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Is your PPC agency 100% transparent? If not, Run!

Is your PPC agency 100% transparent? If not, Run!

It seems like Internet agencies are a dime a dozen these days. Because the public doesn’t know exactly how digital marketing works, it’s easy to throw out claims that Agency X is the best at online search advertising (known as Pay Per Click or PPC). So how do you know if you chose the right agency?

Your first step in choosing a PPC agency may be to look at their website. You can learn a lot about a company just from their website – however, people can falsify pretty much anything! A company can easily fake testimonials and even case studies. So how can you be sure that your agency actually knows what they are doing?

Well, the answer is simple. If your agency isn’t being 100% transparent, they are likely hiding something!

Is your PPC agency 100% transparent? If not, Run!
In any good partnership there is a level of transparency necessary. You are investing time and money in each other, so you must be able to trust each other beyond doubt. PPC agencies are no different.

When agencies provide total transparency, the quality of your PPC accounts are elevated because it provides an open line of communication, which keeps accounts up-to-date, more efficient, and more accurate. Oh, and your time and money is more likely to be profitable!

So, is your PPC agency being transparent? Here are the four important questions to ask to help you find out.

1.      Have they provided proof of experience?

To be sure that you’ve put your PPC account in the right hands, an agency should provide you with proof of their experience. In digital marketing, this proof of experience is most commonly Google AdWords Certification.

PPC Specialists spend every day with online advertising, and those who are Google AdWords Certified have spent time studying and have proven their understanding of Google’s algorithm. Wouldn’t you rather put your money in the hands of a specialist than someone who just does it on the side?

If an agency isn’t AdWords Certified, run!

2.      Do you have access to AdWords?

The first step towards transparency is having access to your AdWords account.

A good PPC agency will automatically give you access to your Google AdWords account. This provides you with the ability to see exactly what it happening on your PPC campaigns. Agencies that don’t are more likely to be falsifying their success (or lack thereof).

If you don’t have access to your AdWords account, run!

3.      Do you receive reports?

An important factor of transparency is regular account performance updates, the most common being monthly reports.

PPC Report

A good PPC agency will understand that you don’t have the time or the knowledge to completely analyze all your data. They will provide you with easy-to-understand and accurate reports, covering topics like the monthly conversion rate, budgeting, and ROIs.

If you don’t receive reports, run!

4.      Do they keep in contact?

As with any good partnership, a good PPC agency will keep the communication lines open, even just a brief check in call.

A good PPC agency will keep you informed with account updates, while encouraging you to call them with any questions or updates. It is important on both sides because while it’s up to them to provide you with updated information about your account, you must provide certain information like promotional updates and changes to your services.

Does it seem like every time they call there is a disaster to clean up? Or do you initiate every call?

If your answer to either of these, run!

Next step

Hopefully your agency has passed the test and you have a transparent relationship built on trust. If you answered no to any of these questions, you should take a closer look into your accounts and find a way to build a more transparent relationship.

Davis Baker
Davis is the PPC Team Lead at Forthea and a digital advertising veteran of six years. Outside of the office, you can find Davis running, riding his dirt bike, or searching for the perfect cup of coffee (freshly ground and brewed with a French press. Anything less just won't cut it).


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