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What To Look For in an Amazon Sponsored Ads Management Company

Mike Zagare
Founder PPC Entourage
Updated: August 9th, 2021
5 min read

Do you want to outsource your Amazon PPC, but don’t know where to start? In this article, we’ll walk you through exactly what to look for when researching the various Amazon PPC management services on the market. Let’s jump right in!

Testimonials and Case Studies

You’re looking for: a company that can back their claims up with a strong portfolio and plenty of case studies.

Any sales rep can tell you that their company will help you grow your Amazon revenue by 10x – but make sure you see case studies, testimonials, or other forms of documentation before you buy into those claims.

As a sniff test, ask your sales rep about the average lifespan of the clients that their company serves. If most clients sign on for an average of 3 months, you may want to move on to other options. A short shelf-life for client engagement is often an indication that the company’s services or communication with the client aren’t particularly effective. 

Try to find a provider that has readily available written and video testimonials regarding their services, and never hesitate to ask for examples of improvements they’ve made to advertising results. If you encounter resistance when asking for testimonials or case studies, this could be a red flag.

Related Article: Which Amazon Agency Has The Best Reviews?

 

 

Scope: What’s Included?

You’re looking for: a company that provides end-to-end service, and takes care of all of your Amazon PPC related tasks for you.

As you’re outsourcing your Amazon PPC management, you’ll want to work with a company who can handle every aspect of the project.

Be sure to ask if their management service includes PPC audits for your existing campaigns, listing optimization, campaign optimization, keyword research and expansion, and search term expansion.

Can they handle video ads? DSP? Do they know how to retarget existing customers to encourage repeat purchases?

Beyond the day to day management of your advertising, you’ll want to work with an agency that takes other business factors into consideration. At the end of the day, your advertising is one part of a much larger machine, and the best agencies will be aware of your overall business goals, organic growth, the various margin impacts your brand is facing, and more.

 

Related Article: 4 Questions You Should Ask When Considering Outsourcing Amazon Advertising Management

 

 

Pricing and Fees

You’re looking for: a company with fair and transparent pricing – not a company with hidden fees.

If you’re going to trust a company with something as important as the advertising strategy for your Amazon brand, you should be working with people who would never try to “pull one over” on you. Hidden fees are just monetary lies, and your advertising partner should never, ever lie to you.

Pricing should be upfront and easily accessible. If you have to get on a sales call just to find out how much you’d be paying, that’s not a good start to an important business relationship.

You’ll usually see pricing structures based on a base fee, plus a percentage of ad spend. This is normal, and allows you to grow your investment in an agency as your need for their expertise evolves. Brands that spend more on advertising will typically be able to negotiate a lower rate.

On a similar note: you don’t want to get locked into a 1-year contract that’s disadvantageous to you, so opt for a company that bills you monthly, NOT one that forces you to sign a long-term agreement.

 

Related Article: How Much Does Entourage Management Services Cost?

 

Strategies and Action Plans

You’re looking for: a company that will customize an action plan specifically for your company.

If you’re consulting with an Amazon advertising management company for the first time, and they will only work within one rigid strategy, run for the hills.

Obviously, you can see why this isn’t ideal. You don’t want a generic, one-size-fits-all strategy; you’ll be much better off with an Amazon marketing plan that’s tailored specifically to your unique needs. 

Your budget, industry, customers, goals, products, pricing, and competition are all variables that should be considered when developing an advanced advertising plan. It can be based on core tactics or fundamental insights, but needs to be implemented according to your brand’s circumstances.

 

Follow-ups

You’re looking for: a company that will keep you in the loop with constant updates.

Yes, you might be outsourcing your Amazon PPC management, but you’ll still want to keep an eye on things, and make sure everything’s on the right track.

To ensure that you have all the information and data you need, work with a company that commits to providing you with regular updates. Your Amazon PPC manager should provide you with monthly progress reports that break down key performance metrics. 

On top of that, they should be available to schedule monthly calls with clients to discuss progress and answer any questions. Make it a priority to speak with your account representative at least once every calendar month (more if possible). Account managers should also be available for minor weekly check-ins so that you’re always “in the know.”

Related article: Why Do Some Amazon PPC Agencies Charge a Percentage of Ad Spend?

If a company claims that they can “guarantee” overnight results…

A word of warning: if a company claims that they can guarantee results for you in a short period of time, take this as a red flag.

Even if a company employs the best tactics and strategies and monitors your Amazon campaign 24/7, this doesn’t necessarily mean that you’ll see amazing results right off the bat.

The hard truth is that there are many external factors that influence the performance of your Amazon PPC ads. This includes your product listing, storefronts, reviews, your competitors, and more.

The right Amazon advertising agency will take the time to properly audit every aspect of your brand in an effort to know you, your products, your audience, and your industry. They’ll then use that knowledge to: 

  • Fix any past advertising or branding mistakes you’re coming into the arrangement with,
  • Optimize all landing pages (storefronts, listings, etc.) for maximum conversion rates,
  • Ensure proper core campaigns and assets are in place, and
  • Build a comprehensive, advanced advertising strategy and implement it 

In other words, there’s really no way to guarantee results in a short period of time, and any company that claims to be able to do so may be misguided (or worse).

Have a question or comment on what to look for? Contact one of our Amazon experts with any of your questions.

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