Recently, I was part of a boring and awful digital marketing session, especially focused on Advanced Adwords strategies.
I always expect to feel enlightened when they say Advanced but what I witnessed was only “Gyaan” and jargon/bullshit, with no action items.
Many drinks later, I decided to list down the signs of a crappy Adwords consultant. Read this before he burns your money and leaves you empty handed.
First, whoever is ready to judge numbers without having any data, be it qualitative or quantitative is a fraud.
Any experienced Adwords consultant should be requesting for significant data/numbers to understand target audience perceptive, to avoid “expert personal advice” from anyone from management.
One of the signs of a bad consultant is confidence to spend heavily with no data and assuring results based only on experience while refusing to comment on results/recommendations.
There are many hidden factors in the AdWords system, which at times do not respond as expected or deliver unexpected results.
A good PPC consultant will focus on things he can control and be responsible for their results.
Conversation with Adwords consultant is inversely propositional to trust, reliability, and confidence in performance.
You can see for yourself from crappy PPC consultants, explaining why things do not work and how it’s the system’s fault and not theirs, but as I said they are crappy by definition, so just ignore them.
Do check for language, the Adwords language which PPC consultants use. When they start talking English which you don’t understand, like ‘click through rate’, ‘bid strategy’ just kick them out.
Check out for real estate campaigns – everyone is using words like premium lifestyle, innovative design, or nowadays even ‘collaborating with brands’. Customers do not give a damn about this and don’t even understand it.
The Customer only buys when he wants the brand and he makes the purchase with a set budget and negotiates when it’s not a brand.
Customers don’t give a damn shit about brands, especially in real estate.The consultant needs to understand what you are selling and communicate the same to customers.
If he even starts speaking and trying to close the deal over ‘cost per conversion’ just throw something heavy at him or ask him to leave as politely as possible.
Agencies with an army of consultants are fooling firms by just trading leads from one source to a hundred lead – hungry firms and earning commissions from wherever it gets converted.
Another quality to look for is when he starts talking about ‘product inefficiencies’ after running a campaign for a significant period of time and then blaming it on product positioning or
competition for ineffectiveness. Ask him what kind of fucked up competitive analysis he did before he started.
What I have listed here is not a complete list. But my learning through interaction with these people, which may save you some money.