Here’s What To Expect When You Hire A Paid Search Agency

You've found a great partner to manage your paid search advertising campaigns. What now? Columnist Pauline Jakober explains how to get off on the right foot with your PPC agency. 

You’re a B2B company, and just you hired a paid search agency. What should you expect next? If you’re not prepared to answer that question, there’s probably already something missing.
A good PPC agency will take you through multiple steps leading up to the big launch of a new online advertising program. You should know what to expect each step of the way.
In this post, we’ll look at some ways you can vet a PPC agency by understanding the process that goes into a well-organized paid search engagement, from ink to launch.

Kick-Off Meeting(s) & Onboarding

Every PPC agency will have its own onboarding process for new clients, so how it plays out is custom to the agency itself. However, ensuring a process exists is crucial. If your paid search service provider doesn’t do anything discussed in this section, you may be in for a rocky ride.
The kick-off meeting or meetings, is a crucial time for the agency to get to know the business in depth (beyond the initial sales calls), and for the client to understand how the agency works.
Think of the PPC agency almost as new hires internally, where you get them up to speed on the ins and outs of the business. An agency cannot effectively create a paid search strategy without first understanding the business intimately.
In this stage, the agency should take the lead by sharpening its listening skills, and effectively taking the client through a systematic interview. The result of this discussion should be documentation of the client’s sales process, the services or products, preferred customers and so on.
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