Almost 50% of small businesses have already started using pay-per-click (PPC) advertising to reach customers. If you haven't started using PPC yet, there's a chance your competitors are drawing in those customers instead.
With Google AdWords management, you didn't have to fall behind. Instead, you can work with an expert to boost your brand awareness. Once you expand your reach online, you can generate more leads and increase sales.
Without an AdWords consultant, you could make time-consuming, costly mistakes. What exactly does a Google Ads specialist do, and how can they benefit your business?
Keep reading to find out! Don't want to read check out the video instead.
What Does a Google Ads Specialist Do?
First, let's discuss your Google AdWords consultant's responsibilities. There are two types of Google Ads specialists you might come across. While some consultants simply offer advice, others can handle your campaigns for you.
Here are a few ways your Google Ads specialist can take the reins to improve your campaigns.
1. Set Your Goals
Before you can start advertising, it's important to determine your long-term goals. You can set Google Ads goals with your marketing goals in mind.
Work with your Google AdWords consultant to develop SMART goals. These goals are Specific, Measurable, Attainable, Relevant, and Time-Based. For example, maybe you want to increase sales for product X by 20% before the end of the first quarter.
You can associate this goal with an AdWords campaign. Google Ads allows you to establish goals within the platform. These goals can include increasing:
- Brand awareness and reach
- Product and brand consideration
- Website traffic
- App promotion
Establishing a goal from the start will help Google Ads guide your campaigns. The platform can make suggestions for improvement based on those goals. Then, you can keep your Google Ads campaigns on track to accomplish your long-term goals.
2. Establish KPIs
Once you determine your goals, your Google Ads specialist can determine which key performance indicators (KPIs) to track. It's your consultant's job to keep track of your campaigns. They'll study the data to make sure your campaigns are working as intended.
If the data isn't positive, they can make informed decisions for improving your campaigns.
Their KPIs can include:
- Impression rate
- Clickthrough rate
- Conversion rate
- Quality score
- Return on Ad Spend (ROAS)
Once your campaigns start moving, your specialist can determine your returns. Then, they can help you improve your ROAS for advertising success.
3. Design Your Landing Pages
Before you can publish your campaigns, you'll need dedicated landing pages for your campaigns. See if your Google Ads consultant has the ability to design and develop your landing pages. Otherwise, they might contract the design to another company.
Consumers will click on your ads, then visit your landing pages to learn more information about your business. It's important to make sure these landing pages are relevant to your ads. Otherwise, you might lose potential customers.
A strong landing page should include a:
- Compelling, relevant headline
- Descriptive subheading
- Easy-to-read content
- Social proof from happy clients
- A compelling call-to-action (CTA)
- Eye-catching conversion opportunities
- High-quality imagery
A weak landing page might cost you leads and conversions.
4. Write Compelling Ads
The copywriting for your ads and landing pages is essential if you want to turn clicks into conversions. Your AdWords consultant will help you create copywriting that's persuasive and intriguing. They'll make sure your copy captures the value of your product or service as well.
You need to personalize your ads to make sure they're focused on the customer. Your ads also need a compelling call-to-action that encourages people to take action.
When you can't sell your product or service, your ads and website should. Your AdWords consultant will make sure your copy works to accomplish your goals.
If it doesn't, they'll make the necessary adjustments to help you create more persuasive ads.
5. Manage Your Quality Score
Google determines where your ads rank among others by calculating your Quality Score. Quality Scores are based on parts of your campaigns and individual ads. Your score is rated on a scale of 1 to 10 based on your:
- Expected clickthrough rate
- Ad relevance
- Landing page experience
A higher quality score can reduce your cost per click (CPC). It can also help you reach higher ad positions. The higher your ad ranks, the more likely consumers will see and click on your ad.
There are a few best practices your AdWords consultant can consider when improving your Quality Score. For example, they can improve the user experience on your website. A slower load time can frustrate users and increase your bounce rate.
A high bounce rate and low clickthrough rate will have a negative impact on your quality score. In fact, a one-second delay in mobile load times can impact your mobile conversions by up to 20%.
Your consultant can also segment your campaigns into Single Keyword Ad Groups (SKAGs). Improving the structure of your campaigns and ad groups can increase ad relevance. Personalized messaging makes it easier for you to connect with your audience.
Otherwise, the ad might not appeal to their needs.
Improving your ad copy language can help, too. If your ads have a low clickthrough rate, they're failing to appeal to your audience. A/B testing your ads can help your consultant determine which ads increase clicks.
Remember, your landing page relevance is important, too. Google crawls your landing page to make sure it matches your ads. Your consultant can create dedicated landing pages for your ads to ensure they're relevant.
Improving your Quality Score can help you reach more customers and improve your ROI.
6. Test and Optimize
Maybe a different CTA or image on your website could boost your conversion rate. Your AdWords management team can test and optimize your campaigns to make improvements. Instead of making changes at random, they can use A/B testing to determine which changes to make.
With A/B testing, your team will make small variations to one component of your campaigns. For example, they might change the wording on your landing page or the headline in your ads. Then, they'll compare the data between versions A and B.
Over time, your team will gather the information you need to create smart, effective campaigns.
7. Implement Tracking
Before you can start advertising, you need to make sure your tracking is set. Your Google Ads consultant will make sure the tracking code is set up for your campaigns.
If you're unfamiliar with the backend of your website, setting up the digital tracking alone can get confusing. You can't start advertising without it. Failing to set up your tracking system will leave you without data, which you need to improve your campaigns.
8. Optimize Your Campaigns
Once your campaigns are set, your Google Ads specialist will keep track of the data. They'll use the data to make smart changes to your campaigns.
For example, they can add negative keywords to your campaigns to make sure you don't appear for irrelevant searches. Each time someone clicks on your ad, you have to pay for it. Adding negative keywords to your campaigns can help you avoid wasteful clicks.
Continuously optimizing your campaigns will improve your ROI.
How Can They Benefit My Business?
Now that you know what a Google AdWords consultant does, let's review how they can benefit your business. Here are a few reasons to consider working with a Google Ads consultant long-term.
1. Save Yourself the Time
You're already busy enough trying to run your daily operations. You don't have time to make landing pages, ads, and struggle with tracking code.
Your AdWords management team can handle these responsibilities for you. They'll complete keyword and audience research, analyze the data, and make adjustments for you. That way, you can sit back with peace of mind that someone is on top of your campaigns.
Once your campaigns start bringing in new leads, you'll become too busy with new customers anyway!
2. Access to Expertise
It can take years before someone becomes a Google Ads expert. Google also changes constantly, meaning there are new trends and procedures to track. If you don't have that kind of time on your hands, that's okay.
By working with an AdWords management team, you'll have access to all the expertise you need. If you have questions, you can speak with your team to find the answers. Leveraging their hands-on experience will give you an advantage your competitors lack.
3. Increase Brand Awareness
Your customers are already online, researching products, services, and brands. Improving your search engine ranking with PPC can help you appear in front of those consumers. You can also use display ads to ensure your visual brand remains top-of-mind.
Google ads can increase brand awareness by up to 80%.
Do you want to make sure more people know about your business? Your Google Ads specialist can work with you to create an eye-catching brand awareness campaign. They'll help you appear on Google and websites on Google's Display Network.
By boosting your brand awareness, you can reach more customers and generate more sales.
4. Keep Up With the Competition
If your competitors are already using PPC advertising, you're falling behind. Thankfully, Google Ads can level the playing field. If your competitors have a larger advertising budget, you won't have to worry.
Instead, you can leverage your Google Ads specialist's expertise to get ahead.
Your specialist will make sure you're using the right Google Ads tools and strategies. With their help, you can get ahead of competitors while using your budget efficiently. Instead of wasting money, you can use your budget to get ahead of the competition.
Then, you can attract high-quality leads to your business while your competitors are digging through low-quality prospects.
5. Generate Fast Results
Website visitors through Google Ads are 50% more likely to make a purchase than organic visitors. With an AdWords consultant, you can generate fast, immediate results. In fact, you can get your campaigns up and running within days of contacting a team.
The sooner you get started, the sooner you'll start attracting new leads.
Your AdWords management team will have access to expert Google Ads tools. You won't have to waste money paying for these tools yourself. Instead, you can rely on your Google Ads specialist to use these tools to develop a strong campaign for your company.
These tools can help your specialist develop a list of target keywords. They'll also research your target audience and competitors. The more they know about your audience, the more likely they'll create ads that appeal to your customers.
Then, your Google Ads specialist can make sure your campaigns target those customers.
Precise targeting will help you attract high-quality leads that are likely to convert into paying customers. You won't have to worry about wasting your time on inadequate leads.
Unlike search engine optimization, paid advertising with Google Ads works immediately. You won't have to wait to start generating results. Instead, you can generate and start nurturing leads immediately.
By working with an Ads consultant, you can start boosting your business right away.
6. Keep Optimizing
Remember, Google Ads gives you access to data regarding your campaigns. You can review this data daily to determine which campaigns are producing results. Then, you can make educated adjustments to your less successful campaigns.
If you don't know how to read the data, you might fail to make the necessary changes to your campaigns.
Your AdWords management team can send you weekly reports regarding your campaigns. They'll teach you how to review the data as well.
Traditional advertising methods don't provide measurable results and data you can learn from. With AdWords, you can dig into the data on a campaign, ad group, ad, or keyword level. That way, you can determine exactly what's stalling your campaigns.
Once you start making the right changes, you can maximize your results and improve your ROI.
Give Business a Boost: Your Guide to Generating Business With an AdWords Consultant
Don't wait to give your business the boost it needs. Instead, consider these benefits of contacting an expert AdWords consultant. With their help, you can create effective campaigns that will help you generate more business.
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