Many organizations rely on Google’s AdWords PPC system to deliver targeted web traffic to their web sites and because the system has gotten so complicated, a lot of people are deciding to use an AdWords consultant to work with. So what does an AdWords consultant really do?
There are an amazingly wide range of skills required and whilst most people tend to assume that what they need is an AdWords consultant who can drive the AdWords system efficiently, what you actually need is someone who can do this at the same time as understanding fundamental underlying business principles.
You need to know what margins the business achieves and you also need to help your client calculate, if they don’t already know, what their visitor value is. Some of this information can be obtained from Google Analytics provided it is set up correctly so in many ways your AdWords consultant needs to be an Analytics consultant too.
The AdWords system is extremely powerful but for two reasons you now need to be a skilled operator to get the best out of it. First, it has so many controls that you can easily miss something extremely important and either waste money or miss out on new business opportunities.
Second, the PPC market has become extremely competitive so you are always going to battle with competitors and the business that understands how best to exploit AdWords will win.