Many business owners are caught in the trap of having great ideas, but no time to execute them. Google AdWords campaigns are an example of this. In the digital era they are an essential part of the marketing mix, but time constraints mean many firms do not run them or think they do not work.
In the latter scenario, this likely means that they have tried to handle AdWords campaign management in-house alongside other jobs and obligations. This is a mistake, because Google AdWords account management needs continuous attention in order to be successful.
Due to the skills and time involved, AdWords campaigns that deliver can only really be achieved using outside specialists. Unlike marketing generalists or business owners, they have the time and skills needed to stay on top of the latest best practices, and run your campaigns as if they are their own.
Recruiting a specialist
Google AdWords consultants bring the skills you need to setup effective campaigns – without the cost or risk of hiring a permanent member of staff.
If you are wondering about the costs of recruiting outside help, think of it this way. The cost of an AdWords management company can quickly pay for itself by ensuring your campaigns are optimized. In other words, what you spend on your agency will quickly pay for itself by saving money on duff clicks that under-optimized campaigns would invariably generate.
In addition to this, you will also increase your chances of getting in their first with potential new customers. Well-positioned Ads will generate a continuous cycle of clicks into your sales funnel. This is in direct contrast to under-optimized campaigns that risk delivering a deluge of irrelevant, wasted clicks to clutter your lead queue.
AdWords campaigns can also form an important part of a digital marketing mix. Consider investing more in AdWords due to their potential for lead generation and brand awareness. Because of the tight targeting that can be applied to AdWords campaigns, potential buyers from this channel tend to be a lot more serious than those that click through from social media networks for example.
Begin a recruitment process
Your recruitment process should start by writing an outline, or job description. This should detail what you are expecting from your campaigns, and some information about the target audience you are trying to sell to.
There is no shortage of Google AdWords management services to choose from. Send your brief to a selection of them and invite them to express interest in handling your account. Try sending the brief to a few different types of organization including freelancers, small AdWords consultancies and larger agencies. You can then decide which type of firm you prefer to be working with given your requirements.
The ‘interview’ process
Go over the replies, and when you are satisfied, arrange to speak with the agencies you like the sound of. Ask them about their approach for building an AdWords campaign strategy, and how they would apply this to your particular requirements.
Take this chance to understand their expertise, and who would be working on your account. This is especially applicable to larger agencies, where you potentially risk paying top dollar but being assigned a very junior account manager.
Narrowing the list to one
You are now approaching decision time! Discuss contractual terms and payments. Will you be looking to engage for just one campaign as a proof of concept, or do you plan to give the agency 6-12 months to deliver before an annual review.
Also, write down and be clear about roles and responsibilities. Ensure all parties know what to expect from the other. If you plan to be quite hands-off, this is especially important.
Discuss some tactics for your first campaign. A launch offer or selling point is always a good idea. Offering a discount, multibuy offer or free trial is a great place to start. This will give the agency a good offer to get their teeth into to get your campaigns off to a fast start.
You should also schedule regular reviews to monitor the quality and quantity of leads that come through. Prior to these, ask your sales team to feed back on the leads and the stage they are at with following up.