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Many organisations rely on Google’s AdWords PPC system to deliver targeted web traffic to their web sites and because the system has evolved to become so complicated, a lot of people are deciding to use an AdWords consultant to work with. So what does an AdWords consultant ACTUALLY do?

There are an amazingly wide range of skills needed and whilst most people tend to think that what they need is an AdWords consultant who can simply drive the AdWords system effectively, what you actually need is someone who can do this at the same time as understanding fundamental underlying business principles.

You need to know what margins the business achieves and you also need to help your client work out, if they don’t already know, what their visitor value is. Some of this information can be extracted from Google Analytics provided it is set up correctly so in many ways your AdWords consultant needs to be an Analytics consultant too.

The AdWords system is extremely powerful but for two reasons you now need to be a skilled user to get the best out of it. First, AdWords has so many controls that you can easily miss something very important and either waste money or miss out on new business opportunities.

Second, the PPC market has become incredibly competitive so you are always going to battle with competitors . The business that understands how best to exploit AdWords will win.