What Makes A Good AdWords Manager?

There's a wild difference in pricing for AdWords managers.  Some charge thousands of dollars in on-going fees and others may only charge a hundred a month.

So, what exactly does the more skilled managers get you that a cheap one likely does not?

Here's a good comparison chart:

Skilled Manager	Non-Skilled Manager
Views AdWords as "Scientific" where you can test, track, and measure what does and does not work.	Most concerned about spending the monthly budget.
Has experience with what has and has not been successful in many different markets.  This gives a good intuitive feel for what will test well.	Lacks experience or may have only seen one what works in a couple of markets and with a couple of different products.
Takes the time to build a campaign right with quality ads, good keyword choices, and a detailed campaign structure.	Gets lazy and just wants to put something down (resulting in huge profit-draining "leaks").
Takes time to understand the clients product, customers, and market.	Gets started as soon as the client pays resulting in poor ads and keyword choices.
Uses often expensive software tools to research keywords and build campaigns that gives you an edge others can't compete with.	Uses free or low-cost research tools, which all of your competitors have access to.
Takes into consideration your landing pages and if it is on-target for your keywords	Is not overly concerned with what happens after the user clicks on your ads.
Stays up-to-date with the latest changes and new techniques Google is implementing to give you an advantage over others.	Doesn't read or talk with other experts and is in the dark about key developments that can make you a lot of money.
Is not just motivated by getting paid, but enjoys the testing and tweaking process followed by seeing results (he or she wants to know you're succeeding from his or her work).	May or may not be focused on retaining you as a client and not overly concerned with the value he or she is providing to you.

As you can see, a skilled manager makes you money and is often worth the extra investment.  He or she knows how to optimize your campaigns to get the most amount of profits possible out and into your bank account.

In addition, you enjoy working with a skilled manager more.  He or she wants you to succeed and takes an interest in your business.