PPC (Pay Per Click) advertising is a form of online advertising where advertisers pay a fee each time one of their ads is clicked. It’s a for...
Critical Questions To Ask When Choosing a PPC Agency Partner
Not all businesses are well-versed in digital marketing, especially new and small ones. Though they can learn it, they do not have the time and resources to do so.
However, you have to put marketing high on your priority list if you want your company to stay in the industry. Without it, you cannot reach your target customers, generate leads, and sell your products.
Fortunately, there are ways around this, and one of them is to get outside help. For instance, you can get a PPC agency to run a PPC (pay-per-click) campaign to jumpstart your business.
What Is a PPC Agency?
A PPC agency is simply an entity that helps create, run, and manage PPC campaigns. It may also offer other valuable digital marketing services like social media marketing or SEO.
As its name suggests, PPC is a form of paid online advertising wherein you pay for your ads when someone clicks them. You can find them on top of SERPs (search engine result pages) just right before starting the organic search results.
PPC is the perfect option to get your website on top of the SERPs quickly while working on your SEO. It will be easy to set one up when you know the ropes. However, there are various aspects that you need to be good at to create an effective campaign.
You have to learn how to research and bid for keywords, write compelling copies, and design landing pages. That is where a PPC agency comes in — to do all the hard work for you.
However, picking a PPC agency to work with is not easy. Sure, you can go to Google and go for the one with the most attractive website. It would help if you carefully went through various factors before you seal the deal.
What To Ask a PPC Agency
Choosing a PPC agency would be a meticulous process. Keep in mind that you will be working with this company and trust it to help your business. It is a relationship that may last for a while.
Hence, you need to determine if the agency is a good fit for your enterprise. It is like hiring a person to be part of your team. You try to get to know them first with questions and feel who they are as a PPC agency.
If you are not sure what to ask, here is a list of some questions that can help you find out all you need to know about a PPC agency. The answers you will get from them can help you make an informed decision.
1. How Did You Help Your Previous Clients?
Like in any industry, there are new and old players in digital marketing. However, the number of years does not mean the agency is already the best choice. Have them talk about their previous clients and their work for them.
Find out if they have collaborated with a business like yours and how that panned out. It will give you an idea of the type of service you will get from them, especially when they encounter issues with your campaign.
2. Are You a Google or Bing Partner?
Both Google and Bing host PPC ads. Though being a partner is not a must, having a certification from either platform speaks a lot of the agency. It confirms their reliability, knowledgeability, and authority regarding PPC.
Being a partner also means they get access to the upcoming updates even before the other agencies. Hence, you will have an advantage compared to your competitors.
3. How Much Are Your Services?
Working with PPC agencies does not come for free. There is money involved, and you must know what you can get from it. It allows you to determine whether or not working with a particular PPC agency is worth your time.
Usually, agencies’ fees cover ad creation and management, keyword management, monitoring, and reporting. However, they are not limited to these services, so that they may require higher costs.
4. What Is Your Process?
Each PPC agency has its workflow when putting together campaigns for businesses. They do not start and end with the same thing. It all depends on what process they believe is efficient.
It is essential to learn the different workflow phases to be aware of your progress. You should also know the tools they use and the strategies or approaches for each stage.
5. What Are Your Bidding Practices?
When creating a PPC ad, bidding for keywords is usually the first thing on your to-do list. Before you let your agency bid for you, share your goals and budget with them. Ask what they believe is the best bidding strategy for you.
Agencies should discuss this matter with you with all honesty and transparency. They must have clear justifications for why a specific strategy is the most suitable for you.
6. How Do You Measure Success?
The work of a PPC agency does not stop after launching an ad campaign. It should also monitor its performance and make necessary adjustments when needed.
Analytics can be highly technical and challenging to understand. Nonetheless, ask about it and have the agencies explain all the critical metrics. It will help you know where they are getting the number they report to you.
7. How Do You Report Results?
PPC agencies should keep you in the loop at all times. Since all PPC campaigns are online, platforms can gather all relevant data. Hence, there are no reasons why they cannot provide information about your progress.
Agencies deliver their reports differently. Ask them how often they will provide you with the information. Also, find out what type of reporting they provide and if it is already included in the initial fees.
Digital marketing is an investment., so you have to make every decision wisely. It will be hard to trust another company with one of the most critical aspects of your business. However, diving into it blindly can be just as deadly.
Hence, conquer your fears and start looking for a PPC agency that can help you with your marketing needs. Get to know them well before entering an agreement with them. Do not be afraid to ask questions.
The questions listed above can help you get the vital information you need to decide. However, you are free to ask other questions when you need to know more.