In this day and age you will find hundreds of PPC agencies that guarantee overnight results and success to get you tied down to a contract.
Before hiring a new PPC agency, you need to check its background, expertise and reputation. PPC management is not an easy task. It’s not only about analyzing metrics or creating relevant ad copy; it’s also about developing an effective strategy to make your account shine.
How do you know which agency is “the one”?
A great PPC Agency will always do the following:
- Take the time to explain how pay per click works. A good agency will make it a priority for you to understand and be part of the strategy.
- Prepare a proposal based on your goals. This should be unique and made according to your needs.
- Be clear on how they intend to market your dealership through PPC.
- Be 100% transparent. The agency should specify where the money is going to be spent.
- Communicate effectively with you in a timely manner.
- Assign a dedicated account manager to help you at all points of the process.
- Have a design and copywriting team to give your ads a unique touch.
- Be able to explain how they will measure success for your PPC Account.
- Be willing and able to provide references.
Ask who will manage and optimize your account. You want to make sure the agency has actual experts that live and breathe PPC. Ask about their level of expertise and if they are certified AdWords experts. You don’t want to end up with a junior account manager that will only waste your budget every month.
Make sure the agency you’re assessing is part of the Google Partners Program. Agencies have to complete certain requirements to get into Google’s trusted partner program:
- Maintain excellent customer service
- Adhere to Google’s best practices
- Run a strong and successful AdWords business
This certifies that the agency is a trusted expert and Google approves of the work it’s providing or offering.
The Evaluation Process is all about asking the right questions. Don’t be afraid to ask. The more information you get on how your account will be managed, the more comfortable you will feel with the agency you end up selecting.
Do your homework. Research PPC basics. (You can read about some common PPC terms here.) You won’t be able to become a PPC expert overnight, but understanding the basics well help you better asses the quality of service a PPC agency can provide.
1. Is your agency familiar with the auto industry?
There are hundreds of PPC agencies offering their services to any type of industry. Ideally you want an agency that is entirely focused on the automotive industry. This means the Account Manager and PPC specialist in charge of your account will be more in tune with your business.
2. Is the PPC specialist dedicated to paid search?
This should be a definite “yes.” The agency you choose must be able to provide an expert dedicated to Paid Search. PPC is complex, and needs a dedicated expert to give it their full attention. Be wary of agencies with a combined PPC/SEO expert, as a good agency will have a specialized expert for each individual service offered.
3. Do I get a full access to my account?
The agency should provide a login/password for you to check your account whenever you like.
4. Will I get a monthly report? Are these custom reports?
The answer to this question should also be yes. The agency has to provide a performance report that clearly shows the progress of your account. Ideally, reports should include recommendations specific to your dealership on how to improve the account’s performance.
5. Will you review and optimize my account regularly?
A great agency will create a plan to optimize your account regularly. A PPC account has to be closely monitored in order to constantly improve its performance.
6. Does your agency offer any type of training?
Find out if the agency you are evaluating has training that can help you understand how online advertising works and how your business will benefit from it.
7. What are the types of leads you track?
Forms submitted through Paid Ads should be the only thing tracked as leads. A lead is counted after the user has submitted all the information required in a form and has been directed to the “thank you” page. Some agencies will count visits to certain pages as leads. This is not a good practice, and is a red flag when selecting a PPC agency.
8. What other services do you offer?
It’s useful if your PPC agency offers other services such as website design and development or SEO if you are thinking of expanding your marketing strategy in the near future.
Remember, the PPC agency you pick will be managing your advertising budget. Selecting the right agency means you can rest assured that your money will be put to good use.