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5 Questions To Ask Before Hiring A PPC Agency

Select The Right PPC Agency To Work With

So you’ve decided to start using ‘pay per click’ (PPC) advertising but how do you choose the right agency to handle your campaigns. You don’t want your advertising budget wasted and you need to see results. A PPC Agency will gladly take your budget but are they the right agency for you? Here are 5 questions to ask before hiring an agency:

1. Who Owns My Adwords Account?

Your Adwords account is a Google account and you need to be satisfied that the account stays with you and you’ll have access to it forever. This is key – over time your Adwords account collects a huge volume of statistics about your Adwords campaigns over time – what has worked and what hasn’t and you need to retain access to this account no matter what PPC Agency you are with or whether you choose to manage it yourself in the future. Many PPC Agencies will use their own internal accounts and provide reports to you. You need to see how the Adwords account is performing rather than via reports that can hide key facts – for example what is the true cost per click and what goes to the PPC Agency. Having access to the account provides complete transparency.

Key Take Away – Ensure You Own the Google Adwords Account

2. What Is The Contract Length/Term?

It can take time for Adwords Campaigns to gain traction – what has worked, what needs adjustment, what should be stopped. A general rule is 3-4 months to start to see results and for an agency to optimise a campaign. Shy away from any agency looking to lock you into 6 or 12 month contracts. It’s unnecessary.

Key Take Away – Ensure The Contract You Sign Is For No More Than 3-4 Months

3. How Are Results To Be Tracked And Return On Investment (ROI)?

You need to know for your Adwords spend what you are getting back in terms of increased sales, leads or traffic. Ensure there is a clear approach to how your campaigns are tracked and measured. For example: clicks that lead to a product being purchased with e-commerce tracking, a contact form filled in, additional phones calls being made to your sales desk or length of time spent on your website/quantity of pages viewed by a visitor.

Key Take Away – Ensure Return On Investment Is Measured

4. Who Will Create The Dedicated Landing Pages For My Adwords Campaign?

Having a Adwords account setup and campaigns running is only part of the story for running successful campaigns – you need to be sending your customers to dedicated landing pages on your website that convert. Just sending customers to your home page for instance just won’t work. You need to check that the PPC Agency will create for you highly optimised landing pages that engage your customer’s and convert. This is a highly skilled job and you need an Agency that can do this for you.

Key Take Away – Confirm The PPC Agency Will Create The Landing Pages For You

5. Who Will Manage My Adwords Campaigns?

Check with the PPC Agency who will personally be looking after your campaigns. You want to ensure it’s an experienced marketing person not a junior member of staff who is inexperienced in PPC. You need to work with a marketer who you can discuss: strategy, ad copy, landing page ideas, new service/product offerings you have. They will know marketing but you know your industry.

Key Take Away – Ensure There Is An Experienced Marketer Working On Your Campaigns

Always mark sure you are actively working with your PPC Agency – it can at times seem easy to outsource the management and forget about it. Try to avoid this and keep a regular meeting in place to discuss your account. This will ensure that the account is kept in focus with your business goals and lead to a better overall return on investment.

Prepared by: The Buzz Blog  | Buzz Web Design and Consultancy

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