8 Questions You Need to Ask Before Hiring a PPC Company
Are you looking to hire a PPC company? If so, here are 8 questions you need to ask before hiring a PPC company.
It’s getting harder and harder to tell who’s who on the internet these days. Hiring a PPC company can feel like diffusing a bomb: who do you trust? How can you tell experts apart from those who are just good at marketing?
Even so, the benefits of partnering with a real PPC expert are hard to ignore. They know how to help you maximize your investment to get a good return.
Plus, they do all the heavy lifting to give you turnkey marketing and noticeable results.
How do you know if you’ve found a reputable PPC company to handle your PPC? Be prepared to ask them these eight necessary questions to see if they’re the real deal.
1. What’s Your Experience as a PPC Company?
PPC spans a huge spectrum of platforms and channels. Ideally, you’ll partner with a company that not only does the work but can also consult with you to make recommendations in your best interest.
In addition, you want to make sure you’re handing your budget to a company that will put it to good use – for you, not just them. Trusting a PPC company with a thousand dollars is a lot different than forking over a million dollars.
Make sure that whoever you partner with is experienced in managing a budget of your size. If most of their clients have bigger budgets than you, consider where you might fall in their priorities.
2. What Type of Reporting Do You Offer?
Even though you’re hiring an outside company to handle your PPC marketing, you still need to be involved in the progress. Knowing what kind of reporting to expect can help you stay on top of your results.
Ask how often you can expect to receive updates, the PPC KPIs the company provides in their reports, and how they can help you make sense of it all.
Ideally, your provider won’t just deliver the data but also break down insights that can help you in other areas of your marketing.
3. What’s Your Understanding of My Business and Customers?
Any PPC marketing company should know how to market your company to the right audience. This means understanding your unique advantages, the people you serve, your ideal prospects, and other criteria that can help you stand out.
Before you hire for PPC, find out how much they know about your business and customers. Ask them how much time they’ll dedicate to researching your market.
PPC isn’t a one-size-fits-all blueprint, so make sure they recognize what makes your business special.
4. How Do You Structure Your Fees?
PPC fees can break down in a variety of ways. It can save you time and money by understanding exactly what you’re paying for.
For example, some companies charge a single fee that covers every aspect of your PPC campaign, from strategy to ads to analysis. Other companies take a percentage of what your ads earn.
In addition, some companies may charge setup fees, cancellation fees, and other hidden expenses that can eat into your gains. Other companies use contracts to commit you to a set number of months.
There isn’t a right or wrong way to pay for PPC, but whatever you spend should be justified by the results.
(At Pay Per Click Authority, we charge a single month to month fee with no contracts or hidden costs.)
5. Do You Offer Creative Support or Just Ad Management?
There are two sides of a PPC campaign: the creative aspect and the management process.
Some companies are only set up to handle one or the other, usually the ad management portion.
But it’s helpful to have someone who can design your PPC campaigns from start to finish. It’s a major time saver. Plus, it saves you from having to outsource ad writing to another agency.
Find out if creative support is part of the company’s scope and if it’s included in the price.
6. How Do You Do Keyword Research?
Keyword research can easily become a full-time job. It’s an intricate process that’s best left to the experts, but knowing a little bit about what’s happening behind the scenes can help validate their expertise.
Do they look for negative keywords? Are they sourcing keywords that are easy to rank for? What’s the search volume of each keyword?
Keep in mind that keyword research should be an ongoing process. Find out how often they conduct keyword research to give you the best results.
7. What Are Your Testing Procedures?
It’s not enough to simply create a campaign and watch the results roll in. Even if an ad campaign seems to be working, how do you know it can’t be more effective?
A/B testing is an integral part of a PPC ad campaign. Your PPC marketing company should have testing procedures in place to ensure you’re getting the best results from your ad spend.
Find out what elements are included in the testing. Trying different variations of keywords, calls-to-action, offers, and copy can create vastly different results.
8. What Results Do You Guarantee?
This question is a bit of a trick to see if you’re dealing with a company who knows the industry well.
The truth is, results are never guaranteed with PPC. A good PPC management company is confident in their abilities to do a job well. But in the end, there’s never a way to know how many conversions your ad campaigns will generate.
Reputable companies will tell you this up front. Under-the-radar companies may offer some form of guarantee to earn your business. However, you should know that it’s impossible for them to affirm you’ll break even or make a certain dollar amount.
Leave PPC to the Pros
You don’t have to be a PPC expert to ask the above questions. It’s important you at least have a minimal understanding of what makes a strong PPC company so you can make an informed hiring decision.
Our team has nearly a decade’s worth of experience in managing Google AdWords campaigns. Talk to us today about your goals and let us design a profitable campaign for your business.