A Google Adwords expert witness is an individual with extensive knowledge and experience in designing, optimizing, and analyzing pay-per-click (PPC) advertising campaigns using Google’s advertising platform, Google Ads. Google Ads (previously known as Google Adwords, and in fact still known to many as such), is the most popular PPC platform for businesses seeking to advertise their products or services online. The Google Adwords expert witness can help attorneys understand how the system functions when it is an issue in particular litigation cases
In litigation, attorneys may require the services of a Google Adwords expert witness to provide valuable insight and testimony related to disputes involving PPC advertising campaigns. The litigation typically relates to trademark infringement, though can also involve false advertising claims, click fraud, and other related issues.
Given their experience with Google Ads, an expert witness can provide their knowledge and expertise to testify related to the following:
● The best practices of creating a PPC campaign
● How particular keywords may end up in an advertiser’s ads (through the use, for instance, of Dynamic Keyword Insertion)
● How particular ads are matched with a particular searcher, and thus appear in the search results page
● Reviewing and identifying potential signs of click fraud
● Explaining the metrics and formulae used to calculate advertising costs, click-through rates, conversion rates, and other key performance indicators (KPIs)
The Google Adwords expert witness’s testimony can assist legal professionals by providing explanations, interpreting advertising performance data, identifying technical problems, and presenting an expert opinion.
Google Adwords expert witnesses are not only familiar with the technical aspects of PPC advertising campaigns, but they also have an in-depth understanding of consumer behavior, market trends, and Internet advertising regulations. They can use their expertise to help attorneys win cases, protect their clients’ interests, and provide litigation support.
Overall, for attorneys handling PPC advertising disputes, hiring a Google Adwords expert witness can be the key to building a strong case and achieving favorable results for their clients.
