Many organizations rely on Google’s AdWords system to drive targeted traffic to their websites and because the system has become so complicated, a lot of people are deciding to use an AdWords consultant to work with. So what does an AdWords consultant ACTUALLY do?
There are a surprisingly large number of skills needed 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 really 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 achieves and you also need to help your client work out, if not already known, what their visitor value is. Some of this data can be obtained 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 and complex but for two reasons you now need to be a skilled user to get the best out of it. First, it has so many controls that you can easily miss something extremely important and either waste money or lose out on new business opportunities.
Second, the PPC market has become incredibly competitive so you are always going head to head with competitors . The business that understands how best to exploit AdWords will win.