8 Things Every Google Ads Expert Should Know

Make sure the Google Ads expert you work with checks these boxes.

Here, you’ll find:

• The benefits Google Ads offers brands
• Expert advice on optimizing Google Ads campaigns
• What your Google Ads expert should know
• Tips for successfully partnering with your expert

Like putting out forest fires, building rockets, and hitting the high notes in “I Will Always Love You,” some things are best left to the professionals. 

The same goes for paid search marketing. 

Nearly half of all search engine results page (SERP) clicks go to the top three paid ads. Of course, scoring one of the coveted prime spots is no easy feat. 

There are a number of moving parts when it comes to running a successful Google Ads campaign. For an ad to appear in the top spot of the SERP, it’s got to have a level of quality and relevance that the search engine deems worthy enough. 

Google has a massive reach, making it possible for you to reach a global audience. The platform also allows for a range of targeting, lets you harness intent, and allows you to see results in an easy-to-understand format.

Whether you’re looking to brush up on your own skills or partner with a pro to help take your campaigns to the next level, here are 8 things someone who deems themselves a “Google Ads expert” should know.

1. How to create effective ads

Since Google is the most popular search platform for most demographics, it makes sense that competition for ads is high. When you choose Google Ads, you’re competing with a host of other businesses that bid on the same keywords. 

Developing quality, relevant ads will help to improve your Quality Score. This is one of the metrics Google uses to assess the quality of your ads, as well as keywords and landing pages. 

It can save you money, too: Higher quality scores mean you can snag lower prices and higher ad placements. A Google Ads expert should know why Quality Score matters and how to find yours. 

2. Ways to make the most of bidding strategies

Google Ads offers several bidding strategies that advertisers can use to maximize ROI. Cost-per-click (CPC) bidding is recommended when the goal is to drive website traffic, while cost-per-thousand impressions (CPM) bidding works great for building brand awareness. 

CPA bidding is mainly for advertisers whose focus is on conversions like sign-ups and purchases. Your Google Ads expert should understand that testing different bidding models offers insight into campaign success and be able to help identify the one that drives better results. They should also be adept at managing your ads budget accordingly.

Optimizing PPC landing page content can be the ticket to turning prospects into real buyers. (Image: Unsplash)

3. Content tips that inspire clicks

Once your ads have surfaced for your target audience, you want as many of them as possible to click on them — no-brainer, right? 

An experienced Google Ads expert should be able to harness attention-grabbing power words in your ad copy as an effective way to incite people to engage with you. 

Ideally, the expert you work with will understand how important it is to get your message across clearly and concisely in the parameters allotted for your ads.

After all, what good are impeccable landing pages if no one sees them? First, they’ve got to want to click.

4. How to optimize the ad-to-landing page UX

Speaking of landing pages: When guiding customers through your sales funnel, you want to offer them an experience that feels tailored to their specific needs. This increases the chances of prospects taking the desired action when they reach your landing page. 

Optimizing PPC landing page content can be the ticket to turning prospects into real buyers.

There are various ways to optimize your landing pages, such as:

• Having a strong call to action (CTA)
• Making sure the ad and landing page are consistent
• Ensuring the page looks good on both mobile and desktop
• Having a form that’s not too lengthy

Additionally, an effective landing page is scannable, free from too many distracting graphics and images, and features badges, testimonials, or other helpful proof points.

Need more Google Ads help? Let’s chat.

5. The ins and outs of device targeting 

Device targeting can mean the difference between PPC success and failure.

With two-thirds of Google paid search clicks happening on mobile devices, it’s crucial to provide a great user experience, no matter the platform. 

To that end, your ads expert should make sure landing pages are mobile-friendly, responsive, and have a great layout regardless of the device they’re viewed on. Bonus: A website that’s optimized for mobile will also be good for your overall SEO.

6. Why producing top-notch content is key

Google pros know that, when running a paid search campaign, your aim is usually to generate leads and sales. But, rather than pushing products by being overly sales-forward, many of the most successful ads focus on providing value. 

Producing content that your audience wants to read and promoting your brand as one that offers value will help build traffic. Value can help do the selling for you, getting more customers to use your products or services by viewing you as a trustworthy authority.

After all, you don’t want visitors feeling skeptical that you’re simply trying to close a deal by any means necessary.

Running a high-performing Google Ads campaign requires the account manager to be proactive and consistent. (Image: Unsplash)

7. The latest ad settings updates & features

Understanding the search audience’s settings will help a Google ads expert run a successful campaign. Choosing the type of campaign you want to run will affect the settings available to you. 

Ask your expert how comfortable they feel going through the setting menu to make the most of what’s on offer from the platform, including any new updates. 

Location settings allow you to choose who gets directed to your website, for example, effectively saving you money by ensuring only those in your target location visit your site.     

8. How to properly manage (and optimize) a Google Ads account

Running a high-performing Google Ads campaign requires the account manager to be proactive and consistent. Proper and active campaign management involves regularly assessing how the ads are performing, conducting A/B tests, and running Google Ads audits every quarter or so. 

When you invest time and money into campaign strategy, the last thing you want to do is simply set it and forget it. 

By having a plan for setting up proper tracking, continuing to assess the data, and optimizing accordingly, Google Ads experts can better determine where to invest more, where strengths and weaknesses lie, and where to make the necessary improvements.

The takeaway

Every Google Ads expert needs to have an in-depth understanding of Google Ads basics and how this form of advertising works. 

The experts will also need to develop effective strategies that will deliver the desired results. These tips can help you find the right search engine pro to partner with, so you can feel confident this aspect of your digital marketing program is in good hands.

This article has been updated and was originally published in June 2020.