For a lot of small and medium size business, advertising on Google or Bing can best be described as a pain. So they turn to someone like us to run their campaigns so they can concentrate on their core business. They call this Google AdWords third party campaign management.

Google AdWords third party campaign management is hiring a consultant or company to run your Google AdWords ad programs. They typically charge an hourly or project rate and will expect either prepayment of the ad buy or use of the company credit card.

However, just like outsourcing SEO or social media or any kind of marketing, the best thing a small business can do is interview a prospective agency like a prospective employee.

Some questions to contemplate:

• Our goal is to get 20 new leads a month into our system – describe how you would calculate the ad budget for AdWords.
• Our core business is “x” – how would you look for keywords that describe our business?
• Why should we bring on a third party agency to manage our Google AdWords? Why not hire an employee?
• Describe how you set up AdWords and managed it for other companies and the ROI you delivered?

These types of questions will give you a very good idea about what kind of work the agency has done in the past along with their depth of knowledge. It will also help you in identifying agencies that don’t meet your goals. Most agencies will give you a standard pitch. Don’t take a pitch when you can sit and have a conversation that describes your goals and how the agency can meet them.