Many organisations rely on Google’s AdWords system to deliver targeted traffic to their web sites and because Google’s system has gotten so complex, 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 large number of skills required and whilst most people tend to think that what they need is an AdWords consultant who can simply drive the AdWords system effectively, what you actually need is someone who can do this at the same time as understanding essential underlying business principles.
You need to know what margins the business works with and you also need to help your client calculate, if not already known, what their visitor value is. Some of this data can be extracted from Google Analytics provided it is set up properly 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, AdWords has so many controls that you can easily miss something extremely important and either waste money or miss out on new business opportunities.
Secondly, the Pay Per Click market has become incredibly competitive so you are always going to battle with competitors . The business that understands how best to exploit AdWords will win.