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.
You'll also want to know who will be in charge of maintaining your account and carrying out crucial tasks, such as keyword research and ad copy, as well as bid settings and campaign optimization. Will some of these jobs be undertaken by juniors and outsourced to freelancers, or will they be handled in-house by seasoned PPC specialists?
For this type of business partnership, communication is critical, and some conversations cannot be had over email. You'll want to contact or video call your agency on a regular basis to review goals, expectations, and progress — possibly every quarter or month, depending on how your agency works.
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