Transparency and communication are fundamental qualities of a good PPC agency, but what else should you be looking for when selecting the right partnership? Here are a few of the key questions you should be asking before signing on the dotted line…
How Many Years’ Experience Does Your PPC Agency Have?
An experienced agency will have several years of experience and a successful track record.
It is important to know how long your agency has been handling PPC accounts and the specific length of experience of your account manager has. It’s also a good idea to ask for testimonials, referrals and proof of successful account management to put your mind at ease.
Who Owns My AdWords Account?
The answer should always be you.
You should always be the account owner, with the login and billing details set up in your name. A good agency will ask you to set up your account or assist you in creating one. The agency will then require access to your account using their My Client Centre (MCC) agency account (rather than creating individual logins for each user). Note that agencies can also make accounts for their clients through the MCC.
Specific agency tools like MCC are created by Google for the sole purpose of controlling client PPC accounts. By not hiring an agency that uses these tools could not only have a negative effect on your account but your business too.
You should always be the account owner, with the login and billing details set up in your name. A good agency will ask you to set up your account or assist you in creating one.
Can I Access My AdWords Account?
You should always be able to review your account, even if you never actually make any changes to your PPC campaigns yourself, without consulting the agency.
Having access to your account allows you to review every aspect of your PPC – from monitoring the account billing to checking the latest changes to your campaigns. It’s also important to understand the changes that are made to your account (but leave it to the agency to make them, after all, that is why you hired them in the first place!). A good agency will guide you through the technical jargon and explain what certain key performance indicators mean.
How Often Will I Receive PPC Reports?
You should receive an in-depth monthly report, plus any ad-hoc reviews and the option to arrange meetings with the agency.
It is essential that you receive a detailed analysis of your AdWords performance. This gives you confidence in your campaign – understanding data trends and areas for improvement.
A great agency will also produce extra reports when requested.
Do You Have Any Certifications?
You should opt for a Google Certified Partner.
Ensuring your agency is certified is an absolute must. This not only guarantees management experience and knowledge of software, but also accountability and reliability. You must trust your PPC agency 100% and even go to lengths to see the qualifications of your specific account manager.
Overall, it is essential to ask questions and understand the fine print of what is really being offered. If you’re satisfied with the answers (and they match the above), then you should be good to go!
For more information or help on choosing a PPC agency contact QliQ. Call 01635 800868 or email firstname.lastname@example.org.