How to Choose The Right PPC Agency

In today’s business climate, standing out from the competition and having brand recognition can make or break your business. One of the best and most reliable paths to success is through PPC advertising.  Pay per click advertising is a digital marketing strategy that puts your brand directly in front of a targeted audience, and, when done correctly, can increase brand awareness by as much as 80 percent as well as lead to an increase in traffic, leads, and sales. This is why choosing the right PPC Agency for your business has never been more important.

Why You Should Care About PPC Advertising

In 2019, $106.5 billion was spent on PPC search advertising around the world and by 2022, PPC advertising is projected to spend $132 billion worldwide. It’s not surprising that spending is only increasing as Google conservatively calculates that for every $1.60 an advertiser spends on Google Ads they earn $8.  With results like this PPC advertising is a digital marketing trend that isn’t going anywhere in 2024.

The reason for such growth is because PPC advertising works. It puts your business directly in front of the target audience that is looking for the service you provide right at the moment they are searching.  If you want to see fast results, whether it’s an increase in leads, a spike in traffic to your website, or improved brand awareness and visibility,  PPC advertising makes it possible, though it’s not a guaranteed solution and should be used on websites with a solid well thought out web design. To get the results you want, you need a strategy that works. This is where connecting with the right PPC agency is essential.

Understanding Your Needs

Before embarking on the journey of selecting a PPC agency, it is important to have a clear understanding of your own business needs and objectives. Identifying your business goals is the first, and perhaps most crucial, step in this process. These goals could range from increasing brand awareness, boosting sales, generating leads, or driving specific actions on your website. Each goal necessitates a different approach and strategy in PPC advertising. For instance, if your aim is to increase sales, your PPC campaign should be optimized for conversion, targeting keywords with high purchase intent. On the other hand, for brand awareness, a broader approach focusing on reach and engagement might be more appropriate.

Understanding the types of PPC campaigns is another vital aspect. There are several forms of PPC advertising, including search ads, display ads, social media ads, remarketing, and Google Shopping ads, among others. Each type serves a different purpose and is effective in different scenarios. Search ads are ideal for capturing high intent traffic, while display ads and social media ads are better suited for building brand awareness and retargeting past visitors. Knowing which type of PPC campaign aligns with your business goals is essential in guiding your discussions with potential agencies.

Lastly, the significance of industry-specific experience cannot be overstated. Each industry has its unique nuances, customer behaviors, and competition levels. An agency with experience in your specific industry will have a better understanding of these nuances and the competitive landscape. They are more likely to know what works and what doesn’t, saving you time and resources in trial and error. They can also provide valuable insights into customer behavior and preferences within your industry, leading to more effective and targeted ad campaigns. Therefore, when considering a PPC agency, it’s beneficial to look for one with a proven track record in your industry, as this can greatly enhance the effectiveness of your PPC efforts.

Researching Potential Agencies

When it comes to choosing a PPC agency, thorough research is not just a preliminary step; it’s a fundamental part of the decision-making process. This phase is critical in ensuring that you partner with an agency capable of meeting your specific needs and driving your desired outcomes. The digital marketing landscape is replete with agencies of varying capabilities and specializations, and not all will be the right fit for your business. Conducting in-depth research helps you sift through the multitude of options to find an agency that aligns with your business goals, budget, and expectations.

An essential aspect of this research involves delving into the portfolios and case studies of potential agencies. These resources are invaluable as they provide concrete evidence of the agency’s capabilities and the results they have achieved for other clients. Look for case studies that are relevant to your industry or business type, as these will give you a clearer picture of what the agency can accomplish in scenarios similar to yours. Pay attention to the strategies they implemented, the challenges they faced, and the outcomes of their campaigns. This information can offer insights into the agency’s creative and strategic thinking, as well as their ability to adapt to different scenarios.

Equally important is reading client reviews and testimonials. These firsthand accounts provide an unfiltered perspective on what it’s like to work with the agency. Look for reviews on independent platforms as well as the agency’s own website. Pay attention to comments about the agency’s communication style, responsiveness, transparency, and the overall satisfaction of clients. Positive reviews are a good sign, but also take note of how the agency responds to any negative feedback. This can be telling of their commitment to client satisfaction and their approach to problem-solving. Remember, an agency that has consistently positive reviews and glowing testimonials is more likely to deliver the high-quality service and results you are seeking.

Evaluating Agency Expertise and Track Record

When narrowing down your choice of a PPC agency, evaluating their expertise and track record becomes a pivotal step. This evaluation is not just about ensuring they have the necessary skills, but also about understanding their depth of experience and their ability to deliver results that align with your specific goals.

Years of Experience in PPC

The years of experience an agency has in PPC is a significant indicator of their proficiency and understanding of the digital marketing landscape. Agencies with a long-standing presence in the field are likely to have witnessed and adapted to the numerous changes and trends in PPC advertising. This experience equips them with a nuanced understanding of how to navigate the complexities of PPC campaigns across various industries. However, it’s important to balance this consideration with the need for contemporary, up-to-date strategies. The digital marketing world evolves rapidly, and an agency’s ability to stay current is just as important as their years in the business.

Agency’s Success Stories and Client Feedback

An agency’s past success stories and client feedback are tangible evidence of their capability to deliver results. When reviewing an agency’s success stories, look for case studies or examples that closely resemble your business model or industry. This relevance ensures that the agency’s experience aligns with your specific needs. Client feedback, on the other hand, offers insights into the agency’s working relationships, reliability, and the overall satisfaction level of their clients. Positive feedback and testimonials from past clients, especially those with similar business needs as yours, can be a strong indicator of the agency’s ability to meet and exceed client expectations.

Specialization in Specific PPC Platforms

Different PPC agencies may specialize in various PPC platforms, and this specialization can significantly impact the effectiveness of your campaigns. Some agencies might excel in Google Ads, while others may have a stronger focus on social media advertising platforms like Facebook, LinkedIn, or Instagram. The choice of platform should align with where your target audience is most active and where your campaigns are likely to have the greatest impact. An agency that specializes in the specific platforms relevant to your business will not only be more adept at navigating the nuances of these platforms but also more likely to achieve higher ROI for your campaigns. They can leverage their specialized knowledge to create more targeted, effective, and efficient advertising strategies that resonate with your audience and meet your business objectives.

Characteristics of a Great PPC Agency

So, what makes a great PPC agency? Let’s break down the characteristics you need to look for. An experienced PPC agency will first listen to you by asking smart questions about your goals, understand your expectations and then present a cohesive digital marketing strategy to achieve those goals.

Data Driven 

They are data driven.  They care about the return on ad spend (ROAS).  The most exciting thing about PPC advertising is that sales can be directly attributed to your campaigns.  A great PPC agency will be able to look at all the data and make smart decisions not only on how to make your current campaigns better but also future planning.  The key performance indicators (KPI’s) that you want to make sure they share and explain during monthly reporting are:

• Clicks
• Cost per click (CPC)
• Click through rate (CTR)
• Cost per thousand impressions (CPM)
• Quality Score
• Conversion Rate (CVR)
• Cost per conversion/Acquisition (CPA)
• Average position

Communication

When it comes to data nothing is more important than being able to pull together a report that a client can understand.  It’s so important that your agency of choice values easy to understand reporting but all sets up time to communicate with you on progress.  There is nothing more frustrating than investing money in your marketing and not understanding how it’s impacting your business.  

Up to Date

Google Ads and other PPC platforms are constantly changing, whether it’s updates to what makes an effective bid strategy to their algorithms for determining optimized landing pages. Working with a PPC agency who is knowledgeable and up-to-date with the changes and knows how to shift a strategy to meet them is key to on-going results. 

Digital Marketing Strategy 

Pay-per-click advertising is just one piece of the digital marketing ecosystem.  When choosing the right agency for your business, you want to go with a company that can grow and expand with your success.  That is why it is important that they are well versed in other internet marketing strategies such as SEO, Facebook advertising and email marketing.  When done well, they can lead to massive success and explosive growth.

Choosing the Right PPC Agency for your Business

Now that you know what makes a PPC agency right for your business, here are some questions to ask to make sure you choose the best one.  

1. How do you communicate campaign results with clients?
   You never want to be in the dark with how your PPC advertising campaign is going, so it’s essential that they provide you with a clear communication schedule, such as monthly phone calls where they can go over the data in depth along with communication along the way when there are major updates to the strategy. 

2. What tools do you use to achieve campaign success?
   There are many tools that ppc agencies would use to create, track and optimize campaigns.  A few of the tools we would use are: Google Ads, Google Keyword Planner, Google Performance Grader, Google Tag Manager, Google Trends, Google Analytics, Ahrefs, Ravel Tools, and CallRail just to name a few.
3. Will I have my own access to the campaign metrics? 
   It is so important for you to have independent access to your PPC campaign data.  This way you can access the data at any time and not wait for a monthly report.  This would also allow you to maintain a level of transparency over your campaigns.
4. What is your process when creating a PPC strategy? 
   A great PPC agency would dig deep in understanding your goals and then have a strategic process that they can outline and show you on how they will give you the results you want.  After-all, that is the beauty of PPC advertising.  We can track results right back to the campaigns. 
5. Can you share any PPC results you’ve gotten for other businesses?
   You definitely want a company that has a few case studies to show that they have gotten results for other clients which in turn shows their expertise and ability in getting your business results.

It’s important to feel confident and comfortable with your PPC agency, after all, you’re relying on them to elevate your brand and increase your business. Asking questions, looking for data and results, and understanding the process is all key to making the right choice. 

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