What Makes an Amazing Google Ads Consultant?
It can be hard to distinguish a gun Adwords consultant from a sub-par one if you don’t know what to look for.
To help you sort the good from the not-so-good, I’m going to shed some light on the best-practice techniques all great Adwords consultants follow – starting with what the best-of-the-best do…
What the top 3% of Adwords Consultants do:
- starts off by conducting an account audit
- provides proven case studies or client referrals
- understands the concept of the ‘Power Triangle’, and
- sets clear expectations and communicates well.
Why start with an account audit?
To know how to get where you want to go, you first need to know exactly where you are now.
Your Adwords consultant needs to know how far he or she can take the account before committing to the job. Starting with an Adwords audit tells both you and your consultant exactly where things are at by analysing over 40 critical factors.
Personally, if the account was already in really good condition, I would tell the client flat out that we won’t be able to help much – this is only possible by starting with an Adwords audit.
Why proven case studies or client referrals?
Anyone can claim to be anything on the internet. There is nothing stopping a company or person from making outrageous claims. The only way to sort the wheat from the chaff is by having 2nd or 3rd party evidence.
Case studies demonstrate the results they’ve been able to generate for other clients.Look for examples from within the past 12 months to ensure they have good merit. Client referrals, and video in particular, are the most powerful references because someone else is putting their own reputation on the line by endorsing you.
Understands the concept of the Power Triangle
You can read another article I wrote about the power triangle, but basically it’s this: Traffic + Conversion Rate + Economics dictates success. If a consultant understands this interplay, they’re going to get good results for you.
Adwords doesn’t work in isolation. It also needs 2 other things to succeed:
- great landing pages with great conversion potential, and
- a good client business model with large enough margins.
I don’t care how good your landing pages are – if your product has a $2 profit margin I can’t make Adwords work for you. A good Adwords consultant gets involved in your landing page design and looks beyond your website to your business economics.
Sets clear expectations & communicates well
The biggest failure in client-agency relationships doesn’t have anything to do with results. Instead, it usually comes from a failure to meet expectations which is often caused by an inability to communicate how things are going to pan out.
An Adwords campaign may not see positive results for 30-45 days because it’s in a testing and data accumulation phase. After this is when performance can explode to previously unseen levels. However, if a client isn’t aware of this, they may call things off at the 30-day mark, right before they were about to see some impressive results!
What now?
Before you decide to work with an Adwords consultant, check how they stack up against this criteria to see if they’re going to be able to hit the mark and take your account to the next level…or you could just contact us!