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What exactly does a Google Ads specialist do?

5 minutes of reading
What exactly does a Google Ads specialist do?
Category SXO

If you’ve ever wondered what a Google Ads specialist does on a daily basis, you’re not alone. As digital marketing increasingly becomes the go-to option for businesses looking to increase their reach, the need for professionals trained in Google Ads is growing exponentially. In this blog post, we’ll take an inside look at what a Google Ads specialist does, their essential tasks and skills, and how they can help you optimize your SEO and make the most of your online presence.


What is Google Ads and how does it work?

Google Ads is an online advertising platform that helps businesses target potential customers and promote their products and services. This type of marketing allows businesses to pay to have their ads shown on Google’s search engine results page. A characteristic feature of this type of advertising is the so-called Pay Per Click, which means that simply displaying the ad is not enough.

For your ad to appear in search results, it must be properly optimized for your keywords and then linked to your users’ search intent across the web. Its position is also affected by the maximum bid you can pay per click. Considering these elements, it is worth considering ad relevance, keyword matching, landing page quality, CTR, Google user account history.

The different types of campaigns

Google Ads offers a variety of campaigns, each with their own purpose and set of targeting options. Each type of campaign can be tailored to fit the goals of a business or marketer, so it’s important to understand the different types before getting started. Google Search provides several types of it:

  • advertising in search results;
  • product advertising;
  • advertising in the Google Display Network, i.e. on websites visited by recipients;
  • remarketing;
  • advertising on partner platforms (YouTube, Gmail);
  • in-app advertising.

The campaign can be displayed in text, image, video or dynamic format (graphic or content and image). Thanks to the range of possibilities and various methods of financing, they are available to private individuals, small and medium-sized companies, as well as large enterprises. Thanks to the range of possibilities and various methods of financing, they are available to private individuals, small and medium-sized companies, as well as large enterprises.

What is the range of activities of a Google Ads specialist?

A Google Ads specialist is someone who works with clients to create and manage effective campaigns. Specialists are responsible for understanding the client’s objectives and designing campaigns that will help them reach those goals. This includes researching keywords, writing ad copy, setting bids, monitoring performance, making adjustments as needed, and optimizing campaigns for maximum ROI.

The job of a Google Ads specialist requires extensive knowledge of the platform, including understanding of all features such as ad extensions and remarketing. In addition, they must stay up-to-date on the latest trends and strategies to ensure that their campaigns are always performing at their best.

Professional qualifications

To take on this job successfully, the following tasks should be undertaken:

  • have an analytical mindset;
  • diagnose and solve any problems that come up;
  • act creatively and originally, but think cause-and-effect;
  • adapt to a dynamic environment;
  • watch trends;
  • track future changes to search engine algorithms;
  • put an emphasis on constant growth and education;
  • to know how to use Google tools such as Google Search Console, Google Analytics, and Google Tag Manager.

The path to becoming a Google Ads specialist

It is possible to become a Google Ads specialist without a formal qualification. However, there are some steps that can help you get started in the field.

The first step is familiarizing yourself with making advertisements by studying marketing and then pursuing work experience in a marketing agency. For a starter, it would be advisable to aim for the Junior position and enroll in a few courses as well. SkillShop, a site recommended by Google, offers many options to choose from, including:

  • Google Ads certificate for advertising on the Display Network;
  • Google Ads certificate for measuring the effectiveness of advertising;
  • Product advertising certificate;
  • Google Ads Certification for Search Advertising;
  • Google Ads video ad certification;
  • Google Ads certificate from app advertising.

A certificate requires you to achieve a 70% grade in the exam. These courses teach you how to select keywords, estimate a campaign’s cost, and determine the right audience for a campaign. Further, you will discover how to utilize ad extensions and the campaign performance planner, as well as create advertising that is relevant to your business.

Finally, it helps to stay up-to-date on the latest developments in the field of search engine marketing. You can do this by attending seminars, webinars, and other professional events related to SEO and Google Ads. Staying informed about the latest trends and best practices will help you provide the best service for your clients and ensure the success of their campaigns.

What are the earnings and what are they based on?

Google Ads specialists typically earn money based on their performance. This means that they will be paid a commission or bonus if they are successful in achieving certain metrics, such as an increase in clicks, impressions, or conversions. Additionally, Google Ads specialists may earn more depending on the complexity of their campaigns and the size of the budget they are working with. Freelancers who work remotely might be paid on a project basis or per hour. Those working for an agency or in-house could be paid an annual salary.

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Last words

A Google Ads specialist plays an essential role in the digital marketing campaigns. The specialist is responsible for setting up campaigns, optimizing bids, creating ads, and analyzing performance data. They must have an understanding of analytics and possess the technical skills needed to create successful campaigns. To become an ads specialist, each individual needs to have a combination of formal education, professional certifications, and hands-on experience. With the right knowledge and expertise, you can make a successful career!

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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