AdWords Management

Outsourcing AdWords

Google's AdWords system is extremely powerful but over the years it's become very complex too. So complex in fact that it takes many months of full time experience to learn how to drive it properly.

Most businesses simply do not have the internal resources to manage PPC campaigns and so it makes sense to outsource the management of your Campaigns to a professional who has in-depth experience of running AdWords accounts and who is firmly grounded in Direct Marketing techniques.

The process of outsourcing your AdWords campaigns should involve checking the credentials of the AdWords consultant to make sure they really know what they are doing, and then agreeing a reasonable contract for the work.

A mistake many businesses make in this process is assuming that the lowest cost provider is the best. What you really need to look for is a value-added consultant who makes you a lot more money than he charges.

From the AdWords consultant's perspective, the biggest single issue tends to be working with clients who have poor quality websites. The consultant drives high quality traffic to the site but gets blamed when the process of converting this traffic into sales fails. Most of the time the problem is with the site and not the traffic.

Bear in mind that most websites are designed without taking into account the need for each page to act as a direct response marketing piece and you can see the problem. Fancy graphics rarely generate sales. Flash animation is almost always a waste of time.

Web design companies have evolved over the years to deliver nice looking sites coupled with pieces of technology to process forms etc. What really matters is using all the tricks in the book to boost conversions - even if it means sacrificing branding and image.