A lot of questions then come up, and that's perfectly normal. Between search results on Google, freelance platforms, SEA agencies and your relationship circles, you should not run out of opportunities for find a Google Ads provider.You may not have the skills and knowledge to manage your campaigns by yourself, but you probably have a Defined budget for media expenses.Be aware that it is sometimes more appropriate to reduce your planned budget for media expenses and being accompanied by an expert, rather than saving a few hundred euros and having few results. That said, and acted upon, you will now have to choose the right actor for you support over the long term. Here is a list of questions that we have prepared for you in order to avoid making bad choices.
The first question to ask yourself concerns the specialist's situation. Is he a freelancer or part of a marketing agency specialized in paid acquisition ? How many customers does he have? Will you have time to manage your campaigns properly? Is he personally responsible for setting up and monitoring the campaign? You have to be careful of the agencies that go outsource work to other agencies with a much lower level of quality than what you were sold.Google Ads includes several sub-parts, such as the Display Network, Google Shopping, or even campaigns on YouTube and Gmail. Make sure you know how he uses all these platforms and if he is able to optimize them for your account. Ask for customer cases for each party since you will never have better information than concrete data. It is then up to you to put things into perspective in relation to your business and your targets so that your goals are consistent.
It is always interesting to go and visit the site or portfolio of your future SEA consultant, and to discover who he was able to collaborate with during his previous experiences. Do not be satisfied with the opinions on his site, ask him for precise references. By “precise”, we obviously mean taking telephone numbers and contact its customers directly in order to have the direct opinion of a beneficiary and to build the relationship that awaits you
You should know this if you have read our entire series of articles on Google Ads, there is no campaign that is the same. Each company in the same sector is different, each objective is unique and each target has evolving expectations, which makes all campaigns completely personalized. So ask about your future Google Ads specialist if he has already achieved results in the same sector or field of activity as you, just to get an idea of what you could achieve with a similar budget. If he has no experience in your field, that's not a problem. However, you will have to ask him how he counts attack your targets, and its process for build your campaigns in relation to the expectations of your market.
Surely you have already heard about the Google Partner certification and Google Premium Partner. You should also know that these are only certifications obtained after a classic online questionnaire where all the answers can be found on the Internet. So be careful with experts who will highlight their certifications a bit too much and who will make them their main selling point. Certification is not mandatory, or should come complete a set of references and skills.
The main idea of reporting is to find out if the service provider is on the right track in their work and in management of its campaigns. If you want to track your business's ability to meet your goals, you should regularly keep an eye on Google Ads results and discuss with your specialist every 15 days.
Remember that the Google Ads success is based on the mutual cooperation of both parties.
Depending on your agreement, service providers generally send regular reports to The most important KPIs twice a month, to share the results with you, and to suggest adjustments in terms of budget or campaign strategies.
Beware of an agency or service provider who will take care of creating the account and who will keep access to it without sharing them with you. Transparency between you and your partner must be in order to create a relationship of trust and to ensure a good performance over the entire duration of the contract.
To answer this question, we could do another 500 words on this question, but we're going to do it simply. Some customers sometimes focus on location of their provider and this is a very good point since it is important, but it is not always the case. Are you looking for results or a service provider 4 km away who can travel every 2 weeks to present you with fair results? Without going to extremes, it is important not to place the Location criterion too high in your selection grid. It is up to you to make the decision on this point, whether based on your expectations as well as on your degree of trust in the provider. [sc name="img-googleads-quiz-dark”]
Before concluding, we have determined 3 arguments that should alert you when you enter into a discussion with a Google Ads specialist to manage your campaigns:
I am a Google partner, so you will benefit from lower than average costs per click than with other agencies.
We are not going to procrastinate, that is impossible. There are no discounts on CPCs under the pretext of being a Google partner.
I guarantee a conversion rate of 5% on all campaigns and an ROI of at least 4 on your account.
Once again, it is very difficult to predict accurate results if your account is recent or if the tracking is not reliable. Each campaign is unique and is not the same, so alert yourself if your provider announces this to you.
A Google Ads campaign will help you improve your SEO, you need to do some to be better positioned on Google.
This is totally false, the SEA will make you appear in the first ads of Google SERPs, but not in the first results of natural traffic. The two types of referencing are completely independent.
To conclude, it is important to understand that a paid search campaign can only take place properly with a relationship of trust between the customer and the service provider.Google Ads agency or the specialist does not have complete control over the campaign, he must consult his client regularly in order to refine and adjust the key elements to improve the account.Ask questions about the Operation of the agency (if that is the case), and what concrete action it has been able to take with its customers. Full transparency should exist, both on the objectives and on all the costs, whether it is the budgets allocated to Google Ads or the various commissions that will be paid to it. Your objective at the moment is to be on Google Ads, but have you thought of other levers that you could develop in a few months? Don't limit yourself to an agency that specializes only on Google Ads, since you should need to start the other channels to have a comprehensive marketing strategy.