Should You Manage Your Own Google Adwords?
The short answer is yes, you can. Google AdWords individual certification is available for free and can teach you the fundamentals of managing the Google AdWords platform by yourself. However, the time, effort and study required to pass a single certification is extensive. If you do decide to put in the effort, you can – with practice – set ads to run and appear on computers and devices around your local area, the country and even the world. It is easy to get started, but harder to get the very best results.
What Does Google AdWords Management Require?
At the end of the day, the answer is “time”. AdWords can run effectively for a period without much user input, but over time advertisements will lose their effectiveness as new competitors enter the market and advertising prices change. Simply looking at monthly reports and making a few adjustments to your campaign is often not enough. You need to know what’s happening in the account on a day-to-day basis and how to make adjustments in response to changes in Google search engine traffic and fluctuations in the success of your campaign. In competitive fields, AdWords management requires daily check-ins and adjustments to bids just to maintain an ad’s position and the volume of clicks to your website.
Does Google AdWords Management Change Over Time?
Again, the answer to this question is yes, yes it does. Google often updates their AdWords platform and requires practitioners to enhance their skills with new certifications on a yearly basis. This is done to ensure users keep up to speed with changes to the platform and requires commitment from AdWords specialists.
Further, maintaining the position of a Google advertisement requires ongoing data analysis. For example, understanding which devices result in the best conversion rates requires a developed understanding of the results of a number of campaigns over a given period. As mentioned, the volume of Google searches for any given term changes on a month to month basis and so does the investment required to advertise for this search term. Maximising advertising potential involves constant evaluation of individual campaigns and the overall market. This cannot be done professionally without a significant investment of time by Google AdWords managers.
If you can:
- Dedicate at least a few hours per week to check in with your campaigns and pull together key reports,
- Identify relevant insights into opportunities, successes and failures,
- Interpret data and understand how to adjust your campaigns to maximise market potential and
- Explain key metrics and their impact on the outcome of a campaign…
… you are probably well-equipped to manage your own Google AdWords campaigns. If not, you should seriously consider employing a professional AdWords manager like Quikclicks to manage your Google advertising. Quikclicks has 17 years’ experience marketing Australian businesses using Google AdWords and can help your business gain real traction with your target market. Contact us to discuss your business advertising goals today.