Think about this: What if the agency you have hired does not truly understand your industry? Or worse, is if they overpromise you the results and under deliver it? It will be a nightmare for any company. The wrong agency could drain your budget without providing the returns you need. It will leave you frustrated and questioning your decision.
Choosing the right agency is very important. But how can you make sure that you are going with the right agency?
In this blog, we will guide you through the process of auditing a PPC agency before you hire them. This Paid Advertising Agency audit checklist will help you in making a confident and informed decision.
Why Auditing an Ad Management Firm is Important
It is important to understand why this step is necessary before proceeding with the audit. According to a study by WordStream, 60% of businesses do not track PPC conversions properly. This is a huge issue because it means wasted ad spend and missed insights.
PPC campaigns are hard to manage. You might miss the red flags of the agency if you are not having a careful audit. Maybe the agency doesn’t have enough experience in your industry, or they are promising you the results they can’t deliver. This could harm your business rather than help it.
For example, a Google Ads Audit for eCommerce should have experience in optimizing product feeds and running Google Shopping campaigns. If they do not understand this, then your products might not appear when potential buyers search for them.
Auditing the PPC agency can help you make sure that they understand your business needs and align their strategies with your goals. This can help you avoid costly mistakes. You can choose an agency that can drive sales and improve your ROI.
Key Steps to Audit a PPC Agency
1. Review Their Expertise in Your Industry
The first step in auditing a Paid Advertising agency is to check if they have experience with similar businesses like yours. For example, an agency should have a deep understanding of lead generation, customer acquisition, and subscription-based models. They should also be aware of the different challenges and metrics that come with marketing a software service.
According to a survey by Statista, 40% of businesses report better results when they work with an agency that has specific industry expertise. So, ask for relevant examples that can demonstrate the agency’s ability to handle the necessities of your sector. This is where your PPC Audit Checklist comes in handy to ensure the agency’s expertise aligns with your goals.
2. Analyze Their Reporting Process
Transparent reporting is an important element in any agency’s success. A agency should be able to provide detailed and easy-to-understand reports that can clearly outline campaign performance. If the agency is struggling to give you access to data or uses jargon-heavy reports, then this could be a red flag.
Ensure the reports:
- The reports should show you clear KPIs such as conversion rates, cost per lead, and ROAS.
- The reports should be easy to understand even for those who do not have any knowledge about PPC.
- It should include insights and suggestions for optimization.
In fact, agencies often rely on geo-targeting and highly specific keywords. Ask how they report on such aspects and how those details can fit into your broader strategy. Check their PPC Account Structure and see if they’re optimizing the campaigns based on your specific goals.
3. Evaluate Their Optimization Strategies
A good agency should continually optimize the campaigns to improve performance. Ask the potential agencies:
- How often do they test ad variations?
- What optimization strategies do they use to improve ROI?
PPC optimization is all about refining your ads. This includes A/B testing to improve landing pages and ad creatives. This makes sure they connect with the right audience. Keyword management is also important in this.
For example, an agency that works for SaaS should be skilled at researching the best keywords to reach your target market. If the agency can’t explain their optimization strategies clearly, then they may not be the right fit for your business. Make sure that they use a Negative Keywords Strategy to filter out irrelevant traffic and optimize spend.
4. Look for Transparency and Communication
These campaigns require ongoing communication and transparency. The best agencies don’t just manage campaigns. They become partners in your business growth. When you are auditing an agency then make sure that they are proactive in communicating about campaign progress and answering your questions.
Effective agencies will not keep you updated. These will also be quick to adjust strategies when necessary. These agencies often face tight timelines and high competition. Communication is key to staying on top of changing circumstances and maintaining campaign success.
5. Assess Their Track Record
Take a close look at the track record before you move forward with an agency, take a close look at their track record. This is where you can get a clear idea of their capabilities. You will get to know how they have helped businesses like yours.
Stats show that 73% of businesses who are working with an agency report increased sales and leads. This provides you the idea that the agency is experienced and transparent. So, check their PPC Account Structure and the results they have delivered in the past to see if they align with your expectations or not.
6. Look for Red Flags
Every agency has its strengths. But it is also important to spot the potential pitfalls of the same. Look out for:
- The agencies that are over promising with their results, with little data to prove it.
- The agencies that do not discuss long-term strategies and only focus on short-term results can work negatively for your business.
- The agencies who lack experience in your industry can be a bad choice.
For instance, an agency may promise you high sales volumes, but what does their strategy look like for your specific product type? Make sure that their promises align with measurable results. And these are not just vague claims.
What Metrics to Watch During Your PPC Audit
You will need to keep an eye on the right metrics to evaluate an agency’s success in running your PPC campaigns. Here are some important ones:
- Cost per Conversion (CPC): CPC shows how much you are paying for each sale or lead that is generated from your ads.
- Return on Ad Spend (ROAS): It tells you how much money you make for every dollar spent on ads.
- Click-Through Rate (CTR): It shows how many people click on your ad after seeing it. It helps you understand how effective your ad is at grabbing attention.
These metrics Tracking is important in Google Advertising Assessment for understanding your agency’s performance. You have to make sure that the agency is providing you with reports that focus on these key performance indicators.
Recap
Knowing how to audit a PPC agency before you hire them is essential. This makes sure that they can deliver the results that your business needs. You can choose the right agency by looking at their experience, reports, strategies, and past results
If you are looking for a PPC agency that is an expert in particular niches, then make sure that the agency aligns with your business goals and communicates effectively. Transparency, optimization, and industry expertise are the main elements that can separate successful PPC agencies from the rest.
For businesses who are looking forward to partnering with the right PPC agency, iClick Advertising offers a comprehensive approach to PPC management that is tailored to your unique needs. You can book a call with us at your own time.
