It is not uncommon these days for businesses to reach a point where they need to seek outside professional assistance due to lack of internal bandwidth, knowledge or skills. As with any outsourcing project, it is extremely important to do your due diligence to ensure that any PPC Agency that you partner with is a great fit for your business. A poorly structured strategy or the wrong partner can cause more problems than benefits, creating an unfortunate and costly mess. Keeping in mind that great partners exist in many shapes and sizes, here are 4 traits or characteristics to look for that may help you identify a quality PPC Agency.
- Inquisitive – Initial conversations you have with a prospective PPC Agency should definitely involve exploration of your business, understanding of your existing marketing initiatives and comprehension of your marketing goals. As much as you may be interviewing them, the same process is likely to be occurring from the opposite side. Just like you, agencies must assess the level of compatibility for you as a client. There are many details that need to be explored and outlined prior to committing to any project. These fact-finding conversations are imperative for agencies to properly research solutions and strategies that will best help you achieve your goals.
- Transparent – There should never be any clouds surrounding your advertising efforts. You should always have insight into your account activity and performance. All communications should be clear in intent and focus. As well, any written agreements presented to you should clearly, and in a detailed manner, outline exactly what you should expect from your engagement. The caliber of communication at this early stage can be indicative of future communication and quality of work.
- Credible – I suppose it goes without saying but you should definitely work to ensure that any potential partner agency can prove that they are qualified professionals. This can take on many forms but the key here is to understand the knowledge and experience levels of the agency and be able to verify them. Google Partner certifications and Bing Ads accreditation are a great place to start but you can dig a little deeper through a little research of your own. Visiting the agency’s website and performing some basic web searches can provide a wealth of information.
- Established – One great signal regarding an agency’s potential abilities is their existing client base and their ability to provide all of the services you may be seeking. You can find out which verticals they have experience with as well as the variety of business models they’ve encountered. In some instances, confidentiality may get in the way of full disclosure but treat that as a positive. Many clients require non-disclosure agreements and you would likely enjoy the same courtesy extended to you. You may also want to inquire about previous experiences with similar businesses to yours. Case studies and testimonials can be a great asset too.
Trusting your instincts can often work just fine but in an online environment, someone can easily be taken for a ride and may not even be aware this is happening. In no way am I suggesting that if an agency can demonstrate these traits that they’re the best fit for your organization, but it’s likely a great place to start.
At Philly Marketing Labs, we take an exhaustive and all encompassing approach to our PPC engagements. We work extensively to understand our client’s business and ensure that they obtain the best return possible for their investment. If you’re looking for an experienced and professional team to partner with, we’re a safe bet. Give us a call or contact our PPC team today.