A Note to Those Hiring AdWords Consultants in Dallas

When a client already has an Adwords account which he/she has been operating for years, it's often hard for them to hand it over to a consultant or Internet Marketing firm. Many CEOs and business owners have spent a considerable amount of time in their accounts making adjustments. In order to get results they are expecting from the AdWords Consultant, a strategy and goals must be agreed upon from the beginning, making it completely clear what your primary objective is before hiring. Increasing conversions is not mutually exclusive to increasing CTR, Quality Score, or clicks. There is even a distinction between increasing conversion rate (more landing page and website oriented) verses increasing the sheer number of conversions. Several factors are involved and the objective should not be "increase everything." In essence, if all you want is an increase in clicks, the consultant could just increase the budget, but if you want an increase in clicks with the same budget that's a different strategy. Control Factors Also, if the AdWords Consultant does not have complete control of the copy, headlines, and graphics on the landing pages and were encouraged to do whatever it took to get the number of conversions up, making changes to the website would have be involved. After your ads and keywords, the highest leveraged selling tool is pitting different landing pages against another, after the consultant has tweaked ads for a good while, and you as the business owner want to see more improvement, give them the opportunity to run tests. Long copy verses short. Different headlines. Your offer. There are a lot more variables in play that can increase your conversions. Choose Your Strategy Of course we would like all success measures to increase (Traffic, CTR, Conversations, Conversion rates, Quality Score), but there are trade offs for each when maintaining the same budget. For example, a high converting ad may be lower on the page, get less traffic, and have a completely different message than one that gets a high CTR, traffic, and even better Quality Score. Also, allowing your consultant to use the Google Website Optimizer (not ad optimizer, which isn't very good). The Google Website Optimizer lets him/her do multi-variate testing and speeds up the process of knowing what ad/landing page/copy and graphical element combination get the best results. Other AdWords Posts 32 AdWords Tips How to Increase Your AdWords Quality Score Quality AdWords Books Ultimate Guide to Google AdWords by Perry Marshall Winning Results with Google Adwords by Andrew Goodman Google AdWords for Dummies by Howie Jacobson