Have you ever wanted to advertise for your company or brand and wondered the 5 w’s: who, what, where, when, and why?
Here are some tips for your business to consider when selecting a Google Ads Agency.
- Who is managing my campaigns?
Why does it matter who manages your PPC campaigns, you might ask? Well do they have not only a can-do attitude, but the experience, knowledge about your KPI’s and motivation to see success in your online marketing efforts and beyond! At ad agencies like PositiveDigitalFootprint.com, we are seasoned, knowledgeable, and experienced in a wide variety of business verticals that enable us to not only manage your Google Ads campaigns but translate performance into actual, tangible success.
There are a plethora of Google ads agencies out there, but taking time to digest, interview, and vet the people and the companies that potentially would be doing all the required things and more is very important. The number of employees, roles, and experience should all be approached like an interview to vet who will be spending time in your campaigns to drive the end results you want to see.
- What is my main Key Performance Indicator?
A business owner might say, more leads, or more revenue, but have you provided the Google ads agencies the backend data to really perform at their peak? You can have a highly experienced person or company managing your campaigns, but if you haven’t provided enough detail to your key performance indicators, they might not be able to help you see proper data attribution or improvement on performance to see the success.
Over the years, I have spent countless hours repeating myself, asking a business owner for even just an average value to leverage and assist the progressive optimization of their online Google Ads optimization from various interactions with your website and or business. Your business should know exactly how much it makes from a signup, conversion, and more! If not, a Google ads agency should be able to help you in determining what they need to optimize the campaigns on the backend with this valuable data, as it helps a Google ads agency to optimize around the value you want to drive to your company.
- Where are my results? Or, where is the agency located?
Picture this, you found an affordable agency over the pond, but you noticed there is some issue with contextualizing your end results or worse, language barriers that translate into poor ad copy. What’s more, maybe they aren’t as experienced with support to relay the results on what was done, why, and what it means to your business. This can lead to mistrust and misalignment of company goals with managing your Google Ads spend budget. I have worked with many agencies over the years, and this is a big pain point where things can go awry!
Another thing in where would be, where my ads are showing? The elephant in the room is Google Ads, as semrush recently cited. This is still the bulk of where businesses are spending their ad dollars, and it should be, as it’s still the dominant search engine that people use while looking for products or services like your company has to offer.
- When do you meet up to report on results?
Many companies spend endless time on diving into reports, setting up fancy reports, but in the end, does it tell the story of what was done, when, and why to help you see success with your Google Ads campaigns? I have seen countless hours spent on reporting, but then lackluster time spent on actual campaign execution and optimization, which could translate into poor performance.
Ideally, campaigns need time to collect data so meeting daily, or sometimes even weekly, doesn’t quite make sense, but twice a month or once per month at minimum for reporting results might make more sense. Instead of one big meeting, try breaking them up with very specific intent into sub meetings, content, copy, design, lead flow, performance and more could be some various topics to meet up about or other ideas to float by your Google ads agency as most agencies including PositiveDigitalFootprint.com have a vast amount of knowledge and one or two meetings sometimes isn’t enough time to convey the ideas, discuss them or better yet have a brainstorm session!
- Why does the Google Ads Agency care about my PPC performance?
Besides collecting a check for their efforts, be it too much or too little, a Google ads agency should care about your tangible results because not only does this give you success online, it breeds trust, can lead to higher Return on Investment or Return on ad spend. This is where PositiveDigitalFootprint.com excels, as we can help you to not only see all the above but see the ROI from tangible results from proper planning to execution and optimization of your Google ads campaigns.
This is where a company should spend a lot of time asking the above questions to fully act together in a unified front, as the Google ads agency should be an extension of your company, and you should treat them as such as well! The return should enable your company to continuously ask, What’s next, how can we scale more, Set new KPI’s and move onward and upward. Many times in my experience, setting goals and achieving them is obtainable if they are defined, and then the natural next step should be resetting the goals and moving onward and upward with your Google ads Agency.
In closing, consider the above questions when selecting your Google ads agency, ponder long and hard if you are spending a lot of money or a small amount, depending on your company size, scope and needs you will want to spend as much time as you need to properly vet anyone spending time on your marketing needs to understand everything as Google ads is very complex.