3 Reasons PR Professionals Should be Trained in Google AdWords
Recently, I took the new Google Advertising Fundamentals Exam, the first of two tests required to become a Google AdWords Certified Professional. And, let me tell you, it makes you think.
The exam tests your knowledge of Google AdWords tools, account management, analytics and ad optimization techniques. Although it focuses particularly on online advertising, we highly recommend it for all PR professionals due to the test’s ability to foster analytical thinking, refine budgeting skills and expand knowledge in how search engines work. These skills are becoming increasingly more important in an evolving industry where there is a growing demand for hybrid professionals.
In fact, we feel so strongly in its value that we require all PR 20/20 consultants to take and pass the Fundamentals Exam, despite the heavy time commitment involved.
(The AdWords Learning Center contains 21 lessons for the Fundamentals Exam alone, totaling more than 400 pages of reading. For me, this translated into about 10 hours of serious studying and note taking. Think college finals all over again, and you’ll get the gist.)
So, as a PR professional, why is it worth investing the time and energy into AdWords training?
Encourages Analytical Thinking
PR pros can no longer hide behind impressions and ad equivalency. Being able to demonstrate your success through tangible factors such as search engine rankings, website traffic, inbound links, leads and sales is essential in today’s business environment.
The Google AdWords Exam forces you to think analytically, translate data into meaningful measurements and adjust strategies based on results. All of these skills are vital for PR pros looking to demonstrate their value to clients and manage successful campaigns.
Refines Budgeting Skills
An organization’s return on investment (ROI) using Google AdWords doesn’t necessarily relate to how much the organization spends; its determined by how well their budget is used through keyword and bid selections, targeting and optimization. These factors usually need to be tweaked often based on past performance in order to get the most benefit for your money.
This same logic can be applied to the financial aspects of managing any type of campaign. PR pros need to be able to work within a client’s budget - choosing those activities, which will have the largest ROI - while simultaneously being able to determine when a larger budget is needed to achieve desired objectives. They also need to continuously review their current campaigns and budget allocations to determine if their existing financial distribution is optimal, or if funds should be reallocated to better-performing activities.
Provides a General Understanding of Search Engines
In his post “7 Benefits of Partnering SEO & PR,” Lee Odden explains why search engine optimization is becoming increasingly more important for PR practitioners looking to reach and influence journalists, and connect with consumers who are actively searching for relevant information online. However, to optimize content for online audiences, PR pros need a sound understanding of search engines and how they function.
The AdWords training program offers a general overview of Google paid and organic search. It also provides an in-depth lesson on keyword selection. While most information has a paid search focus, the knowledge derived can be applied to organic search as well. Having basic knowledge of how the search engines work can significantly impact the success of press releases and other PR-related content distributed online.
What Do You Think?
In an industry that traditionally has offered relatively few options for training or certification, we continuously look for outside accreditations that will showcase our value and expand our skill sets.
- What tools are you using to enhance your expertise and refine your skills?
- What courses, certification programs and classes do you recommend for PR pros?
- How can the lessons from Google AdWords enhance a PR pro's skill set?
Image Note: My colleague Natalie studying hard for the AdWords exam.
Tracy DiMarino is an associate consultant at PR 20/20, a Cleveland-based inbound marketing agency and PR firm. Follow Tracy on Twitter @TracyDiMarino.
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