27 Jan 5 Questions to Ask an Automotive PPC Company Before You Hire Them
To gain traffic at your dealership and on your website, it makes sense to have an automotive PPC strategy. After all, search engine marketing continues to be one of the best ways to gain perspective consumers and to get them on your website. The trouble is, most dealerships don’t know how to handle Google ads for automotive. In these cases, it might make sense for you to hire an automotive PPC company.
If you aren’t sure what AdWord groups are or how to read the cost-per-acquisition numbers, you might need further guidance. Thankfully, you don’t have to juggle your business and the advertising needs; just hire a professional to handle the PPC for car dealerships.
Before you hire an automotive PPC company, there are some questions you will want to ask. Consider it an interview, as if you were hiring an employee. Don’t sign any contracts or agreements until you have gone through these points.
We will review the top five questions you should ask any digital marketer before you agree to sign a contract. These questions will help to protect your bottom line and allow you to reach your desired goals.
Question #1: Can You Show Me Your Previous Work?
If the marketer isn’t willing to show you other work that has been performed, it’s likely they don’t have anything of quality to share. You want to see the PPC firm in action, and looking at previous success cases is the perfect way to do that.
If you don’t review the company’s reputation, you could get burned. Many advertising agencies charge a good amount of money to manage PPC and then don’t follow through with results that matter. You want to avoid this situation at all costs.
You can take this a step further and ask what results the agency expects you to see. If the marketer is forthcoming, they might even offer up a list of current clients that you can speak with. When you get a recommendation from an existing customer, it’s the perfect opportunity to hear an unbiased review of what working with the agency means.
Question #2: How Do You Track Analytics and Metrics?
Everyone needs to be on the same page when it comes to business goals. Before you launch any new campaigns, ask the firm to share what defines success to them. You want to know what results they are looking are. Will they be tracking click-through rates, customers or conversion rates?
You want your PPC for the car dealership to provide successful results. Any reputable company should be providing regular updates through an in-depth evaluation or analytics report.
Question #3: What Will the PPC Budget Be vs. Your Management Costs?
When you initiate PPC for a car dealership, you want to know exactly what you are paying for. Ask for a clear understanding from the agency about the overhead to run your account. You want to analyze any contract fees and the hourly rate. This is a good time to check with other companies and compare prices.
It’s okay to shop around and look for the company that best suits your needs, but don’t judge the service strictly by the price. It’s often wise to pick the agency that falls somewhere in the middle of cheap and expensive.
In the end, only you can determine if the company will provide enough value for the price you pay.
Question #4: Does Your Firm Manage Other Ad Networks?
You will find several agencies that only deal with Google AdWords. The most skilled and professional companies have experience with multiple networks. You want to find a professional that can run dealership ads on various platforms. Ask about the provider’s experience with Google, Facebook, Twitter, Bing and LinkedIn.
After all, multi-channel outreach is the ideal way to handle all of your advertising needs.
Question #5: Can I Look at the Contract?
Before you sign anything, you must understand what you are agreeing to. It’s never wise to sign on the dotted line before you comprehend the terms.
When you review the contract, consider these aspects.
- How long will I be locking into the contract?
- Who owns the information?
- Do you charge any startup fees?
- If I am unhappy with the results, will I be able to get out of the contract?
- What guarantees are offered?
If something doesn’t seem right with the contract, don’t be afraid to walk away from the deal. As with any provider, you need to listen to your gut when you interview an automotive PPC company.
Furthermore, if there is something in the contract you want to be changed, you don’t need to be afraid to ask. After all, this company is going to be working for you. If the agency is unwilling to work with your requests, it might not be the right automotive digital marketer for you.
Once you are both on the same page, you can go ahead and sign the contract. Just make sure you both understand what’s expected and that the lines of communication remain open in case there is any question down the road. If you want to meet your goals, you need to be willing to be open about your thoughts.
Hire an Automotive Marketing Professional
When it comes to achieving a maximum ROI on your advertising dollars, it helps to have an expert on your side. At AimLogic, we strive to stay up-to-date on the latest marketing techniques and avenues available to car dealerships. Because we don’t work across a broad spectrum of industries, we understand the car marketing field inside and out.
We have a variety of solutions to help take your social media marketing and email campaigns to the next level. From OEM Style Video Ads to Conquest Retargeting Ads, we can show you solutions that will propel you ahead of your competition.
Contact us for your free evaluation. An expert will discuss your goals, needs and current challenges. Then, we can craft an in-depth automotive marketing strategy that will skyrocket your advertising efforts. All that’s left to do is sit back and enjoy the additional website and foot traffic.