As with all big decisions for your company, it is best to do some market research first and understand the options available to you. When you have made the decision to commission an AdWords management company to do your bidding on paid search, this is no different. And investing a little time in finding the right partner can reap massive rewards in the long term.
How to choose an AdWords management agency
As with all important decisions, setting out your main purchasing criteria is vital. When starting your search for your AdWords management agency, make sure you choose the optimal partners for your business.
In your agency, you are looking for a combination of technical skills, experience, a good portfolio of reference clients, and good customer service. The last factor, in particular, is a vital consideration because you need to know that you can work with your chosen agency, and that they will be there to support your campaigns in times when they do not perform so well.
Make it about you
AdWords management companies that roll out cookie-cutter style campaigns are rarely the right fit to achieve the best results. To setup optimal campaigns requires a detailed understanding of what you sell, and who you are targeting to buy it.
These considerations are vital for understanding how to position your ad copy, and which keywords to use for your business, products, and services. Pushing buttons with the problems you are looking to solve for your potential buyers, or the benefits you aim to bring them are what needs to show in your ads in order for them to be successful.
Work with your agency to have a campaign strategy planning session. This session will brief your agency on your business and the products you sell. At the same time it will brief you on how your campaigns will be optimized and how they will deliver results back into your firm. Look for an agency that is willing to collaborate with you on this key task, not one that is secretive how they approach the AdWords management aspect of the campaign.
AdWords management is all about good communication
Taking on a partner you can work with and trust is one of the main things to look for when you conduct your search of agencies. Your Google AdWords consultant should become an extension of your firm, and needs to understand its DNA to make the campaigns successful.
Ask for a consultation session free of charge before you make any financial commitment. This will enable you to press the agency’s buttons, test their credentials, and see how they would respond to certain situations.
Also, use this opportunity to understand how your chosen agency sees the bigger picture. How will they integrate your Google AdWords campaigns neatly with your other digital marketing efforts? How often will they be available to monitor and review your campaigns? Will these sessions be chargeable, or part of your package? Finding out this kind of thing upfront can make the relationship much more productive, and most importantly of all, make your campaigns deliver the best leads possible.