Google Ads (previously Google AdWords) is an advertising service and platform developed by Google to help businesses advertise effectively. It helps businesses reach their online target markets via the Google search engine and its display networks. Google places these ads on pages after a user searches for a solution with keywords and phrases that match the product or service. Businesses use relevant keywords and phrases that serve their purpose and pay depending on the number of clicks their ad gets; that is, they follow a pay-per-click model. Many businesses turn to Google Ads experts to help them advertise effectively. If you want to become a Google Ads specialist, it is crucial to understand how to go about it. In this guide, we will break down the process and highlight what is required of you in each step. You can also take up Google ads training courses and enhance your knowledge about the same.
Let’s get started!
- Who is a Google Ads specialist
- Understanding how google ads work
- Preparing for Google Ads certification
- Getting Certified
- Applying yourself
Who is a Google Ads specialist?
An AdWords specialist is a person with expertise in the use and understanding of the Google Ads interface. They are responsible for strategizing and handling marketing campaigns for their clients. The specialist outlines strategies, creates campaigns, and optimizes them and creates reports and updates on the performance of key metrics, and assesses if the current strategy requires a change. Ad specialists also write ad copies.
They manage profiles on Google Ads and look over the management and tracking of keyword bids, caps on expenditure, and other metrics. They provide ideas for a successful return of investment (ROI) and keep track of all new updates in Google metrics. They align their suggestions and techniques with the client’s objective to deliver the optimal solution for a high-performing ad. As a Google Ads specialist, you will know everything about the platform and its workings, enabling you to structure your campaigns for success. Therefore, we can say that a Google ads specialist’s job is primarily focused on working within the Google ads interface.
Understanding how Google Ads work
To become a Google Ads specialist means to have a deep and thorough understanding of the Google Ads interface and its workings. Google Ads displays business ads to people just at the moment when they seem to be the most likely to take action. How does Google do it?
Google has its own set of parameters that it uses to meet consumer needs. The ads bid for their feature, and these bids get processed by Google taking into account three important factors:
The bid: The maximum amount a business is willing to pay for clicks will naturally be at an advantage. If your bid is the maximum, Google will show your ads more frequently to people if other businesses aren’t bidding more on average.
Ad quality: The ad model would not be effective if Google goes on processing ads based on only the first factor. Even if a business is willing to pay the highest amount, the ad could still be awful. Google’s user-centric model will, therefore, rather go with a relevant and good ad for a lesser amount than show an awful ad for a bigger amount. The assessment of an ad is condensed to a quality score (on a 1-10 scale) which is an estimate of the quality of the ad, keywords and phrases used, and landing pages. Ads of higher quality also lead to the payment of lesser prices with more visibility.
Impact of other ad extensions on ad performance: Ads have the option of providing additional details and links to specific parts of the site. These extensions and formats are taken into account, and their expected impact on the ad’s performance is taken into account.
Google offers many types of ads ranging from video campaigns to search and display network campaigns. Google offers search network campaigns where ads show up on the organic search results page when people search for products or services that match a business’ service/keywords. Display campaigns usually make use of images of products, services that are displayed on websites and apps. Videos usually ranging from 6 to 15 seconds are shown in spaces like youtube. Keywords determine where and when an ad will appear, which will serve the search intent of the customer. Once an ad is approved, it will , appear in the target area search where the business only pays when users actively engage with the ads by clicking on it.
The popularity of Google Ads for businesses is due to many reasons. After targeting keywords, the ads begin to follow a customer throughout the internet from one website to the other, for example, from a web search page to YouTube, improving the chances of conversion. The cost per click amount also reduces for an ad if the ad gets enough clicks on the internet. The platform provides the flexibility of choosing and targeting sites to host ads.
Source: Statista.com
Google advertising has made itself indispensable emerging as the global market leader for over a decade. The company generated $104 billion in 2020 alone in its “search and other” revenues amounting to 71% of the total Google Ads Revenue. Leveraging Google Ads has benefited businesses immensely, and that is precisely why Google Ads specialists are required.
Preparing for Google Ads certification
E-learning courses are efficient ways to follow the path to becoming a Google Ads specialist. You can check out the Great Learning Strategic Digital Marketing Program to learn and implement everything, from Google Ads to brand management.
Certifications for Google Ads will authenticate and provide recognition for your demonstrated proficiency. The Google Ads certification is an important credential and has become standardized as an expected requirement over the years.
The Google Skillshop is home to various online courses produced and offered by Google. This is where you will get product certified once you clear the exam. It is important to note that Google offers many different kinds of certifications for Google Ads, with each of them designed to prove your proficiency in a particular area. At present, Google offers six certificates:
Google Ads Search– To validate your expertise in optimizing and building search campaigns.
Google Ads Display – To validate expertise in operating Google Display and develop effective strategies to achieve marketing goals.
Google Ads Video– To validate your ability to provide Google Video and YouTube advertising solutions. Check out google video campaign course for free.
Google Ads Apps– Expertise in creating Google App campaigns.
Google Ads Shopping– Expertise in optimizing Shopping Ads.
Google Ads Measurement– To measure and optimize ad performance using Google’s measurement tools.
It is important to choose the right certifications that will fulfill your career needs. It is advisable to have more than one certification. Having multiple certifications will enable you to manage various campaigns (which is likely to happen), equipping you with enough knowledge to improve your effectiveness with Google Ads management and advertising.
Getting Certified
Google Skillshop training content is tied to its specific certifications. Skillshop also offers resources to train from to become a Google Ads specialist. It is advisable not to skip the training content before appearing for the assessment unless you have been previously certified or are experienced in working with ads. The certification assessment requires an 80% or greater score in a time-bound frame of 75 minutes. If you fail to clear it, you will have to wait for 24 hours before you can attempt it again. There is no loss or penalty for failing to clear the test. On the contrary, the Google Ads certification test is completely free to take.
Your Google Ads certification will remain valid for a period of 1 year, after which you will be required to retake and pass an assessment for re-certification. Due to this, you will naturally stay updated with current trends and changes in Google Ads, although this is not to say that you should not put in some effort to keep yourself ahead. Being a Google Ads specialist will require you to constantly learn and upskill yourself. Google blogs and Google Ads profiles on the web (also, social media) are great places to follow for the latest developments in the field. Once you complete and clear the exam, you will be awarded your certificate instantly. Google provides you with a certification badge that can be added to places like your business card or LinkedIn profile adding credibility (which recruiters care about) while also making your profile more search-engine friendly.
Applying Yourself
Online courses and certifications have brought you this far. Now it’s time to put these skills to the test and to begin applying them to real-life situations. You can begin looking for clients or even an entry-level job. Job sites like LinkedIn, as well as freelance sites, could be good places to start. Apart from that, you can also leverage your own network. Even with your certifications and skillset, the lack of having experience may present a challenge. You can consider offering free pilot projects initially for smaller clients. These projects will enable you to apply yourself in the real world, broadening your skills and experience with time.
Begin investing your time in creating a portfolio or a blog and share your expertise with readers and prospective clients. It is a well-known fact that over 90% of people believe that reviews influence their product buying decisions; this is true for buying services as well. Including client testimonials in your online space will add social credibility. Creating a brand for yourself online will help you grow your network and meet people with similar interests.
With the internet, this blog, and online resources available, you are all set to become a Google Ads Specialist. You can begin with free resources online, enroll in a course and begin your journey right away. All the best!
