If you are an SEM agency with a large amount of clients, you probably know just how important your Pay Per Click team are.
However some large companies rely heavily on bid management software to try and make their team’s time go further, but that’s a mistake; PPC campaigns need to be optimised and monitored regularly, therefore good PPC managers need to be trained to understand exactly how Google Adwords thinks, acts, and communicates. Knowing the tools that give your clients great ROI is more important than thinking, ” oh, i’ ll just delegate this task to an automated program”.
Well that’s not the way we work here at Site Vis, there is a place for bid management software, but not at the expense of a human touch.
In a few weeks, I will be taking my Google AdWords accreditation test. You know, the one that allows you to call yourself a ‘Google Adwords Professional’ (I love titles!) and place the Google accreditation logo on your website. I therefore wanted to share some tips & tricks on how I’ve revised for this test, and how to start thinking like Google when it comes to answering questions that can sometimes be very ambiguous…
Don’t revise too much though! via flickr
Setup a fake campaign! If you have not already done this, download the AdWords editor, play with both the starter and standard version of AdWords, and experiment with a dummy campaign, bidding on keywords that no one will bid on (I use ‘responsive dinosaur’) so you can test dynamic keyword insertions and other PPC copy writing techniques.
Love the AdWords Reference Guide! This little green booklet saved my life a couple of times, and getting familiar with it is will definitely set you on the tracks of becoming a certified Google-aholic. If haven’t got one, there are several other options you can explore: firstly, you can log on to the adword test page, and view the presentations topic by topic. they are well designed, with plenty of graphics and friendly google voices. Secondly, you can participate in Google’s Webex presentations, which are a good way to learn more. As I’ve always like to say, interactivity increases retention!
Do the AdWord! You can find a mock version of the Google AdWords test online and although the questions are not updated enough, it is still a good revision centre that will get you in the right frame of mind for the test. Only hiccup, they do not give you an overall result, Google’ ll just tell you which questions are right or wrong once you have answered them in groups of 4-5. Keep track of your score and turn it into a percentage when you have been through all the questions; this will give you an indication of whether you are likely to get the 75% required to get your qualification. But…
Beware of the Phrasing of the questions. In order to either make themselves look good or just to make a simple question confusing, Google will use some strange phrasings when asking questions. Don’t be intimidated by the search giant, he is just trying to mess with your mind. The most logical answer will usually be the right one.
“With AdWords CPC advertising, you pay each time your ad appears on Google: True or False?”
That question is there not to train you up, but to show people that Google operates differently then traditional advertising models. However, if you advertise on AdWords and do not the know the answer to that, or for that matter the meaning of CPC, you do not deserve to have a computer, let alone live.
Google Logic. Certain questions solely rely on Google’s logic, and not the rest of the world’s. My favourite one is pictured here, (sorry about the quality, try ctrl+scroll, it’ ll help) it shows the effects of Google making too much profit: they have lost touch with reality and think it costs 0.25c to produce a box of chocolates! You get their point though…
Beware of shades of Grey! Answers are not necessarily right or wrong, sometimes you will read a question and think to yourself “all of these answers are correct! What should I do?” Well just remember this post, and that it stated to go for the most right answer. This usually happens when you have to tick 3 answers out of 4 possibilities, and all of them look right.
Note your wrong answers. Every time I get a wrong answer, I log it on my pad and write the right answer down in a sentence format: Your brain remembers about 30% more of what you write than what you see written. Therefore if you get a question wrong, or think you will during the test, write it down, and read it again every couple of days. This is a very standard revision and brain training technique used from GCSEs to Master’s presentations.
So good luck with your test, stay calm, and go with your instincts! I f you have been working with Adwords for at least 3 months, and have a few conversions, you should by fine. Why conversions? Because they require the most effort in terms of technical knowledge (implementing the code is not that hard, but hey, some people…) and strategy (analytics, funnels, click paths, landing pages…)