Overview

Selecting an Amazon PPC agency is more than checking case studies; it demands a deep dive into how the firm runs day‑to‑day operations, protects existing campaign data, and charges for its services. Sellers who scrutinize these elements early can avoid hidden costs, preserve ad performance, and secure a partner that truly scales with their business.

Key Points

• Account manager identity — Identify the exact individual who will handle your account each day, not just the sales representative who closed the deal.
• Client‑to‑manager load — Determine how many other advertisers each manager supports; a ratio above 15 accounts often signals limited attention.
• Data‑preserving transition — Insist on a migration plan that phases out old campaigns while new ones ramp up, rather than deleting historic performance data.
• Fee breakdown clarity — Obtain a written schedule that separates flat retainers, percentage‑based commissions, and any third‑party software subscriptions.
• Backup coverage plan — Verify who steps in when the primary manager is unavailable and how quickly they can respond.
• Communication style — Agree on the depth of technical detail you expect in reports, whether you prefer dashboards, narrative summaries, or a mix.

How the Evaluation Process Works

1. Map the manager hierarchy — Request an org chart that shows the chain from your account manager to senior leadership. For example, a seller of kitchen gadgets should see that Jane Doe, a senior PPC strategist with five years in the home‑goods niche, reports directly to the agency’s VP of Advertising.
2. Calculate the workload ratio — Ask the agency to list all active accounts under the proposed manager and divide the total spend by the number of accounts. If the manager handles $2 million in monthly ad spend across 20 clients, each account averages $100 k, indicating a potentially stretched focus.
3. Review the migration blueprint — The agency should present a step‑by‑step timeline that keeps existing campaigns live for at least 7‑10 days while new ad groups are introduced. A concrete example: “Day 1‑3 maintain current Sponsored Products; Day 4‑7 launch test ad groups; Day 8‑14 gradually shift 30 % of impressions to the new structure.”