Google has made it easier for marketers to create and manage their paid ad campaigns through Google Ads. But what happens if you don’t have the time or the patience to promote your paid ads? It is where a PPC agency may be a viable option for you. With an experienced agency, you can guarantee engaging paid ads, optimized landing pages, and better conversions and ROI.
1. How do you plan to understand my business?
According to Digitalauthority.me, make sure that the PPC agency you hire can genuinely promote your business through paid ad campaigns. Find out how prospective agencies will understand your business.
Are they going to start with a paid ad campaign audit, or will they proceed with research or a consult with your marketing heads?
As much as a PPC agency claims they know everything in your industry, they need to research your marketing campaigns. Through these, they can find what works and which areas need updating.
The agency must lay its paid ads campaign plans on the table with you or your marketing head. You should feel you’re working as a team and not getting the runaround as you formulate your campaign goals.
2. How do you conduct keyword research?
Using the right keywords can massively improve your PPC ad campaigns. You can attract more viewers, increase clicks, and boost conversion to your landing pages with the right keywords.
The PPC company you will hire must exhaust all means to find the best keywords. It must identify the right keywords that best relate to your business and target viewers. So how should PPC agencies start with keyword research?
The following strategies for keyword research apply.
- Organize keywords according to brand, generic, related, and competitor terms.
- Create a keyword database to enhance your content strategy.
- Consider keywords that your customers use to arrive at your business.
- Include negative keywords and misspelled words.
- Focus on long-string keywords.
- Use keyword research tools like Google Keyword Planner and WordStream Keyword Suggestion Tool.
3. How well do you track conversions?
The PPC ads conversion measures how many people clicked on your ads and decided to take your offer. Depending on your campaign goals, it could be the number of people who signed up for a newsletter, a free trial, a quiz, or have decided to purchase your products or take advantage of your services.
PPC campaigns have several conversion sources: website, app, phone calls, and data imported from other systems. Counting all possible conversions can give you an accurate picture of your paid ad campaigns.
A good PPC agency has efficient conversion tracking, considering all the most effective and profitable conversion avenues. If you have an e-commerce website tracking the sales revenue as someone clicks on your ad, you can compute the return on ads spend or ROAS.
Insufficient conversion tracking will impact your decision-making when starting or pausing a keyword or ad. It’s best to ask the ad agency’s platform to track calls and report early.
4. What industries or niches are you an expert in?
If this is not stated on the agency website, you should proactively ask for their industry expertise. Working with a PPC company with deep knowledge of your industry helps them create more effective ad campaigns for your business.
An agency with experience with your niche or companies in your industry knows what they are doing. They will be able to help you strategize your paid ad campaign goals according to industry data, thorough research, and extensive experience in the niche. You should also consider these additional tips.
- Check reviews from companies in a similar industry as yours.
- Look for client testimonials.
- Look for business ratings, awards, and recognitions.
- Read case studies of clients with similar niche/industry and ad campaigns as yours.
5. Do I have full ownership of my Google Ads account?
You have to be clear about the status of the Google Ads account that the agency will create for your ad campaign. Ask if you will have full ownership of the account. Some agencies will create an ad account for their client but maintain full ownership of the account, including all campaign data and information.
It would be best to set up your Google Ads account using your own Gmail. This way, you can provide access to the PPC team without giving up ownership. You should have full rights to all the data gathered from your campaigns, as you can use these to create future campaigns and other marketing projects.
6. What is your ads’ payment model?
The PPC agency fee structure varies from company to company. Some may take a percentage of the ad spending, while some will ask for a management fee on top of the percentage of ad spending.
Ensure that you’re not paying a PPC agency more than what you’re spending on ads. It, of course, excludes any additional services like initial audits and reports. Remember, usual agency fees can be up to 20%, and some may have minimum service requirements per month.
7. Can you handle content creation and website development?
To create a successful PPC campaign, agencies must offer related services like content creation and website development. Your PPC ads must connect to an optimized landing page, so you need experienced content creators to produce engaging copies.
Meanwhile, you need website developers to overhaul your website and optimize it for your clients. Having these services handy will allow a PPC agency to help you develop web pages that promote a positive user experience.
Don’t forget these questions when screening for the right PPC agency. Remember, it takes the best PPC team to develop the best-paid ads strategy for your campaigns. Be proactive in searching for the right PPC service, and you’ll get the best-paid ad campaign results all the time.