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I sort of stumbled upon the gig of AdWords consulting a while back, and while it's been a fabulous ride, I'm having to now turn away clients due to some other commitments.
Unfortunately, I don't know where to send them, and this lack of knowledge is frustrating to both me and them!
While I'm not averse to stickies with specific-person or specific-company suggestions, I'd instead like to particularly welcome you to offer more generalized advice.
1) What are attributes / qualifications that people needing help with their AdWords campaigns should look for in an AdWords consultant?
2) What are some of the best ways these people can find consultants that meet these qualifications?
I've come up with some key attributes off the top of my head:
A strong AdWords consultant likely has:
- Lots of experience managing campaigns
- References from clients of different sizes and in a variety of spaces (or, particularly, the space the potential new client is in!)
- Excellent general communication abilities
- Good analysis and reporting talents
* * *
Thanks in advance for helping me expand this list and for providing some suggestions on appropriate methods for finding quality AdWords help. And yes, you have my word that I am *NOT* intending to use this information to further my own "AdWords career." Again, I am no longer taking any AdWords clients.
There are various popular ways people charge (time and materials, percentage of spend, number of visitors delivered, no. of conversions/profit share etc).
For newer campaigns,I would tend to recommend consultants who work on a results-oriented charging structure.
For established campaigns which just need monitoring and tweaking, i would look for consultants charging on time or % of spend.
1. "space client is in" is in my view not that straightforward. It depends what your break-even cost is.
For example, if you're at position 1 but your conversion cost is $10 per sale on break-even of $11, thats not as good as being in position 3 with a conversion cost of $4 on the same qty of sales.
So a good adwords consultants needs to understand the customers costs and profit information in determining the OPTIMUM ad position for a given set of keywords.
A good adwords consultant will also look at developing the keyword range to extend the market reach, as well as be able to write effect ads.
For example, a car hire firm might bid on terms like "car hire" "hire a car in toronto" etc, and then pay competitively. But they might find it more cost-effective to find keyword ranges that might be less competitive and that would open up new markets.
eg. using the keyword "train times" to run an ad "Hire a car for less than a train ticket" etc.
So a good adwords consultant needs strong market research skills relevant to that customer.
clients of different sizes and in a variety of spaces (or, particularly, the space the potential new client is in!)
I'm not entirely clear what you mean by "space", but I suspect a lot of clients would see it as a conflict of interest if their consultant took on another client who would be bidding against them in their own industry or region.
Meaning, if the potential client is in the widget space, that client might ideally seek an AdWords consultant who is familiar with widget terms, major players, etc... perhaps from having handled a widget client PREVIOUSLY. I completely agree with you that taking it could bring up red flags if a consultant is willing to work with more than one widget client concurrently.
Anyway, keep the good feedback coming. Much appreciated!