Questions You Should Ask a PPC Company Before Hiring Them
I occasionally receive telephone calls from small business owners who have paid someone for Google Ads services only to find that the money is spent and, in return, they have nothing to show for it.
One of the tricks some agencies pull is to do what I call ‘rent-a-campaign' where campaigns are built in the agency's account and simply invoice you a fee for charges without you having any visibility or ownership of this account.
I always build the campaign(s) in your account so that it is your asset, regardless of whether you continue using my service.
What You Should Ask a Pay Per Click Company Before Hiring Them:
- How long have you been doing PPC Marketing?
- Do you build the campaigns in my Google Ads account?
- What are my contractual obligations?
- What are the fees?
Is the person you are considering qualified as a Google Ads certified professional? Have they got reviews or testimonials you can use to verify? Is the individual on a business site such as LinkedIn so you can verify they are who they claim to be?
Understand What You Are Paying For
Do your research: understand what you want to achieve from running PPC campaigns and have a list of questions ready to ask the consultant or agency you are considering for your project.
It is important that a PPC agency will work on your behalf but not actually ‘own' your campaign so you should have full ownership for your account before, during and after the campaign is active – whether that be for Google Ads, Microsoft Ads or another service.
There are many aspects to PPC advertising and, if you find it daunting, it is advisable to outsource. However, it is also important for both your peace of mind and your bank balance that you understand what you are paying for.