Pay per click is the most popular form of advertising for a good reason: it allows you to save money while still putting your business out there. This is what made Google Ads Google’s most successful service, earning them $32.6 billion in the second quarter of 2019.
The top three paid results of Google get 46% of clicks on the whole page, so it makes perfect sense why businesses want to get in on this type of advertising.
With the rise of Google Ads, there’s also been a rise of Google Ads experts, people who specialize in this service and have the aim of helping businesses with their Google Ads marketing campaigns. But since there are so many, it can be really challenging to choose the right one for your business.
Here are some tips and questions you should ask before hiring your Google Ads expert.
Before you contact them and initiate a conversation, check their portfolio. It will tell you a lot about their past projects, and often will help you decide if you want to work with them right off the bat.
If you are serious about your campaign and looking for someone with years of experience, a portfolio is a must. Not just because employers always demand people to provide them with one, but because it is a sign of professionalism. A portfolio of a Google Ads expert will contain all of their work and the names of their clients, and often case studies, as well.
They explain in detail how the Google Ads expert helped a client and improved their business, and how the project went. They are especially helpful if you want to know more about the process and the challenges the client and Google Ads expert faced.
Portfolios usually contain a list of skills the person has, but in case they don’t have one or haven’t listed their skills, you can always ask them.
The most important skills a Google Ads expert should have are analytical skills, time management, and communication skills, and they need to be good at writing.
Let’s see what all of these entail.
Firstly: analytical skills. Learning Google Ads is no small feat; there’s a ton of data, statistics, and numbers involved in every campaign. A Google Ads expert spends hours analyzing and dealing with information, so you will need someone with an analytical mind.
By looking at campaign results, an expert will know what will need to be changed in order to get the best possible results out of it. Analytical skills involve problem finding and solving, logistics, and decision making.
Some of the most important time management skills are organizational skills, goal-setting, prioritization, delegation, and stress management. Not only useful for Google Ads experts but all of us, as well. Staying organized is as difficult as it is important, and you want the person you hired to deliver results in time and respond in a timely manner.
Good communication skills are a must, no matter who you’re hiring and for what job. They involve speaking and listening, and are necessary for Google Ads experts. Since Google Ads is all about data and statistics, people who are specialized in this service need to know how to explain the results to their employer.
When we say writing, we’re not saying that the Google Ads expert needs to be a professional writer, just someone who is good at coming up with ads. Writing a good ad isn’t only about including a keyword; the Google Ads expert also needs to be familiar with your target audience to produce the best ad, and they also need to know how specific to be and when.
Again, if they don’t have a portfolio, it is crucial that you ask this question.
Ask them who they worked with before, so you can check out their previous employers. Also, ask about their previous projects, and how they went. Listen and see if the Google Ads campaign you want for your business is similar to any they’ve done before.
Nowadays, everyone is on freelance and hiring websites, which allow users to leave reviews. It is recommended that you check out the reviews of every Google Ads expert you’re interested in hiring after looking at their portfolio and before speaking to them.
Reviews are always more truthful than a person or business. It’s only natural that someone would speak only of their best moments and strengths, and never mention a single struggle or bad experience. If the Google Ads expert has a lot of negative reviews, they’re probably not even worth contacting.
See if their previous clients have complained about their poor time management or lack of communication skills.
This is always a good question to ask. Preferably, you want to be working with someone who already has experience in your industry. This can make everything so much easier and faster.
If they hadn’t worked with a business like yours before, this project may be uncharted territory for them and they won’t be as familiar with the customer behavior and how to market your products and promote your business. Even the biggest of experts face problems sometimes.
There are certificates that Google offers to people who want to specialize in their ads service. If you want the best possible expert, you wouldn’t go wrong with one that has a Google Ads certificate.
Last but not least, make sure to ask this question so you know if they’re in your paying range. Freelancers are the cheapest option, an employee will cost you more, and agencies are often the most expensive. This is because they always have at least one highly experienced Google Ads expert working for them and teams that can tackle your project together.
A Google Ads expert should have a detailed portfolio that contains information about their previous projects and case studies. They should also have a set of skills that every Google Ads expert needs in order to do their job well: analytical skills, time management skills, writing, and communication skills.
Don’t forget to check out their reviews and see what their previous clients had to say about their work and experience. Also, ask the Google Ads expert if they’ve worked with a business similar to yours before since this can impact their performance.
Hopefully, this article helps you choose your own Google Ads expert. Good luck!