How to Choose the Right PPC Agency for your Business?
By Andy Chu
17 Feb 2022
Internet marketing has been the demanding sector for the current business models across the globe. In addition, the PPC (pay-per-click) model is one of the most leveraging marketing models for businesses. Under this, the advertisers are destined to make a fee paid every time their ads get clicked by the target audience.
It is a projected way of drawing attention to your business website through buying visits and a faster growth implementation than that organic marketing. In the concept of PPC, search engine advertising has the highest potential and is evidently popular. This allows the advertisers to bid for their ad placement within the search engine’s sponsored links.
So, every time someone searches for a keyword in the search engine that resembles that of the business offering of an advertiser, the PPC ad will flash on the top. Hence, the advertiser will have to pay a small fee to the search engine with every click. It generates immense profit for the advertiser. It is just an example, whereas it is upon you to choose the publisher.
Currently, the trending PPC advertising platforms include Google, Facebook & Linkedin. This explains the trendsetting, authenticity, and profitability of this online marketing model in the coming days. To get the best PPC advertising campaign for your business, you must hire a proficient agency to reciprocate your demands and necessities. Therefore, this guide article will help you choose the right PPC agency in Australia for your business.
What is PPC for Businesses?
Pay-per-click ads are good for everyone who is associated with it. It is ideal for the searchers or advertisers (clients) and the search engines and publishers. There has been a survey that states that searchers click more on paid search ads than any of the other digital advertising modes.
PPC ads make sure to give relevant results to the users who are searching for products and services over the search engines. Google has an algorithm or formula for ensuring that PPC ads are specified for meeting the dedicated search needs of users. Advertisers benefit the most from their successful PPC campaigns. It offers them a unique way of putting up a message in front of their target audience.
As the searchers tend to reveal their intent through the search queries they make, it becomes easy for the advertisers to measure the traffic quality that flows from clicks over search engines. On the other hand, this marketing strategy also simultaneously caters to advertisers and searchers. The searchers provide a user base to the search engines, while the advertisers give them their revenue stream.
A revenue-driven advertising channel helps search engines put up relevant and impactful results for the searchers and helps the advertisers get sales for their paid ads. The most unique and popular feature of PPC advertising is that Google rewards the highest-quality ads and keeps them popular amongst users. If the ads are good, then they will have better click-through rates. Hence, this is how PPC works for businesses.
Tips to Filter out the Best PPC Agency for Your Business
The role of a PPC agency is to understand your goals and tailor the approach to achieve them. Their job in precise is to run the paid ads on several platforms such as social networking platforms or search engines. They will run it around every platform that allows them to run ads. Different kinds of businesses have specific goals in their minds, which helps the users decide the platforms they want to use for their PPC campaign.
For instance, E-commerce businesses will possibly prioritize the aspect of running Google shopping campaigns over embedding paid ads on other platforms. In the second consideration, their role will be to count on your budget to decide which platform would suit your business growth. A small-budget PPC campaign is doable mostly on Facebook ads and other social media platform ads. Google ads require more budgets.
The simple process is that the agency will be handling all sorts of technicalities of running paid ads. They will target the audience, create a plan, design creatives and run the online ad campaign procedures. So, to help you choose the best one for your business, here are a few of the considerable tips or factors, which you must consider:
#1 Emphasize their Case Studies
The case studies are accountable for selecting successful work execution for the clients. The agencies you shortlist for your PPC advertising aspect should have a portfolio or pile of case studies to give you an understanding of their service proficiency. Check them out and analyze the process they generally implement to get the ideal results.
Break down the case studies to know if they have used any specific strategy for particular campaigns and their expenditure for getting those results. Check their priority in terms of platforms and the industries they have served so far. If the agency hasn’t worked with a client in your industry, they need to spend more time and plan execution to make it perfect.
Do not disregard an agency just because they don’t have prior experience with your industry. The other factors are crucial to consider as well. If they offer quality in their job, they can work with PPC aspects for all industries when given time.
#2 Data-Driven Approach
The data-driven approach is what the agency should adopt for the healthy growth of the client’s business. The best thing about PPC campaigns is that you get to see the revenue you generated by spending on paid ads. Moreover, you can also compare the amount spent on ads versus the amount earned.
The agency’s job is to have powerful analytic tools to track these numbers for you. It is to ensure that the campaign is successfully being executed. Their job is not just to post the ads but also to monitor the data and results in order to strategize ideas for improvement for boosting the performance of ads.
They should have the right skills in order to analyze the target audience through data and use it for creating effective paid ads. The purpose of these data-driven ads should be to reach out to the right people and drive their interest to avail of services or products from you.
#3 Meticulous Nature and Punctuality
The next thing that will prove if the digital marketing agency offering PPC services is proficient for the job or not. Talk to them about your business and let them give a rough strategy for your PPC campaign. Observe if they are meticulous or not. They should pay brief attention to every detail that you share and extract a perfect rough plan out of it.
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It will give you an idea of how the PPC agency can scrutinize all important aspects of your business marketing needs and embed them into your PPC campaign. Not just that, but they should also be responsible for creating comprehensive and relevant reports and sending them on specified time windows by you. If you get the right PPC agency, then these reports will definitely help the business grow with better ad campaigns in the future.
Punctuality is a factor that is again an important element of consideration. The punctuality of the agency should be in making the relevant ads within time and posting it to get the audience’s attention towards it. For instance, suppose a particular product is trending in the market, and you need an ad for the same product of your brand to get attention at the moment. In that case, the agency needs to speed up its process to ensure that the trend doesn’t fade away before they post it.
Hence, this is how punctuality can help your business stay ahead of the trend. And you need to count on this factor as well.
#4 Transparency and Healthy Communication
The company culture of the agency is also a considerable factor. It is because that is what will influence the way the agency communicates with your business and the project. Moreover, this also explains the agency’s value throughout this project. Not just that, but they should also communicate with you about all of the performance, concerns, risks, updates, objectives, and resources.
If they are readily doing that, then they are probably transparent with you. They should enable your independent access to the campaign metrics several times. Every move they implement should be justifiable by all means. Your questions should always get an answer if it is related to your PPC strategy. Hence, this is a vital tip for you to pick the ideal PPC agency.
#5 Complementing the Overall Marketing Strategy
No marketing approach should have an isolated approach to execution. Every online marketing measure you implement should contribute to the end goal. Suppose you have opted for some of the digital marketing activities for your business. In that case, the role of the PPC agency will be to collaborate on the approach and integrate it with the overall strategy.
Therefore, it is better if you look for a digital marketing agency that can handle all of your enrolled activities. But suppose you have different teams to take care of your PPC advertising, SEO, SMM, email marketing, content marketing, etc. In that case, your respective teams need to make sure about the smooth execution and be in sync with one another.
#6 Availability of Digital Marketing Skills
Even though you are hiring a dedicated PPC agency, they should still have the necessary skills to execute the general digital marketing prospects. They should have knowledge of local and international SEO. It is because usually, PPC and SEO are connected together in order to achieve better brand awareness. It requires quite an effort in researching keywords and choosing the right ones for building an effective strategy for the PPC campaign.
#7 Ask Relevant Questions to the Agency
Even after considering all of the above factors, you still need to be sure if they are the perfect people to handle your PPC search advertising needs. Therefore, here are a few of the questions that you should not miss to ask before finalizing your project deal with an experienced PPC agency:
What are the tools that you use for your campaign success?
You need to know the type of tools and resources the agency uses in order to execute the PPC campaigns. Some of the tools that they should mention in their answer are Google Ads, Google Performance Grader, Google Trends, Ravel tools, Ahrefs, Google Keyword Planner, and many more.
If the agency is operating with these tools or more, then they are probably offering good results in their marketing campaigns. You can put your trust in them.
#1 Will there be client access for the PPC campaign metrics?
This needs to be a separate question beyond the factor considerations. You should have access to your campaign metrics to know if your investment in the agency is going in the right direction or not. The monthly or weekly reports are a must, but even beyond those insights, the clients should have real-time access to the metrics for idealizing what is going right and what is not.
#2 What is the process of creating a dedicated PPC strategy?
You need to talk to your PPC advertising agency about their strategies and how they make them. A great agency and team would give efforts to dig deeper to understand the specific business goals and then prepare the strategy outline. They should also keep the clients in the loop of that strategy outline and explain how that would give you results.
It should be you to give a final call on whether the strategy seems right or not. Your green signal is the indication for them to commence with the actual implementation job.
Hence, this is all that you should know for choosing an ideal PPC agency for your online marketing needs. It is really very important for business clients to be comfortable and confident with their PPC agencies. As you are relying on them for reaching out to a larger audience, you should have trust and faith in them. It is because that will help them give their best and meet your end goals.
But that doesn’t mean you should put your trust in any agency you first interact with. You should always take your time, ask questions, look for data, check results, and understand their process for making the right choice of PPC agency. Your business solutions and the best PPC advertising agency can together produce reliable and efficient results.
You really do have a powerful service or optimal range of products for your target audience. But you need to put it right in front of them exactly when they need it. And then, you will have a successful business sale. Count on all of the tips that have been highlighted above and pick the right agency that can understand, analyze and reciprocate your specific goal-oriented demands.
If you know what PPC can do for your business, this search hassle is worth your time. It is because when you choose the right PPC agency, you have a proficient team to work in the back end. Hence, you can focus on other important business aspects while being stress-free about the marketing process in action.
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