10 Questions You Must Ask Before You Choose a Google Ads Agency
Hiring a Google Ads agency is not an easy decision. You should fully understand the impact on your business. From our experience, we’ve seen how this decision can affect. There are a lot of good agencies out there, and they are not hard to find, you need to do your research and ask the right questions.
As more and more businesses use Google Ads in their digital marketing plan, then more and more agencies are popping up to assist these users. Part of the problem is that many agencies claim to be #1, but not everyone can be #1, so how do you know?
What makes one agency better for you than another? Most companies don’t know where to start or what to ask, so we came up with ten questions that will get you going.
#1 Are They Certified?
Certification is one of the easiest things to find out if an agency is qualified to work on your account. Why is certification necessary? Being certified means they are up to standard with Google Ads; they know the rules, follow policies, and they meet the minimum threshold of spending each month. Meeting these qualifications ensures that their experience isn’t lacking.
What you don’t want to do is take a company’s word for it. Many companies will just display a logo so they are perceived as being certified or qualified. You will want to go and check; it’s effortless. Search for their agency’s name in the registry, or most agencies will link from their certification directly to their online profile. If you’re not able to find a profile, you may want to ask them about it.
Beyond just being certified, you should also take the time to make sure they have qualifications in different areas. Google Ads offers several certifications, such as video advertising, display advertising, search advertising, and shopping. You can determine what kinds of campaigns you might be running and check if their certification matches your needs.
#2 Results, Results, Results
With everything in life, results are important. As a business, deciding to work with an agency, proven results should be at the top of your list. Look at what past results they have and any case studies they’ve published. Why are these important in making a decision? This is going to allow you to understand if this agency is an expert in executing and driving the right results for you. If it’s a good agency, they will have case successes available and information that they will be more than happy to share with you.
Agencies should be spending as much time vetting you, as you are. An excellent digital advertising agency will want to understand your goals, past results, plans, and whether or not the fit is right for them.
The questions they should be asking could be related to understanding your business, your industry, goals, and your target audience. If the agency isn’t asking you the right questions, chances are they don’t care if they can or will get you results you need, and chances are they want to score your business.
#4 Management System
Do they have a management or more specifically a project management system? This is not a critical point to hiring an Google Ads agency, but it could be a great tool to understand how organized they are and how they work. What tools are they providing to understand what is happening in the project?
Communication is a critical point in the success of your campaigns. You can’t expect daily communications from a busy agency; you want them to invest their time in the management of your account. However, you should know when you can expect communication and how often. More importantly, you should be provided contact information where you can contact someone in the event of an important update. Your agency should be able to clearly identify when and how they will be communicating with you so you have clear expectations set before you begin.
#6 Reporting Systems
An agency that you’re looking to work with doesn’t have to have a fancy 3rd party, reporting system. Still, you should understand what reporting will be available to you, and what you will regularly be receiving, usually monthly. Don’t be fooled by a lot of bells and whistles; what is essential in the reporting process is that you are receiving the information you need to make the best business decisions.
#7 Key Performance Indicators
Your agency should be providing Key Performance Indicators (KPIs). KPIs are essential and should focus on your business goals, which may or may not include the standard data from Google Ads such as impressions, clicks, and click-through rates. They should be focused on metrics based on your business goals and what you are trying to achieve. For example, if your campaign goals are sales or branding, your KPIs will be different. Sales KPIs may include ROI focused metrics, where branding campaigns may be focused on reach and impressions. Understand what KPIs your agency has set up for similar campaigns.
#8 Experience In Your Industry
Does your agency have experience in your industry? It’s not a make or break question but it’s an important point to speak about with the agency you are considering. Get a full understanding of what kind of experience this agency has. If not in the same industry, how will their experience in similar verticals or campaigns, correlate to what they may implement in your account?
#9 Long-Term Contracts
The question among questions, do they want to lock you into long-term contracts? Most agencies that are comfortable with their abilities, use the latest technology and keep up to speed on the ever-changing opportunities in the industry have a level of confidence in their ability to keep you happy and get you the results you want. If they do, chances are they don’t require a long-term contract. Be aware that if an agency does want to lock you in, then you may not be able to make changes or get out of it if you are not satisfied with them or their results.
#10 In The End, It’s Up To You
You could ask as many questions as you want. You could go through each of these recommended points we’ve highlighted above. In the end, it all boils down to you.
Here are a few additional things you should keep in mind:
- Do they have experience with landing pages?
- What kind of messages and calls to action do they use in their campaigns?
- Do they perform A/B split testing?
- Who will be managing your account?
Most importantly, keep in mind that you will be working with people, so you need to make sure that you feel comfortable with the team you choose to work with and whether you think that they care about your results. Then you can determine if working together will be a good fit.
Best of Luck.