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Expert Vetting Criteria

This article outlines the rigorous vetting process for Google Ads Experts seeking to join the AdPay Expert Community.

Updated this week

To ensure transparency and maintain the high standards of our AdPay Expert Community, we have established a rigorous admission process. Below, you will find our comprehensive assessment criteria for Google Ads Experts, designed to identify top-tier talent capable of delivering exceptional results for our customers.

Criteria for vetting Google Ads experts

  1. Certifications and Qualifications:

  • Google Ads Certifications (Search, Display, Video, Shopping, Apps)

  • Google Partner status (Premier Partner preferred)

  • Other relevant industry certifications (e.g., analytics, conversion rate optimization)

2. Experience and Track Record:

  • Years of experience specifically managing Google Ads campaigns.

  • Experience across various industries or niches.

  • Case studies or client testimonials demonstrating positive ROI and results.

  • Ability to articulate past campaign strategies and outcomes.

  • Experience with different Google Ads campaign types and features.

3. Strategic Thinking and Campaign Planning:

  • Understanding of the client's business goals and how Google Ads aligns with them.

  • Ability to conduct thorough keyword research and audience targeting.

  • Skill in developing comprehensive campaign structures (account, campaign, ad group level).

  • Knowledge of bid strategies, budgeting, and scaling campaigns.

  • Approach to A/B testing and optimization.

4. Reporting and Analysis:

  • Proficiency in using the Google Ads interface and Google Analytics.

  • Ability to interpret data and provide actionable insights.

  • Clarity and detail in reporting performance to clients.

  • Focus on key performance indicators (KPIs) relevant to client goals.

  • Proactive identification of opportunities and threats within campaigns.

5. Communication and Client Management:

  • Clear and concise communication skills.

  • Responsiveness and professionalism in client interactions.

  • Ability to set realistic expectations and manage client relationships effectively.

  • Problem-solving approach and ability to address challenges.

  • Understanding of client confidentiality and data security.

The Vetting Scorecard

The Vetting Scorecard is used to assess Google Ads experts based on the criteria above, each with a maximum score. The expert's scores for each criterion are summed to get an aggregate score out of 100, with an acceptance mark set at 85.

AdPay Expert Vetting Scorecard (Sample)

Expert’s Aggregate Score: (Score)/100

Acceptance Mark = 85

Criterion

Score

Max Score

Certification

Expert's Score

15

Years of Experience

Expert's Score

10

Campaign Planning Capability (Strategic Thinking)

Expert's Score

15

Campaign Analysis & Reporting

Expert's Score

15

Client Management (Report Presentation)

Expert's Score

15

Media Spend Under Management

Expert's Score

10

Achieved Outcome

Expert's Score

10

General Assessment

Expert's Score

10

Total

Expert’s Aggregate Score

100

Disclaimer: Please note that the acceptance into the AdPay Expert Community and the scores provided are based on the information submitted by the applicant at the time of vetting. AdPay reserves the right to review, revoke membership, and delist any expert from the AdPay Expert Community if it is discovered, at any time in the future, that the information provided to us was false, misleading, or inaccurate, and that such information was material to the scoring and acceptance decision.

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