To choose the right Amazon PPC agency, you need to ask a few key questions that go beyond just their pricing and promises. The goal is to understand their process, their expertise, and how they will fit with your business.
Here are the most important questions to ask a potential agency, categorized for clarity.
1. Questions About Their Experience and Process
These questions reveal the agency’s depth of knowledge and their day-to-day operations.
- “How do you approach a new client’s account, from audit to launch?”
- Why it’s important: This question forces them to walk you through their standard operating procedure. A good answer will mention an in-depth account audit, keyword research, competitor analysis, and a clear plan for your first 30-60-90 days. A red flag is an agency that promises immediate, aggressive action without a strategic plan.
- “What is your philosophy on ACoS and profitability?”
- Why it’s important: Their answer will tell you if they prioritize short-term sales or long-term profitability. A great agency will talk about distinguishing between ACoS (Advertising Cost of Sales) and TACOS (Total ACoS) and will focus on maximizing your overall brand profitability, not just driving down ACoS at the expense of organic rank.
- “How do you handle keyword research and optimization?”
- Why it’s important: You want to know if they have a systematic approach. Look for an answer that mentions using a combination of Amazon’s Search Term Report, competitor analysis, and third-party tools. Ask how often they add negative keywords and refine their bidding strategy.
- “Can you provide a case study or reference from a client in a similar niche or with a similar ad spend?”
- Why it’s important: This provides tangible proof of their past success. A relevant case study shows they understand your market’s unique challenges. A reference call allows you to hear firsthand about their communication style and results.
2. Questions About Communication and Reporting
These questions are about the relationship and transparency.
- “How often will we communicate, and who will be our main point of contact?”
- Why it’s important: This sets expectations for communication. You need to know if you’ll be speaking directly with the strategist managing your account or if all communication goes through a separate account manager.
- “What kind of reports do you provide, and how often?”
- Why it’s important: A standard report is just data. A valuable report includes insights and a summary of the strategic moves they’ve made. Ask for a sample report to see if it’s clear, comprehensive, and easy for you to understand.
- “How do you stay on top of Amazon’s changes and algorithm updates?”
- Why it’s important: Amazon’s platform is constantly evolving. A good agency will be proactive about new features, updates, and best practices. Their answer should show they are committed to continuous learning and are active within the Amazon seller community.
3. Questions About Their Fees and Terms
These questions ensure you understand the financial commitment and what you’re getting in return.
- “What is your fee structure, and what services are included?”
- Why it’s important: Get a clear breakdown of their costs. Ask if the fee includes listing optimization, A+ Content creation, or only PPC management. Compare their percentage of ad spend with their minimum monthly retainer to understand which model works best for you.
- “Are there any long-term contracts, and what is your cancellation policy?”
- Why it’s important: You need an easy way to exit the agreement if things don’t work out. Avoid agencies that lock you into long, restrictive contracts. A confident agency will have flexible terms, as they rely on their results to retain clients.
- “How do you manage our ad spend budget?”
- Why it’s important: You need to know that they will treat your budget with care. Ask if they use automated bidding software or if they make daily manual adjustments. Their answer should reflect a thoughtful, data-driven approach to budget management.
By asking these questions, you can move beyond simple sales pitches and get a clear picture of an agency’s capabilities, work ethic, and whether they are the right strategic partner for your business.