Thomas Coppen

5 Questions to ask your AdWords agency

Google recently celebrated the 15th birthday of AdWords – the world’s most popular paid search platform. Upon launch there were only 350 registered users, but today there are over one million AdWords marketers enjoying the Pay Per Click boom.

Most brands outsource their AdWords management to specialist companies, but with so many PPC managers competing for business, it can be difficult to find the best one.

To give you some guidance, we’ve listed five essential questions to ask any AdWords agency.

1. How regularly do you update accounts?

Unfortunately, it’s common for many PPC marketers to conduct a flurry of activity in the early days of a campaign – impressing clients with their commitment to the cause – only to switch to using automated tools once initial success has been seen.

This approach means that clients lose out, because AdWords is a constantly evolving marketplace that needs constant attention. You’ll only guarantee the best value for money by manually bidding on keywords and adjusting accounts every day of the working week.

By checking your account history, you can monitor how regularly AdWords managers are updating things. At Keel Over, we’re proud to be the only PPC management company in the UK to manually update all accounts on a daily basis, generating the best possible ROI for all clients.

2. What testing is applied to ensure best results?

Trial and error is often the best way to see what works, and Split Testing is central to successful PPC strategies. It allows you to run different variations of the same ad, providing a clear insight into the best approach, and individual elements can be tweaked to ensure continual improvement.

On a similar note to the point above, ask your PPC agency what their testing methodology is and how often they review results.

3. Are you a registered Google Partner?

Google partners

A surprising number of agencies that claim official Google Partner status are somewhat bending the truth. The badge may be displayed on their site, giving an air of authority, but looks can be deceiving and it’s important to dig deeper.

Thankfully, claims can be verified by searching for a company’s Google Partner page, giving a detailed overview of their certifications and services. If they’re not listed, it could be time to look elsewhere.

Becoming a registered Google Partner is something that every AdWords advertising agency should strive for; it shows that you follow best practice guidelines, have a portfolio of happy customers and are trusted by Google. However, in order to qualify, minimum spend requirements must be met, which is something that smaller PPC marketers will struggle with, no matter what they might claim.

4. Will my account manager be a native speaker?

If your ads are written in English, It’s vitally important that the person creating them holds it as their first language. If the sentence structure is poor, you’ll be punished with a low Quality Score and will miss out on sales.

You only have 70 characters with which to make an impact in your body text, but stuffing keywords in with little regard for proper grammar is a surefire recipe for disaster.

5. What do your reports look like?

Clear, jargon-free reporting is essential if you want to get to grips with AdWords. The terminology can be confusing and some agencies will try to wow you with stats on impressions, rankings and clicks etc. but, ultimately, the main thing to focus on is your ROI, and a good agency will always have that at the forefront of their mind.

One of the clearest ways of measuring PPC success is to show it context with your overall web traffic, so most agencies will link AdWords with your Google Analytics account.

The best ones will be flexible in reporting on your chosen cycle.

The world of Pay Per Click has seen exceptional growth over the past twelve months, and the trend looks set to continue in 2016. To discuss your AdWords campaign management, please contact us for a free consultation.

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