Within digital marketing, AdWords campaigns are a very powerful weapon to achieve different business objectives. That is why it is not surprising that agencies offer, in addition to the comprehensive management of advertising campaigns, an AdWords consulting service that allows the person responsible for this task in the company to use this tool.

What is AdWords Consulting?

An AdWords consultancy is a service provided by the agencies in which an AdWords consultant can carry out a detailed study of the situation and the objectives of a company in order to establish an effective and fully tailored AdWords campaign.

The AdWords consultant is responsible for the creation and implementation of the campaign based on the needs of the company that they seek to satisfy and that have already been detected in the previous study.

Normally, after the launch of the PPC campaign, the client is in charge of managing the campaign, although the AdWords consultant can do a periodic follow-up to evaluate the performance of the campaign and make the necessary optimizations to achieve the expected performance.

Advantages of Professional Adwords Management

• The professional AdWords consultant has accumulated experience.
• Knowledge of the most varied business sectors.
• They know how to advertise according to the type of campaign that best suits the company in question and the objectives that are set.
• They offer tailored monitoring of the campaigns they run.
• They draw completely objective conclusions that are transferred to the company in understandable terms for those who do not have knowledge about PPC campaigns.
• They can provide information to the person in charge of the company to improve complementary areas of the company.
• The ROI that is extracted from campaigns managed by an AdWords consultant is higher.

How An Adwords Consultancy Works?

At this point we can find clients who are just starting out in the world of advertising campaigns and who, as they have certain notions, want an AdWords consulting service to plan the completely new campaign for them and then take care of the management.

There are also other types of clients, those who already have their campaigns launched and active, but without the expected performance, so it is necessary for an expert AdWords consultant to make the necessary adjustments to take it on the right path.

Tasks of an Adwords Consultant in Campaigns That Start from Scratch

Each agency or professional will do it according to their criteria or their work protocol, but, normally, the main tasks that are included in the AdWords consulting service are:

• Analysis of the sector in which the organization is framed and of the company.
• Specification of the objectives to follow with the adopted advertising campaign strategy.
• Study of the competition and the actions they carry out.
• Carrying out a complete Keyword Research, both positive and negative, in which the search intention of the terms is especially valued.
• Analysis of the conditions presented by the website to host an advertising campaign.
• Structuring of the campaign in the different ad groups that compose it.
• Creation of ads that invite conversion.
• Making configuration adjustments that seek the greatest possible impact of the ads.
• Generation and installation of the conversion label so that it allows measuring the behavior and performance of the campaign.

As we can see, AdWords consulting includes tasks that allow an organization’s advertising campaign to be launched. From this moment on, the client takes care of self-managing the campaign and making the necessary adjustments to extract all possible potential.

Tasks of an Adwords Consultant with Campaigns Already Started

If a client arrives with a campaign already in operation, it can be truly advantageous, as having prior background information is very useful and offers many clues to the AdWords consultant to know where to go to achieve the established objectives.

Google highly values ​​the historical data that a ‘veteran’ campaign contains, however, if that data is not entirely good, sometimes the most useful solution may be to throw everything out and start from scratch.

The tasks that are included within the AdWords consultancy in this case, broadly speaking, are usually:

• Review of the suitability of the adopted strategy.
• What objectives are pursued with the PPC campaign? Is the campaign oriented to its achievement?
• Analysis of the structure of the campaign in its corresponding ad groups.
• Assessment of the ads used: wording, inclusion of CTAs, extensions…
• In relation to the keywords incorporated into the campaign:
• Is the search intent of the terms, correct?
• Analysis of the matches applied to each of the keywords
• Study of its performance during the campaign and the level of quality that Google gives it.
• Assessment of the convertibility of the landing page used as the destination of the ads.
• Checking other configuration settings such as hours, bidding method adopted, segmentation…

Some Google AdWords consultants finish their work here and deliver everything to the person in charge, however, the google Adwords consultant can follow up to make the necessary optimizations after a certain period of running the campaign.

This will depend on the conditions established within the AdWords consulting service of each agency or professional. It can be done by establishing a bag of hours in which the AdWords consultant is dedicated to managing and making the modifications he deems appropriate. Physical or virtual meetings with the client can also be arranged from time to time. In them, you will give your feedback to the AdWords consultant on the results that are appreciated within the company, and he interprets the data of the tool to adjust the entire gear.