Google has taken over most aspects of how we live and work, and marketing is no exception. Long gone are the days of cold calls and flyer drops - with Google, your business can find your clients and not the other way around! However, as with any specialised field, it is important to remember that for best results, one should consult the pros. As long as you are willing to put some time and money into the right person for the job, the world can be your (brand’s) oyster.
It is easy to believe that doing it yourself will be cheaper. At the outset, yes - but in the long run trying to cut corners by doing things yourself can become an expensive decision. A budget is a sensitive topic, and the more that remains after things have been paid, the better for you, right? Not necessarily.
Hiring a Google AdWords Consultant might cost a bit more, but for your money, you will get experience and insight, in the form of someone who is trained to use a variety of different techniques to get results.
Secondly, although you need to spend some time on it to realise why this is true, a Google AdWords campaign can be far more complicated than you thought. Don’t forget that Google is a very sophisticated and intricate entity, filled with nuance, and investing in someone who knows how to navigate these intricacies is worth their weight in gold for your online presence.
Google Ads: Why you should invest in someone who knows what they're doing
Perhaps you have engaged in the services of an agency before and did not see the results you were hoping for. It is only understandable that you might be tempted to go solo following an experience like that. However, the chances are great that you just had an unlucky experience. To be able to take on Google AdWords on your own, you need time and know-how - two commodities that tend to be in short supply for business owners!
An AdWords Consultant who knows what they’re doing will lift your brand to the next level through keywords, SEO, and targeted clicks. They will optimise your website to put you on the leads of the Google search results and put you on your way to increased website traffic and more business.
Google Ads can be adapted to adjust if the initial approach proves to not be as effective, and this flexibility makes it easy to enhance the campaign when and where needed. One simple tweak can boost clicks and increase revenue - an immediate justification for spending a bit more on a professional consultant.
How to identify the right Google Ads consultant
When you start looking, it will feel as though the options are endless - so how do you tell the fly-by-nighters from the real deal?
Start by determining whether you want in-person communication or whether you are happy communicating online. This will narrow it down to whether you will be working locally or use someone from further afield.
Do you want to work with a large company or an individual?
What kind of people are you interested in working with? What are their work ethos and strategic approach?
Ask yourself whether this is the kind of situation and mix of people you are willing to have in your life for a long time?
Will you be giving the consultant free reign, or will you be more involved?
Read company reviews, see what the experiences of others have been, and decide from there whether you would be happy to proceed with anyone from your shortlist.
Make the call and relay your Google Adwords expectations
As soon as you’ve found a person or company you like, the fun can begin. Negotiate a trial period to see if everyone is happy with the working arrangements, and to determine whether the company or individual you have hired can actually deliver on their promises. A great strategy is to set some short-term goals, to see how they handle them.
Keep an eye on your impressions to see how your campaign is performing. Look past the number of clicks - in the case of an AdWords campaign, quantity is of less value than quality. High-quality clicks have a great chance of being converted to sales, so make sure that your consultant realises that you understand this concept. Set up a list of deliverables, and make sure that they deliver on what is expected.
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