How do you reach potential customers with specific interests related to your product or service?
One strategy is to use an online advertising platform. More specifically, Google ads.
There’s a reason why some of the top startup companies are using this to scale. It gets faster results compared to an SEO or content marketing strategy while giving you the opportunity to promote your business and reach your target audience.
So in this guide, we’ll cover everything you need to know about hiring and becoming a Google ads specialist.
Why startup companies hire a Google Ads specialist
Google ads are a cost-effective marketing strategy since you have full control over your budget and ad spend. Based on research published on Google Economic Report, it was estimated that online businesses make an average of $2 in revenue for every $1 that they spend.
It’s clear that it generates an ROI. A few more of the main advantages include:
- New website visitors
- More leads in the pipeline
- Reach a wider audience
Another advantage is that it doesn’t take the same amount of time to get results as opposed to organic SEO. This is especially advantageous for series A startup companies and those at the earlier stages where growth is vital and where you need to prove product-market fit.
The responsibilities of a Google Ads specialist
There are 7 main responsibilities of a Google ads specialist. This person will help you measure the ROI of your campaigns and find actionable insights.
Devise a tailored strategy
The first few things a specialist does is devise and develop a strategy based on your situation.
These include setting goals and objectives, then reverse-engineering them to small actionable steps to achieve within a set timeframe. If you’re brand new to Google ads and not too familiar with native marketing, they’ll help you set up an account and get started the right way.
Set measurable targets
Without quantifiable targets set, it’s difficult to get a sense of direction and measure your progress. These are usually written in a document or spreadsheet including all the necessary analytics.
Optimize the current processes
If you already have processes in place, these will be reviewed carefully to see where they can be optimized to improve the performance of your campaigns. The specialist will analyse previous data and share their findings with you.
Here are some examples of key metrics to look at:
- Click-through rates
- Cost per click (CPC)
- Return on ad spend (ROAS)
- Impression shares
Competitor and market analysis
There’s a probability that your competitors are doing something effective that you’re not.
With this in mind, they’ll help you find opportunities in your industry based on what’s proven to work and what’s already getting results. If it’s working for a direct competitor, then there’s a good chance it will work for you.
The only challenge is if you can do it better – which is where the Google ads specialist comes in.
Launch new campaigns
Now that they’ve got the full context, the next step is to create and launch new campaigns where there’s sufficient demand. In other words, doing keyword research to see what people are actually searching for and if you can rank for those words in the search results to get in front of your audience.
Here are some examples of different types of Google ad campaigns:
- Display campaigns
- Search campaigns
- Video campaigns
Oversees the advertising campaigns
This means managing your Google Ads campaigns in your Google Ads account by monitoring your budget and KPIs accordingly. As well as making use of automation where necessary and finding new keywords to rank for related to your service or product offering.
Provides reports and recommendations
You’re updated on a regular basis as you’re given reports that show the progress that’s been made and whether or not you’re on track to hitting your goals. Since the specialist is well-versed in the realms of digital marketing, they’ll also give feedback and recommendations to improve the overall performance.
Is it worth hiring a Google Ads certified specialist?
It depends on your circumstances and where you’re currently at with the business. Consider the following questions:
- Do you have an adequate budget to allocate to your marketing?
- Is this something you’re familiar with? If not, can you make time to learn and develop your expertise in this area?
- Are you able to keep up with the demand as you go?
If you have the budget but you answered no to any of the following questions, then it’s worth looking into hiring a marketer who specializes in your industry. Having a reliable Google Ads specialist or even multiple Google Ads specialists on your team makes your job easier - allowing them to run not just your Google Ads campaign but your Google Data Studio, Google Analytics, bidding strategies, ad copy, ad groups, Google Ads measurement search queries and your Google Tag Manager as well - and you’re more likely to grow at a faster rate.
On the other hand, if you can dedicate time to develop the skills yourself, we’ll go through the step-by-step process on how to become a Google ads specialist below.
3 options for finding a skilled Google Ads specialist
You have three options when it comes to finding a Google ads specialist. We’ll go through these briefly and summarise each alternative in terms of the following:
1. In-house teams
- Pricing: Out of the other options listed, this usually has the highest cost. That’s because you’re compensating for several factors such as hiring costs, software costs, and employee expenses.
- Skill: With an in-house team, they’re more likely to be familiar with your solution and brand values. This is a competitive advantage since your business is their main focus and priority.
- Management: As they’re part of your internal brand, it’s easy to get in touch with them whenever you need to relay information. Therefore, it makes management and collaboration easier.
- Pricing: The cost varies depending on the agency you choose to hire, but can sometimes be more expensive than hiring an in-house team. The quote accounts for different things such as the scope of the project, their skill level and expertise, and more.
- Skill: Agencies typically have diversified knowledge and talent who are well-versed in digital marketing. However, there is a range of agencies you could partner up with that specialise in your industry.
- Management: The agency may not be located in your geographic area and if they’re based in a different time zone, it may be difficult to align with your timetable. They also have control of their own processes to do their best work, so it’s key to choose the one you trust.
- Pricing: Freelancers are the most flexible and least expensive option. Naturally, those that are more skilled and experienced cost more but you can also find quality freelance specialists at reasonable rates.
- Skill: These are skilled individuals that can align their work to suit your specific needs since they have a lot of flexibility. Plus, it’s common to find freelancers that specialise in a specific line of work and industry.
- Management: As you’re working closely with the individual, decisions and updates are more straightforward. You’re also the one who defines the scope of the project and how you’d like them to fit in with your strategy to meet your needs.
Find a marketing specialist within 72 hours
There’s no secret to becoming a specialist or achieving mastery in a short period of time.
It takes practice and experience. But unfortunately, not all of us have the luxury of time to focus on these other things when there are other areas of the business that require more of your attention.
In this case, it’s worth looking into onboarding the best specialists that fit your budget.
At Passionfruit, we connect startups with the best growth marketers who have the insider knowledge to scale your business to the next level.
If you’re looking for:
- High-quality growth marketing support
- Verified marketing specialists
- Full flexibility
Then, we’ll match you with the person that best fits the criteria.