4 Green Flags to look for when hiring a Google Ads Expert

4 green flags when hiring google ads expert


Key Takeaways:

  • Understanding Business Economics: A proficient Google Ads expert should grasp the significance of your business’s economics and profit margins. This understanding helps in setting realistic KPI targets.
  • Transparent Google Ads Strategy: Instead of diving straight into campaign creation, a skilled expert will walk you through their strategic approach, ensuring clarity even if you’re not familiar with Google Ads intricacies.
  • Anticipation of Challenges: The digital advertising landscape has its challenges. A competent expert anticipates potential pitfalls and communicates them upfront, ensuring alignment and setting realistic expectations.
  • Emphasis on Structure & Optimization: Success in Google Ads is not just about driving traffic but also converting it. This requires a well-structured Google Ads account and continuous landing page optimization.

In this guide, we’ll unveil four pivotal “green flags” to look for when hiring a Google Ads expert. These indicators not only ensure that you’re partnering with a knowledgeable professional but also one who understands the unique nuances of your business. From delving deep into your business’s financial metrics to crafting a robust ad strategy and ensuring your landing pages are primed for conversion, these green flags are the hallmarks of a Google Ads expert who is genuinely invested in your success.

Green Flag #1: They Understand Your Economics & Margins

When hiring a Google Ads expert, it’s vital that they grasp the importance of your business’s economics and profit margins. Why? Because these metrics are foundational in setting realistic and profitable Return on Ad Spend (Revenue / Cost), Cost of Sale (Cost / Revenue), and Cost Per Action (Cost / Conversions) targets.

By using tools like Google’s Keyword Planner, the expert can estimate the Cost Per Click (CPC) for your main keywords. With this knowledge, they can then reverse-engineer the required conversion rate needed to achieve your KPI targets. This “back of the envelope” math is invaluable. Not only does it set clear expectations from the outset, but it also ensures that both you and the expert are aligned in your objectives.

Green Flag #2: A Transparent and Logical Approach to Google Ads Strategy

A proficient Google Ads expert doesn’t just dive into campaign creation; they take the time to walk you through their strategic approach. This transparency is essential, especially if you’re not well-versed in the intricacies of Google Ads.

At The Fractional PPC, our approach is methodical and tailored to your business. We begin by understanding where your universe of keywords fits within the marketing funnel. Recognizing the distinction between top-of-funnel (awareness-driven) and bottom-of-funnel (purchase intent) keywords is crucial. This differentiation ensures that we allocate resources effectively.

Keywords with the highest expected purchase intent are our priority. We ensure they have the lion’s share of the budget, provided they remain profitable. These are the terms that are most likely to convert and drive sales. On the other hand, while top-of-funnel keywords have a broader reach and higher search volume, they can quickly eat up your budget without delivering the desired ROI. Our strategy ensures these terms are structured in a way that they don’t cannibalize funds from those bottom-of-the-funnel terms.

We present this strategy in a clear, easy-to-understand format. It’s like piecing together a jigsaw puzzle, and we ensure you see the complete picture. An expert who can make Google Ads strategy clear and logical, even to a novice, is one you can trust to have your best interests at heart.

Green Flag #3: Anticipating and Communicating Potential Challenges

The digital advertising landscape is rife with challenges, and a competent Google Ads expert doesn’t shy away from them. Instead, they anticipate potential pitfalls and communicate them upfront, ensuring that everyone is aligned from the get-go.

For instance, if your business caters to a specific clientele that’s hard to discern via Search, this can pose a challenge. Imagine you have a minimum quantity requirement that can’t be filtered out on Google. Or perhaps your targeting is intricate, like needing to focus on out-of-state customers who would have to travel. These nuances can make crafting the perfect ad strategy a tad more complex.

Another challenge could be low search volume in a fiercely competitive ad auction. In such scenarios, standing out and ensuring your ads get the desired visibility becomes a herculean task.

However, challenges, regardless of their nature, are not insurmountable. What’s essential is clear communication. By discussing potential issues at the outset, it sets the stage for realistic expectations. It also opens the door for brainstorming and devising innovative solutions to preemptively tackle these challenges.

A Google Ads expert who is proactive in identifying and communicating potential roadblocks is not just showcasing their expertise but also their commitment to transparency and collaboration. This approach ensures that surprises are minimized, and both parties can navigate the advertising journey with confidence.

Green Flag #4: Dual Emphasis on Google Ads Structure and Landing Page Optimization

A truly adept Google Ads expert recognizes that success isn’t just about driving traffic; it’s about converting that traffic effectively. This understanding is reflected in a dual emphasis: 1) crafting a meticulously structured Google Ads account, and 2) optimizing landing page conversion rates.

As we’ve previously highlighted in our post “5 Tips for Hiring the Perfect Google Ads Expert,” it’s the systems, not just the promises, that matter. Drawing inspiration from the book “Atomic Habits,” we understand that systems are the bedrock of consistent, long-term results. A well-structured Google Ads account ensures that your top-performing keywords flourish without budgetary constraints, while also maintaining cost controls for sustainable CPC. It’s a delicate balance, ensuring that no keyword overshadows another, particularly those crucial bottom-of-the-funnel terms.

However, driving high-value traffic is only half the battle. The destination, your landing page, must be primed for conversion. This involves a continuous cycle of testing and refining, tweaking every element to enhance the user experience and boost conversion rates.

The path to Google Ads success is twofold: a strategic, well-structured Google Ads approach paired with relentless landing page optimization. At The Fractional PPC, we champion this dual-sided methodology, ensuring that your campaigns aren’t just aiming for success but are systematically designed to achieve it.

Final Thoughts

Finding the right Google Ads expert is more than just a checkbox—it’s a strategic partnership. These four green flags serve as a compass, guiding businesses towards professionals who not only possess technical prowess but also a deep understanding of unique business needs. As you embark on your Google Ads journey, remember that true success lies in a harmonious blend of strategy, transparency, anticipation, and optimization. With the right expert by your side, your campaigns are not just set to perform; they’re engineered to excel.

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