Not a thing more.
Therefore, when hiring a Google AdWords Manager, make sure you know the person’s professional experience inside and out. Question him on the certifications he has and tries to know which exams he passed.
Expertise in your Niche
Having great experience in Google AdWords and having great experience in your industry niche are two different things.
For example, if you are running a fast-food chain all across the city and your Google AdWords Manager has only helped sell adult diapers, you should probably look for someone else.
[click_to_tweet tweet=”Make sure the Google AdWords Manager is well versed with your industry and niche.” quote=”Make sure the Google AdWords Manager is well versed with your industry and niche.”]
Again, this criterion might get extreme in some cases.
Let’s say that your business belongs to a micro niche or a fairly new specialized industry, it’s likely that you won’t find any Google AdWords Manager who has an expertise for the same.
It will be stupid to exclude them just because of that, right?
When this is the case, ask the person how he would approach with the campaign.
What he answers will help you glean his qualifications and fitness to take the job.
Expertise in your Business Model
You should be looking for a Google AdWords Manager who has an expertise in your business model.
For instance, if you are running a Drop-shipping business model, you should know that the person has successfully marketed Drop-shipping models in the past.
Disregarding the Google AdWords Manager who has worked exclusively on other types of business model will be a good decision being a business owner.
Again, it’s important to give a shot to the person in question by asking him how he will take over the business model if given a chance. Make sure you use the interview process we mentioned above to its full capacity.
Level of Project Management Offered
When hiring a Google AdWords Manager, it’s important for you to ask the level of ad spends he can manage or have managed in the past.
This is necessary for a couple of reasons.
First, it’s important for you as a business owner to make sure the person you are hiring someone who is accustomed to managing your level of ad spend.
You must make sure the Google Adword Manager can manage the level of money you think is enough for successful Adword Marketing.
Secondly, every business owner to realize the fact that the skill set required to manage hundreds of thousands of dollars is different from the skill set required to manage a couple of thousand dollars.
[click_to_tweet tweet=”When a Google AdWords Manager successfully manages accounts that have a high level of ad spend, it shows that the person has skills beyond AdWords.” quote=”When a Google AdWords Manager successfully manages accounts that have a high level of ad spend, it shows that the person has skills beyond AdWords.”]
That Google AdWords Manager has brilliant project management skills.
Don’t let him go.
Latest Industry Trends
When it comes to a field like Digital Marketing, change becomes the only constant.
With advertising platforms getting updated every other day, it’s imperative for a Google AdWords Manager to know the latest trends that are shaping the online advertising industry.
Try to know his take on the changes and what he does to overcome the changes in PPC advertising.
It’s important for you to have a person in charge of your account who knows about his industry inside and out.
Analytics Certification to Track Results
Your Google AdWords Manager should understand Analytics to the bone!
Google offers Google Analytics Certification, so make sure you ask him about the same.
To give you an upper hand when trying to hire a Google AdWords Manager, we have mentioned a few secret tips that industry professionals use today.
Final Thoughts
When you require running an AdWords Campaign, it’s important for you to have someone by your side who can effectively manage your PPC Management.
You don’t have to ‘go all alone’ when it comes to Google advertising. So, don’t make the mistake of managing your promotion and your business all by yourself.
There are a plenty of great Google AdWords specialists out there. It might be tough to find one that meets all your needs, but conducting a series of interviews can help you get the one you are looking for!
Since you are here, let’s take this little acquaintance further.
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