What is an Expert Witness in Google Ads?

As is always the case, a good expert witness stays close to the facts. Their job is to take those facts and explain them to a judge or jury, yet always remain “true to the facts.” That’s my goal. Here are some of the concepts involved in being a Google Ads expert. First, a Google Ads expert witness is an expert in online advertising, at least with respect to the Google Ads platform if not also other online advertising platforms such as Facebook, LinkedIn, or even Twitter. Online advertising, after all, is more than just Google Ads. Second, an expert witness in Google Ads should have trial and/or deposition experience. He or she needs to be comfortable taking the complex topics of Google Ads and explaining those in simple terms to a judge, jury, or other attorneys in the process of litigation or a lawsuit. Third, he needs to be well-versed with practical experience in Google Ads and to have managed (and be managing) a sufficient ad spend. It’s to no avail to have technical knowledge of Google Ads yet to not have been “in the trenches” managing real money in real accounts. And yes, the “old name” for all of this was Google AdWords, but I have acquiesced to using the new term: Google Ads.

Deliverables for a Google Ads Expert Witness

A Google Ads expert witness explaining her expertise to a group of attorneys
Many of my Google Ads consultant deliverables are transferable to the Google Ads Expert witness domain. I provide professional AdWords expert witness services based on the following tasks based on a thorough analysis of any Google PPC advertising –

  • Ads Assessment – why did the plaintiff or defendant advertise? What were the implied marketing objectives?
  • PPC / CPC Spend – what was the cost-per-click and/or pay-per-click components of the digital advertising? How did these change over time?
  • Keyword Match Types – Google Ads is driven by the match types such as exact, phrase, modified broad, and broad (as well as negative match) yet many advertisers do not understand them; this is a source of potential trouble. A professional Google Ads expert witness will dive deep into keywords, and build out a robust keyword worksheet.
  • Search Network vs. Display Network – Google pay-per-click advertising (PPC advertising) is not just one network but at least two: the search and display network. Indeed, an expert in Google Ads will understand not only the Search Network or Display Network (GDN) but YouTube Advertising as well. (I do).
  • Conversions and eCommerce – many advertisers attempt to run conversion tracking via Google Analytics and/or third-party eCommerce platforms. I can help you understand what conversions occurred, if any, and for what keywords on AdWords pay-per-click systems
  • Metrics – Google analytics and beyond. Today everything is about metrics, including PPC (pay-per-click) advertising. Note that PPC is often called CPC (cost per click) advertising.
  • Beyond Google Advertising – you can advertise not only on AdWords but on YouTube as well as Facebook, LinkedIn, Twitter and other online networks. I can analyze what happened where, when, and how.

I have a complete bio on my professional AdWords consultant experience, so please check that out.  I have been certified as an AdWords expert witness in both federal court and state court here in California.  I have both deposition and trial experience, and have created reports and analysis of Google ad spend. Any questions? Please contact me for a free phone consultation, today!

Google Ads Expert Witness

I work with clients all over the world on their advertising on Google, but many attorneys prefer to meet face-to-face. If you are not in the San Francisco Bay Area, San Jose, or Silicon Valley California, don’t worry. I work with many law firms on their Google Ads needs over the phone and Internet, using the ZOOM software to consult with you as if I were in your office. For really large projects, I can even travel! But, that said, if you prefer to meet face to face, we can formulate a great professional relationship as attorney and expert witness in Google Ads.