AdWords Agency

Choosing AdWords Agency

When you are the proud founder and CEO of a company, you automatically start obtaining a number of skills in very different areas. Working with paid ads is just part of the job. However, it can be really time- and resource consuming for a person who is not a professional. Quite often, it can lead to many pesky mistakes. To avoid this, it would be a wise decision to ask for help from a Google AdWords agency.

Unfortunately, and it is not a secret, there are a lot of unscrupulous PPC companies in the USA. One may find it quite challenging to choose a credible partner. Lasting Trend has clear knowledge that proper AdWords outsourcing can bring your company prosperity. That is why we have come up with a shortlist of five items you should always check before building a working relationship with an AdWords agency in NYC. Get a free consultation if you still feel you need more information after you read this article!

1. What is AdWords Agency Experience?

First things first, an AdWords management agency you are going to use should have a long-standing history of successful tasks and in-depth knowledge of the subject. A lot of PPC companies try to confuse and persuade you that they are the best by using some professional terminology and swearing to the Digital Gods that they will increase your ROI and sales tenfold.

But don’t get too carried away by these false promises, be on guard. The only thing you should consider when assessing such AdWords management companies is the history of successfully completed cases. Check their track record to see if they really increased sales and brand recognition. Ask them what the key factor was that made these campaigns work, and whether or not it be applied to your case.

If the Google AdWords agency cannot answer these questions sensibly, it’s time for you to look for another partner. Going with an inexperienced PPC management firm may be cheaper; however, it may cost you much more in the future.

And the last but not least thing to check – get to know the person who is going to work with you. Sometimes AdWords management agencies use their best employees just to make the sale. It’s possible that you will be working with junior staff instead of a senior member of their team.

2. What is AdWords Agency Expertise?

Now, let’s dig a bit deeper into the PPC management firm’s expertise. If you have chosen the company, make sure that it is an expert in:

  • Google Paid Search

If an AdWords agency is about to launch a PPC campaign, then they have to pay a lot of attention to the paid search. This type of advertising is perfect when the buyer already knows you and your product and wants exactly that. Lasting Trend has the right expertise to optimize the ads, so it will generate the best possible result. Contact us for more information!

  • Display Network Campaign

This is a very useful tool for any AdWords management service. Google Display Network allows you to show your message to people even when they are not directly looking for your products, but are, let’s say, browsing Facebook, watching YouTube, you name it. This tool was created specifically to help you show your ad to the right audience, which is your potential clientele.

  • Shopping campaign

If you are in the retail business, you will find shopping campaigns extremely useful for promoting your products, website, and increasing traffic, which will all create better leads.

  • Video campaign

AdWords agencies often use videos in their campaigns. Moreover, they create a campaign specifically for this type of promotion. There are many types of videos: ones you can’t stop, in-stream and out-stream, and, only on YouTube, video discovery ads.

  • App campaign

When you are trying to promote your application, you normally focus on paying users. The trick is how to get their attention? All kinds of app campaigns simplify the process for you. You get a promotion on Google Search, Play, Display Network, and many more. Everything is optimized in a way that the user won’t face any trouble finding you.

3. What Does an AdWords Account Management Company Do?

Let’s say that you have decided on the Google AdWords agency, shaken hands, and the job has begun. There are certain steps any decent and experienced AdWords agency in NYC will take to make your return on investment (ROI) as high as possible. If you do not see the company taking these steps – think again, you may have chosen poorly?

The first thing an AdWords management agency will do is research. Let’s take a closer look:

  • Keywords – one has to find the most popular search queries that are related to your brand.
  • Competition – you should always know your competitors. Who are they? Which keywords do they use? What was their last online campaign? Was it a success? Can you apply it to your strategy?
  • Negative keywords – these are the words that should not be mentioned on your website, as you do not want to show the site to the people who use them.
  • Target audience and location – identify your clientele and find out where there is the biggest demand for your products. Once you do that, you can focus on that area.
  • Bids – AdWords is like an auction. You have to bid in the right order not to lose your money.

After the AdWords management company is done with these steps, it is time for the PPC audi It includes such information as CTR, number of clicks and impressions, and the total amount of money spent. And, sure thing, AdWords agency will also check your landing page to gather the data about bounce and conversion rates.

Then Google AdWords agency will look at your Quality ScoreThe name speaks for itself –Google assesses your ad on a scale from one to 10, with 10 being the best.

When all of this is completed, it is time to start one or more campaigns.  Each one is related to a certain product or service your company is offering. Campaigns will need some budget allocation and a little bit of guidance from you – most likely, these are products or services that you want to promote more than others.

When the AdWords agency launches your campaigns and some time passes by, you will get a review on your ad performance. This is a very important part, as it is right there where you and the agency will adjust the bids, add or remove keywords, try out new ones, change the landing page, and do some tests. Again, it is crucial that you take part in all of these steps, so you can coordinate the changes with your company’s mission.

These are the steps that a good and reliable Google AdWords agency will take to make sure that you get the maximum ROI.

4. Do You Need an AdWords Account Management Company?

Now, when you have an understanding of what an AdWords agency will do for you, it is high time to ask yourself whether you really need it right now. There are reasons to ask this question, and the main one is that it is really expensive. So, if you have a small company with a pretty tight budget, maybe it would be better for you not to spend your money on an AdWords management company. Wait a bit, use organic search, and focus on other ways to expand your business.

Once you’ve gotten to the point where you can allow it, contact a professional agency. Do not try to do it yourself if you lack the necessary expertise. To run an AdWords campaign successfully, you need deep knowledge about, for example, keywords searching, bidding, how to run tests, and much more.

Though there are lots of free online services that provide information, it all requires time and effort. And we all know these are the most in-demand resources for business owners! That is why there are digital agencies like us, Lasting Trend. We value your time and want to help you to direct your attention where it is needed the most. Get a free consultation and stop worrying about this aspect of expanding your business!

One more fact for business owners: the advice above does not mean that you have no clue of what is going on in your AdWords campaign. If you have at least a basic knowledge of the subject, you can evaluate adequately the job that is being done and adjust the results to your satisfaction.

5. What is AdWords Agency Commission?

AdWords agencies all have different fees. Make sure to discuss the payment terms before you start working with a company. Here are the most common types of fees:

  • The Flat Fee. In this scheme, you always pay the same price, regardless of the amount of work. Of course, the figures can change due to alterations in the budget or initial demands.
  • The Hourly Rate. Basically, the more the AdWords manager works, the more money he gets. It is calculated by hours of work spent multiplied by the hourly rate.
  • The Percentage of Ad Spend. This is the most common scheme in this sphere. Google AdWords agencies charge you with something like 10 or 20 % of the total cost of the ad. This is quite profitable for small and cheap campaigns. Some say that this model is unfair to the clients if they want to increase the budget, but that is just not true. If you invest more money in your ad, you surely require more work done.  A PPC manager has to handle the bigger campaign and bring more leads (which is profitable for you). So, now you can see that it is absolutely fair.
  • The Performance-Based Fee. Absolutely beloved by clients for its transparency (AdWords agency is only rewarded based on the results), this type actually does not work that well in real life.And it is not because the job was done poorly. The PPC manager can control only his sphere of business – paid ads. He does not have complete control over every business process in the company. But the result of his work is closely connected with the quality of the landing page, a precisely working sales funnel, a professional sales team, and many other factors.
  • The Hybrid. There are as many payment schemes as there are AdWords management agencies. Some of them prefer taking a percentage of the total spent, combined with a standard price for some routine tasks, such as regular reports. Others first calculate how much time an account will take, decide on their hourly rate, and after that, take that as type number one, the flat fee.


Making a Google Ads campaign is not as easy as it may sound.  It requires a lot of practical expertise in the matter; otherwise, the chances of wasting money are extremely high. Lasting Trend, an NYC Google AdWords agency, has been working in this industry for many years. We know how to make it worth your time and resources, and let you deal with more urgent business matters. Contact us, get a free consultation, and let’s do it!

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