If you’re an SEM newbie and you’re looking to start your first paid search program for your business, you should definitely consider bringing on a paid media expert to guide you through this process. Over the past 10 to 15 years, Google Ads have made their user interface more and more complicated for newbies to understand and manage. Plus, understanding the account features, campaigns structures, ad copy best practices and match type terminology can be extremely overwhelming for someone doing this for the first time. I’ve come across so many paid search clients who have chosen the do-it-yourself approach, and quickly realize that the helpful set up guide provide by Google Ads only made things more confusing and complicated. It is so easy for a first time or novice users to become totally baffled with the options in the Google set up guide. Ultimately, these users end up with campaigns and ad groups that they really don’t understand.
Rather than hiring an agency to take on your new paid search account, you should consider hiring a paid search consultant to help guide you along the way. Having an expert early on can really help in terms of orienting you on all the important things to consider regarding Google Ads. That means, teaching you SEM best practices, understanding Google KPIs, optimization tactics, and they can walk you through the dos and don’ts of the account set up process. Keep in mind, during the Google Ads set up process, just because Google provides you with an option, it doesn’t mean that it’s a good option for your account or campaigns. An experience paid search freelancers can help you organize your account based on your business goals, then build out a campaign and ad group structure that will make it easy for you to navigate throughout your account, so that you can better optimize your campaigns towards your goals.
In my opinion, it is definitely worth the investment to hire a paid media consultant, just to ensure that you’re going in the right direction. If later on, you decide to ramp up your media spend, and you need more customized or automated solutions and reports for your account, then you’ll have the data to support moving in that direction. Not to mention, you will then understand the data much better with the guided support of a consultant, rather than just figuring it out yourself.