In today’s competitive online space, intelligent companies recognize the value of paid advertising. The giant search engine marketing firm Google Ads has unparalleled reach with incomparable targeting capabilities; however, navigating its intricacies can be daunting.
This is where an experienced Google Ads agency comes in. Such professionals will revolutionize your marketing campaigns by ensuring they convert clicks into sales, thus driving your profit margin. However, you need to find the right partner.
10 Important Questions to Ask Your PPC Advertising Agency
Before settling for any Google Ads agency, ensure you have all the necessary questions answered. This blog post offers ten vital issues for evaluating an agency’s expertise, experience, and commitment to achieving concrete results.
Did you know? WordStream’s recent study shows that only 20% of companies are content with their Google Ads performance. This implies that strategy is needed, and working with an agency that knows your business needs is also vital.
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1. What experiences do you have within my industry?
Why settle for general digital marketing expertise? Instead, ask if the agencies have worked with those businesses in your industry before. Understanding your market nuances, competitors’ landscape, and target audience helps you create tailored campaigns that are better than anything else can ever do.
For example, if you have a software-as-a-service (SaaS) company selling customer relationship management (CRM) software, a tech-focused agency will grasp some of these peculiar challenges in this unique form of marketing. They would understand how to target professionals with messages that resonate with their needs and optimize campaigns for relevant conversions.
“I’m looking for an e-commerce-focused agency specifically dealing with businesses selling natural skincare products- could you give me some examples of what you’ve done in this space?”
2. Can I see any case studies or testimonials?
Never trust empty words. An agency must provide objective evidence of its accomplishments. Case studies that exhibit their performance in handling similar businesses are a source of valuable insights about their capabilities and results achieved. Furthermore, testimonials from satisfied clients lend credibility to the agency’s brand by providing firsthand perspectives on customer experiences with the firm.
“Can you share some case studies of successful Google Ads campaigns you’ve managed for businesses like mine? What were the key objectives, strategies, and results achieved?”
3. What do your Google Ads management services involve?
Clearly define what is covered by their services; specify things like:
- Campaign setup and optimization: Do they research keywords, develop ad copies, and determine targeting or bidding strategies?
- Account management: How often are your campaigns adjusted? Which tools and technologies are used to monitor performance?
- Reporting and analysis: What sorts of reports will be available to you? How do they convey campaign performance, including actionable recommendations?
- Budget management: How does the company control ad spending? Can we make payments flexibly while getting transparent reporting on ad spending?
4. Which types of Google Ads campaigns do you specialize in?
Google Ads offers different campaigns, each with unique targeting options and objectives. Ask about areas where an agency specializes in matching your marketing goals.
- Search campaigns: These help drive traffic to your website based on specific keywords.
- Display campaigns: Advertise across Google’s vast network of sites using image or text ads that will reach numerous people.
- Video campaigns: Sell your brand with exciting video ads on YouTube and other platforms.
- Shopping campaigns: Display your goods directly on Google’s search results, increasing visibility and conversions for e-commerce stores.
“I want to increase my brand’s recognition and send potential customers to my site via engaging online videos. Are you experienced in Google Video campaigns? Can you tell me more about your experience and strategies in this area?”
5. How do you intend to know if my Google Ads campaigns are successful?
Go beyond the ordinary and ask about key performance indicators (KPIs) appropriate for your business objectives. These could include:
- Number of visitors by campaign: How many people are being directed to your site by the ads?
- Number of leads generated: How many potential customers have you gained from your ads?
- Conversion rate: The number of visitors who take the desired action, such as a purchase or filling out a form.
- Return on investment (ROI): What financial return are you getting from your ad spend?
- Brand awareness: Are these campaigns increasing brand recall and promoting positive sentiment?
“How will you show me what impact has been made? What metrics should we track to measure success, and how will I get this information?”
6. How does it work? I mean, your pricing model?
Transparency counts. Talk about the agency’s fee structure. Common types might be:
- Fixed monthly fee: Regardless of ad spend, this charges a given amount.
- Percentage of total ad spend: This is remuneration based on all money meant for advertisement.
- Hybrid model: A combination of fixed and performance-based fees, with higher commissions payable by an agency to meet specific goals.
The most important considerations may be:
- What is the minimum and maximum ad spend required here?
- Does it have any undisclosed charges?
- Do they have flexible payment terms?
7. Please tell us how an agency optimizes Google Ads campaigns
An effective agency constantly optimizes your campaigns for improved results. Get to know their approach towards strategies like:
- Keyword research and targeting: How do they find relevant keywords for different audiences? Do they use tools like keyword planners and competitor analysis tools, among others?
- Ad copywriting: How does one create compelling ads that can convert visitors into buyers? Do they test different variations using A/B testing to see which is more appealing to their audience?
- Bidding strategies: How do you ensure that you realize maximum ROI through bid optimization? Do they involve manual bidding, automated bidding, or both?
- A/B testing: Do they run split tests to compare different ad variations?
- Landing page optimization: Have they analyzed their landing pages and optimized them to enhance user experience and increase conversion rates?
8. How will you stay up-to-date with Google Ads updates?
Google Ads is constantly changing. Ask if the agency keeps updated on new features, developments, and best practices.
- Do they subscribe to Google Ads newsletters and blogs?
- Do they go to any conferences/webinars?
- Have they ever been active in any online forum or community aimed at bringing together professionals in the Google Ads field?
Being updated ensures you can employ the latest functionalities and make your campaigns as effective as possible.
9. What are your communication protocols?
Effective communications guarantee successful partnerships. Inquire about how often reports are made, the expected response speed, and preferred correspondence channels.
- How frequently should campaign updates be communicated to me?
- What happens when some questions or concerns need attention?
- What do you prefer regarding communication (emails, phone calls, video calls)?
- Do you have a dedicated account manager who ensures all-time availability for communication with clients without interruption?
10. What level of access and control will I have over my Google Ads account?
When working with a Google Ads agency, it’s important to understand your level of access and control over your account. Here are key points to consider:
- Full Access: Ensure you have full administrative access to your account.
- Transparency: Confirm you can view all campaigns, ads, keywords, and performance data.
- Control: Verify that you can make changes if needed, such as pausing campaigns or adjusting budgets.
- Collaboration: Establish clear communication channels to discuss strategies and changes.
- Ownership: Make sure you retain ownership of the account, even if the agency manages it.
Looking for the Right Partner:
Asking these questions can provide insights into an agency’s skills, knowledge, and dedication to achieving results. Remember that a successful Google Ads campaign relies on a strategic partnership with a trusted agency.
Ready to elevate your PPC advertising efforts? Icecube Digital is here to assist! We offer a range of Google Ads management services tailored to your business objectives. We grasp the intricacies of industries and excel in crafting personalized campaigns that yield tangible outcomes.
Contact us today to arrange a consultation and explore how we can help you unleash your growth potential.
