2 September 2021

How to Become a Google Ads Specialist

When a business wants to promote its offering online, Google Ads is a must. Using Google Ads, you can reach people searching and people browsing. According to StatCounter, Google has over 90% share of search worldwide, and with display ads, Google says you can reach over 90% of internet users.

But not every company has the in-house knowledge and experience needed to run effective advertising campaigns with Google Ads. So, where do they go? Well, working with a Google Ads Specialist is a great option. They’re experts who help manage ad campaigns.

Whether you’re looking to work with a Google Ads Specialist, or you want to become a specialist yourself, you’re in the right place. Let’s take a look at what’s involved in becoming a Google Ads Specialist.

What is a Google Ads Specialist?

A Google Ads Specialist is someone that plans, sets up and manages campaigns in Google Ads. They might be dedicated to helping people advertise their business, or they might be an all-rounder who helps with ads, along with other related needs, including websites, landing pages, email campaigns and more.

Some companies choose to work with a Google Ads professional to help them manage their campaigns. This is especially the case if they’re a small business that lacks the time or resources to manage effective campaigns in Google Ads. The most successful campaigns require ongoing optimization – like adjusting targeting, testing new ads, and modifying bids. There’s a lot to do when it comes to Google Ads!

These experts should be comfortable building and managing campaigns in Google Ads. They should also know about (or know where to look for) the latest updates and features that Google releases for their advertising platform.

When you work with an ads specialist, they should be ready to help you with a range of different tasks. Some will have a particular area of expertise, like managing search, display, video or other types of campaigns in Google Ads, but there are some things that all good experts will do. We will explore these in a moment. The main thing is they are ready and eager to help make your campaigns a success.

Where can Google Ads Specialists Find Work?

Agencies

Google Ads Specialists can work as part of an agency. At most agencies, Google Ads experts are in entry-level to mid-level positions. The majority of specialists report to an account manager, who is in charge of the overarching strategy and managing the client. Lots of businesses choose to work with an agency to manage their Google Ads account. Agencies are generally less expensive than employing a full-time employee, and they can draw on their experience with other clients to improve the performance of campaigns.

Freelance

The work performed by a freelance Google Ads manager is generally similar to what is expected from an agency. The main differences are that the client works directly with the freelancer managing the campaigns. This can be positive and negative. It can be beneficial because of the direct line of communication, but it can be tricky if the freelancer manages multiple clients and can’t take on extra work. A freelancer might also specialize in a particular industry or type of client as they manage a smaller portfolio of accounts.

In-house Specialists

For larger organizations, having an in-house specialist (or specialists) can be beneficial. They are likely to sit within the marketing team, and they will have an in-depth understanding of the company, objectives, and other marketing initiatives. This integration can lead to better outcomes than outsourcing the work to an agency or a freelancer. The main barrier is the HR investment. Most smaller and medium companies won’t have the budget to employ someone dedicated to managing Google Ads.

How Much Are Google Ads Specialists Paid?

According to Glassdoor, the average base salary for a Google Ads Specialist is $71,000 in the United States. Upwork says that the typical rate for a freelancer is between $15 and $40 per hour. However, an established freelancer can easily charge $80 or more depending on their experience and the work they will complete.

And if you’re a business looking to work with an agency, then fees can vary depending on what the agency is expected to manage. This includes the number of campaigns, advertising budget and how many people would be looking after your account. Most agencies use one of the following engagement models (or a combination of these):

Monthly fee
Hourly rate
Percentage of ad spend
Results-based fee

Depending on the work they will be doing, you can expect to pay upward of $1,000 per month for an agency that is experienced at optimizing campaigns. That being said, you will find agencies that charge less and others that charge significantly more. It typically comes down to where they’re located and the skill and experience of their team.

What do Google Ads Specialists do?

In terms of managing a Google Ads Account, a Google Ads Specialist performs a range of tasks, including:

Checking the current performance of Google Ads: A Google Ads Specialist needs to evaluate how the ads perform to determine what is working and what is not working. They do this by checking several metrics, including impressions, clicks, conversions, conversion rate, cost, and click-through rate.
Reviewing Google Ads targeting: Targeting is essential because it helps focus the delivery of ads to the ideal customer or prospect. Some of the targeting options a Google Ads Specialist will review include location and device targeting for campaigns, along with demographics, in-market, and remarketing audiences.
Launching new campaigns: A Google Ads Specialist will review existing keywords and research new keywords. When new keywords align with advertising objectives, they will create and launch new ad groups or campaigns. And apart from search campaigns, they might also create display, video, shopping, and other types of campaigns.
Optimizing campaigns: Google Ads Specialists are in charge of managing campaigns and optimizing them to achieve the best possible results. This includes adding negative keywords, adjusting targeting, modifying bids, and more.
Provide recommendations: Apart from managing ads and campaigns in Google Ads, a specialist can also provide recommendations to improve landing pages and website performance. This is especially important for campaigns designed to drive conversions since most conversions happen on a company’s website.
Reporting: A Google Ads Specialist will monitor a campaign and share appropriate performance reports. This might be weekly or monthly, depending on the campaign and account being managed. This lets a client compare campaign performance against set KPIs and objectives.

Other functions that Google Ads Specialists perform on a day to day basis include:

Choosing keyword match types and reviewing search queries
Comparing performance to key competitors
Creating appropriate ad extensions
Manag e bidding strategies and adjusting campaign settings
Selecting bid adjustments to maximize performance
Creating and testing new ad variations
Making changes to improve the account’s performance

How can you become a Google Ads Specialist?

1. Understand Google Ads

The first step to becoming a Google Ads Specialist is to understand how Google Ads works. If you’re just getting started, then I recommend learning about search campaigns. Once you’ve mastered search campaigns, you can then move to display campaigns and the other types of campaigns you can manage in Google Ads. I recommend starting with a great Google Ads Course (yes, I’m linking to my course, I’m biased) and creating your own Google Ads account with a budget of $1 a day. You’ll be investing in your future. And you can learn more in my post covering the quickest ways to master Google Ads.

2. Become Google Ads Certified

After you’ve figured out how Google Ads works, the next step to becoming a Google Ads Specialist is to get certified in Google Ads. Google provides exams covering the different types of campaigns you can manage in your account. Once you’ve passed an exam, you can say you’re certified in that area of Google Ads. Certifications include:

Google Ads Search Certification
Google Ads Display Certification
Google Ads Video Certification
Shopping Ads Certification
Google Ads Apps Certification
Google Ads Measurement Certification

When you have a certification, it helps highlight your areas of expertise. You can learn more in my post dedicated to Google Ads certification.

3. Apply your Google Ads Skills

After you’ve earned your Google Ads certification (or certifications), it’s now time to put your knowledge to use. You can only learn so much through online courses, demo accounts and exams. It’s time to use your skills! You can apply your knowledge by getting an entry-level job, freelancing, or volunteering for a community organization. Once you’ve made a start and demonstrate your skills, you will quickly become a valuable asset for the companies you’re helping.

4. Keep up with Google Ads Changes

There’s (almost) always a new feature to experiment with when it comes to Google Ads. As a Google Ads Specialist, you need to keep up with these changes. You will find that some new features work well for one client, while they don’t work for others. It’s all about experimenting. And here are my recommendations for staying up-to-date on the latest changes.

5. Collect client testimonials

As you work with clients on their accounts, collecting testimonials and reviews is important. While most clients won’t want you to share their results, some will be open to sharing top-level details about the improvements you’ve made to their campaigns. It also helps if you’re able to include details like the percent you’ve increased conversions or other important metrics. Remember to get the ‘okay’ from your client before you share them. Building trust is an important foundation for developing long-term relationships with clients.

What is a Google Partner, and is it important?

Agencies who manage accounts for their clients can join the Google Partner program. The program is designed to help support agencies, and there are different benefits, depending on the level you reach. Apart from the basic membership level, an agency can become a ‘badged’ Google Partner or a Premier Partner. You can learn more about the levels of the program on Google Ads Help. The higher tiers give you a special partner badge that you can display on your website to highlight the capability of your agency.

Conclusion

Overall, a Google Ads Specialist has an in-depth understanding of Google Ads and knows how to set up, manage and improve the performance of campaigns.

Optimizing campaigns and understanding the components that lead to success is the difference between someone dabbling in Google Ads and a true specialist. And while becoming Google Ads certified is worthwhile, it’s not the only way to demonstrate your knowledge, skills and expertise.

With all of the resources available, becoming a Google Ads Specialist is more accessible than ever. Start by taking a course, getting certified, and then build your hands-on experience. The more time you spend managing campaigns, the better. You will be a Google Ads Specialist before you know it!