Google AdWords has become one of the most important tools for companies to attract new business online. Its advertising model is known as PPC (pay-per-click) and allows you to rank higher in search results when certain keywords are included in the search query.
For example, if your business sells wedding dresses and you are located in New York, when a user googles “wedding dress designer New York City” a Google AdWords’ campaign will allow you to appear on top of the search results list, increasing the possibility that this user enters your website and buys from you. As simple as that.
Google itself has implemented a certification program for professionals that offer AdWords’ campaign management services. Having a certified pro in charge of your campaign is recommended for the reasons below:
- 1. A certified professional can be trusted to know the platform and its functionalities better than a non-certified person. The reason for this is that in order to obtain the certification, he or she must pass two out of the three available tests.
- 2. The certification tests are not a formality. They are designed by Google and having a good memory is not enough. It’s not about memorization and choosing the only possible right answer. Google wants to ensure that their certified professionals get a real grasp of what AdWords can do. The questions are based on real scenarios and how a professional would use the available tools on a specific campaign.
- 3. The certification tests encourage attention to detail and creative thinking. Everything, from how the question is written to how they relate to a real-life scenario, is important in order to ace the exam. Google makes sure that in order to pass the tests the candidates need to use both their knowledge and logic, but also intuition and creativity, which are desirable traits for anyone in charge of a digital marketing campaign. Sometimes all answers will seem correct at first glance, but one different word can change its entire meaning. The applicants need to pay careful attention to these kinds of details, and choose based on what they know.
In short, Google wants to provide a solution that will deliver better and more relevant search results for their users, which in turn means they need advertisers that know the best way to get to the right audience.
They want to have both sides satisfied, and this is the reason why they invest a great amount of money and other resources in their certification program. They offer online courses, study materials and the tests for free, however previous knowledge of Internet, digital marketing, search engines and content marketing are necessary.
If you do not have these skills, a Google AdWords’ certified professional can provide the consultation and build a campaign that best suits your business’ goals, in order to make the most of your marketing efforts.
In a world where digital is becoming as important as traditional media, a Search Engine Marketing (SEM) strategy is fundamental for any business that wants to stay on top of the game.