Not running Google AdWords campaigns is a risky business. The world’s largest search engine is a certain way to bring in new demand for your services, and not being part of the action risks missing out on new buyers every day.
Knowing where to start can be a big hurdle for many business owners. From getting to grips with all the terminology to finding the time to actually setup and manage the campaigns, AdWords campaign management can quickly be relegated to the bottom of the to-do list.
Hiring a Google AdWords consultant
With a specialist on the job, this can all change. A Google AdWords consultant can quickly become a key linchpin of your marketing efforts. With the right skills to create optimized ads and copy for landing pages, AdWords account management can be one of the most important hires you make.
A specialized, highly skilled AdWords consultant can propel your business to the top of searches and turn your demand generation efforts into overdrive!
There are hundreds of thousands of potential professionals to choose from, so there really is no excuse. No matter what budget you are working with, you will find AdWords management services to help you appear on the first page of Google in no time.
How to make the right choice
You are looking for a few things when you recruit a Google AdWords management company. First, look for a firm that clearly have the skills to get their clients to the top of page one. Test this out by looking at a few agencies’ client lists, and then searching for what their firms sell. If they all rank highly in search, this is a good sign.
Next, look for some customer testimonials on social media. LinkedIn is a great place to start for these, and you will often find positive comments to an agency’s own posts if they have plenty of happy customers. If not, ask the agency to speak to a few of their customers to see if they would be happy to provide some references.
Lastly, look for someone you feel you can work with. If all goes well, your AdWords management company will become an important part of your extended marketing team, so you need to be able to build a strong professional working relationship. The only way to figure this out for sure is to speak with a few agencies and simply see which people you like best.
Be open about your requirements
Prepare a pretty detailed brief about what you are trying to accomplish from your campaigns. This will let the potential agencies know where you are coming from and help them to help you.
Don’t inflate your budget because you think it will look impressive. If an agency formulates a plan based on a bigger budget than you really have this will just waste time. It is best to be realistic, and if needed simply focus on a few keywords to begin with. You can always add additional budget later down the line if you need more leads or want to promote different services.
Take this opportunity to be clear about how involved you plan to be. Will you be at the end of the phone anytime the agency needs to ask you something? Or do you envisage them working things from their end and simply sharing leads with you? Either approach or something in the middle will work just fine with the right AdWords consultant but take the time to ensure everyone knows what to expect from the other party.
Once you have made your decision, it’s time to get the ball rolling. Give the agency all they need to get your first campaigns launched. Brief your sales and technical teams as necessary so that they are ready to follow up on leads in a prompt fashion.
You should also prepare some nurturing emails to automate your follow-up efforts. With higher lead volumes coming in it can sometimes be difficult to keep track of everyone if salespeople are trying to juggle leads manually. Your sales team may also appreciate some battlecards and calling scripts to optimize their follow up efforts. This will ensure you get the most bang for your buck with Google AdWords.