There are thousands of firms that list AdWords as one of many things that they do. The problem is the more they are about these other things the less they are about AdWords. Most web design firms and SEO firms will list AdWords and present themselves as experts but most of the time they are barely literate in the issues involved.
Experience Counts
Experience counts in AdWords, just like any other field. AdWords was launched in October 2000 with 350 customers and it was not until 2003 that AdWords was opened to the general market.
In 2005 Google launched their first Certification Program for Google Advertising Professionals. In 2009 the certification program was renamed “Google AdWords Certified Partners.” Look for the Google AdWords Certified Partner logo and click on it to see that the certification is current. This logo should send you to a Google site that will contain basic information about the partner. If the link is missing be very careful in checking references. Google lowered the requirements for the certification in the last few years so it does not mean as much today as it used to.
The Right Connections
When the challenges become tough the difference between success and failure often come down to whom you know. Look for a partner that has a positive relationship with Google and current certifications. Besides Google a good AdWords Expert will have connections to Web Design, SEO, Hosting, Ad Agencies, Graphic Artists, and many other areas involved in the professional management of a website.
Watch out for the common Tricks
Make sure that the services are affordable and that you own and control them. There are several tricks that happen in this industry and you need to avoid all the following:
Fixed Monthly Advertising Budget
AdWords is an auction so any form of fixed budget is probably not to your advantage. A fixed budget opens up a profit potential for the provider and they are probably better at this than you are.
Percentage of Ad Spend Fees
This is a conflict of interests because you are paying the person that sets the bids a percent of what they spend! The more of your money they spend the more they make and that is never going to end well.
Selling individuals keywords
This is usually a trick that revolves around the selling a word that has very low volume for a fixed price. The providers profit is driven by your loss and they know the volume of the words.
Programs where you do not own the website or phone number
These are the most horrible trick of them all in that you are trapped in the relationship and your organic traffic is at risk. Never run online advertising for a site you do not fully own.
Long term agreements – any more than month to month is a problem.
Advertising investments should produce results and if they do then you will never cancel them. If the provider needs you to guarantee more than month to month you really have to wonder why.
Check References
An AdWords Expert should be very easy to verify in this world of social media. Look for references on their LinkedIn.com profile and read the profiles of the people providing the references. Watch out for reciprocal references and friends rather than business relationships. AdWords is a business to business trade and the references should look like that. When in doubt connect to the reference and ask them more questions.
Talk to Them
By all means pick up the phone and talk to the people that will be supporting your account, not just the ones selling you services. Make sure you like the way they think and how they solve problems. If you cannot get past the sales person to the actual service providers then keep asking.