When evaluating a potential PPC agency, it’s important to remember that picking an agency is a long-term commitment. That’s why you should ask the right questions before signing a contract with one. Evaluating their expertise, understanding their processes and having a clear idea of how they work will help you make the best choice.
The following are key questions that can help you determine if a given PPC advertising agency is right for PPC management services:
- How many employees are in your agency?
If they have less than 15 employees, I would say they’re too small — there’s not enough capacity. There are exceptions to this, but if they can handle 25 clients or more, then they should be able to handle yours.
- How long have you been in business?
The average PPC marketer is going on six years old (I checked). The average PPC agency is going on four years old. If they’ve been around much longer than that, chances are they have a solid reputation and the experience to back it up.
- What is your average client retention rate?
This question will tell you how many clients leave each year. If it’s over 10%, that might be too high. It doesn’t mean the agency is bad, but if a lot of people are leaving every year, it could be a red flag.
- Can I see samples of your work?
A quality PPC agency should already have a portfolio of their past or current client’s campaigns ready to go for prospective clients. If they do not, it may be because they are not proud of what they’ve done for past clients and don’t want to share it — or worse, haven’t done anything notable in the past.
If an agency has done great work, they’ll be excited to show it off!
- What other clients are you working with?
Ask to see client references and testimonials. A reputable PPC agency will have plenty of experience under its belt. Ask how long they’ve been in business and how long they’ve been doing PPC. Ask them what their biggest wins have been, and what their biggest losses have been (and why).
- What’s your approach?
Ask them about their process — how they go about building a campaign from the ground up, how they conduct keyword research, and so on. Make sure their approach aligns with your goals for the campaign.
- What experience do you have in my industry?
You want an agency with experience in your industry, because they’ve already had success working with businesses like yours. But if they don’t have experience in your industry, that’s not necessarily the end of the world.
- Do you have any certifications or specializations?
This question is really about their capabilities as an agency. If they don’t have specific certifications or specializations, it’s not necessarily a deal-breaker. Some agencies just haven’t invested their resources in receiving these certifications or specialties yet.
- Where Can I Find You Online?
Do you have a website? Do you blog or post content on social media channels? If so, what do you talk about on your website and blog? What kind of posts do you share on social media? These are all questions you should ask to see if the agency’s content is relevant to what your business does.
- How Engaged Are You with Your Followers?
Take a look at the engagement of their followers on social media. Are they sharing valuable information or just promotional posts? Are the followers active and responding to the company’s posts? These are all signs of an agency that’s focused on building meaningful relationships with its clients and customers.
