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You’re ready to hire a Google Ads Specialist or in-house expert and are overwhelmed by the amounts of options you have? Well, I certainly can understand your predicament. When we publish a job post for a Google Ads Expert, we always get a tons of applications and it can be overwhelming to find that jewel in the rough, so to speak.
Here are some things we personally look for before hiring a Google Ads Specialist:
1. Google Ads Certification: Google offers various certifications that showcase a specialist’s proficiency in specific areas of Google Ads, such as Search, Display, Video, and Shopping. Certifications demonstrate that the specialist has undergone training and passed Google’s exams. This indicates a foundational understanding of Google Ads features and best practices.
2. Relevant Experience: Experience matters, especially in the context of your industry and business type. An experienced specialist is more likely to have encountered and successfully tackled challenges similar to what your business might face. They’ll be familiar with effective strategies, audience targeting, and messaging that resonates in your niche.
3. Understanding of Your Business Goals: A skilled specialist should take the time to understand your business goals, target audience, and unique selling propositions. This understanding is crucial for crafting campaigns that are aligned with your overall business strategy.
4. Data-Driven Approach: A data-driven specialist uses analytics and performance metrics to optimize campaigns. They should be comfortable with tools like Google Analytics, conversion tracking, and A/B testing to make informed decisions and continually improve results.
5. Creativity in Ad Copy and Design: Effective ad copy and visuals capture attention and drive clicks. A specialist with creative skills can develop engaging ad content that stands out from the competition.
6. Knowledge of Landing Page Optimization: A specialist’s understanding of landing page optimization ensures that the user experience remains consistent from the ad to the landing page. They should know how to create landing pages that encourage conversions and minimize bounce rates.
7. Budget Management Skills: Balancing your ad budget across different campaigns and platforms requires skill. A capable specialist can allocate your budget wisely to maximize your return on investment while avoiding overspending.
8. Communication Skills: Transparent and effective communication is key. A specialist should be able to explain complex concepts in a way that you can understand, fostering a collaborative working relationship.
9. Continuous Learning: Google Ads is dynamic, with regular updates and changes. A specialist who is committed to continuous learning keeps up with the latest trends, features, and algorithm updates to ensure their strategies remain effective.
10. Case Studies and References: Ask the specialist for case studies or references from past clients. This gives you insight into their track record and whether they’ve achieved success in similar industries or scenarios.
11. Transparency and Reporting: A specialist should provide regular, transparent reporting that includes key performance indicators (KPIs), campaign metrics, and insights into what’s working and what needs improvement.
12. Problem-Solving Skills: In the world of digital marketing, challenges can arise unexpectedly. A specialist with strong problem-solving skills can quickly diagnose issues, come up with effective solutions, and keep campaigns on track.
13. Willingness to Collaborate: If you have an in-house marketing team or other stakeholders, a specialist who’s open to collaboration and teamwork can enhance the overall success of your campaigns.
14. Contract and Terms: Ensure you clearly understand the terms, pricing structure, and contract duration before committing to a specialist’s services.
Ultimately, finding the right Google Ads specialist is about selecting someone who not only possesses the technical skills but also aligns with your business’s values and goals. A collaborative, skilled specialist can significantly impact the success of your digital advertising efforts.
Google Ads Specialist Vs Hiring a Google Ads Agency
Another dilemma that many businesses deal with is: should I hire a Google Ads Expert as an in-house employee or should I hire a Google Ads Agency?
Both options are viable when it comes to ensuring your Google Ad campaigns are managed the right way to get the best band for your buck, but there are a few key differences between both options. Let’s cover the advantages and disadvantages of both:
Hiring an In-House Google Ads Specialist:
Advantages:
- Dedicated Focus: An in-house specialist is solely focused on your business, allowing for a deeper understanding of your products, services, and target audience.
- Immediate Access: In-house specialists are readily available and can address your needs promptly, as they are part of your team.
- Integration: In-house specialists can seamlessly collaborate with other departments and align strategies with overall business goals.
- Direct Control: You have direct control over the specialist’s tasks, priorities, and strategies.
Considerations:
- Cost: Hiring an in-house specialist involves expenses beyond salary, such as benefits, training, tools, and overhead costs.
- Limited Expertise: An individual specialist might have expertise in specific areas but might lack the diverse skill set that an agency can provide.
- Scalability: If your business expands, you might need to hire more specialists, which can be challenging and costly.
Working with a Digital Marketing Agency:
Advantages:
- Diverse Expertise: Agencies typically have a team with diverse skills covering various aspects of digital marketing beyond Google Ads.
- Experience: Agencies often have experience working with different industries, which can bring fresh perspectives and insights to your campaigns.
- Scalability: Agencies can easily scale their efforts up or down based on your business’s needs.
- Cost-Efficiency: Agencies usually offer a range of packages, making it possible to find a solution that fits your budget.
- Access to Tools: Agencies often have access to advanced tools and resources that might be costly for an individual business to acquire.
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Ongoing Training & Education: Google Ads agencies typically invest in ongoing training for their Google Ads specialists, ensuring their team stays current with the latest developments in the dynamic realm of Google Ads. On the other hand, when you opt for an in-house specialist, the responsibility of funding their training falls directly on your watch (and budget!).
Considerations:
- Communication: Working with an agency might require clear communication to ensure they understand your business’s unique needs and goals.
- Response Time: Agencies may have multiple clients and might not be able to provide immediate responses like an in-house specialist.
- Coordination: Coordinating with an external team might require additional effort to maintain alignment with your internal team.
Factors to Consider:
- Budget: Determine how much you’re willing to invest in your Google Ads campaigns. In-house specialists might have fixed salaries, while agency costs vary.
- Expertise: Evaluate whether your business requires specialized skills that an agency or in-house specialist can provide.
- Flexibility: Consider your business’s growth plans. Will you need to scale your marketing efforts up or down?
- Immediate Needs: Do you need someone immediately, or can you invest time in finding the right in-house specialist?
- Overall Strategy: Assess whether Google Ads is part of a larger digital marketing strategy that an agency can help develop and execute.
- Resources: Can your business provide the necessary tools, training, and support for an in-house specialist?
As you can see, both options have their merits, so it’s essential to evaluate your business’s unique circumstances. Some businesses opt for a hybrid approach, where they have an in-house specialist and also collaborate with an agency for strategic guidance and additional resources. Whichever path you choose, make sure it aligns with your business goals and resources.
Passionate about the world wide web since 1995, Amine has been working as a Web Developer, SEO & Social Media Marketing Specialist for several Organizations in the United States, Canada and China.
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