Why you need an AdWords Specialist
Google AdWords Management
Google AdWords campaigns today are facing 5 major challenges. Below are 5 reasons why you need an AdWords Specialist, if you want to run a successful campaign.
Conversion & ROIAre you using Adwords to generate leads or expand your sales? The fact is you need to understand your ROI in order to evaluate whether your expenditure on Adwords is a white elephant or not. Is there any real effect of advertising on the business? When you calculate ROI you will discover how much you are making using the ads in Adwords. That’s how you decide to spend your budget on a campaign. You can drop campaigns that are more expensive and not unsuccessful. The secret is ROI will help you recover from bootless campaigns. The trick is to measure the conversion in terms of leads, signups, web visits or whichever valued customer actions. That’s why the setup process is essential in creating a successful AdWords campaign.
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Risk ManagementIf you don’t know what you are doing you may easily lose money like stealing candy from a baby. How can you evade such pitfalls and make a positive ROI? An online marketer looking for a quick return on investment may look at it as a real waste of time because it is difficult to gauge its efficacy. Bidding lower amounts do not in any way cut the risk. Let’s say you setup your daily budget at $5 dollars which is the minimum allowed for daily budgets. Once you set this budget it can never be exceeded. The cool thing is that you won’t receive any nasty surprise bills. Having a low budget may curtail your ability to reach a wider audience. Too many restrictions may fail to convert due to lack of traffic.
Monitoring AdWordsIt is inevitable that every AdWords campaign needs to be constantly monitored and reviewed to gauge its performance. The performance of an ad or keyword fluctuates and so is the web traffic. This calls for an Adwords Specialist who understands how things work and the ability to effectively track the keywords if they are making any conversions. To top it off, the specialist sets up both tracking and traffic data before starting the campaigns. The Adwords manager needs to fully understand the targeted audience as well as the products/services otherwise a lot of money will be lost pretty fast. The effort depends on the budget. You sometimes wonder why an AdWords Manager pay is mostly based on the percentage of the budget spent. One of the reasons is, the more the budget, the more traffic has to be monitored manually. While certain tools help to monitor campaigns and send automated alerts, an SEM professional still has to go in manually to see what’s going on with the campaigns.
Quality ScoreThe quality score is one of the most underestimated elements in every Google AdWords campaign.
But what is a Quality Score?
It is a measure of relevance of the ads to users. If Google considers the advertisements as more relevant to users then you can get high-quality scores. The estimates are done on a scale of 1-10. Quality score can be compared to your credit score that determines whether you are awarded a loan. Each keyword and its destination page is assigned a quality score by Google. If you have an idea how to increase the score then it will dramatically affect your campaign positively giving you an edge over competition. Moreover, quality score affects just how much you pay for an ad. A higher score means you are probably meeting the client’s needs. Therefore, Google will charge you less for the ad click.
Landing Page for AdWordsIf you provide a good experience for the users while searching, Google automatically rewards you handsomely with a higher quality score. Actually, it needs an SEM and even SEO expert to understand how Google will index and rate it based on keywords, responsive design, images or the order of elements on your landing page. But more importantly, the landing page is the last stop for your user, before a conversion is being made. If that landing page does not address the user accordingly, you will have to pay for a click but get no revenue out of it. That’s why you need an SEM expert with digital marketing and design capabilities to ensure the user engages on that landing page.
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Typology of AdWords Managers
The fact of the matter is trying to cut the budget by not engaging an SEM Specialist may eventually cost you more. It is true though that many digital experts and savvy business owners try to manage their own AdWords. Thanks to their expertise they somehow manage to maintain a quite promising campaign without hiring an AdWords Expert. The odds are that many AdWords campaigns are being managed by people who do not make a living out of it. Here’s how AdWord Managers make mistakes that costs the businesses losses:
The Blind AdWords Manager
Potential revenues are lost due to a suboptimal configuration, but the manager wouldn’t recognize it as long as the campaign still gets ROI. The revenue keeps the AdWords Manager happy as he/she reports results. Sadly, nobody sees that more than 50% of the budget spent is not creating any revenue. But the AdWords manager is happy as long as ROI is being seen – unable to detect how much money is lost every day.
The Cautious AdWords Manager
Unsure of what can be done, the cautious AdWords Managers keeps the budget low to reduce the risk of losing money. The cautious type tries to beat their brain out but will never see the full potential of Adwords and just how much revenue he/she is missing. The cautious type tends to speak to other businesses how she/he uses AdWords and states that AdWords is not the golden key for the business, and that’s why they aren’t using it much.
The Bold AdWords Manager
Got a budget and has an enormous success. Believes in AdWords and is now ready to spend even more to squeeze more revenue. Either too impatient or through the lack of knowledge, the bold type won’t do any research to find out what led to the success – but is willing to spend even more. Usually, have a bumpy ride when a huge budget all over a sudden dwindles, and the AdWords Manager eventually thinks that it’s all Google’s fault.
The Sneaky AdWords Manager
Engages an AdWords Specialist who has more than 5 years managing accounts with more than $30,000 per month and is organized and able to run your campaign. The sneaky type, however, wants to take advantage of the AdWords expert once the setup is in place to do things himself/herself. After a while either she/he realizes that it’s too much to comprehend and sticks to the AdWords Manager, or takes over and fails to manage what has been set up.
The Entrepreneur AdWords Manager
Engages an AdWords Specialist the same way the sneaky one does but puts a long-term relationship in motion right from the start with the AdWords Manager. And so he/she lives…
…happily ever after!
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