Google Ads (formerly Google AdWords) is a powerful tool for reaching your target audience online. With a properly set up Google Ads campaign, you can track and optimize your marketing efforts to ensure maximum effectiveness. While setting up a Google Ads account is relatively straightforward, managing an effective campaign requires the expertise of a Google Ads professional. Hiring a Google Ads expert agency can help you achieve the best possible results, but how do you choose the right candidate for your organization? In this article, we will discuss the responsibilities and necessary skills of a Google Ads expert and provide guidelines for the hiring process.
What does a Google Ads expert do?
A Google Ads expert is responsible for managing your Google Ads campaigns, fine-tuning targeting parameters, and analyzing results to optimize your marketing strategy. Each expert may employ different techniques, so it’s crucial to clarify your expectations before hiring. Here are some tasks a Google Ads expert can handle:
Setting up a Google Ads account: An expert will create or optimize your Google Ads account, taking care of all aspects of your ad campaigns.
Keyword research: A Google Ads expert will curate a list of relevant keywords using the Google Ads keyword planner and develop a match type and bid strategy based on your goals and budget.
Ad creation: Skilled professionals can craft compelling ads that attract clicks, increase conversions, and align with your campaign objectives.
Conversion optimization: Setting up a campaign is only the first step. An expert will continually analyze and optimize your campaigns to improve return on investment (ROI) and reduce costs. This includes conducting split tests and custom experiments to enhance campaign performance.
Developing PPC strategies: In addition to optimizing pay-per-click (PPC) campaigns, a Google Ads specialist will devise strategies to enhance your organization’s online visibility.
What skills should a Google Ads expert have?
In addition to a digital marketing degree or similar qualification, here are some important skills and qualifications to consider when hiring a Google Ads expert:
Google Ads certification: Google offers professional accreditation through Skillshop, and a competent Google Ads expert should possess all six certifications available for free.
Understanding of SEO and SEM: A solid grasp of search engine optimization (SEO) and search engine marketing (SEM) is crucial for effective online marketing. SEO impacts organic traffic, while SEM is vital for targeted ads. Knowledge of both is valuable for a Google Ads expert.
Knowledge of Google Analytics: Google Ads provides valuable insights, but to gain a comprehensive understanding of user behavior on your website, integration with Google Analytics is essential. A Google Ads expert can link your Analytics account to Google Ads for seamless tracking, analysis, and reporting.
Steps To Hire A Google Ads expert
Now that you know what skills to look for, let’s focus on the hiring process. Follow these steps to hire a Google Ads expert agency:
Craft a clear job description: Write an enticing job description that describes your business and outlines the responsibilities of the Google Ads expert you seek. Consider the specific type of expert you need and whether you require an in-house professional, contractor, or agency.
Assess candidates with a skills test: Administering a Google Ads assessment is an effective way to evaluate candidates’ skills and identify suitable matches for your requirements. TestGorilla offers a comprehensive Google Ads test that assesses candidates’ understanding of the platform, knowledge of search and paid campaigns, and familiarity with terminology and concepts.
Interview potential candidates: Once you have narrowed down your candidate pool based on the skills test, conduct interviews to assess their compatibility with your organization. Ask about their previous experience, specific strategies they have implemented, and their approach to campaign optimization.
Check references and portfolios: Request references from previous clients or employers and review their portfolio of past work. This will give you insights into their track record and the results they have achieved for other businesses.
Collaborate on a trial project: Consider working on a small trial project with your top candidates to evaluate their performance in real-world scenarios. This will help you gauge their expertise, communication skills, and ability to deliver results.
Evaluate cultural fit: Assess the cultural fit of potential candidates by considering their work style, communication style, and values. A strong cultural fit will ensure smooth collaboration and alignment with your organization’s goals.
By following these steps, you can find a skilled Google Ads expert agency that aligns with your business objectives and delivers exceptional results.
Benefits of Hiring a Google Ads Expert Agency
Partnering with a Google Ads expert agency offers numerous benefits for your organization’s marketing efforts. Here are some advantages to consider:
Expertise and knowledge: Google Ads experts have in-depth knowledge of the platform and stay updated with the latest trends and best practices. They can leverage their expertise to create and implement effective strategies for your campaigns.
Time and resource savings: Managing Google Ads campaigns can be time-consuming and require specialized skills. By outsourcing to an expert agency, you free up your team’s time and can focus on other important aspects of your business.
Cost-effective campaigns: Google Ads experts understand how to optimize campaigns to maximize your return on investment (ROI). They can allocate your budget effectively, target the right audience, and refine your campaigns to drive better results.
Access to advanced tools and technologies: Google Ads expert agencies have access to advanced tools and technologies that can enhance campaign performance and provide valuable insights. They can leverage these tools to gain a competitive edge and deliver superior results.
Performance tracking and reporting: Google Ads experts are skilled at tracking and analyzing campaign performance. They can provide detailed reports on key metrics, such as impressions, clicks, conversions, and ROI, allowing you to monitor the success of your campaigns.
Hiring a Google Ads expert agency can significantly impact the success of your online marketing efforts. By partnering with skilled professionals who possess the necessary certifications and expertise, you can optimize your Google Ads campaigns, reach your target audience effectively, and achieve your marketing goals. Remember to carefully assess candidates based on their skills, experience, and cultural fit, and consider conducting a skills test and trial project to evaluate their capabilities. With the right Google Ads expert agency by your side, you can drive better results, maximize your ROI, and grow your business online.