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 2021.
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
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.
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:
- 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
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.
- 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.
- 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.
- 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.
- 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.
- 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.