Why hire a Google Ads expert? 

There are many reasons to hire a Google Ads expert to help manage your ad campaigns for you. Ad strategies and trends are constantly changing and you need an expert that is knowledgeable in what works in your particular industry or niche. They need to know how to optimize your quality score, which bidding strategies to use, and which keywords to target.

5 things every Google Ads Expert should know

Here are the top things that every Google Ads expert should know. 

How to create effective ads

The most important skill of any advertising expert is the ability to create effective advertising campaigns that convert. They have to be well-versed in a variety of different campaigns including search ads, Google Shopping, display ads, and native ads on the Google Display Network. And they must have experience and a proven track record running ads for similar brands in your niche.

How to optimizing the click to landing page experience

It's not enough for your ad to get clicks, these users need to convert on your landing page to actually bring you revenue. So your Google Ads specialist needs to be able to either create or guide you on the best ways to create the right design and messaging on your landing pages.

There needs to be a message match between the ad and the landing page and a good enough offer to be able to entice the user to convert.  

Keyword and bidding strategies

Besides the ad copy and creative there is a ton of technical setup work that affects campaign performance. A Google Ads specialist needs to create the right keyword and bidding strategy to maximize the ROI of every ads campaign and change them up depending on the campaign type.

The latest setting updates and features

Google's settings are always changing and your PPC expert or Google Ads agency should stay updated. There are always new ad types and audience settings and your business could get a boost if you jump on them early enough. 

How to optimize your ad campaigns

Google Ads are not a set-it-and-forget-it type of marketing channel. If you really want to hit your business goals and launch profitable search campaigns you need to do a few things, including: 

• A/B test every campaign to improve conversion rates
• Optimize keywords and bidding regularly
• Do a PPC audit on all of your campaigns every quarter
• Make sure your conversion tracking works and syncs with Google Analytics

Without doing these things, your campaigns aren't going to move the needle. 

8 questions you should ask your Google Ads Expert

So let's say you've found a few experts and you want to interview them. What kind of questions should you ask? Here are the different things you should check.

• How many years of experience do you have? 
• Have you run successful campaigns for similar brands in our niche? 
• Are you (or your agency) a Google Partner? 
• What are your hourly rates (for consulting work)
• What marketing strategies would you recommend for our business? 
• What type of clients do you usually work with?
• What other advertising platforms do you have experience in? 
• What types of campaigns would you launch for our brand?

What to look for in a Google Ads expert

• Expertise in PPC advertising - your Google Ads consultant should be an expert in running PPC campaigns and really own their craft. They should have the Google Partners certification but it's not a requirement.
• Experience working with similar brands - your Google Ads specialist should have a proven track record managing marketing campaigns for similar brands.
• Good communication - your marketing consultant should be able to set expectations, communicate regularly, and send weekly/biweekly/monthly performance reports.
• Marketing strategy - your Google Ads specialist should be able to create a winning strategy for this channel and be able to convert your ideal customers or clients and hit your business objectives in the long run. 
• Knowledge of other channels - ideally, your Google Ads specialist should also know enough about other digital advertising channels and be able to run campaigns on other advertising platforms. They should also be able to work with the rest of the marketing team and increase your online presence.