Today, marketing your business online is a pay-to-play experiment that requires a well-thought-out strategy. Paid media campaigns, such as Pay-Per-Click (PPC) advertising, can help generate new leads and convert them into paying customers. However, success in these campaigns doesn’t just happen by chance.
It takes careful planning, an understanding of your business objectives, and diligent oversight. Working with an external PPC agency is one way to ensure your campaign is handled by experts who can manage your budget and optimize results. Choosing an agency that offers a range of digital marketing services can provide a holistic approach to your campaigns.
Before launching a PPC campaign, businesses often make a critical mistake: they fail to ask their agency the right questions. Asking the right questions upfront will provide peace of mind, clarify expectations, and reduce the risk of overspending. Below are 10 essential questions to ask your PPC agency before you kick off your next campaign.
1. Do You Understand My Business Goals?
One of the most important aspects of a successful PPC campaign is aligning your business goals with the campaign objectives. If your agency doesn’t fully understand what you’re trying to achieve, your campaign is bound to fall short.
Many agencies claim to be “lead generation experts,” but lead generation is only effective if it aligns with your unique business goals. Is your goal to increase phone calls, website traffic, or e-commerce sales? Maybe you’re looking for more local clients or perhaps you’re expanding into a new market. The agency’s experience in your particular business niche is crucial to ensure tailored strategies. Be upfront about your objectives and ask your agency to reiterate their understanding of your goals before launching any ads.
A mismatch between your goals and the campaign’s focus could lead to ineffective ad strategies. For example, if your main goal is to get customers on the phone, but your PPC ads are only driving traffic to your blog, it’s time to course-correct. Make sure your agency knows what success looks like for your business and that every ad and landing page is optimized to meet those objectives.
Additionally, if you switch account managers during the campaign, ensure the new manager is equally informed about your goals. Clear communication from the outset will help maintain consistency and ensure the campaign stays on track.
2. Where Are My Customers Located Based on Your Research?
Understanding your customer base is critical for any marketing effort, especially for PPC campaigns. You should never assume that you or your agency knows everything about your target audience. Proper audience research is essential for a campaign’s success.
Before your campaign launches, ask your agency about the tools and methods they’ve used to analyze your target market. Agencies that excel in audience research will likely use platforms such as Google Analytics, Meta Insights, and competitor analysis tools. These can provide critical information about customer behavior, interests, and even geographic location. It is also important to ensure the secure handling and management of data associated with your ads account during this research.
For instance, if you’re targeting a local audience, knowing where your potential customers are concentrated helps allocate your budget more effectively. On the other hand, if you’re expanding nationally or internationally, your PPC strategy must adapt to those broader markets.
If your agency is using a “spray and pray” approach, where ads are sent out broadly with little focus, chances are you’re wasting your ad spend. A good agency should narrow down your target audience through research and make informed decisions about where to place your ads. Ask for a breakdown of this research to ensure that your campaign is targeting the right people in the right places.
3. What Should I Expect in the First 60 Days?
One of the biggest advantages of working with a PPC agency is speed. With experienced professionals handling your campaigns, you should be able to launch quickly and start seeing results. Understanding platforms like Google AdWords (now Google Ads) is crucial to set realistic expectations for your campaign. However, results take time, and knowing what to expect in the first 60 days will help set realistic goals and avoid disappointment.
In the initial phase of your campaign, engagement may be slow. Conversions might not start flowing in immediately, and that’s okay. PPC advertising is a long-term investment that often requires tweaking and optimization before it begins to deliver consistent results. Ask your agency for a roadmap detailing key performance indicators (KPIs) they will monitor in the first 60 days and what milestones they expect to hit.
Additionally, inquire about any tasks you should be prepared to take on during this period. Whether it’s reviewing reports, providing feedback on new ad creatives, or approving changes to the campaign, being aware of your role can help move things along efficiently.
Without clear expectations, it’s easy to lose patience early in the campaign, especially if results aren’t instant. Having an open line of communication about the progress and realistic timelines can save you from unnecessary stress.
4. What Is Your Communication Plan for Adjusting Ad Spend?
Budget management is the backbone of a successful PPC campaign, and ad spend adjustments are a common part of any campaign’s lifecycle. Choosing PPC agencies with effective communication protocols for managing ad spend is crucial. It’s essential to establish how communication regarding budget adjustments will happen before the campaign begins.
Imagine this scenario: there’s an issue with your payment method, and it’s declined. Your campaign stalls, and you miss out on valuable leads. Or, perhaps your ad spend needs to be ramped up to capitalize on an unexpectedly successful promotion, but you can’t get hold of your account manager to approve the increase.
To avoid these kinds of issues, ask your agency about their communication protocols around ad spend. How will they notify you of any issues with payment methods? What is the process for making quick budget adjustments when necessary? Make sure both you and your agency know who is responsible for monitoring ad spend, and agree on a clear communication plan to handle changes promptly.
5. How Will You Report on My Campaign Performance?
Many clients are overwhelmed by the sheer volume of data that PPC campaigns generate. Unfortunately, some agencies make it worse by dumping complicated reports filled with unnecessary metrics onto their clients without providing context or explanations.
Before launching your campaign, ask your agency to walk you through their reporting process. Reports should not just consist of raw data; they should also include analysis, insights, and actionable recommendations. Understanding both PPC and search engine optimization (SEO) metrics is crucial for comprehensive reporting. A great agency will explain how the data impacts your goals, interpret what the numbers mean for your business, and suggest improvements moving forward.
If you find yourself staring at a confusing spreadsheet filled with numbers and jargon, you’re not getting the service you deserve. Transparent and insightful reporting is key to understanding how your PPC dollars are performing. Ensure your agency can deliver reports that are both comprehensive and easy to understand.
6. What is Your Approach to A/B Testing and Optimization?
No PPC campaign is perfect from day one. That’s why ongoing optimization and A/B testing are critical to long-term success. A comprehensive digital marketing strategy that includes ongoing optimization and testing is essential for achieving the best results. A/B testing involves creating different variations of ads and landing pages to see which performs better. It’s a key component of improving click-through rates (CTR), conversion rates, and overall campaign performance.
Ask your agency what their approach to A/B testing is. How frequently will they run tests? What elements will they test (ad copy, design, targeting, etc.)? How will they report the results of these tests, and how quickly will they implement changes based on the findings?
Agencies that do not prioritize A/B testing may leave your campaign stagnant, relying on assumptions instead of data-driven insights. Regular testing and optimization should be part of your agency’s ongoing process, ensuring that your campaign continuously improves over time.
7. How Will You Handle My Campaign’s Scaling if It’s Successful?
Success in PPC often leads to opportunities to scale the campaign for even greater results. However, scaling must be handled carefully to avoid overspending or diluting the campaign’s effectiveness.
Ask your agency how they will handle scaling if your campaign meets its initial goals. Will they recommend increasing ad spend, expanding to new platforms, or targeting a broader audience? A comprehensive suite of digital marketing services is crucial for effective scaling. What strategies do they use to maintain performance while growing the campaign? And most importantly, how will they ensure that scaling doesn’t compromise the return on ad spend (ROAS)?
Scaling a campaign is exciting but also risky if not done properly. Your agency should have a clear plan for managing the risks and maximizing the rewards as your campaign grows.
8. What is the Agency’s Experience in Managing PPC Campaigns?
When evaluating a prospective PPC agency, it’s essential to assess their experience in managing PPC campaigns. A reputable agency should have a proven track record of successfully managing campaigns across various industries and niches. They should be able to provide case studies, testimonials, and examples of their work, including their approach to keyword research, ad creative strategy, and ongoing optimization.
A good PPC agency should have experience with multiple PPC platforms, including Google Ads, Microsoft Ads, and other paid search platforms. They should be able to demonstrate their expertise in managing campaigns across different channels, including search, display, and social media.
When asking about the agency’s experience, look for specific examples of their work, including:
- Campaign metrics, such as conversion rates, cost per conversion, and return on ad spend (ROAS)
- Case studies of successful campaigns, including challenges, strategies, and results
- Testimonials from previous clients, including their experiences working with the agency
- Examples of their approach to keyword research, ad creative strategy, and ongoing optimization
By evaluating the agency’s experience, you can gain confidence in their ability to manage your PPC campaigns effectively and drive meaningful results for your business.
9. Who Will Be My Main Point of Contact and Account Manager?
When working with a PPC agency, it’s essential to have a clear understanding of who your main point of contact and account manager will be. This person will be responsible for managing your campaigns, communicating with you, and ensuring that your goals and objectives are met.
A good PPC agency should assign a dedicated account manager to your account, who will be responsible for:
- Developing and implementing your PPC strategy
- Managing your campaigns, including ad creative, targeting, and bidding
- Providing regular reporting and analysis, including campaign metrics and recommendations for improvement
- Communicating with you regularly, including responding to questions and concerns
When asking about your main point of contact and account manager, look for:
- A clear understanding of their role and responsibilities
- A description of their experience and expertise in PPC management
- A plan for regular communication, including frequency and format
- A clear understanding of how they will work with you to achieve your goals and objectives
By having a clear understanding of who your main point of contact and account manager will be, you can ensure that your PPC campaigns are managed effectively and that you receive the level of service and support you need.
10. How Will the Agency Structure Management Fees and Ad Spend?
When working with a PPC agency, it’s essential to understand how they will structure their management fees and ad spend. A reputable agency should be transparent about their fees and ad spend, and provide a clear understanding of how they will work with you to achieve your goals and objectives.
A good PPC agency should provide a clear and transparent fee structure, including:
- A description of their management fees, including how they are calculated and what services are included
- A plan for ad spend, including how it will be allocated and managed
- A clear understanding of how they will work with you to optimize your campaigns and improve ROI
When asking about management fees and ad spend, look for:
- A clear and transparent fee structure, including a description of services and costs
- A plan for ad spend, including allocation and management
- A clear understanding of how the agency will work with you to optimize your campaigns and improve ROI
- A description of their approach to budgeting and financial management, including how they will ensure that your ad spend is aligned with your goals and objectives.
By having a clear understanding of how the agency will structure its management fees and ad spend, you can ensure that your PPC campaigns are managed effectively and that you receive the level of service and support you need.
Work with Elevato for PPC Services
Launching a successful PPC campaign requires more than just setting up ads and letting them run. It’s about choosing the right agency, setting the right goals, and maintaining open communication throughout the campaign.
Selecting the right PPC agency is crucial for successful campaigns, as the team’s expertise can significantly impact your advertising strategy and budget management. By asking these 10 essential questions before launching your PPC campaign, you can ensure that your agency is equipped to manage your budget, target the right audience, and deliver results that align with your business objectives.
Don’t be afraid to ask for clarification if an answer doesn’t fully satisfy you. A good agency will appreciate your engagement and use it as an opportunity to build trust and understanding. After all, the best PPC campaigns are those built on collaboration between the business and the agency.
Now that you’re equipped with these questions, you can approach your next PPC campaign with confidence, knowing that you’ve done everything to set it up for success.
Schedule a free consultation with Elevato to get started.