Many businesses rely on Google’s AdWords PPC system to drive targeted traffic to their web sites and because the system has evolved to become so complicated, a lot of people are deciding to use an AdWords consultant to help them out. So what does an AdWords consultant ACTUALLY do?
There are an amazingly 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 works with and you also need to help your client work out, if not already known, what their true visitor value is. Much of this information 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 operator to get the best out of it. First, AdWords has so many controls that you can easily miss something very important and either burn money or miss out on new business opportunities.
Secondly, the PPC market has become extremely competitive so you are always going head to head with your competitors . The business that understands how best to exploit AdWords will win.