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Welcome to incognito money podcast The Truth About What's a Good CPA for Google Ads One of the most common questions I get from my readers is What’s a good CPA? This question actually has no right answer, and I don’t want to get into that debate in this article. So instead, I want to focus on how you can decide if any CPA, including the one you might be targeting or currently targeting, has what it takes to meet your goals or not. In other words, I’m going to share with you my personal opinion of what constitutes a good CPA. Do I need one? If you're running AdWords campaigns, then yes. A Certified Public Accountant (CPA) will allow you to maximize your earnings by taking advantage of tax-free local search advertising and other rules that only CPAs are privy to. But choosing one is a difficult task – let me help. Do my competitors have one? One way to look at what makes a good CPA is to see if your competitors have one. What has worked best for them? How well has it helped their business grow? If they don’t have one, why not? It could be because they’re so profitable that it hasn’t been necessary, or it could be because not having an account with a good CPA is costing them money. How do I find the right person for my business and goals? There are several ways to find someone you feel comfortable working with. You can ask around and see if anyone knows a good person in your area, or you can look on sites like Elance and hire one remotely. The best strategy is to search for CPAs who have been advertising their skills recently—this means they’re getting more clients and are probably doing well financially. Look at their site to get an idea of their skill level, but don’t stop there. Will they build rapport with me as an individual client, or will it be strictly transactional relationships? It all depends on which company you choose to hire. The market is littered with companies that will be more than happy to take your money and run. However, there are also those who build relationships with their clients, looking at them as people rather than simply clients or even worse—just another number in a spreadsheet somewhere. Are they up to date on all the latest marketing strategies? A good marketer should always be learning and evolving, so it’s important to ask your potential cpa if they’re keeping up with industry best practices and staying on top of recent marketing developments. There are thousands of marketing strategies out there, which can make it hard to keep track. Marketing has evolved over time into something incredibly complex, but with that complexity also comes new tools and strategies you should consider using in your own campaigns. Does this make sense financially from the investment standpoint, too (can they show you ROI)? Does it make sense financially? Does an agency have its own revenue streams (enough to keep going) or are they purely dependent on other companies to pay them to run ads. Make sure you don’t invest in a one-way street where there is no way back if things don’t work out well. Also, don’t just look at short-term ROI when thinking about how your investments are doing—consider long-term ROI, too. Can I understand what they are doing - i.e., do they speak in technical jargon (in which case you should get someone else)? Section: Are there any hidden fees or charges associated with their work/service plan/strategy/etc.? Are they based in your area (or country)? Section: How many years have they been in business? Section: What is their business model? Section: How many clients do they have currently, and what is their growth rate? Section: Can you discuss some of their most recent successes (and failures)? Section: Does it seem like there are potential conflicts of interest that I should be aware of? And finally, who will actually be doing the work (themselves, or their team). Do you have any experience with Google Ads? If not, no worries—we can guide you every step of the way. Simply leave us your website and we’ll get started on implementing a campaign that’s personalized to your business. We’ll set up goals, define what success looks like, and help you optimize your campaigns so they really work.