8 Things to Look for in a Google AdWords Management Team

It’s easy to find an AdWords team. But it’s hard to find the right one!

So we’ve put together this guide of the top 8 qualities to keep an eye out for, and the questions to ask to ensure you’re in capable hands.

1. A dedicated AdWords team

Many full-service agencies outsource AdWords management and never have a complete picture of what’s going on with your account. Others have their one “PPC guy” who manages all pay-per-click advertising for the agency.

What happens when that person leaves the company?

PPC shouldn’t be an add-on service. It’s too complex for that. A quality PPC company will have a dedicated, in-house team of specialists.

Ask:

• Can I meet the people who will be running my account?
• How does your company safeguard against losing account knowledge when an employee moves on?

2. Clear, relevant, and concise reporting

Most PPC companies track performance, but few of them track the right metrics.

What’s more, the reports they provide are often too data-packed to gain any meaningful insight.

You need a team that will monitor the metrics that align with your campaign objectives, and then present their findings in a way that’s clear and easy to understand.

You should walk away with a thorough understanding of how your campaigns are performing and what results you’re getting for your investment.

Ask:

• Can I see a sample of one of your reports?
• How do you outline return-on-investment for my advertising dollars?

3. Super nerds

Yeah, super nerds. Specifically, AdWords super nerds.

Google AdWords management is more data analysis than marketing. A marketing generalist might have a good grasp on how different tactics work, but they often don’t have the experience to organize a PPC campaign thoughtfully, set up detailed conversion tracking, and select the right keyword match types.

Ask:

• What are some ways you continue optimizing campaigns every month?
• What’s the difference between display advertising, search marketing, and retargeting? (Any solid team will be able to answer this easily.)

4. Transparent pricing and fees

How much of your budget is being used for ads, and how much is going straight to the management company?

A flat fee with no explanation could be a red flag. Look for a team that lays out all the details. AdWords management is technical, but pricing should be straightforward. Don’t be afraid to ask for specifics.

Ask:

• How much do you charge for management fees?
• What do you do every month to earn those fees?
• Are your fees flat rate or a percentage of advertising spend?
• Do you charge a setup fee?

5. Client testimonials or case studies

Just like a good job candidate has strong references, a good AdWords management team will be able to back up their claims with actual work.

Look for testimonials from real customers and case studies that share meaningful data. This information will help you determine if they can actually deliver on their promises.

Ask:

• Do you have any case studies about work you’ve done for a business that’s similar to mine?
• Do you have any clients who I could contact to learn about their experience working with you?

6. A custom approach

You have to get creative to succeed with AdWords, so cookie-cutter plans won’t cut it. Your business needs a unique PPC strategy.

Look for an agency that asks a ton of questions before building out your plan and campaigns. They should be just as curious about your business as you are about theirs.

Ask:

• What do you need to know from me to make this campaign a success?
• How do you approach setting up the first campaign for a new client? (Make sure they mention something about interviewing you and researching your industry).

7. Up-to-date knowledge of industry trends and changes

Digital marketing is always in flux. Google updates the AdWords platform every month, and good PPC marketers are always exploring new ways to optimize their campaigns.

Ask:

• What’s new in the PPC industry? (Listen for changes from the past 3-6 months).
• How does your team actively stay on top of Google AdWords updates?

 8. Direct admin access to your own AdWords account

Even if a PPC company sets up your AdWords account for you, you should retain ownership of the account at all times.

You should have Administrative access and the agency should have Managed Standard access, which will allow you to transition to another agency if needed.

Read the contract carefully to make sure you’ll be able to take your account with you if you decide to change agencies or bring PPC in-house.

Ask:

• What kind of access will I have to my AdWords account?

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