30 questions to ask that so-called PPC ‘expert’ before hiring him/her

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Just say no to the expert if he/she can’t answer the following 30 PPC, content and remarketing questions, says contributor John Lincoln.

26. What kinds of budgets are available on Facebook?

There are two types of budgets available on Facebook: daily budgets and lifetime budgets.

27. How are budgets related to campaign and account spending levels?

When it comes to money and budgets, you and your PPC expert should have a clear understanding of how it will be used and what will be accomplished. Make sure you are both familiar with Facebook’s campaign budgets and spending levels.

28. How do I increase the number of impressions on my ad?

Few or low impressions could point to a number of things:

  • Budget is too low.
  • The same people are seeing your ad repetitively.
  • Your target audiences are overlapping.

Your PPC expert should be able to diagnose the issue and know how to work to improve it.

Copywriting questions to ask your PPC expert

29. What do you consider when writing an ad?

When it comes to writing text ads, you will want to hear answers that include call to action (CTA), visuals, attention-grabbing headlines and more.

30. How do you test ad copy?

A good PPC expert knows the value of testing and should be prepared to test content factors such as pricing, punctuation, emotional appeal and CTAs.

Conclusion

Most PPC campaigns are complex, and even the smallest detail can have a big effect on the outcome.

If you’re not comfortable running campaigns yourself, consult an expert. Interview them thoroughly and make sure they can accurately answer the above questions.

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