You want to know what your PPC agency is doing on a daily basis to manage your account. Ad performance fluctuates from hour to hour, thus regular optimization is required to maximize ROI. Although no agency can handle your account 24 hours a day, you should be aware of the steps they take every day to achieve the best outcomes possible.
Get an overview of the reporting you'll receive and how it'll be presented to you before you select an agency. They should be able to explain the data points you'll be given and what they mean in terms of performance - for example, what the impression share metric means in terms of search visibility.
When speaking with agencies, inquire about how they handle wasted money and try to gather specifics. Learn about bid modifications, targeting, automation, and other strategies for getting the most bang for your buck.
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