Outsourcing PPC? 13 Questions To Ask and Why To Ask Them
The decision to outsource your pay-per-click advertising campaign to an expert team makes sense for the majority of businesses. However, it can be difficult to choose the right PPC agency. With all the changes to Google’s algorithm and new competitors entering the market all the time, you need a way to stay competitive and propel your efforts forward. How do you know what advertising company to choose? These questions will help you understand.
1. Is the PPC Agency Accredited?
An accredited Google Ads agency has been certified by Google and has demonstrated success in managing these campaigns. This type of agency can provide your business with a higher level of service and support than a non-accredited agency.
When considering a PPC agency, it is important to ask about accreditation. An accredited agency has passed a rigorous process and has proven success in managing Google Ads campaigns. Although it is possible to get good results with one who has not undergone the process, why would you risk it?
2. Can You Provide Referrals?
Always ask for referrals from a potential service provider’s previous clients. This way, you can get an idea of the type of work the agency has done in the past and whether they are a good fit for your needs. Additionally, asking for referrals from businesses in the same industry as yours can give you insights into which agencies have experience working with companies like yours and which ones may be a better fit. Ask the PPC agency directly to put you in contact with reputable former clients that can prove the advertising team’s worth.
3. How Long Will It Take to Get Started?
The sooner the better when it comes to success through paid advertising. Although agencies cannot tell you exactly when you will reach a certain profit level, for example, they should be able to let you know how long it will take to set up your ad campaigns and make them go live. This is especially important if you are paying a retainer for their efforts rather than on a cost-per-action or percentage-based amount.
4. How Do You Optimize Campaigns?
You may not know everything about PPC advertising. After all, that is why you are hiring an agency to take care of things for you. But you should know about their optimization plans and methods. Ask about their process and make sure you understand it so you always know how they handle your budget, focus on your goals, and ensure the best return on your investment (ROI) from start to finish.
5. What Kinds of Reporting Structure Do You Use?
What exactly does the agency use as the basis of their data collection and analysis strategy? For example, they could focus on individual clicks per keyword group or overall traffic generation metrics. Some may even integrate the focus on PPC with your landing page analytics including lead generation or conversion with newsletter sign-ups or sales.
6. What Analytics Do You Conduct?
Most online marketers use specific platform data collection and analytic systems for the bulk of their information. Ask the agency if they have in-house methods that give additional or better data to make smart decisions down the road.
7. How Do You Report Results?
The answer to this question manages communication expectations with the PPC agency. You need to know if you will receive a weekly or monthly report, what those reports will contain, and if any meetings or other communication will go along with them. Your satisfaction depends on the agency doing what you expect in the best way possible.
8. How Do You Test and Optimize?
All the questions about data collection and analysis aside, basic information about which ad generated targeted traffic does not give enough to fully optimize PPC campaigns. Learn what methods the agency uses to test different headlines, ad copy, keyword groups, and bid strategies and how they will improve these to get you a higher ROI.
9. Do You Offer Remarketing?
Remarketing in PPC ad strategies is a powerful way to get already-interested consumers or business targets to take action that leads to eventual sales or other goals. This process involves sending specific ad types to people who have already been introduced to your brand.
10. How Do You Optimize the Data Feed for E-commerce?
Different PPC strategies exist specifically for e-commerce with multiple products for sale. Instead of generating leads, getting newsletter sign-ups, or selling the one service, ebook, or app, you have many things that a website visitor could buy. It does not help to have traffic looking to unprofitable products. An online retail-focused agency should have a plan in place for these data optimization strategies.
11. What Happens If the Results Do Not Match Predictions?
This is one of the most important questions to ask. First of all, a reputable PPC agency should be able to give you realistic expectations or predictions. In fact, if one claims highly exceptional results in an extremely short period of time, it is a red flag that they may want to scam you out of money. If you do not get the results that match the team's predictions, what are the options to pursue after that? This is especially important for PPC marketers with small budgets.
12. What Bidding Strategies Do You Use?
The answer to this question should align closely with your specific goals for your company. A PPC agency that does not start out asking you what you want from your campaigns will not be able to deliver results. The bidding strategy must align with things like maximum traffic generation or other focuses within a specific period of time.
13. What Do You Think of Automated Bidding?
Paid search advertising platforms have their own on-board automated bidding systems. Some agencies use custom options that also automate expenditures of your allowed budget. It is important to know how much control your team has over how much money you spend and when.
Once you have all your questions ready to go, you need a team who always gives you the answers you need. Get in touch with Digital Authority now to propel your business to new heights of success. Our PPC agency offers expertise and a strong track record of satisfaction for clients from many industries. Schedule a consultation and dive into your next ad campaign with the help of top advertising experts.
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