As Co-CEO of one of the leading Adwords Management Services I absolutely hate to see people get ripped off by adwords management services that don’t live up to the golden rules of adwords management. Not only do these certain companies hurt their clients but they also hurt the entire adwords management industry by giving the rest of us a bad reputation. I am writing this article to show you exactly what to look for so you won’t get burned by sorry, so called “adwords management”. I will show you exactly what to look for so you can be sure to find a top-of the-line adwords management service.

There are 5 specific, very important things you must look for when selecting a quality adwords management service. While it can be quite complicated to understand these 5 critical things or processes rather, I will tell you exactly what questions to ask so that you will find an adwords management service that is truly professional and on top of the adwords game. True Adwords professionals can answer the following questions. Be sure to ask and get answers to all of these questions before you dare outsource your adwords management. If the adwords management service representative can answer these 5 questions with answers similar or identical to the ones below, I’d say you are in good hands.

Do You Offer Split Testing? What is the importance of it? Firstly, the rep should of course answer. “Yes” to the fist part of this question. Split testing is a vital part of successful adwords management. Split testing is extremely important because it helps find which ads are most effective and which ads draw in the most clicks. It also helps decrease click costs because Google rewards better performing ads with lower click costs and higher ad placement.

How do you organize my adwords campaigns? Adwords campaigns should be organized and totally rearranged so that the keywords are divided into very closely knit, relevant adgroups. It is important that the top performing keywords are put into adgroups of their own in order to achieve perfect relevancy.

What steps do you take to Optimize my Ads? Don’t be fooled if a rep says, “We know exactly which headlines convert the best and we know how to write professional ad copy. Blah blah blah..” That is crap. Optimizing ads mean insuring the keyword searched on shows up 3 times in the ad; once in the headline, once in the ad text and once in the display URL. Google rewards these kinds of ads with higher ad placement and lower click costs. Google loves relevancy. Also Insure that the adwords management service writes a specific ad for each keyword you have. Anything less is simply lazy.

How Do You Adjust My Bidding? What’s the most efficient form of bidding in Google adwords right now? Its definitely bidding using Google’s Conversion Optimizer. If they don’t mention anything about that then guess what? That adwords management service is officially out-dated! Any professional adwords management service knows bid management with Google’s Conversion optimizer is the way to go. Nothing else beats it.

What Continuing education does your staff go through? You’d better believe continuing education is a huge part of successful adwords management. The Google Adwords world is always changing. If you’re not consistently studying and spending money on research then you will quickly fall behind. The most advanced adwords management services spend tens of thousands of dollars on continuing education. Don’t be afraid to ask for proof of continuing education. After all it is you money at risk.

Partnering with a PPC management company that controls your online marketing has a certain amount of risk. You’ll want to be very careful in selecting a pay per click management company to minimize this risk - a company that will do “all the right things” so your marketing efforts pay off well.

Selecting the best PPC management company for the job may be a really critical aspect for the profitability of your business, since they are making critical decisions about your Internet advertising. The tips below will help in making the best decision possible…

1. You should know the current “metrics” of your online advertising, if you are already advertising on the net. This will allow a good basis of comparison when your new management company takes over your advertising campaigns. At the very least, you should know the overall cost of conversions compared to your ad spend.

Knowing, at a minimum, the amount of traffic you’re generating and the cost to generate that traffic, as well as the number of sales that result, will really help in measuring your current advertising effectiveness so you have a good basis for comparison.

2. Narrow your search to PPC management companies that understand your business focus. How your business does in an internet marketing setting has a lot to do with your products, your services and your markets. Businesses that are only internet driven will build a PPC advertising program much differently from a 100 year old retailer who is just starting out using the web to supplement their business. Look for a PPC advertising company that understands the dynamics of your business and your customer base so they know how to structure your marketing campaigns to get the maximum value for your advertising budget.

3. Providing the ppc management company with a realistic budget is very important in the chance of success they will have, so be sure and predetermine this, and ask their feelings about this budget - this also helps in learning whether this particular management company has experience with your level of advertising.

The budget is critical for the ppc management company so they can plan your online advertising campaign to work within it. And knowing how they feel about it will help you ascertain their appropriateness for this particular task - which is extremely important!

4. Be sure to ask the ppc management company how much effort they will be putting in on your behalf after initially setting up your campaigns. You want a company that will continue to optimize your advertising month after month - that’s the way to maximize success with any form of advertising.

Have definite goals in mind (and on paper) for what you’re looking for your ppc management company to accomplish with your advertising. This should be discussed with them as well, so you come to agreement on realistic expectations you both have. You want them working for you over the entire length of the campaign, after all.