Outsourcing Paid Ads? Here's How to Select Your PPC Partner

Posted by Neima Chowdhury - June 29, 2018 • 4-minute read

Outsourcing Paid Ads? Here's How to Select Your PPC Partner

Pay-per-click (PPC) advertising is an important part of a digital marketing strategy. It complements your search engine optimization (SEO) efforts and helps you improve traffic and boost conversion.

But since you have to pay for these ads, you could spend more than you earn if it’s done wrong. This is why some prefer to outsource PPC management. Having experts handle your PPC campaign could save you time and may mean access to better tools and reporting.  

However, selecting a PPC agency is also critical since the success of your campaign is at stake. To be sure that you are choosing the right partner for your PPC strategy, consider the following:

Track record and certifications.
They say experience is the best teacher, so look for a PPC agency who has learned extensively from past work. Check their portfolio and see how they’ve managed PPC campaigns in the past. Are they able to meet their clients’ expectations? How’s the traffic and conversion rates of their clients? If the agency is new, you may want to look at how they handle their own digital marketing strategies. It will speak a lot about how they will operate yours.

Aside from the company’s portfolio, their certifications are worth taking a look at. It shows that they indeed have knowledge about what they do and what you want them to do.

You may also want to choose a company that is a Google partner agency. Being a Google partner agency means the company has demonstrated their expertise, and you’ll get the best service.

Proficiency of the team.
Upon reviewing the portfolio of the agency or company, it is likewise good to know the capabilities of those who will handle your account. Learn what they can to do to help you reach your goals. This will help guarantee that your campaign is in the right agency and the right hands.

When assessing the team, ask them their plans in order to direct qualified search engine users to your website. After all, this is the reason why you’re outsourcing them as your PPC partner. You may ask them about how they monitor trends to see if they make every effort to keep up with the dynamic search engine. Inquire how the team solved or mitigated the problem they have encountered with a PPC account in the past.

If you have an in-house digital marketing team, it is helpful that the two teams coordinate to achieve maximum results. Both the outsourced and in-house teams should be willing to align and communicate.

Openness to discussing your goals.
Before saying yes to any partnership, a discussion about your goals and objectives is imperative. This will ensure you that your goals are clear to your prospective PPC partner. Moreover, the discussion will allow the agency to give their insights and suggest methods for growth.

But remember that communication should not stop after goal-setting. You don’t want to seal the deal and not hear of the status of your campaign again, right? So before anything, ensure that you will have a regular communication with your prospective PPC partner. Ask them how often can you communicate with them or how often they can report on the campaign.

Account access and transparency.
Having PPC outsourced doesn’t mean you’ll lose access to your account. A good partner will never leave you clueless—they’d regularly update you on whether your goals are being met or if you need to change your strategy.

When outsourcing your PPC campaign, it is also vital  to inquire with your partner about the ownership of the AdWords account. The agency may have reasons not to give you access to the account but as someone investing money, you might want to be sure that you have your property’s data.

Option to go beyond PPC.
After some time, you might want to expand your strategy. Or if your PPC is gaining traffic to your site but does not convert visitors, you may want to supplement it with landing pages optimized for conversion. Having a PPC partner who offers other digital marketing services is helpful because you will need not look further when outsourcing for your digital needs, and they can implement the best strategy since they already know your account well.

There maybe quite a lot of factors to consider but to summarize, look for a PPC agency which has a proven track record and committed to meet your goals and grow with you.

Is StraightArrow the right partner for you? Take the first step and schedule a consultation with our search engine marketing (SEM) specialists.

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Topics: PPC

Written By

Neima Chowdhury

Neima Chowdhury

Neima Chowdhury is a Content Marketing Associate at StraightArrow. She enjoys creating written and verbal content for various media platforms, for all stages of inbound marketing, and helping clients deliver their brand messages. When she’s not working on new content, you’ll find her either reading, listening to music, or watching the latest Korean drama.

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