We’ve highlighted 10 essential Google Ads Questions you should ask before hiring a PPC Agency.
Finding the right pay-per-click (PPC) marketing agency for your company is a big decision, can be a difficult task, and should take time.
1. Who owns the Google Ads Account?
You should have ownership of the Google Ads account, be able to log in, and see everything that’s happening. If you already have a Google Ad account, you can simply delegate management access to an agency. If you don’t have an account, don’t stress. Your PPC Agency can create an account and invite you as an admin.
2. How frequently will we communicate?
The best PPC agencies will ensure that you meet on a monthly basis, at the very least. During this meeting, the performance of your account should be discussed, and any concerns should be directly addressed. Communication via email should be done on a regular basis.
3. What Google Ads budget do you recommend?
Before choosing a Google Ads Agency, you might already have an estimate of what you can spend on paid search. Or you might have an amount in mind that you’ve spent in the past. Even so, you should ask the agency for their thoughts on your budget: whether the ad spend is adequate, too low, or might be more effectively spent on another channel.
4. How do you determine your pricing?
Agencies rely on different pricing models. Some PPC agencies charge a percentage of your advertising fees. Some charge hourly rates or monthly retainer fees. Others might consider performance-based payments. Sometimes it’s a combination. There’s no right or wrong answer, but the agency should be able to tell you how it arrives at its pricing.
5. What other clients do you work with?
You would prefer not to become the absolute first customer of a PPC Agency. It’s a good sign if an agency has work examples from different clients they have done work for.
6. Do you have a monthly minimum ad spend?
Any agency should be up front with their minimums if they have them.
7. Do you offer full reporting with your services?
When working with a PPC agency, it is imperative that you receive regular analytics reports of your performance. Regular reports will allow you to evaluate the effects that any new advertisements have had on your website.
8. Do you require a long-term contract?
If the PPC agency that you have an interest in requires a commitment under a long-term contract, you should walk away immediately. A good PPC agency should always be able to display the results that their actions are rendering. In other words, they should regularly be able to prove how they are contributing to your value. Opt for agencies that work on short-term contracts as these are the ones that will help you achieve as much success as possible.
9. Who will manage my Google Ads campaigns?
Check with the PPC Agency who will personally be looking after your campaigns. You need to work with a marketer who you can discuss: strategy, ad copy, landing page ideas, new service/product offerings you have.
10. Do you ever recommend that a company NOT do PPC?
This is a valuable question because it will help you identify those PPC companies that just want to sell you their services. Here’s the truth: PPC is NOT advisable for every company. You want your PPC agency to recommend what’s best for YOU, not for them.