- Is your PPC consultant certified through Google and Bing? Both Google and Bing provide badges that should be obviously displayed on your marketers web site, and while these certifications themselves are not the end-all-be-all verification of capability and trust, is should be your starting point.
- How is your AdWords and Bing Ads agency reporting to you? Do they contact you or do you have to contact them to keep a communication line open. We strongly suggest phone and/or email correspondence with our clients at least twice a month, including a mini mid-month update and a full monthly report.
- Additionally, your PPC manager should be contacting you at least via email fairly regularly with questions of targeting for your the expert in your field. As we see keyword clicks come through on phrases that we aren’t sure are appropriate for your custom business goals, we ask because while we know online marketing, we aren’t yet experts in your marketplace.
- Is your PPC consultant always trying to get you to increase your budget? Moreover, are they providing value projections for adjusting the budget? Be weary of any marketing company whose up-charging click costs as their fee– maybe most easily noticeable by contracts that guarantee you a certain position and click volume. PPC controls many of the marketing variables, but there is no way to guarantee placement with the quality score affecting bid rank.
- Finally, (depending on your business model) your PPC management company should be providing you with a bottom line metric, ROI of some kind. For e-commerce that bottom line value is simple, sales minus costs. For our serviced based businesses most of the time we create a cost per lead and define all the value that goes into each revenue path.
Reasons Your AdWords Manager Isn’t Cutting It
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