What is Google Ads?
According to Wikipedia, “Google Ads is an online advertising platform developed by Google, where advertisers pay to display brief advertisements, service offerings, product listings, video content, and generate mobile application installs within the Google ad network to web users.”
What does it take to become a Google Ads specialist?
I always get asked this question and I usually tell people that they need to study and get certified for free via Google Academy but, in my experience, learning from others and on-the-job training are the best ways to improve your Google Ads results.
If you want to keep abreast in the world of Google Ads (as most job ad posters would list in their requirements) then blogs are definitely a must read. Not only will they give you a heads up on any upcoming Google AdWords changes and new features, but they’ll also give you great advice and ideas to try on your own campaigns. Just remember one thing, though: Your gut feel and discretion are also important, as every Google Ads Specialist has their own way of doing things.
Also, watching videos on YouTube is another great way of learning. If you’re a visual learner, this could be the best method to use. There are a ton of great YouTube videos that explain some of the more complex aspects of Adwords, or break down concepts that you might not understand yet. With almost any AdWords topic, you’re sure to find a video out there that explains it in a way that helps you grasp it.
What skills do you need to become a Google Ads specialist?
Google Ads Specialists possess traits like the ability to communicate clearly and effectively, and to think very critically. They have a natural ability for Maths, can identify future trends, are great at paying attention to detail and have a high tolerance for change and stressful situations.
That last characteristic is important because working in an industry that’s constantly in flux (with new rules, features, theories and practices being part of the daily landscape) requires flexibility and the ability to remain calm.
What’s my day-to-day like?
A day in the life of a Google Ads specialist usually entails getting to the office at around 9:00 and heading home at around 17:00. Not every day is the same, though, as the workload might pile up or an urgent brief might come in just as you’re getting ready to go home.
Like most worker bees, Google Ads Specialists have daily routines to follow. A typical day consists of:
Checking Your Task List: After caffeinating myself with coffee, I usually settle in and check my Magnetic tasks and see what’s on my plate for the day.
Managing Campaigns: The bulk of my workday is spent setting up and managing PPC campaigns. This involves continuous optimizations such as updating negative keyword lists, researching competitors, monitoring campaign performance, checking in with the Account Managers and creating reports when campaigns end.
How do I measure campaign success on Google Ads?
Firstly, you need to understand the objective of your campaign and determine whether it has met or exceeded the expectations.
Google Ads currently has 6 objectives to select from:
1. Sales
- Drive sales online, in-app, by phone, or in store.
2. Leads
- Get leads and other conversions by encouraging customers to take action.
3. Website traffic
- Get the right people to visit your website.
4. Product and brand consideration
- Encourage people to explore your products or services.
5. Brand awareness and reach
- Reach a broad audience and build awareness.
6. App promotion
- Get more installs and interactions for your app.
Once you are aligned with the business’s objective and your campaign objective and your goals are met – In other words, you are meeting your KPI’s as per the signed Media Schedule, then voila! Your campaign is a success, the client is happy, the agency is also happy, and everybody wins.
