Tag Archives: PPC Management

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Written by Caroline Cox on Apr 10 , 2020

Before partnering with a pay-per-click (PPC) manager, here’s what you need to know.

Here, you’ll find:

  • Key PPC manager personality traits
  • Questions to ask a potential PPC manager
  • Red flags to look out for
  • Why enthusiasm matters

Finding the right PPC manager can be transformative for your business. This partnership can lead to better ads, more clicks, and increased sales. On the other hand, if you pick the wrong person, you might find yourself with a leaky pipeline and wasted ad spend. 

While there’s no way to predict if a partnership will end up being a perfect fit, we’ve highlighted a few important factors that’ll help you make the right decision when it comes to who you want managing your PPC. 

HawSEM - 7 Traits Every PPC Manager Should Have

For certain companies, understanding CRM and marketing software tools like Salesforce and HubSpot will be vital. (Image via Unsplash)

1. Proper experience and certifications

It goes without saying, but we’ll say it anyway: You want your PPC manager to have experience. Of course, they should be familiar with the big players like Google Ads and Microsoft Advertising. Ideally, they’re also well-versed in Google Analytics, Google Search Console, and Merchant Center. 

For certain companies, understanding CRM and marketing software tools like Salesforce and HubSpot will also be vital. Being an expert in Microsoft Excel and Google Sheets isn’t necessary, but having a basic understanding of those programs will make things easier.

Bonus points if your PPC manager is a certified partner with these big search engines, whether personally or through their agency. Partners often get to beta test new products and are the first to hear about imminent updates. 

2. A personality conducive to the field

“A good PPC manager needs to have a good balance of open-mindedness and discipline,” says Matt Monroe, an account manager here at HawkSEM. “Experimenting with new ideas and being willing to try new things is incredibly important.” He adds that a good PPC manager will also make sure things are being done efficiently — and with good reason.

Patience is another characteristic that Matt says gets overlooked sometimes. “After making changes in a campaign or ad group,” he explains, “being able to see if those changes impacted the ad, ad group, or campaign positively or negatively is important,” which can take time. “Giving the change enough time and exposure is the only way to properly do this, so holding off on other changes that may alter the original change’s impact is crucial.”

Lastly, Matt emphasized confidence. “If they’re not confident, they may hesitate when they should be taking action, which could prevent growth and future understanding of what works and doesn’t.”

A lack of confidence may mean the relationship requires more hand-holding, which usually proves to be an inefficient use of time on the company’s end. The key, it seems, is a balance between independence and being a team player who works well with others.

3. Strong communication skills

We know that communication is key in basically all aspects of business. Your PPC manager should be no different. Communication is especially crucial in this role, whether you’re working with someone in-house or at an agency. 

Matt explains that your manager should not only be well-spoken, but well-written too. If not, “you can probably expect poor ad copy, which will lead to low click-through rates or even worse: a bad impression of the company,” he says.

“Imagine reading an ad that had multiple typos and poor grammar — you wouldn’t click on it, but you also might avoid that company and think they’re kind of sloppy.” 

Questions to ask: How do you best communicate? How often do you think we should touch base? Can you provide examples of successful PPC campaigns you worked on in the past?

HawSEM - 7 Traits to Look for in a PPC Manager

Ask if your potential PPC manager has case studies they can provide you with, or the contact info of a reference you can connect with. (Image via Unsplash)

4. Satisfied past customers

Successful PPC is all about results, and you want a manager who can get them. Ideally, your PPC manager should be able to provide you with stats, testimonials, or other proof showing past client success, so you know you’re in good hands.

Ask if your potential PPC manager has case studies they can provide you with, or the contact info of a reference you can connect with. Even if they’re not in your exact industry, knowing there are satisfied past customers can help you feel confident in the person you’re trusting with your campaigns — and your ad budget.

5. Strong organization skills

PPC campaigns — and digital marketing campaigns in general — often have a lot of moving parts. After all, you don’t want a PPC manager who’s going to set up your campaigns, have them run, and not touch them again. Experienced pros know the best campaigns are tested, analyzed, tweaked, and tested again. 

Because of this, you want to trust that the person managing your PPC ads is highly organized. Being able to track changes they’ve made, especially big ones, is also important. You could consider creating calendar reminders for 2 weeks, a month, 3 months, et cetera, to touch base on any changes after a campaign has launched. 

If you’re repeatedly getting responses like, “Oh right, I forgot we discussed that,” or “Whoops, meant to send that earlier!,” you may want to have a conversation with your PPC manager about what their organization process looks like and whether that matches up with your expectations.

Questions to ask: What tools do you use to stay organized? How do you keep things from slipping through the cracks?

6. An emphasis on data

The best PPC managers are often analytical thinkers and numbers-minded problem solvers. These traits are ideal in this field, since the more thorough your PPC manager is, the less likely they are to make mistakes (or repeat them). 

Your manager should be able to pull data reports and translate them into meaningful takeaways. This is another place communication comes in. The most successful PPC managers can distill all the data insights and explain them in a way that’s clear and informative, so you’re always on the same page.

Questions to ask: What KPIs do you typically find most important to measuring PPC success? How do you track and analyze data?

HawSEM - 7 Traits to Look for in a PPC Manager

As with any partnership, professional or personal, it can take time to find the right person. (Image via Unsplash)

7. Enthusiasm about the industry — and your brand

Your PPC manager is going to be working with you to promote your product or service (and spending money doing it). Because of that, it helps for them to be excited and enthusiastic, instead of feeling like they dread working with your brand.

This is another reason why aligning personalities and communication styles is no necessary. For example, if your company has a “quirky” voice and brand aesthetic, finding a PPC manager that has experience working with a similarly voice company will make the onboarding process smoother and will help them quickly acclimate to your overall tone. The result? More authentic, well-received PPC ads.

The takeaway

As with any partnership, professional or personal, it can take time to find the right person. But once you know what to look for from your PPC manager, you can better discern who might be a good fit.

As long as communication lines are open, expectations are clear, and results being achieved, you can feel confident that you and your PPC manager make a good team.

In the market for a PPC manager? We’d love to chat.

Caroline Cox

Caroline Cox

Caroline is HawkSEM's content marketing manager. She uses her more than 10 years of professional writing and editing experience to create SEO-friendly articles, educational thought leadership pieces, and savvy social media content to help market leaders create successful digital marketing strategies. She's a fan of seltzer water, print magazines, and huskies.

Questions or comments? Join the conversation here!

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Written by Caroline Cox on Nov 22 , 2019

Pay-per-click (PPC) ads are a highly effective tool for getting your business in front of the right people, at the right time.

Here, you’ll find:

  • What PPC marketing is
  • How to properly manage a PPC campaign
  • What makes PPC ads successful
  • The latest PPC stats

Ah, the ever-changing algorithm. Many a marketer wishes they knew the magic words to instantly land them at the top of search engine results, but we all know it’s not nearly that simple.

And that’s too bad, because we also know that approximately three-fourths of users don’t read past the first page of search results. That’s where pay-per-click (PPC) ads come in.

Also referred to as paid search marketing, PPC marketing falls under the category of search engine marketing. PPC ads are the hyperlinked results at the top of the search engine results page (SERP) above the organic, search engine optimized (SEO) results. They look similar to the organic results, except with a little green box denoting “ad” next to it.

The good news: According to a survey by Clutch, 75% of people say paid search ads make it easier to find the info they’re searching for online.

PPC can be a highly effective tool in your digital marketing arsenal, whether your industry is SaaS, financial services, higher education, insurance, or anything in between. It can help connect you with potential clients through eye-catching copy that provides context and a hyperlink taking them straight to a targeted landing page on your site.

HawkSEM - PPC marketing

PPC ads look similar to organic search results, except with a little box denoting “ad” next to it.

What is PPC marketing?

Paid search and PPC are defined as a type of online advertising that allows marketers to have their brand’s display ads show up on in the sponsored results section of a SERP. And because of the pay-per-click nature of these ads, you only pay when someone actually clicks on your ad.

Getting the clicks — that’s the tricky part. To create the most effective PPC campaigns, you want your ads to appear in front of the right audience searching for the right keywords that makes sense for your product or service.

From there, you place your bid to say how much you think a click is worth. When your ad shows up and gets clicked on, you’re charged a fee (that can vary greatly depending on industry, competition, keywords, quality score, and more).

PPC vs. paid social ads

Social media advertising is a great way to meet your target audience where they are while also subverting pesky platform algorithms that can keep your content from showing up in feeds.

But unlike PPC ads, you pay a flat rate for the ad space — rates don’t change depending on impressions or engagement. This often translates into social ads being more expensive than PPC.

PPC vs. display ads

Display ads are ads that show up on almost every revenue-generating site across the web. These are the ads you see on the top, side, or bottom of website you visit, a mobile app you use, or a video you watch.

Display ads are known for their high visibility rates. Ads created via the Google Display Network reportedly reach more than 90% of people on the Internet. Because of their prevalence, display ads often don’t have as high of a click-through rate (CTR) as PPC ads.

Most often, these ad types are used for branding, so you stay top of mind after someone visits your site, in conjunction with your PPC efforts.

What are the components of a PPC ad?

Let’s start with Google PPC ads. These can contain:

  • 1-3 headlines
  • A display URL
  • A description up to 90 characters long
  • Ad extensions
HawkSEM - PPC marketing

Google allows up to three headlines in a PPC ad.

Headlines

Recently, Google upped the ante by allowing up to three headlines in a PPC ad, separated by a “|” or pipe symbol. Your headlines are where you have the opportunity to catch someone’s attention and highlight a product or service while being direct about what you offer.

When brainstorming PPC ad headlines, consider elements like:

  • Including keywords
  • Highlighting a common problem and/or solution
  • Getting as close to character limits as possible
  • Asking questions
  • Using concise, to-the-point language

Display URL

Your display URL can be your site’s homepage or a simple, clean URL that relates to the keywords and ad copy (such as hawksem.com/ppc). This clean display URL is simply what appears to users within your ad.

Ideally, though, the URL links to a targeted landing page on your site. The landing page should closely match with the look, feel, and verbiage of the ad, with a clearly defined CTA so the person knows what action to take next.

For example, if HawkSEM was creating a PPC ad that offered a free PPC audit, the display URL could be something like hawksem.com/free-ppc-audit. This way the offer is clearly matched with the ad itself. The link might then route to a more complex URL like hawksem.com/ppc-audit/?utm_source=ppc&utm_medium=google-ads&utm_campaign=ppc-audit for tracking purposes.

Descriptions

You’ve got a limited number of characters to work with for your PPC ad’s description — make them count! Your description should speak specifically to your target audience, highlight benefits for them (vs. just talking about how great your offering is), and have a strong call to action (CTA).

Descriptions are most effective when they’re tangible, i.e. offering “25% off” instead of simply saying “we’re the best!” Plus, Google now allows for 2 descriptions, doubling your character count to 180.

Ad extensions

Ad extensions are no-cost additional lines of text that can help improve your CTR by adding more info and context to your ad (as well as more real estate on the SERP). As Google explains, ad extensions can include:

  • More text
  • Call buttons
  • Location info
  • Additional links to your website
  • Star ratings

Your extensions aren’t guaranteed to show up with your ad, but if your ranking is high enough and the extension is likely to improve performance, it will.

Suspect your PPC program might be broken? We’ve got a guide for that.

What are Microsoft Advertising PPC ads?

HawkSEM - PPC marketing

Microsoft Advertising PPC ads (formerly known as Bing ads) function and look similar to Google Ads.

Microsoft Advertising PPC ads (formerly known as Bing ads) function and look similar to Google Ads. They feature the “ad” box next to the result, and include a headline, URL, and description. As you can see above, some ads include additional links and descriptions as well.

HawkSEM - PPC marketing

Shopping ads are more visual, often leading to a higher CTR than plain-text ads.

What are shopping PPC ads?

For e-commerce brands and those who sell products online, shopping ads can be a great way to get someone to “add to cart.” Shopping ads are more visual, often leading to a higher CTR than plain-text ads.

Shopping ads are automated based on data you send to the search engines. That’s why it’s crucial to fully optimize the product pages on your website. To set up your product to be included in the results feed, you’ve got to format your product information to be compatible with the Shopping feed’s ad platform.

Once you submit your product data to the search engine in the proper format, you’ll be primed to show up on the SERP’s ad section. The approval process can take 24-72 hours. Merchant centers for Google and Bing have their own breakdowns to ensure you’re following the proper steps.

What are some stats on PPC marketing?

  • One-third (33%) of respondents in a Clutch survey said they click on a paid search ad because it directly answers their search query.
  • The first PPC ad spaces were reportedly created in 1996 by Planet Oasis and Google as a research project at Stanford University.
  • Microsoft’s search network Bing attracts 116 million unique desktop searchers a year.
  • Between 40 and 60 billion Google searches take place each month in the U.S.
  • In 2018, Google ad spending grew by 23%.
  • Bing users spend 35% more online when shopping from their desktop computers than average internet searchers.
  • People are most likely to click on text paid search ads (49%) vs. shopping or product listing ads (31%) and video ads (16%).
  • Sponsored ads account for 2 out of 3 clicks on the first page of Google results.

What are the benefits of creating PPC marketing ads?

With PPC marketing ads, you don’t have to fight against the algorithm to show up at the top of a SERP listing. These ads put your business in front of the right people at the right time — when they’re searching for something similar to have you have to offer.

Gone are the days of buying ads and crossing your fingers that they’re seen by enough interested people to be worth their price. By using keyword planner tools to target your audience by preference, region, and more — only paying for the clicks you actually get — you have much greater chances of turning that click into a successful conversion.

HawkSEM - PPC marketing

It’s up to you to determine the amount you’re willing to pay when someone clicks your ad. Essentially, you’re deciding how much each click is worth.

How does bidding work?

You likely know how auctions work — there’s an item (or, in this case, a rank placement), and different people try to outbid each other to be the one who scores.

That’s how PPC bidding works, more or less. When someone enters a query into their chosen search engine, there’s an auction. The built-in algorithm picks what they determine as the most relevant paid and organic search results, and that’s what the user sees.

It’s up to you to determine the amount you’re willing to pay when someone clicks your ad. Essentially, you’re deciding how much each click is worth. What makes this tricky is that, unlike in a public auction, you don’t know how much your competitors are bidding on each keyword compared to yours.

If another advertiser outbids you, their ad is the one that’ll get shown. If you bid too high, you may get more clicks, but you can also go through your budget in a snap. To find the happy medium, it takes time and attention, whether that means you, a team member, or a digital marketing agency.

Keep an eye on your click volume and the types of clicks you’re getting — are they qualified leads or are they junk? These insights will help you modify both your bidding and your ad content accordingly.

What is a quality score?

Along with your bid, your quality score also factors into your ad ranking. Google decides on your overall quality score (on a scale from 1, which is not great, to 10, which is excellent).

This can be viewed in the keywords section of your Google Ads account. The better your quality score, the more you’ll rise through the ranks of results and the better cost-per-click (CPC) rate you’re likely to get.

HawkSEM - PPC marketing

Your PPC ad’s ranking at the top of a SERP depends on factors like the keywords you’re bidding on, the competition for those keywords, your bid amount, and your quality score.

What affects an ad’s ranking?

Your PPC marketing ad’s ranking at the top of a SERP depends on a few factors. These include which keywords you’re bidding on, the amount of competition for those keywords, the amount of your bid, and your quality score.

The formula looks something like this:

The ad ranked below you
———————————- + $0.01 = actual CPC
Your quality score

The higher your ranking, the greater your chances are of getting a click — pretty simple. If you want to up your ranking without increasing your spending, make sure your ads are compelling, accurate, and in line with the hyper-focused landing pages connected to them.

You also want to be mindful of who you’re targeting, when you’re targeting them, and where you’re targeting (from region to the search engine itself).

What is PPC lead scoring?

Generating leads is one thing — but knowing the value of the leads being generated is another altogether. When you know the true value of the leads coming in through lead scoring, you can better prioritize and iterate your PPC marketing strategies. This helps you drive more of the kind of leads you want in the future.

You can determine your lead value by setting up a lead-scoring system that connects your quality leads to the amount spent on each lead.

ValueTrack parameters can be added to landing page URLs that gather info about who is clicking your ads. From there, you can pull this PPC marketing campaign data into your CRM to connect with lifetime value and lead score. This helps determine which campaigns are driving the best leads and value (and it’s part of ConversionIQ, our smart approach to marketing).

Armed with this info, you can better analyze your PPC campaigns and keywords to maximize your ROI.

How do you calculate PPC marketing ROI?

Put simply, you can calculate revenue per lead using the following formula:

Total Revenue Generated / Total Number of Leads = Average Revenue Per Lead

However, this doesn’t paint the whole picture. There are other factors at play as well, including your average sales cycle length, site traffic, customer relationship management (CRM) data, and lead scoring to determine your high-quality leads.

Ensure you’re properly measuring your PPC ROI by:

  • Setting up lead scoring
  • Tracking your leads and conversions properly
  • Adding in subjective data regarding experiences with the lead
  • Calculating anticipated ROI before anticipated site traffic

How can you optimize your search engine marketing (SEM) plan for PPC success?

You can have the best PPC ads around — but if the rest of your online presence is lackluster, you still risk those clicks turning into dead ends instead of closed deals.

Take another look at your SEM program. Are you leveraging the right keywords? Have you planned out your ROI goals? Is your site fully optimized? Being able to answer “yes” to all of these questions will give you and your team the peace of mind that you’re doing all you can when it comes to search engine marketing.

Plenty of companies make the mistake of letting conversion tracking fall by the wayside. Some set it up improperly, and some aren’t tracking this at all. Conversion tracking is crucial for giving you insight into performance while providing you with insightful data about customer actions.

A step-by-step plan for an ROI-driven PPC campaign

Think you’ve got the ROI-driven PPC thing down? Make sure you’re taking all of these steps when crafting your campaign:

  • Determine your campaign’s goals
  • Identify, prioritize, and categorize the right keywords for your campaign
  • Write out your ad copy
  • Set up your ads within your chosen ad platform
  • Determine the desired CTA
  • Make sure your landing pages are targeted, consistent, and optimized
  • Have tracking set up (properly! More than 70% of our PPC audits turn up incorrect or with improper tracking.)

How to find the right PPC agency for you

Whether you’re not seeing the PPC results you want or just don’t have the time and resources to manage it all, partnering with an agency can be hugely beneficial. (OK, so maybe we’re a little biased.)

When you’re vetting out the agencies you potentially want to work with, it’s a good idea to prepare by:

  • Having a list of goals and objectives
  • Deciding which services you need
  • Having a budget in mind
  • Determine your key performance indicators (KPIs)

Once you decide which agencies you want to actually connect with in-person or via phone, make sure you get an understanding of their fee structure, company culture, and communication style. You also want to make sure the team you’re working with is knowledgeable and experienced. (Think all PPC agencies are the same? Think again.)

The takeaway

PPC ads have proven to be a way to reach your targeted audience and turn search engine users into customers. Not only can paid search ads boost awareness of your brand by 80%, but they can expand your reach, bring you more traffic, and, ultimately, make you more money.

Ready to take your PPC game to the next level? Let’s chat.

Caroline Cox

Caroline Cox

Caroline is HawkSEM's content marketing manager. She uses her more than 10 years of professional writing and editing experience to create SEO-friendly articles, educational thought leadership pieces, and savvy social media content to help market leaders create successful digital marketing strategies. She's a fan of seltzer water, print magazines, and huskies.

Questions or comments? Join the conversation here!

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Written by Sam Yadegar on Jul 12 , 2019

These tips will help you select the PPC service agency that best fits your needs.

Here, you’ll find:

  • How to prepare for a PPC agency partnership
  • What questions to ask during the vetting process
  • Red flags to watch for from agencies
  • What qualities make up a good agency

Paid search is an ever-changing field. For marketing professionals whose time is already at a premium, finding the time to stay up-to-date with the latest techniques and nuances can be challenging.

If you’re new to the SEM field, you may feel under-experienced to be running campaigns. Hiring a PPC agency may be the best way to boost ROI and free up your time for other channels.

Agencies understand that to remain effective, their teams must stay on top of the latest trends and techniques. Account representatives are experts in their field, and they typically have access to systems that help them increase effectiveness for clients.

In the same way that no single marketing strategy fits all companies, there is no one-size-fits-all solution for PPC management. These tips will help you choose the right PPC service agency for your business.

hawksem blog: ppc service agency

You may have an estimate of what you can spend for a PPC company, whether it’s a percentage of your overall marketing budget or based on what you’ve spent in the past. (Image via Unsplash)

1. Have a list of goals and objectives

Before you begin your agency search, make sure you know what you want to achieve, whether it’s building brand awareness, fueling your pipeline, launching a new product or service, increasing conversions, or improving online revenue.

The more specific you can be about your objectives, the better chance you have of partnering with a PPC service agency successfully. Goals are crucial for ensuring strategies developed and the tactics used are in line with your business needs.

2. Identify which services you need

Perhaps you want to run paid search ads or add content to boost your SEO ranking. When making the list of agencies to contact, make sure they have experience with the services you need.

You may want to screen out any that only focus on one area, such as SEO. A PPC company that integrates paid search with other online marketing services can work with you to a higher degree and help you understand customer behavior across various digital channels. Over time this can improve campaign results and increase ROI.

Services that paid search agencies typically offer, include the following:

  • Paid Search (SEM, PPC)
  • Content Marketing
  • Conversion Rate Optimization
  • SEO
  • Social Media Advertising/Paid Social
  • Shopping Feeds
  • Display Advertising
  • Remarketing/Retargeting

3. Have a budget in mind

You may have an estimate of what you can spend for a PPC company, whether it’s a percentage of your overall marketing budget or based on what you’ve spent in the past. When searching for an agency to work with, ask for their opinion: Is the amount adequate to obtain your objectives? Is PPC the best way to go, or should the funds be spent on a different channel?

The way they answer these questions demonstrates whether they can explain it in a way you understand and can believe in. If they don’t think you’re budgeting enough, does their reasoning make sense? Ask if they recommend an alternate channel where the spend may be more effective.

4. Determine the fee structure

When it comes to pricing, the terms should meet your budgetary requirements. There are several options to consider, such as:

  • Flat monthly fee
  • Percentage of the advertising spend
  • Hybrid approach

There are pros and cons to each. But what deliverables are included in the services you’re signing up for? Are there any hidden fees? Will you need to hire additional resources to get the job done? Discussing such questions with the agencies you interview can help you decide which will work best for your business.

5. Know the qualities you want in a PPC service agency

No two PPC agencies are exactly alike. And while you can’t predict how a partnership will turn out, your intuition should be able to help you discern which agency reps you will and won’t mesh well with. 

Knowing what qualities to look for when you’re vetting PPC agencies will help you more easily weed out who’s not a good fit. Some qualities to look for include:

  • A history of meeting (and exceeding) expectations
  • Frequent communication
  • Industry expertise
  • Proactive ideas and vision
  • A long-term focus rather than buzzwords and numbers without context
How to Choose the Right PPC Agency: 12 Steps to Selecting a New PPC Agency

Before retaining an agency, you should discuss what your expectations are in terms of communication. (Image via Unsplash)

6. Find out whether they’re a culture fit

Finding the right culture fit is essential for the success of your relationship with an agency. This is because not only will they work with you or your in-house team on some aspects of the campaigns, but a shared perspective enables effective collaboration.

Even if it looks good on paper, if you don’t share similar values, the teams may not mesh and work well together, which can affect productivity. You want a firm that is motivated and passionate about what they do and takes pride in the quality of work they provide.

7. Research the agencies and ask for proof points

Any PPC agency will work to put their best face forward when meeting with you. But it’s up to you to do your own independent research to see what kind of reputation the agency has online. Check out review sites and see what other customers have to say (though take reviews with a grain of salt, since you don’t know the full story behind each client experience). 

It’s also worth checking out the agency’s own site to see what kind of testimonials or case studies they’ve published that could be relevant to your industry or goals. If they don’t have anything published, you can request to speak to a referral or past client for more information. 

8. Get to know their communication style

Before retaining an agency, you should discuss what your expectations are in terms of communication. Is receiving a weekly email with updates enough, or do you prefer a phone call? Do you want specific information in the reports? The firm should also make their preferences regarding communication clear. Do they recommend regularly scheduled meetings and updates? Is the whole team involved, or just the account manager?

You should also discuss what the agency needs from you and their expectations. Will they be partnering with you to strategize and execute, or simply providing recommendations for your team to carry out? When both sides communicate clearly, the partnership can proceed more smoothly.

9. Prepare the right questions to ask potential PPC agencies

When you schedule a phone or video call with a PPC service agency, make the best use of time by having a handful of specific questions ready. The more pointed your questions, the less opportunity they’ll have to be vague or broad. 

Some questions you can consider asking include:

  • How would you make sure our leads are resulting in revenue for the company?
  • On what level is the structure and experience of the team we’d be assigned?
  • What successes have you had in our industry before?
  • What is your long-term plan to drive value for us?
  • How would you report on monthly or quarterly results?

These are generally good questions to ask. However, you should also ask additional questions that are focused on your company’s specific goals.

10. Understand their experience and expertise

When discussing the possibility of retaining an SEM agency, find out who will liaise with you regularly and learn more about who will be working directly on your account. The agency you hire must be able to navigate today’s complex landscape and have the chops to make your PPC campaigns successful.

  • Account strategists help you reach your goals by directing the account and setting the overall strategy.
  • Tracking experts and analytics specialists set up campaigns, track analytics, and analyze the results.
  • Conversion rate optimization specialists continuously test landing pages for improved ad performance.
  • Graphic designers ensure your ads and landing pages look great and attract – and convert – the right traffic.

Not every agency will have dedicated teams with all of these positions. Some have senior managers who own several of these roles, while others may use junior talent and freelancers. It’s important to understand the level of expertise you are getting and whether it is commensurate with the fee.

Another factor to consider when choosing an agency is whether they’re Google Ad certified or a Google Premier Partner. This accreditation is earned by individuals that attend training and demonstrate proficiency in a broad range of Google Ads features.

11. Ensure you own your data

It’s possible that, over time, you may decide to find a new agency or build an in-house team to work alongside or in place of your agency. Prepare for that in advance by ensuring that the Google Ads accounts, landing pages, and creative assets, are all yours.

When you work with an agency, not only should you receive experienced PPC management, but your creative assets should build. Make sure the account is set up using your email account and that you have full access to any paid ad accounts, but grant the agency full access so they can create and manage campaigns as needed.

Having historical data is crucial to optimizing your campaigns. If the Google Ads information isn’t yours, you’ll have to start over again, which wastes valuable resources. When the partnership with the firm ends, you should be able to take everything with you.

hawksem: PPC service agency blog

The paid search agency you hire should be willing to share the complete, unaltered information related to your KPIs. (Image via Rawpixel)

12. Pay attention to any red flags 

Though an agency should make you feel like you’re their No. 1 client, the facts are that they’re likely juggling dozens, hundreds, or more. But while no business is perfect, there are certain red flags you may come across during your search. Let these serve as warning signs that you may not want to continue discussions with this particular service agency.

These signs include things like going days without receiving a response to a voicemail or email, making claims not based in facts or numbers, and promising outcomes without the data or sourcing to back it up. You also want to look out for a history of unhappy clients, poor retention, and any results or rates that sound too good to be true, given the company’s size and bandwidth. 

13. Look for transparency

Reporting results can be subject to interpretation. The paid search agency you hire should be willing to share the complete, unaltered information related to your KPIs.

In addition, the reports they design should match your internal metrics so that you can get a consistent view of performance. The data they contain should be detailed and up-to-date, not days or weeks old.

The takeaway

Deciding to work with a PPC service agency could do wonders to enhance your paid search efforts. When you’re entering into one of these partnerships, make sure you negotiate a deal that works for you, especially if you’re a smaller company. 

For best results, don’t pick an agency swiftly or in a panic to fix your ad accounts. Rather, treat your agency as an ally. Sometimes new clients treat agency managers adversarially like they have something to prove. Go into your new venture with an open mind, defined goals, and a clear communication plan to help ensure the relationship is successful and lasting. 

Sam Yadegar

Sam Yadegar

Sam Yadegar is the co-founder and CEO of HawkSEM. Starting out as a software engineer, his penchant for solving problems quickly led him to the digital marketing world, where he has been helping clients for over 12 years. He loves doing everything he can to help brands "crush it" through ROI-driven digital marketing programs. He's also a fan of basketball and spending time with his family.

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