A Google Consultant can mean a number of things. It could mean a consultant working directly for Google. But it can also mean a consultant external to Google, such as our business, Marketlytics. In this case, we are Google Consultants and the rest of the article follows this definition.
There is also a very specific role in Google Ads (previously AdWords) called an Account Strategist. This article seeks to explain the differences of external consultants like us, and Account Strategists, who come directly from Google. Both advise and help manage your campaigns, but have very different roles and objectives. To clarify, we suggest that both have their place and role and should work in concert rather than pure opposition.
Pay-Per-Click (PPC) is a very technical field in digital marketing, and businesses must understand where each party stands in order not to get thrown in the wrong direction.
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Google Account Strategists – Their Role
These people are specialists in paid ads who get assigned to specific accounts directly from Google. They review the account periodically and give helpful advice. However, there is a dark side. Because their employer is not you, the business, but they work for the advertising platform, Google, their objective is to get you to spend as much money as possible. Be savvy, do not be fooled by their helpful demeanour, know who their true masters are. These are Google employees. Their job is to make Google money not necessarily yourself.
Having said that, a healthy online account, will partner with an Account Strategist regardless. Why? Account Strategists can do cool things a consultant cannot. Such as:
- Quick appeals for disapproved ads
- Research and explain internal policy clearly
- Give you new features only available in beta
- Educate you patiently on newer formats of ads
- Be the go to person when something goes wrong and Google is banning you
- Educate you on the finer points of the platform for free
Clearly, the downside of not having a Google Account Strategist is much more than the pain of listening to them trying to increase your budget with no guarantee of return. The audits they do are valuable if taken in the correct context and with a grain of salt.
Google Consultant – Their Pivotal Role
The best analogy we can use for our consulting services is that we are like lawyers. We are certified, not only in Google Ads, but other important things like Google Analytics, and other relevant Google certifications. Anyone looking for solutions in search or even in SEO, needs a consultant with experience to be the expert that manages their campaigns. Google campaigns do not manage themselves.
Management takes time and expertise, and it is a professional service. Even today, technology is not a replacement for hiring a Google Consultant so you can have solid Return-On-Investment (ROI). “Adwords Consulting” still exists because of this, no machine can replace an agency looking after your account diligently.
The day-to-day management of the data coming in to a Search Engine Marketing (SEM) campaign such as Google needs constant attention. No Google Account Strategist has the time for this. It is either you do it yourself as a company, or hire a certified consultant.
A good Google Consultant should take into consideration advice from the Google Account Strategists, but balance the interests and needs of their client. That is where the analogy of a lawyer comes in. The Google Consultant protects the clients from wanton spending, whilst optimising the campaigns to drive maximum ROI.
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Google Consultants + Google Account Strategist = Peanut Butter and Jelly
Making progress in SEM campaigns and being firm with Google whilst getting the most out of it is the best way to create a symbiotic relationship between experts. The Account Strategist is an expert in features of AdWords. The Google Consultant is an expert in strategy. The company understands themselves and hopefully their customer, better than the other two. A united team like this will set the right tone for producing top results. Brands must learn to move cautiously with Google Account Strategists, without isolating them based on the understandable anxiety they create when asked to spend more without even an estimate of a return.
Leading agencies all around the world should still take insights from Google Account Strategists to find creative ways to deliver results. Being any kind of Google Partner is no guarantee of online advertising success if the Google Consultant is not playing their role. A responsible Google Consultant should also be looking at the Analytics in a consistent manner, something the Google Account Strategist is not obliged to do for clients.
Businesses can improve their results and achieve much more results on the web years earlier, if they coordinate with these mentioned stakeholders and interview and choose consultants carefully. To have one piece of the puzzle missing is to only settle for average results or even negative returns. Businesses need high quality consulting in their online digital marketing and although being certified is important in PPC for the web, the consulting agency must know their role when providing solutions to their client.
We use a data driven approach specialising in Google Ads and it is our job to use Google Analytics and other sources to give you a bigger picture of your PPC experience and make sure you only pay for what will bring you results and free up your time for more important business decisions. All relevant marketing staff are Google certified and we offer optimal pricing. We can engineer any type of Google campaign and always keep up to date with best practices. We also do Google Analytics Consulting. If you want to understand which size of agency is right for you, click here.
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What is a Google Consultant?
A Google Consultant can mean staff in the Google call centre or an external consultant that provides Google Ads management and advertising for clients
What is a Google Account Strategist?
A Google Account Strategist is a dedicated staff member of Google who is dedicated to a Google Ads account and provides advice and support to the account
Should a Google Consultant work with a Google Account Strategist?
What is the role of a Google Consultant?
A Google Consultant should cooperate with the Google Account Strategist whilst maintaining the client’s interest and protecting the client from unnecessary measures suggested by the Account Strategist
Clarence Ling is the Founder of Marketlytics, and a guerilla marketer. Initially a trained Lawyer and Practice Development Manager, he contributed to the growth of his firm, including implementing software.
Clarence Ling is a Digital Advertising and Analytics Expert. Having a wide range of advertising experience ranging from international real estate, to legal and previously worked in full service marketing agencies, Clarence is a diligent marketer with an eye for detail and a talent for numbers.
Clarence can carefully plan out the best budget levels for the desired outcomes with projections that are more accurate than most.
His background in Analytics enables a clear, big picture assessment of both organic and paid campaigns, enabling maximum efficiency of those digital campaigns. His analytical background brings precise clarity of client or customer interaction and behaviour on online assets.
Clarence’s four fields of practice are Search Engine Marketing (SEM), Search Engine Optimisation (SEO), Social Media Marketing (SMM) and Email Marketing (EDM). He is best as an Advertiser and is an avid collector of Software As A Service (SaaS) Products, avidly investing in both technology and human capital of Marketlytics.