Published on February 19th, 2019 | by Sunit Nandi


Experts in Google Ads: Keys to identify them

Nowadays on the internet and due to the huge and growing competition of the sector, it is normal to find dozens and hundreds of experts, leaders, and specialists of absolutely everything we can imagine. All try to sell them as best as possible to increase their client base and their, prestige but can you know or be certain that all of them really are experts?

In this post we reveal the keys that will tell you if an individual or company is really an expert in Google Ads, with the main indicators to be taken into account, to be safe and know that your Google Ads account will be in good hands.

Key #1 of the Expert in Google Ads: It has its own ads well positioned

Fundamental. If you are an expert in something, what better than to demonstrate it with examples and data that evidences it?

Taking into account the competition that exists in the sector, all those individuals or companies that are positioned on the first page or at most in second, will be those who really know how to get there to any company by any other keyword. If they are experts, they will find the way. While it is true that sometimes you can get up there by making an inordinate investment in Google Ads, ads positioned on the first and second page can give you indications that these experts do their job well and get where they want to be.

Key #2 of the Google Ads Expert: It is a Google partner

To really be an expert in Google Ads is necessary to have carried a large number of campaigns, a large number of customers, and in various sectors, providing Google with a significant level of billing; when you’ve achieved it, Google rewards you with the Partners logo and recognizing you as one of them.

“If someone says they’re an expert and are not a Google partner or are not part of a group of people who are: bad business”

It is likely to be someone who has been in Google Ads for a short time, like many new companies or freelancers trying to gain a foothold, selling “expertise” for having the “Google Ads certificate”, for example. It can be removed without having managed one single account in life.

But being a Google Partner is just an indicator, it’s not synonymous with experts. Just as there are companies and freelancers who carry out their work with dedication and always thinking of the client dedicating their time of work, there are others who work by volume of customers, competing at low prices and achieving more than the minimum billing to be Google partner, with its logo that endorses them as experts. This is why it takes more than being a Google Partner to consider yourself a true expert.

Key #3 of the Google Ads Expert: Does not announce anything that has no possibility of converting

This point is probably the most important of all. A Google Ads agency that has carried hundreds of campaigns, knows that this tool is only part of the road to success, it only consists of sending paid traffic to a web page; if once inside you cannot get the user to convert and therefore perform the action that gives meaning to the campaign (buy, reserve, subscribe etc), the campaign is a complete failure unless we are only talking about branding.

Although the ad statistics are wonderful, Google Ads experts know that it’s not about competing for the best ad on Google in the best position; it is about the client achieving his business objectives through that campaign.

Therefore, the expert will always ensure the “intelligent budget spending”, and will be very aware that these ads and those clicks are part of a goal materialized in a satisfactory experience for the user on the landing page, and that navigation ends in a conversion. Otherwise, you will be advised not to continue throwing money, and for this, it is important to know what you need to take into account before launching a Google Ads campaign.

Key #4 of the Google Ads Expert: He is an expert in handling Google Analytics

The Ads interface provides the manager with a lot of information, but infinitely less information than that provided by Analytics. That is why the Ads-Analytics link, and the experience and specialization with this last tool, is fundamental in order to analyze in detail everything that happens with paid traffic and what impact the actions that are being carried out have.

When I use the term expert, of course I do not mean to understand the basic indicators of analytics, make a dashboard, choose KPIs, and produce reports of results, but to go far beyond the data that by default shows you analytics , create segments and customized and advanced metrics through the use not only of analytics but of other programs, a high level of implementations and configuration and monitoring, and the implementation of constant optimizations, accompanied by periodic recommendations for the improvement of both the Adwords account and of the website on which you are working.

Key #5 of the Google Ads Expert: Investigates, publishes and is constantly documented

When you hire a service of this type, it is important to know who is running the account, is there information about this person on the internet? Do you have an article published? It gives confidence to know that an account is in the hands of someone who has a name on the internet, who is followed in the sector, or who writes about their work.

An expert in this branch is in continuous training, always at the forefront of any update of Google , – “the ads have changed”, “new extensions”, “new interface features” … and write about it, read blogs from other experts , performs experiments and tests, and always eager to improve to offer the best services. If an account is going to take someone who does not exist on the internet, it is time to stop and think if it is worth depositing trust and investment in it.

These are 5 main keys to take into account when identifying the true experts in Google Ads. 

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