6 Questions to Ask Your Next PPC Agency

It’s not you, it’s me. Well, OK, it might be you. This is a conversation that every business will inevitably have with their PPC agency at some point. For whatever reason — perhaps you’ve outgrown your current PPC agency, or you’re not satisfied with the relationship — it’s time to move on.

Armed with the experience and lessons learned from working with your current or previous PPC agency, you may already have a good idea of what you want to ask a prospective vendor. If not, though, here are six questions that can lead to insightful answers when choosing your next engagement.

• Do you have PPC experience in our industry?
• Why do clients decide to sign with you? Why do they cancel?
• Do you manage PPC campaigns inside Google Ads and Microsoft Ads, or do you use a bid optimization tool?
• Can you send me examples of your PPC reports?
• Can you provide use cases where you’ve improved PPC performance?
• Who will be managing my PPC campaign?
• FAQ: How important is industry-specific experience when choosing a PPC agency?

1. Do you have PPC experience in our industry?

When you hire an experienced PPC agency, they should be able to figure out ad strategies for any sector, right? Perhaps the answer is yes, but you’ll have a competitive edge if they have experience in your specific industry. And you will have a great advantage if their experience spans many industries.

Can you have both? Perhaps, but it is the ability to wield the tools like a true gunslinger that is the greatest advantage. But both are better.

Plus, some heavily regulated industries need specialized expertise when it comes to writing ads to increase the chance that ads are accepted. This includes healthcare and medicines, finance, e-commerce, and others.

It’s not just advertising platforms that oversee these regulations. For some industries, you have third-party regulators like the Federal Trade Commission with its Truth in Advertising laws and its enforcement policy designed to tackle native advertising. Then there’s the Food & Drug Administration’s regulations on drug ads, just to name a few.

Other industries require certification to even be approved to advertise for specific keywords, landing pages, and so on. Pharmaceuticals is an example.

Some things you can’t advertise at all. It’s important that your PPC vendor is intimately familiar with these industry-specific challenges. All of this is key information to know when considering your next PPC vendor.

2. Why do clients decide to sign with you? Why do they cancel?

Of course, no agency keeps a client forever, but knowing why they left is telling. Was it bad performance, high fees, or just “time to move on”? It’s also nice to know how they win clients. This will help you understand their differentiator.

Clients do move on, and failure is not always the real cause. For example, we have had cases where we’ve changed lives, yet the client eventually moved on. In one case, there was a good reason: after we helped them achieve a 34% reduction in CPA and a 70% increase in appointments, everyone in the client’s organization got promoted. Yay! Then, they brought in more staff and no longer required an agency.

3. Do you manage PPC campaigns inside Google Ads and Microsoft Ads, or do you use a bid optimization tool?

This question is designed to find out how involved the agency will be in managing your campaigns and what tools they rely on. Too much automation is not a good thing. You need the human touch to ensure that things are running smoothly and that you’re getting the desired results.

You might be able to determine how involved the potential agency would be based on their initial engagements with you. For example, did they start by performing a detailed audit with upfront research and useful recommendations? If so, it’s likely the engagement will feel the same way. That is the win compared to a superficial guess using push-button data.

A basic understanding of the efficacy of the tools they use can also help. Google can deploy “smart bidding” strategies depending on the goals of the campaign (target CPA, target ROAS, maximize conversion, and maximize conversion value).

But third-party tools often work better. This includes tools like those from Marin Software, Kenshoo, and Acquisio.

4. Can you send me examples of your PPC reports?

Here, you are looking for how they approach and communicate their PPC strategy, insights, and recommendations. Do the reports they provide seem useful and easy to understand? Or are they standard templates with charts and numbers that are hard to?

If the latter, the next best question to ask a prospective PPC agency is: How will we communicate? A report with just charts and numbers might be OK if they are followed up with meetings that go over progress. But I will mention that true experts are comfortable with either, and the report should not be a crutch.

Example PPC report (excerpts only) provided to one of our clients

There is a significant difference between data and wisdom. While data is great and reporting is necessary, what matters most will be the insight derived and then explained by the team doing the work.

5. Can you provide use cases where you’ve improved PPC performance?

It’s useful to see some PPC case studies that prove they’ve actually boosted performance versus just “managing” an account even better if they have use cases in your specific sector.

This question provides another good jumping-off point for the next discussion: What data points were you looking at during the management of the account, and what did you change based on that?

In general, you want to know that they look at the right things when trying to improve a PPC account and that the strategy matches the goal of the PPC campaign.

For example, if they noticed that the CPA for mobile devices was too high, did they scale back bidding on mobile devices? Or if they noticed that a lot of traffic came from a specific state but didn’t convert into any sales, did they exclude that state from the targeting?

Or if they were targeting conversions, did they tailor the strategy to the conversion rate by device, keywords, landing pages, and so on?

Of course, balancing data and wisdom, was the goal traffic or revenue? Was the client more concerned with branding or sales? Was the ROI on one specific sale so monstrous that it should get whatever budget it wanted? Or did this keyword generate visitors but no sales?

6. Who will be managing my PPC campaign?

This might be the most important question of all, as it can deeply impact the success of your pay-per-click advertising.

Does the agency offer you a dedicated and seasoned professional — a true expert in the field — who will get to know your brand, products, services, and account over time? Or will they delegate your account to a junior-level professional?

Specifically, ask how much experience that person has. Here at Bruce Clay Inc., we only have search engine marketing professionals with 10-plus years minimum experience in their field. This makes a huge difference in our accounts.

If you hire someone without the wisdom to manage these questions, then expect failure. And there is nobody to blame except yourself for not making a change.

Finding the Right PPC Agency

As businesses grow and evolve, so do their search engine marketing needs. Things can get stale over the course of a PPC agency engagement, and that’s OK. Sometimes, it’s just time to move on, and asking the right questions can help you find “the one” that fits your needs right now.

If you’re looking for expert PPC services, I invite you to contact us for a quote and free consultation.

FAQ: How important is industry-specific experience when choosing a PPC agency?

Selecting the ideal Pay Per Click agency could mean the difference between success and failure for businesses looking to grow their online presence. Several factors must be considered, but one often overlooked element is an agency’s expertise in your industry.

The Importance of Industry Knowledge

Industry-specific experience isn’t just an added bonus when choosing a PPC agency; it’s a fundamental requirement. A PPC agency well-versed in your industry understands the nuances, trends, and audience behaviors unique to your field. Familiarity will translate to better ad campaigns and higher returns; your PPC agency would find it harder to create effective ads without this insight.

Tailored Strategies for Success

One of the key advantages of partnering with a PPC agency with industry-specific experience is the ability to craft tailored strategies. These agencies are adept at analyzing your competitors, identifying keywords specific to your niche, and understanding your customers’ buying cycles. Such insights enable them to create PPC campaigns that are not only relevant but also highly competitive in your industry.

Quick Adaptation to Industry Changes

An experienced PPC agency keeps a vigilant eye on industry changes and adapts strategies accordingly. They are well-prepared to adjust your campaign to capitalize on emerging opportunities or mitigate threats swiftly. Without this industry-specific vigilance, your PPC campaign may lag behind, missing out on potential gains.

The Trust Factor

When you work with a PPC agency that already has a track record in your industry, you gain invaluable trust. They intimately understand your business challenges and objectives, fostering a strong working relationship. This trust ensures open communication, quick problem-solving, and a shared commitment to your digital marketing success.

Step-by-Step Procedure: How to Choose a PPC Agency Based on Industry-Specific Experience

1. Identify your industry niche and key competitors.
2. Research PPC agencies with a proven track record in your specific industry.
3. Analyze case studies and client reviews to gauge their industry expertise.
4. Schedule initial consultations with shortlisted agencies.
5. Inquire about their experience in your industry during the consultation.
6. Ask for specific examples of successful campaigns within your niche.
7. Evaluate the agency’s ability to understand your unique business goals.
8. Discuss how they stay updated on industry trends and changes.
9. Request a customized proposal tailored to your industry.
10. Compare pricing structures and contract terms among agencies.
11. Scrutinize the agency’s reporting and analytics capabilities.
12. Assess their communication and responsiveness.
13. Request references from their current or previous clients in your industry.
14. Contact references to inquire about their experience with the agency.
15. Verify the agency’s certifications and qualifications.
16. Consider the agency’s location and timezone compatibility.
17. Finalize your choice based on industry-specific expertise, communication, and budget alignment.
18. Establish clear goals and expectations in a written contract.
19. Monitor campaign performance regularly and provide feedback.
20. Maintain open communication with your chosen PPC agency to ensure ongoing success.

Bruce Clay is founder and president of Bruce Clay Inc., a global digital marketing firm providing search engine optimization, pay-per-click, social media marketing, SEO-friendly web architecture, and SEO tools and education. Connect with him on LinkedIn or through the BruceClay.com website.

See Bruce's author page for links to connect on social media.