Google is the largest search engine in the world, with around 2 trillion searches per year! Imagine capturing just a tiny piece of that humongous pie; how different will a business be?
But it’s not easy to play on Google’s algorithm. That’s why companies are looking for Google Ads specialists to optimize their pay-per-click ads to be more cost-effect and for more revenue. So how do you become a successful one? Here are 12 essential skills.
Knowing Your Audience
First of all, you should know your target audience. It’s quite self-explanatory, but many marketers focus on selling the product and the perfect set-up; they forget who they sell it for.
Whom are you selling to? What are their demographics? What elements can evoke their emotions? Who is your buyer’s persona?
With this in mind, you know that all your efforts are for their benefit. And you can craft ad campaigns that can resonate with them.
How do you show that you’re an expert in Google Ads? One way is through Google certifications. Google offers courses and tests that can bring credibility to your career. And they offer it for free.
There are 6 exams that you can take:
- Adwords Fundamentals
- Search Advertising
- Display Advertising
- Mobile Advertising
- Video Advertising
- Shopping Advertising
These are tests that will ask you the best practices for different Google media. You need to pass this test to show your clients that you are adept in this field.
The cornerstone of Google advertising is keyword research. Regardless of what type, it involves bidding on specific keywords when your ad will most likely show up. You need to know how to do keyword research to find words that are competitive enough, given your company’s budget.
And with keyword research, you should also know the tenets of Search Engine Optimization or SEO. SEO relates to the visibility of web pages on the search engine. It will depend if the page is optimized, like loading times, keywords, and user interface.
You should know this to determine and optimize the best Google Ads to choose for your clients.
Crafting Google ad campaigns need to be based on data. What are the industry standards and good practices in your field? How’s your current statistics? What kind of growth is achievable?
You need to do analytical thinking to discern the best route for your campaigns. In this way, you can find the opportunities that are worth targeting to increase your sales.
Knows the Latest Tools
And with analysis comes data. How do you get the data you need? As a sought-after Google Ads specialist, you should know how to use analytical tools, keyword research tools, and even heat map tools to gather information.
You can collect this data and confirm if it has integrity by knowing how to do it yourself.
Google Ads are not solely based on numbers. You should also incorporate creative elements to capture your audience’s attention. After all, you only have a few seconds to do it.
It is where your creativity would come into play. What are the elements that should be present in the ad? How can you make this ad viral? You should couple this with the analytics to make the most out of your campaigns.
Aside from data and visuals, there will be words, phrases, or sentences present in your ad. You should know how to do basic copywriting to make the most tempting ad offer you can do. What choice of words will pique their interest to click what’s inside.
Communication and Collaboration
You are not working alone. Usually, you work with a team to create marketing campaigns. You should know how to communicate and collaborate with them to incorporate all the ideas. What’s the consensus based on their opinions? What will be the best plan of action?
Collaborate with the team to produce the best possible output.
Optimize Landing Pages
Every ad has a landing page. At the end of the day, you want possible customers to convert to sales when they click your ad. But how can you do that if the page isn’t optimized?
You should know how to create landing pages (or at least instruct) that are UX/UI friendly, pleasing to the eye, and persuasive enough for them to buy.
Knowing data doesn’t mean it would be a successful campaign. It’s quite a number of trial and error. There’s always a risk that your campaign will fail, or there is better execution.
That’s why you should know how to test multiple outcomes upfront with A/B testing. A/B testing is where you use different marketing materials, ad content, and landing pages and run them simultaneously so that you can know which one will be more effective.
Hence, A campaign vs. B campaign. And it can even add to more campaigns simultaneously. Budget permitting, you need to use this method to find the best strategy at the least possible time.
The world is fast-paced. Practices that have worked before might not work in the future anymore. So, you need to be adaptable to the situation.
Like today, the pandemic has changed the lives of almost all people. How will your ads adapt to cater to that difference?
You should be ready to reinvest time to pinpoint the best again for your clients. Adapt to the situation and thrive while others stay stagnant.
There you have it! Here are 12 essential skills to increase your chances of success in your Google Ads career. If you are looking for opportunities in this field, check out this link for more information.