Starting a basic AdWords agency account is not difficult in the least bit. With a bit of research and a credit card, you can get account going pretty quickly. However, maintaining an effective AdWords account can be time consuming. It's not everyday that a small business has the resources or skill-set to assign someone this task, so it is many times better handled by an agency.
So how do you go about working with an agency to make your AdWords marketing efforts successful? These things will all take place after you've talked to the agency about budget/fees. Many agencies will charge you their management fee based on a percentage of your AdWords spend. After you reached an agreement, here are some things you might have to do:
- First you need your account. The initial Google Account itself can be set up by you, or the agency. The easiest way to do this is to go to Gmail, create a free Gmail account then with your new account credentials visit http://adwords.google.com.
- You'll be asked to verify your email address.
- You'll choose your billing currency
- You'll choose your timezone.
- They'll ask you to get started...this is where you can hand it over.
- In the upper right hand corner you should see a 10 digit number, send this to the agency you are working with. They can then request access to manage this with their "My Client Center" account. You'll have to approve this, but they will surely be able to navigate you there. Now you hold the key to the master account and they can manage that account easily for you.
- Determine what the ultimate outcomes should be from your initiatives. Having goals in mind, will allow the agency to build the account to meet those goals.
- Make sure the agency knows what you are all about! They won't be able to build an account without knowledge of your company, product, or services.
- Have a brainstorming session with the agency
- Send/give them an initial list of keywords you think your target audience might search for
- Tell the agency about your target audience...where do they live, what is their knowledge level, what interests do they have, how old are they, are they men or women, etc. The more an agency knows about your customer, the better they can build your AdWords account to reach that customer!
- A good AdWords account should have good landing pages. If you can create landing pages for the account, get the details of what they should be from the agency. If the agency is going to build the landing pages for you, get them access to your website through either a CMS login or FTP access if you don't have a CMS.
- Add the agency to your Google Analytics account so they can integrate Google Analytics and AdWords. Here they can also set up to track conversions and it will also help them build-out your account because they can see what keywords already generate traffic and what those visitors do on your website.
- If you haven't done this already, set up billing in your account. Many agencies will have the AdWords account fees billed directly to your credit card. You'll likely be choosing post-pay by Credit Card. Give the agency a call if you need some help with this. Also, make sure you ask them about a promotional code. I'm sure they have some laying around!
- Review what they have done before it goes live. You have a log in to the account so you can go and see the keywords, ads, landing pages, bids, etc.
- Launch and get continual updates from the agency. You might have agreed upon a reporting schedule, if so don't dread getting the report...look forward to it. Hopefully they'll have good news to report. And based on sales, conversions, etc...you might already know how it's going.
This isn't an all inclusive list and some of it may be obvious, but it's always helpful to know ahead of time what you might be asked to do or what you should expect from an agency.
Don't already have an agency? Give us a call. Who knows, we might just go together like peanut butter and jelly.